Long‑awaited review of sexual entertainment rules announced following Cheltenham campaign

This follows years of sustained lobbying to close the “infrequency exemption” loophole. Meanwhile the council has also launched its own consultation and is seeking further views on its SEV policy.

In December 2025, the Government published its Violence Against Women and Girls (VAWG) strategy. As part of the accompanying action plan, it committed to examining “whether the licensing regime for Sexual Entertainment Venues should be amended to prevent sexual exploitation in the night‑time economy and during festivals and sporting events.”

The Government further acknowledged that “current legislation excludes certain premises from requiring a licence. This effectively permits ‘sexual entertainment’ to take place in these premises, meaning local councils cannot enforce safety measures that could prevent sexual exploitation. We will therefore engage with affected individuals, local communities and key, targeted stakeholders to determine whether and how this regime should be amended, with the protection of women and girls at the forefront.”

Cheltenham Borough Council has long argued that the infrequency exemption undermines public safety. Under this exemption, any venue may host unlicensed sexual entertainment up to 11 times a year, provided events are at least one month apart and last no longer than 24 hours. During major events such as race week, operators can exploit this loophole by moving between venues each night, effectively bypassing local licensing controls.

Successive administrations and ministers have been urged by the council to close this loophole. Unlicensed and unregulated venues pose significant risks to performers and customers, and they create unfair competition for licensed venues that comply with strict conditions and regular inspections.

Councillor Rowena Hay, leader of the council, said: “For many years this council has highlighted to successive Governments the dangers posed by unlicensed venues operating without local oversight. These are high‑risk environments that can be vulnerable to crime and exploitation, and they are a source of real concern for our communities.

“As a council, we recognise the risks associated with unlicensed venues in Cheltenham, particularly during major sporting events, and we are acutely aware of the strong local feeling on this issue. This legal loophole has left the council with limited options, making a licensed and regulated approach the safest and most responsible route.

“We are extremely pleased that our long‑running campaign has been heard, and that government ministers have now committed to reviewing SEV rules and closing the loophole. This will finally allow us to have a meaningful discussion about local SEV policy in a way that prioritises the safety and wellbeing of our town, its residents and its communities.

“We welcome the government’s commitment to engage with stakeholders, and we invite them to work closely with us as this important review progresses.”

Meanwhile the council has launched its own public consultation on further changes to its SEV policy as it looks to strengthen public safety locally. This policy does not replace or supersede law but enables a consistent framework from which SEV licensing can be administered across the town.

The consultation, which will run from Friday 16 January to Monday 16 February, is seeking views on the following ideas proposals:

• The proposal is to define the “Designated Permitted Area” as the Purple Flag zone, already recognised as the borough’s main, well‑managed evening hub with diverse venues, fewer sensitive‑location conflicts, and strong external regulation.
• To consider the location of premises within the permitted area during opening hours against protected characteristics as set out by Equalities Act 2010 e.g. disability, age, religion etc.

This is the latest phase of consultation on the council’s SEV policy following a consultation process in February 2025 – March 2025 and it signals the length that the council is going to get this right for the town.

Councillor Hay added: “We want to hear the views of the public on ideas to strengthen our existing policy. We believe that in working with the local authority operators can ensure safeguards are in place which protect the public, staff and performers.”

To have your say visit: www.cheltenham.gov.uk/consultations (sexual entertainment venue licensing policy consultation).  

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Notes to editors

• Sexual Entertainment Venue (SEV) Licences are permitted under law (SEVs are regulated under Schedule 3 of the Local Government ((Miscellaneous Provisions)) Act 1982 as amended by Section 27 of the Policing and Crime Act 2009).
• It is the authority’s role as the Licensing Authority to administer the licensing regime in accordance with the law.
• Local authorities have the power to prescribe conditions / regulate. The legislation provides for local authorities to adopt a policy and standard conditions relating to SEVs.
• Under the 2009 Act, a premises can provide relevant entertainment on an infrequent basis without the need for a SEV licence. Infrequent relevant entertainment is defined as relevant entertainment offered for no longer than 24 hours on no more than 11 occasions a year. Any premises that want to offer relevant entertainment more frequently is required to apply for a SEV licence.
• An independent appeals process is available to applicants.