A recent study conducted by the University of Bristol business school has shed light on the increasing number of gambling advertisements in the English Premier League (EPL). The research revealed that during the opening weekend of this season, the number of gambling ads had tripled compared to the previous year. This alarming trend has raised concerns about the impact of such advertisements on vulnerable individuals.
Funded by charity Gamble Aware, the study uncovered over 29,000 gambling messages spread across various platforms including radio, social media, and TV. These messages were not limited to just traditional advertisements but also included pitchside hoardings and shirt logos. The researchers criticized the industry’s efforts to self-regulate, labeling them as “wholly inadequate and tokenistic.”
In an attempt to address the issue, the UK government has allowed the Premier League to implement its own Code of Conduct for Gambling Related Agreements in Football. This code, introduced at the beginning of the season, aims to regulate gambling sponsorships within the league. Additionally, EPL clubs have voluntarily agreed to phase out front-of-shirt gambling sponsorship deals by the 2026/2027 season. However, despite this forthcoming ban, eleven teams still have such deals in place this season, an increase from seven in the previous season.
Among the teams with front-of-shirt gambling sponsorships are Crystal Palace, Wolverhampton Wanderers, and Aston Villa. This has sparked criticism from various stakeholders who believe that more stringent measures need to be put in place to protect vulnerable individuals from the potential harm caused by excessive gambling advertisements. The Betting and Gaming Council, however, defended the industry’s practices, stating that the research “fundamentally misunderstands both advertising and the way in which it is strictly regulated.” They also emphasized the industry’s commitment to age-gating advertising and promoting safer gambling practices.
The rise in gambling advertisements in the EPL raises concerns about the influence of such promotions on individuals, particularly young people and those with gambling addictions. The study’s findings have reignited the debate around the regulation of gambling advertisements and sponsorships in sports, highlighting the need for a more comprehensive approach to protecting vulnerable individuals from potential harm.
Moving forward, it is crucial for regulators, industry stakeholders, and sports organizations to work together to create a safer environment for individuals who may be susceptible to the harmful effects of excessive gambling advertisements. By implementing stricter regulations and promoting responsible gambling practices, we can help mitigate the negative impact of gambling advertisements on vulnerable individuals and safeguard the integrity of sports as a whole.