A new study has found that the number of betting advertisements during the Premier League’s opening weekend nearly tripled compared to the same period last year. Researchers analysed Premier League coverage across TV, radio, and social media in the UK, including pitchside hoardings and shirt logos, and counted over 29,000 pro-gambling messages. This is a 165% increase from 2019. West Ham’s game with Aston Villa contained roughly 6,500 betting messages, which equates to around 30 messages every minute.
Researchers from the University of Bristol business school, who conducted the study, claim that their report suggests that children and football fans are being put at risk because they are being exposed to gambling advertising; health charity Gamble Aware has funded the study. The authors of the report have criticised the industry’s self-regulation methods as “wholly inadequate and tokenistic”.
Peter Shilton, former England goalkeeper and a former gambling addict himself, has called for the Government to take action on the gambling industry. He claims that the gambling industry “can’t regulate itself” and that it’s “out of control.” He added that the Government needs to intervene to control the issue. A government spokesperson said that ministers were considering all aspects of gambling policy, including advertising and sponsorship, but have not given any further details.
The Premier League announced this year a Code of Conduct for Gambling Related Agreements in Football, which they are working to implement. The code requires the Premier League clubs to adhere to all legal and regulatory requirements through the UK Gambling Commission or the Advertising Standards Authority. Last year, the Premier League clubs also agreed collectively to withdraw gambling sponsorship from the front of matchday shirts, starting from the end of the 2025-2026 season
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