Football fans were exposed to almost 30,000 gambling messages during the opening weekend of the Premier League season last month, almost triple the 11,000 recorded during the same period last year.
Academics from the University of Bristol, who were behind the study, warned that the findings show the “industry is out of control” and is putting young and vulnerable people at risk.
Content Warning: This article contains references to suicide that may be disturbing
Researchers recorded 29,145 gambling messages on television, radio and social media during games and in related news. The messages contained advertisements, some offering free bets – but also included promotional material such as the use of company logos.
The vast majority of the games were watched live. Almost 24,000 gambling messages were recorded, which is a 240 percent increase from the previous year when 6,966 were shown.
The game that received the most gambling was West Ham United v Aston Villa on August 17th. A total of 6,491 logos and advertisements were broadcast during the match, which equates to around 30 per minute. This is approximately double the average recorded per game previously.
Bristol University’s findings follow growing public concern about the industry’s prominence in football over the impact gambling can have.
An estimated 2.5 per cent of adults have suffered from a ‘gambling problem’, according to the Gambling Survey for Great Britain (GSGB). This would equate to 1.3 million gambling addicts.
The Gambling Commission has said that gambling can harm a person’s health, well-being, finances and relationships. They can lose their jobs, fall deeply into debt, turn to crime, see relationships break up, and in extreme cases, kill themselves.
It has already been agreed by the Premier League that gambling companies will be banned from participating in front-of-club shirt sponsorships from the summer of 2026.
In July, the Premier League worked with the Gambling and Gambling Council to set out a voluntary code of conduct for betting sponsorship deals, including ensuring that children and vulnerable people are protected from such marketing.
However, Dr Raffaello Rossi, lead author of the Bristol study, said the evidence suggested the Premier League had little effect.
He said: “This new evidence shows just how out of control the industry is with gambling advertising now flooding Premier League coverage.
“It is clear that the industry’s attempt to regulate itself, be it football or gambling, is completely inadequate and symbolic.
Peter Shilton OBE, the former England footballer, had a gambling problem and along with his wife, Stephanie, is a patron of the inquiry.
He described the findings as “shocking and disturbing” and said: “Gambling advertising at football events has become relentless. What concerns us most is the impact on children who are exposed to gambling marketing at an unacceptable level.”
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The study also found that gambling ads and content were viewed more than 24 million times on social media, although this was down from 34 million last year.
The University of Bristol has written to the Advertising Standards Authority in a letter it has shared with ireported 100 social media ads for potential advertising violations.
An ASA spokesman said they were reviewing the materials sent to them.
Sir Iain Duncan Smith, who chairs a cross-party parliamentary group investigating the harms of gambling, said the findings show that gambling advertising, sponsorship and marketing need to be reformed.
“This alarming evidence shows us that, as I warned before, the industry cannot be trusted to regulate itself,” he said.
The Gambling Commission has previously told the government that “targeted action around advertising and sponsorship is necessary, particularly to better ensure that children and potentially vulnerable people have significantly reduced exposure.”
The Gambling and Betting Council said the industry follows advertising rules and promotes safer gambling. “Hints to help those concerned about their bets are published regularly and prominently,” a spokesman said.
A Government spokesman said: “We recognize the impact that harmful gambling can have on individuals and their families and are absolutely committed to strengthening protections for those at risk.
“Ministers are currently considering the full range of gambling policy, including advertising and sponsorship, and will update in due course.”
An ASA spokesman said: “Protecting people from the potential harm associated with gambling advertising is always our top priority. We are constantly working on our own to monitor and deal with the minority of gambling adverts that break our rules with a particular focus on the need to protect – from harm or abuse – children, young people and other vulnerable people.”
The Premier League said it is working with clubs to implement the code of conduct.
Seeing gambling ads in football is ‘absolute torture’
Annie Ashton, 43, is the widow of Luke Ashton, who died of a gambling-related suicide in 2021, aged 40. He started betting on football on the weekend in the company of friends, but developed a gambling disorder that eventually led to his suicide. .
Gambling with Lives, a charity founded by families who have lost gambling-related suicides, estimates that there are hundreds of gambling-related suicides each year.
“Luke was a keen Leicester City supporter and took our young son to all the home games,” said Annie i.
“When Luke died, I wanted to continue taking our son to see his team, but what was supposed to be a good experience quickly became extremely uncomfortable. I realized how hard it must have been for Luke, when I constantly saw commercials about what was harming him flashed across the field.
“For us, they were constant reminders of what killed him.” For anyone affected by gambling today, I’m sure this increased saturation of gambling advertising in sports like football must be absolute torture.
Annie and Luke Ashton. Annie was shocked at the amount of gambling messages on display at Leicester City games
“Football gambling advertising is wrong and to hear that supporters, including young children, are seeing triple the amount of gambling content as last year is clear evidence that the Premier League clubs are more concerned about money than the sport.” and their loyal supporters.
“It’s a bad look for the clubs, who are clearly not going to stop their greedy gambling willingly.” The government needs to intervene.
“Gambling advertising is normalizing an addiction that can lead to suicide. Football clubs are promoting products that children will grow up thinking are safe and fun to use and that is wrong.
“The majority of people don’t want to see game ads in any environment, and this is especially true for football.
The Samaritans are available 24/7 for confidential advice and support. Call free on 116 123 or visit samaritans.org
