Bradley Walsh has responded to the surprise surrounding his new Channel 4 gameshow, which was revealed to be an anti-gambling hoax, while his The Chase co-star appeared to question his decision to take part.
Walsh, 66, hosted Million Pound Shot on Sunday night, a show that initially looked like a traditional gameshow where contestants wagered their own money. After contestant Reece lost £6,000, Walsh disclosed that the entire event was scripted, designed to expose the tactics gambling companies use to encourage people to bet more.
During the broadcast, Walsh said he felt “very strongly” about participating. Afterwards, he acknowledged that the revelation might have come as “a bit of a shock” to viewers.
Walsh explains his motivation
“Thank you to everyone who tuned in to watch Million Pound Shot tonight,” he wrote on Instagram. “I know it was a bit of a shock at first, but this is a vital subject and that’s exactly why I wanted to do it.”
He added: “I hope everyone who watched is feeling okay, and has come away knowing a bit more about the techniques of the gambling industry.”
The top comment on his post, liked by 1,446 people, read: “Best of luck going back to the chase! Sponsored by Gala bingo!” Despite this, many public comments were supportive, with one viewer writing: "Well done. A very powerful show. I said to my husband, I definitely don't think Bradley would be involved in this kind of show. I was proven right."
Co-star's reaction
Walsh’s involvement, despite his links to Gala Bingo-sponsored The Chase, did not go unnoticed by his colleagues. Mark Labbett, known as The Beast, appeared to accuse Walsh of hypocrisy on Sunday night while watching the Channel 4 show.
Labbett, who regularly appears in ads for the betting company, commented on X: “Am wondering if it is going to pivot to an “evils of gambling” theme #millionpoundshot.” After the hoax was revealed, a viewer commented: “Bradley Walsh hosts this big anti-gambling ad... and so tune into ITV to see him again tomorrow on the Chase sponsored by... whatever Bingo company sponsors it these days! #millionpoundshot.” Labbett replied: “Harsh but fair.”
An anti-gambling charity source told the Mirror: “It is completely wrong now for celebrities to be appearing in anything which supports or promotes the industry. It’s time for celebrities to recognise what it’s doing and not to engage in any support.”
Industry context and reactions
Gala Bingo was investigated in 2017 and found to have breached consumer protection regulations. The Gambling Commission fined them £2.3million after discovering significant flaws in Gala’s dealings with two customers who gambled away around £1.3million of stolen money.
The Mirror has reached out to Gala Bingo, ITV, Mark Labbett and Bradley Walsh’s reps for comment.
There was a concerted push for Channel 4 to air the hoax, despite opposition from gambling companies. Those involved also feared the reaction it could provoke among people struggling with gambling addiction and whether it could negatively affect anyone in recovery. Concern was raised that a rogue gambling advert could appear during the show’s ad breaks.
Over £1billion is spent on gambling advertising every year, which Channel 4 contributes towards daily. Coalition to End Gambling Ads director Will Prochaska worked closely with the show and told the Mirror more needs to be done.
“I'm very glad that Channel 4 felt able to air the show,” he said. “I wish they'd go further and reject gambling advertising across their productions. Maybe this shows a willingness that they might move on. Let's see.”
He added: “There weren’t gambling ads on during the show, at least. I was slightly nervous that something might have cropped up during the show, but they were obviously alert to that.”
Audience reaction and industry response
The show was filmed in front of an unknowing live studio audience, who appeared to go along with the gameshow and push contestant Reece, an actor, to bet more money. However, Prochaska said elements of the audience reaction were cut out.
“By the end they were really vocal, and I don't think it was included on the show,” he said. “The studio audience was crying out things like, ‘Hold on a minute, Channel 4 are going to show gambling ads doing this. It's outrageous.’ So that was fascinating to see an audience who wanted him to gamble more, and then by the end completely changed. So that was really powerful.”
Paddy Power co-founder and former CEO Stewart Kenny, who regrets his part in the industry's evolution, was due to take part in the show but could not due to health reasons. He told the Mirror he is “totally in favour” of gambling reform. “Now look, I have huge regrets about what I should have done more when I was there. I did resign from the board because they wouldn't do enough about gambling, but I should have done a lot more.”
He insisted: “I am not anti-gambling. I'm pro-gambling, but I'm not pro sucking people into the most addictive forms of gambling.” Kenny explained: “Bookmakers are using sports betting as a Trojan horse to get people into online 24 hour online slot machines and online casinos, which are much more addictive.”
In response to the programme, the Gambling Commission said they have implemented a wide range of consumer protections in recent years, including tightening rules on free bets. A Betting and Gaming Council spokesperson said: "Our members operate in one of the most tightly regulated gambling markets in the world, with strict rules on advertising, customer protection, promotional offers and game design. These protections have been strengthened significantly in recent years. Practices such as losses disguised as wins have been banned for years, while operators are required to stop marketing to customers where strong signs of harm are identified."
Entain, which owns Coral and Ladbrokes, said customers only receive promotional offers if they have opted in, and that it blocks marketing where it identifies safer gambling concerns. Evoke, owners of William Hill, said they strongly reject any suggestion that they disregard consumer protections. Flutter UKI, which owns Paddy Power & Sky Bet, said they operate in a legal, licensed and highly regulated market and take their obligations incredibly seriously.
