Back in the days when Tessa Jowell was happy to pose in front of a roulette wheel, the big idea was to make Britain a friendly place for online gambling operators. Unlike the blunt-headed Americans, Britain would be pragmatic: the operators would be treated as legitimate businesses if they agreed to act responsibly.
It hasn't worked. A mere 14 online poker and casino operators have registered for UK licences and virtually none is a mainstream company. The explanation is simple: nobody wants to pay tax at the UK rate of 15% of gross profits.
In the borderless world of internet gambling, the computer servers that power the websites can be located almost anywhere. To be able to advertise in Britain, an operator merely needs to be within the European Economic Area, so, guess what, Malta is suddenly popular. Tax rates in Malta have been cut to 2.5%; at the last count, 200 online gambling companies had applied for licences there. The Gambling Commission's bureaucrats in Birmingham have been bypassed.