A group of MPs in the UK are calling for a reduction in the volume of gambling adverts on pitchside hoardings in sports stadiums, stating that it is necessary “to shield children from exposure” to betting companies’ logos. In a report released by the parliamentary Culture, Media and Sport Committee, they recommend that a new gambling sponsorship code of conduct should include ways to cut the number of adverts in stadia and ensure that more space is dedicated to promoting safer gambling messages.
During the 2022-23 season, eight Premier League clubs had gambling companies on the front of their shirts, in deals worth an estimated £60 million per year. While welcoming the decision made by the Premier League clubs to withdraw gambling sponsorships on the front of match shirts by the end of the 2025-26 season, the cross-party committee warns that this will “not significantly reduce the volume of betting adverts visible during a game” with clubs still able to feature them on shirt sleeves and with LED perimeter advertising.
The MPs also call on ministers to take a more “precautionary approach” with regards to gambling advertising than that proposed in the gambling white paper; while a complete gambling advertising ban may not be appropriate, further regulation is still required. The committee added that there should be “a distinct approach…for horse racing and greyhound racing, given their close and long-standing relationships with betting”.
While footballers were previously targeted by adverts for gambling, new rules were put in place last year to prevent celebrities from appearing in gambling adverts aimed at children. However, a spokesperson for the Big Step campaign group proclaims that measures still fall short and suggests that all gambling advertising and sponsorships across sports should come to an end
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