Football Clubs Under Fire for Failing to Curb Gambling Advertisements
A recent study has reignited calls for government intervention to curb gambling advertising in football, revealing that Premier League fans were exposed to nearly 30,000 gambling messages over a single weekend. This surge in advertising has raised concerns over the effectiveness of voluntary measures implemented by football clubs, with politicians, researchers, and advocates urging for stricter regulations.
Surge in Gambling Ads Highlights Inadequacies
The research, conducted by the University of Bristol, tracked gambling messages seen by fans during the opening weekend of the Premier League season.
It found that a staggering 29,145 gambling-related messages were displayed across TV, radio, and social media during six live matches.
This figure represents a significant increase compared to the 10,999 messages recorded over the same period last year.
The match between West Ham United and Aston Villa, both of which have front-of-shirt gambling sponsors, was particularly saturated, with 6,491 messages alone.
Current Voluntary Measures Under Scrutiny
Premier League clubs have so far resisted mandatory restrictions on gambling sponsorship, opting instead for self-regulation.
Starting in 2026, they have agreed to phase out front-of-shirt logos for betting companies.
However, despite this future commitment, the number of teams sporting gambling logos has increased from eight to 11 this season.
The industry’s “whistle-to-whistle” ban, which limits TV advertising during half-time and around matches, has been touted as a success by gambling firms, but the study indicates that pitchside hoardings remain a major source of exposure, contributing to the high volume of gambling messages.
Political and Public Backlash
The findings have prompted renewed calls for stricter government regulation.
Former Conservative leader Iain Duncan Smith, who co-chairs a parliamentary group examining gambling-related harm, criticised the industry’s self-regulation efforts, stating, “This appalling evidence shows us that … the industry could not be trusted to regulate itself.”
He urged the government to take action, warning that the current approach fails to protect vulnerable individuals, particularly children, from being inundated with gambling advertisements.
Liberal Democrat peer Don Foster echoed these sentiments, calling the situation a clear sign of the “woeful inadequacies” of self-regulation.
He, along with other advocates, is pushing for the government to introduce more stringent rules on gambling advertising in football, particularly in areas where children are exposed.
Gambling Industry Response
The Betting and Gaming Council (BGC), the industry trade body, defended its advertising practices, stating that the report “fundamentally misunderstands” the role of gambling advertising in promoting problem gambling.
The BGC emphasized that its members adhere to strict guidelines, which include dedicating 20% of advertising space to safer gambling messages and tools for those concerned about their betting habits.
The body also highlighted that previous research did not establish a direct link between exposure to gambling ads and the development of problem gambling.
Future of Gambling Advertising in Football
The pressure on the government to tighten regulations continues to build.
Peter Shilton, England’s most capped male footballer and a vocal critic of gambling marketing, voiced his concern over the exposure of children to gambling ads.
“What concerns us most is the impact on children, who are being exposed to gambling marketing at an unacceptable level,” Shilton remarked, reflecting the growing unease shared by politicians, researchers, and campaigners alike.
