Graine Hurst, CEO of the BGC, wages war on misconceptions about gambling
•
11 Aug 2025 •
Reading time: 3 minutes Faced with myths and lies spread by the British media about gambling, the CEO of the Betting and Gaming Council, Grainne Hurst, is relying on data and the voices of players to restore the truth and defend the image of a rapidly changing industry.
Since taking over as head of the Betting and Gaming Council (BGC) in September 2024, Grainne Hurst has identified one of her biggest challenges: countering what she considers to be biased media coverage that is too often sympathetic to the positions of anti-gambling lobbies. She spoke about this in an interview with iGB published a few days ago.
According to Grainne Hurst, these anti-gambling groups will never change their minds and manage to impose their negative view in the national media, fuelling misperceptions among the general public.
‘There is still a slight misunderstanding about our industry among the general public, and the BGC is working hard to remedy this.’
Evidence to debunk the lies
For Hurst, one of the organisation’s core missions is to provide evidence-based information about the reality of the gambling sector in the United Kingdom. This involves using verifiable data and comparing media claims with the facts.
She does not mince her words. The aim is to counter certain myths, misconceptions and, sometimes, outright lies reported in the press.
The BGC’s approach is based on two levers:
- Factual evidence to restore the truth.
- Listening to players in order to understand their perceptions and respond to rumours in real time.
A tense media environment
The British gambling industry operates in a climate of intense media scrutiny, often focused on issues of advertising, taxation and player protection.
For Hurst, this exposure is doubly problematic: it fuels anxiety among the public and distracts attention from the real progress that has been made.
While Hurst recognises the efforts already made by the sector, particularly in terms of player protection and responsible gaming since the revision of the Gambling Act and the publication of the white paper, she believes that the industry needs to go further to restore its image.
In her view, one of the difficulties is communicating the positive news about the sector:
“As we all know, good news is not usually very compelling. It is therefore essential to incorporate this good news into our daily communications, which is crucial. We do this and will continue to do so in order to highlight the positive aspects that the sector has already implemented.”
As a result, the BGC focuses a significant portion of its resources on proactive communication: disseminating clear, data-driven messages and responding quickly to negative narratives.
A unified voice for stakeholders
Under his leadership, the BGC intends to remain the sole spokesperson for the UK licensed sector. The organisation is stepping up its dialogue with public authorities, the Gambling Commission and other stakeholders to advocate for a balanced regulatory framework.This strategy aims not only to influence media perception, but also to ensure that reforms and public policies are not hijacked by agendas hostile to the sector.