New research has revealed a significant rise in the number of gambling adverts being shown in the UK.
Over the course of the Premier League opening weekend, there were 29,000 gambling ads, according to University of Bristol business school research shared by the BBC. That’s almost three times as many as were shown on the same weekend of the previous year.
The study, undertaken with funding from UK charity Gamble Aware, sought to examine how prevalent gambling advertising is in football, and how the scope of such advertising has changed in recent months and years.
Analysts studied advertising via UK TV coverage, as well as adverts displayed on players’ shirts and on pitchside hoardings. Social media ads and radio adverts were also examined as part of the research.
Researchers calculated that this year’s opening weekend was accompanied by 29,000 adverts encouraging football fans to gamble. That’s an increase of 165% when compared to the opening weekend of the Premier League in 2023.
Some matches were highlighted as being of particular concern. The study showed that during one match, West Ham vs. Aston Villa, there were 6,500 gambling advertisements vying for fans’ attention.
Report authors criticize lack of gambling advertising regulation
The report’s authors have been highly critical about the sheer volume of gambling advertising being shown during popular matches, calling the industry's attempt to self-regulate "wholly inadequate and tokenistic."
"Just a few months ago, a new code of conduct was published by the industry, external to curb marketing during football events, but the policy has had no impact on the volume whatsoever," co-lead author Dr. Raffaello Rossi said.
"Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritize profit over safety."
The report notes that a high proportion of advertising shown during matches will inevitably be viewed by under 18s, who could be more vulnerable to the sway of such messages.
Peter Shilton, a former England goalkeeper, who has been vocal about his own battle with gambling addiction, was also critical of the amount of advertising being shown during Premier League matches.
“We managed to get a start with the Premier League banning (sponsorship) on the front of shirts (after the 2025-26 season), but that was only just a small part of it," he said. "It's time now that the government step in and do something about it because it's been going on for so long now."
Betting and Gaming Council defends advertising
The Betting and Gaming Council was quick to defend the actions of the industry, however. It argued that the research “fundamentally misunderstands both advertising, and the way in which it is strictly regulated, while making a series of statements which are either misleading or incorrect.”
The Betting and Gaming Council does provide messaging on safer gambling, of course. Currently, 20% of TV, radio and digital advertising is ring fenced for such messaging.
The organization also provides a considerable amount of funding for some of the country’s most popular sports, such as the English Football League, which receives £40 million of funding annually.
Pressure mounts on labour for tougher advertising regulation
The UK Government is now under increased pressure to regulate gambling advertising. The previous government had decided against the strengthening of restrictions, but campaigners are arguing that now is the time for ministers to overturn that decision.
Restrictions on gambling advertising were removed in the UK back in 2005, but that was before online gambling was so readily available via smartphones.
Recent years have seen a marked increase in the volume of advertising being shown, however, and that increase has been accompanied by calls for restrictions.
Last December, the Culture, Media and Sport Committee said there was an “urgent need to better understand the effects of gambling advertising on the risk of harm.”
Campaign groups are now calling for a blanket ban on betting and casino advertising before 9 p.m. The policy has the backing of the country’s top gambling charity, GambleAware.
Duncan Smith went on to urge ministers to restrict gambling advertising in sport. He called for a ban on betting sponsorship of football kits, as well as a ban on betting ads in and around stadiums.
Premier League clubs will no longer display the logos of betting sponsors on players’ shirts by the end of next season, but this is a voluntary measure. Clubs are not being expected to remove gambling advertising from pitchside hoardings, and many clubs that aren’t playing in the Premier League will continue to display ads on shirts.
