A report, led by a team from the University of Bristol, funded by the charity Gamble Aware, found that almost 30,000 gambling messages appeared across various channels – a significant increase of 165 percent on the 10,999 recorded in the same opening weekend last year.
During the opening weekend of the English Premier League on 16th-19th August 2024, the number of betting adverts shown tripled as compared with the opening weekend of the 2023-24 season.
The report gathered their statistics from live broadcasts of six Premier League matches, 15 hours of Sky Sports News coverage, 15 hours of TalkSport radio broadcasts, and gambling related advertisements posted on X (formerly Twitter), Facebook and Instagram.
Disturbing data
The report defined gambling ‘messages’ as adverts or logos related to betting companies that are seen during the live transmissions of the games. In relation to the six live premier league games, the study recorded a 240 percent increase in the number of gambling messages at 23,690, compared to 6,966 last year.
In the West Ham v Aston Villa match alone, the research counted almost 30 gambling messages per minute at 6,491. Sponsorship lead in, entirely featuring bet365 accounted for 42.7 percent of all messages. Electronic pitch-side full hoardings accounted for 25.1 percent of all messages, the ‘full’ being the entire advertising hoardings.
bet365 have signed a three-year deal with the men’s Champions League from the 2024-25 season, where working alongside UEFA, bet365 will increase its exposure with its brand being visible on media backdrops, electronic pitch side hoardings and other LED’s as well as UEFA official digital channels. In partnership, bet365 and UEFA will also offer the chance for fans to win free match tickets.
TNT sports and Ipswich Town forecast a high TV audience and a full crowd for the opening game versus Liverpool. This game had 44 percent ‘full’ coverage gambling messages compared to the 51.6 percent of ‘static’ pitch-side messages in the West Ham v Aston Villa game.
Worryingly, only 28.5 percent of the frequencies in the sample had responsible gambling messages, while only 8.7 percent had any information about the minimum legal age for gambling. bet365 accounted for 48.5 percent of messages across the sample.
The report found that many of the gambling advertisements on social media weren’t identifiable as ads, breaching advertising regulations according to the researchers. Almost three-quarters (74 percent ) of the sample were not obviously identifiable. According to the data, gambling advertisements on social media platforms received over 24 million views, and in certain instances, they included Premier League players.
Two sides of the coin
Dr Raffaello Rossi, a co-lead author of the report alongside Dr Jamie Wheaton, said: “This new evidence shows how much the industry is out of control – with gambling ads now flooding Premier League coverage.
Just a few months ago, a new code of conduct was published by the industry to curb marketing during football events, but the policy has had no impact on the volume whatsoever. It’s clear that the industry’s attempt to self-regulate is wholly inadequate and tokenistic.
It’s more than a failure of policy – it’s a failure to protect the public and the problem has been allowed to proliferate unchecked.
We must stop relying on ineffective self-regulation, which is designed to fail, and use existing legislation to restrict gambling marketing like most of our European counterparts. Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritise profit over safety.”
Wheaton added, “Our research highlights the need for the government to intervene and move beyond the industry’s voluntary measures, to fully ensure children and young people are protected.”
The Betting and Gaming Council (BGT) responded that their members “take a zero-tolerance approach to betting by children.” BGT also said that they commit 20 percent of TV, radio and digital advertising to safer gambling initiatives.
A BGT spokesperson added: “This 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.
Betting advertising and sponsorship must follow strict guidelines and safer gambling tools and signposts to help for those concerned about their betting, are regularly and prominently displayed.”
What measures are being taken to safeguard gamblers?
On April 13, 2024, the Premier League clubs confirmed they were cooperating with the authorities and working with other sports to develop a new code of conduct for responsible gambling sponsorship. From the 2026/2027 season, betting companies cannot sponsor the front of matchday shirts/
The ‘Whistle to Whistle’ ban, introduced by the Industry Group for Responsible Gambling (IGRG) prevents gambling adverts from being aired 5 minutes before and after games being televised before the 9pm watershed. The BGC says this has already seen a 97 percent reduction in the number of adverts being seen by children.
The UK law on gambling advertising
Currently, the Gambling Act 2005 mostly governs the UK law on gambling advertising. This legislation requires Ofcom to set up, review, and revise standards for gambling advertisements on television and radio. However, the primary responsibility for regulating broadcast advertising lies with the Advertising Standards Authority (ASA).
The ASA monitors advertisements across various media platforms. If an ad breaches the rules, the ASA can demand its removal or amendment. They also have the power to impose sanctions, such as banning the advertiser from running the ad again.
The Gambling Commission (GC) oversees the licensing and regulation of gambling operators. They ensure that operators follow the advertising codes. If an operator falls below these standards, the GC can impose fines, suspend or revoke licenses. The public can also report misleading or irresponsible gambling advertisements to the ASA.
The regulations say ad content, style and placement must not target under-18s or other vulnerable groups. Ads must not suggest that gambling can solve financial problems and should not mislead people about the chances of winning or the risks involved.
Online gambling adds must used age-targeting tools so under-18s don’t see them and must be clear in their terms and conditions, including any promotional offers.
What next?
Following the publication of the University of Bristol report, a government spokesperson said: “We recognise the impact 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 on advertising and sponsorship, and will update in due course.”
The report calls for government intervention by legislating further to bring the UK in line with other European countries.
You can find the report by clicking on this link.
Unlock winning moments: Discover the best odds on SiGMA Play.
