SBC News Voice of the Sports Betting Industry
According to a series of new studies on the public’s perception of gambling advertising, the majority of people are concerned about the amount of promotions they see.
The first report comes from the Football Supporters Association (FSA), which says that three-quarters of football fans (73%) feel like they are subjected to a concerning amount of gambling advertising and sponsorship around football, while two-thirds (66%) are opposed to the commercial relationship between football and gambling.
Similar concerns have been previously addressed by England’s top-flight football, with a joint decision taken by Premier League clubs last year to end their front-of-shirt sponsorships with gambling firms from the 2026 season onwards.
David Rose, Deputy Chief Executive of the FSA, said: “Our survey data shows a large majority of fans are concerned about the prevalence of gambling advertising around football, whether that’s shirt sponsors, pitch side hoardings or on TV coverage.”
FSA’s partnering organisation, gambling harm prevention charity GambleAware, also released proprietary data supporting the initial findings.
The charity said that two in three (67%) members of the public have expressed concerns over the amount of gambling advertising they see, while 66% are worried about the impact the promotional messages have on children.
This echoes the results of a previous GambleAware study conducted during the 2022 World Cup, where 61% of respondents said there were too many gambling advertisements during international sports tournaments.
In connection to the ongoing Euro 2024 tournament, GambleAware warned that an excess of gambling advertising exposure could lead to worsening behaviour in those already experiencing gambling harms, who are “40 times more likely” to spend immoderate amounts of time and money on gambling compared to casual pundits.
The charity also issued a reminder about the existing support networks to combat gambling harm, such as the National Gambling Helpline and the National Gambling Support Network.
“Our partnership with GambleAware helps us to highlight those concerns, and allows us to show supporters where they can get help if they feel like their gambling has become a problem,” Rose added.
Comments were also provided by Zoë Osmond, Chief Executive, GambleAware, who said: “Millions of people across the country have been coming together this summer, excited to watch the Euros. However, our research shows that most of them feel there is too much gambling advertising in the media and around football.
“Anyone who feels worried about gambling during the Euros, or at any time, can get free and confidential advice, tools and support by searching GambleAware or contacting the National Gambling Helpline, available 24/7, on 0808 8020 133. The National Gambling Support Network also has treatment providers across Great Britain who can help people stop gambling.”
GambleAware recently also called for a nationwide review of safer gambling messaging by presenting evidence that the current format falls short of the necessary results.
“Exposure to gambling advertising normalises gambling, and makes it seem like just “harmless fun” without showing the risks of gambling addiction and harm. This is why we have published our new report, to call on the next government to do more to regulate gambling advertising, particularly around sport where children and young people can see it,” Osmond concluded.
