Half of the English Premier League clubs are in breach of a voluntary code on gambling advertising aimed at children. Last year, Premier League clubs signed a code following a review by the Department for Culture, Media and Sport on gambling advertising in soccer. The clubs agreed to new rules on sponsorship and to phase out front-of-shirt gambling sponsors by 2026.
However, according to a report by UK newspaper The Guardian, ten of the 20 Premier League clubs, including Liverpool and Chelsea, have not followed the code when it comes to advertising to under-18s. Eleven clubs display gambling sponsors on their shirts during matches, which is illegal for under-18s fixtures and in some European competitions where laws forbid the practice. Everton and Aston Villa were seen showcasing gambling sponsors on shirts worn by their under-18s squad, while other clubs breached the code in various ways.
Brentford and Wolverhampton Wanderers had betting logos on the children’s section of their online merchandise store, and Everton’s website had a page related to the “junior fan’s forum” linking to their sponsor, Stake.com. Newcastle, Liverpool, and Chelsea were among the clubs linking to betting sponsors from sections on their websites dedicated to youth soccer. Many clubs removed these images after being contacted by The Guardian, with Chelsea sponsor Betway stating they had no interest in marketing to minors and were addressing the issue with the club.
Campaigners and figures in the soccer world criticized the clubs for their relationship with gambling companies. Commentator Clive Tyldesley, who spoke at a summit on gambling reform in London, expressed his lack of surprise at the findings and highlighted the need for external regulation. Campaign group Gambling With Lives spokesperson Charles Ritchie noted that nothing had been learned since a 2023 report, and criticized the gambling industry for using football clubs to expose young fans to harmful products.
The news of the breach of the code on gambling advertising in the Premier League has sparked significant backlash from campaigners and soccer personalities. The issue highlights the ongoing concerns about the influence of gambling companies in the world of sports, particularly in soccer. The failure of half of the Premier League clubs to adhere to the voluntary code on gambling advertising aimed at children has raised questions about the effectiveness of self-regulation within the industry.
Moving forward, it is essential for clubs, regulators, and governing bodies to take proactive measures to ensure that young fans are not exposed to harmful gambling advertising. Strengthening regulations and enforcing stricter guidelines on sponsorship and advertising in soccer can help protect vulnerable individuals, particularly minors, from the potential dangers associated with gambling. By prioritizing the well-being of fans and promoting responsible practices, the soccer community can create a safer and more ethical environment for all stakeholders involved.