New research indicates that the number of gambling advertisements aired during the Premier League’s opening weekend surged to over 29,000, nearly tripling compared to last year.
The study, conducted by the University of Bristol’s business school with funding from Gamble Aware, analyzed Premier League coverage across various media, including television, radio, and social media. This year’s total represents a 165% increase over the previous season’s opening weekend.
West Ham’s match against Aston Villa alone saw close to 6,500 gambling messages, averaging about 30 ads per minute throughout the game.
The report’s authors criticized the gambling industry’s self-regulation as “wholly inadequate and tokenistic,” expressing concern that fans and children are being exposed to excessive gambling advertising.
The Betting and Gaming Council, representing the gambling sector, disputed the research findings, claiming it “fundamentally misunderstands both advertising and the regulations in place.”
Peter Shilton, former England goalkeeper and a recovering gambling addict, told the BBC that the industry is “out of control” and unable to self-regulate. He called for government intervention, highlighting that a newly introduced code of conduct had not effectively reduced marketing during football events.
Dr. Raffaello Rossi, co-lead author of the study, stated, “Despite years of having the opportunity to implement protective measures for consumers, the gambling industry still prioritizes profit over safety.”
The Premier League is collaborating with its clubs to implement the Code of Conduct for Gambling Related Agreements in Football, which started this season. Clubs must comply with all legal and regulatory requirements set forth by the Gambling Commission and the Advertising Standards Authority.
Shilton, who battled a gambling addiction for 45 years before seeking help, expressed disappointment at the ongoing issues with gambling in football, stating, “It’s time for the government to take action.”
A government spokesperson responded, acknowledging the impact of harmful gambling on individuals and families and committing to enhancing protections for those at risk. “Ministers are currently reviewing various gambling policies, including advertising and sponsorship, and will provide updates accordingly.”
Last year, Premier League clubs collectively agreed to phase out gambling sponsorship from the front of team shirts starting at the end of the 2025-26 season.
In response to the recent findings, the Betting and Gaming Council asserted that its members maintain a zero-tolerance policy towards underage betting and have implemented age gating rules. They also allocate 20% of their advertising to safer gambling messaging and invest £40 million annually in the English Football League.
A BGC spokesperson stated, “Betting advertising and sponsorship must comply with strict guidelines, and resources for those concerned about gambling are regularly promoted.”
Credit: BBC Sport
