Football legends and politicians are raising concerns over the increasing exposure of youth to gambling advertisements during Premier League games. Researchers at Bristol University have discovered that children watching these matches on television are bombarded with gambling adverts every two seconds. The study found that the number of gambling messages, including adverts, sponsorship, pitch-side boards, programme sponsors, and other forms of messaging, had tripled from the previous year, with nearly 30,000 gambling messages counted over the first weekend of the EPL season in August.
Researchers at the University of Bristol, who compiled a damning report to present to the Government and the FA, have stated that the amount of gambling messaging and advertising associated with football has spiraled out of control. Leading football legends, including England star Peter Shilton, are now urging immediate action to address this issue. The team of researchers meticulously analyzed around 24 hours of live match coverage over the opening weekend of the Premier League season, starting from a Friday night game on August 16 and continuing through the Monday night game on August 19. They also examined 15 hours of Sky Sports News coverage, 15 hours of TalkSport radio broadcasts, and gambling advertising on social media platforms.
The live broadcasts of the matches revealed a significant increase in visible gambling messages and sponsors, with logos and ads shown during the matches more than tripling. Last year, there were 6,966 instances of gambling messages during the opening weekend of the Premier League season, but this year, the number rose to 23,690, marking a staggering 240% increase. The match with the most gambling messages was West Ham v Aston Villa, which contained 6,491 individual instances of visible gambling messages and adverts. This means that a child watching the match would be exposed to a gambling message every two seconds.
Dr. Raffaello Rossi, a marketing researcher at the University of Bristol and co-lead of the report, emphasized that the gambling advertising in football has become uncontrollable, and existing regulations are ineffective. He criticized the industry’s attempt at self-regulation as inadequate and tokenistic, highlighting the need for immediate government intervention to protect consumers. Peter Shilton, a former England goalkeeper and recovering gambling addict, expressed his concern about children being exposed to excessive gambling marketing and called for urgent action to address this growing problem.
Politicians, including Lord Foster of Bath, have called on the Government and football authorities to tighten regulations on gambling advertising, sponsorship, and marketing. They emphasized the need for immediate reforms to reduce the exposure of children and vulnerable audiences to gambling messages. The Big Step Campaign, which advocates for proper regulation of gambling advertising in football, highlighted the harmful impact of excessive gambling marketing on young fans and urged the Government to take action to address the issue.
The gambling industry downplayed the extent of exposure to gambling ads in football, stating that there are strict guidelines in place to ensure responsible advertising and promote safer gambling practices. However, critics argue that the industry’s self-regulation has been ineffective in curbing the proliferation of gambling messages during football events. The Gambling Commission and the Government have acknowledged public concerns about the prevalence of gambling advertising and sponsorships and are committed to strengthening protections for individuals at risk of harm from gambling.
In conclusion, the alarming increase in gambling advertising during football matches poses a significant risk to children and vulnerable audiences. The calls for stricter regulations and enforcement to address this issue are growing louder, with football legends, politicians, and advocacy groups urging the Government to take immediate action. It is essential to prioritize the protection of consumers, especially young fans, and ensure that gambling advertising is responsibly regulated to prevent harm and addiction.
