Big Increase
New research from the University of Bristol has shown a significant increase in the number of gambling adverts shown during the Premier League over the last 12 months.
The research indicates the number of adverts has tripled, increasing by 165%.
Pressure For Change
The role of gambling in football has come under increasing scrutiny in recent years. Several high-profile betting scandals and increased public awareness towards online gambling has seen calls for change in the way gambling companies advertise during football.
Prior to the publication of last year’s Gambling White Paper, the Premier League confirmed it would be banning sponsorship on the front of shirts from the beginning of the 26/27 season, with the majority of Premier League clubs currently sporting gambling sponsorships. However, these companies will still be allowed to advertise across other areas of the matchday experience.
This call for change has also come from parliament, with several MPs, including Sir Iain Duncan Smith, calling for the Advertising Standards Agency to reconsider how it regulates gambling advertising.
Research Findings
The research, which was supported by a £4 million fund from GambleAware, one of the UK’s leading gambling awareness charities, found 29,000 gambling messages in total were displayed during Premier League matches over the last 12 months.
The most shown during one match was close to 6,500 during the West Ham vs Aston Villa gaming, totalling around 30 every minute during the match. The research also showed many gambling adverts did not adhere to clear rules, failing to clearly display themselves as advertising.
The report found that most of the advertising was coming during live-broadcasts, accounting for 63% of the messaging, while Sky Sports News displayed 18% of the messages, and 17% came from social media.
