Premier League Clubs Face Criticism Over Breach of Gambling Advertising Code
A recent review has revealed that half of Premier League football clubs have violated their own voluntary code of conduct on gambling advertising, sparking concern over self-regulation in the industry.
Voluntary Code on Betting Logos
In response to growing pressure to reduce the visibility of gambling sponsorship in football, Premier League clubs agreed to stop featuring betting logos on front-of-shirt sponsorships by 2026.
They also committed to stricter guidelines, ensuring that gambling logos would not appear on web pages or materials specifically targeted at under-18s.
However, recent findings show that many clubs are not adhering to these rules.
An investigation by The Guardian and The Pitch Inspection found that 10 out of 20 Premier League clubs were in violation of this voluntary code.
Gambling logos were found on various pages aimed at children, including club shops, junior fan forums, and sections promoting under-18 football.
Clubs Failing to Abide by the Code
Some clubs have been identified as the worst offenders. For example, Brentford and Wolverhampton Wanderers displayed betting logos on their kids’ merchandise sections.
While Brentford’s link did not directly connect to its sponsor, Hollywood Bets, Wolves’ page allowed direct access to Debet, which offers casino games and virtual sports betting.
Everton FC was also found promoting its gambling sponsor Stake.com on pages dedicated to junior fans and its under-18 squad.
Despite previous controversy over its association with cryptocurrency gambling, Everton has again come under scrutiny for failing to protect young fans from gambling exposure.
Similarly, Ipswich Town, Aston Villa, Chelsea, and Liverpool had gambling links on pages designed for under-18s football, youth teams, and junior fan experiences.
Responses from Football Clubs and Campaigners
Following contact from The Guardian, several clubs, including Liverpool, Chelsea, and Leicester City, removed the links and logos from their websites.
Betway, one of the sponsors linked to youth content, stated that it had “zero interest” in marketing to under-18s and had taken immediate action to notify Chelsea of the breach.
Campaigners have voiced concerns over the industry’s failure to regulate itself. Clive Tyldesley, a former ITV football commentator, expressed his disappointment:
“We are coming across more and more examples of how we cannot rely on operators, football clubs, TV channels to regulate themselves.”
Iain Duncan Smith, co-chair of a parliamentary group on gambling harm, also criticized the voluntary code, stating:
“The problem with codes of conduct with the gambling industry is they just ignore them and carry on damaging lives.”
Previous Penalties and Ongoing Issues
This is not the first time gambling companies have been fined for failing to comply with advertising rules.
In September 2022, Betway was fined over £400,000 after its logo appeared on a West Ham page designed for children.
Despite these penalties, campaigners such as Charles Ritchie of Gambling With Lives believe that little progress has been made:
“The gambling industry continues to use football clubs to ensure young fans are just a click away from harmful products.”
Premier League’s Response
The Premier League has responded by stating that it is working with clubs to enforce the new code. It also noted that the Independent Football Ombudsman would address any unresolved complaints.
Although some clubs, such as Manchester United, have already removed gambling links from pages that could appeal to children, the broader issue of gambling advertising in football remains a contentious topic.
With the voluntary code now under scrutiny, campaigners are calling for stricter regulations to protect young fans from the risks associated with gambling.
