Football fans were shown around 30,000 gambling messages in the opening week of the Premier League season last month, up almost 11,000 on the same period last year.
Academics from the University of Bristol, who were behind the research, 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 which may be disturbing
The researchers recorded 29,145 gambling messages on television, radio, and social media during matches and related news reports. The messages included advertisements, some offering free bets – but also bought into promotional material such as the use of company logos.
The vast majority were seen on live broadcasts of the games. Nearly 24,000 gambling messages were recorded, a 240 percent increase from last year when 6,966 were displayed.
The game that saw the most gambling messages was West Ham United v Aston Villa on 17th August. In total, 6,491 logos and ads were broadcast during the game, which equates to about 30 per minute. That’s nearly double the average number recorded per game.
The University of Bristol’s findings come amid growing public concern about the reputational impact of gambling on the football industry.
According to the Gambling Survey for Great Britain (GSGB) an estimated 2.5 percent of adults struggle with “problem gambling.” This would equate to 1.3 million problem gamblers.
The Gambling Commission has stated that gambling can harm a person’s health, well-being, finances and their relationships. They can lose their jobs, get deeper into debt, turn to crime, destroy relationships and in extreme cases, some commit suicide.
It has already been agreed by the Premier League that gambling companies will be banned from entering matchday front-of-shirt club sponsorships from the summer of 2026.
In July, the Premier League worked with the Betting and Gaming Council to develop 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 showed the Premier League code 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 self-regulate, whether it is football or the gambling industry, is completely inadequate and futile.”
Peter Shelton OBE, a former England footballer, has suffered from a gambling problem and co-chairs the study with his wife Stephanie.
He described the findings as “shocking and disturbing”, and said: “Gambling advertising during football events has become insensitive. What worries us more is the impact on children exposed to gambling marketing. is exposed to an unacceptable level.
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The research also found that gambling ads and content were viewed more than 24 million times on social media, although this is down from last year’s figure of 34 million.
The University of Bristol wrote in a letter shared with the Advertising Standards Authority ireporting over 100 social media ads for potential violations of advertising regulations.
A spokesman for the ASA said they were reviewing the material sent to them.
Sir Iain Duncan Smith, who chairs the cross-party parliamentary group examining the harms of gambling, said the findings showed that gambling advertising, sponsorship and marketing regulations needed reform.
“This alarming evidence shows us that, as I have warned before, the industry cannot regulate itself,” he said.
The Gambling Commission has previously advised the government that “targeted action on advertising and sponsorship is essential, particularly to ensure that children and potentially vulnerable people are significantly reduced exposure. “
The Betting and Gaming Council said the industry follows advertising rules and promotes safe gambling. A spokesman said: “Signs to help those concerned about their betting are regularly and prominently displayed.”
A government spokesman said: “We recognize the impact that harmful gambling can have on individuals and their families and are fully 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 the public from potential gambling advertising-related harm is always our highest priority. We are constantly working to monitor and tackle the minority of gambling advertising that breaks our rules, particularly With a focus – on the need to protect children, young people and other vulnerable people – from harm or exploitation.”
The Premier League said it was working with clubs to enforce the code of conduct.
Watching gambling ads on footy is ‘absolute torture’
Annie Ashton, 43, is the widow of Luke Ashton, who died of a gambling suicide in 2021 at the age of 40. He started betting on football socially with friends on the weekends, but developed a gambling disorder that eventually led to his suicide. .
Gambling with Life, a charity founded by families bereaved by 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 every home game,” Annie said. i.
“When Luke died, I wanted my son to continue watching his team, but what had been a good experience quickly started to feel very uncomfortable. I knew I had to. As hard as it is for Luke, constantly seeing ads for something that hurts him flashes around the pitch.
“For us, they were a constant reminder of what killed him. For anyone experiencing the harm of gambling today, I’m sure this growing saturation of gambling advertising in sports like football Must be absolute torture.
Annie and Luke Ashton. Annie was shocked by the amount of gambling messaging on display at the Leicester City games
“Gambling advertising in football is wrong, and to hear that supporters, including young children, are watching three times as much gambling content as they did last year is clear evidence that Premier League clubs are more important than the sport. They are very concerned about money and their loyal supporters.
“It’s a bad idea for the clubs, who obviously aren’t voluntarily stopping their money-grubbing gambling deals. The government needs to step in.
“Gambling advertising normalizes an addiction that can lead to suicide. Football clubs promote products that children will think are safe and fun to use, and that’s wrong.
“Most people don’t want to see gambling ads in any environment and that’s especially true for football.”
For confidential advice and support, Samaritans is available 24 hours a day, seven days a week. Call free on 116 123 or visit samaritans.org
