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Gamblers in Wirral are handing over almost £13 million a year to bookmakers

Gamblers in Wirral are handing over almost £13 million a year to bookmakers.

A 2018 annual report from the Director of Public Health has shown that bookmakers pocketed £12.9 million from Wirral residents in the year 2016/17.

The report describes operators of fixed odds betting terminals (FOBTs) in Wirral receiving £58.5m in profits over the last five years, having steadily increased year on year.

In Wirral the hardest hit borough is Birkenhead where betting shops netted a £24m profit over the last 5 years. Wallasey came in second place at over £17m, with Wirral West and South seeing £8m apiece gambled.

Cllr Chris Jones, cabinet member for adult care and health, said: “FOBTs have rightly been called the ‘crack cocaine’ of gambling, with a maximum bet value of £100.00, enabling gamblers to lose huge sums of money very quickly. Often, when gamblers lose money, they spend more and more money trying to recoup losses. This can quickly spiral out of control.

“Gambling is a legal activity for anyone over the age of 18 in the UK. It can be an enjoyable and sociable activity when practiced in moderation. However, the Annual Report’s findings clearly show that harmful gambling is fast becoming a public health issue in Wirral.”

In line with the 2005 Gambling Act, all betting shops in Wirral are limited to operating a maximum of four fixed odds betting terminals per shop. Wirral now has 239 FOBT machines across all four constituencies.

Case studies from the report indicate that harmful gambling can lead to, or exacerbate existing, issues including mental health, alcohol and substance misuse and social isolation with some gamblers lashing out at friends and family when they are struggling.

Unlike other harmful practices and addictions, gambling is often seen as acceptable and is supported by aggressive advertising which is not regulated in the same way as advertising for tobacco and alcohol products is.

Cllr Jones continued: “Normalising gambling may lead to gamblers often struggling to accept their issues or have them taken seriously by friends or family.

“In order to support those affected by harmful gambling, we must raise the profile of the issue. An honest and frank discussion around harmful gambling is needed in order to better understand, measure and ultimately combat the issue.”

Wirral Council will work with other authorities across the Liverpool City Region to call for changes in the law to protect people from the harmful effects of FOBTs.

Have you or a family member been affected by gambling? There are support options available in Wirral:

  • Citizen’s Advice Wirral – Providing information and advice across Wirral on a range of issues. Visit or call 0300 33 00 111.
  • The Beacon Counselling Trust – A charity that works comprehensively in the area of mild to moderate mental health issues. Visit or call 0151 321 1099.
  • Gamblers Anonymous – A fellowship of people who share experiences, strength and hope to solve their problems and help others do the same. Visit
  • Wirral Debt Advice – Set up as a response by local Wirral churches at the height of the payday loans crisis, WDA offer tailored advice and support. Contact or call 07486648014.