New research has revealed a staggering increase in the number of betting adverts during the opening weekend of the Premier League season.
The study, conducted by the University of Bristol Business School and funded by the charity Gamble Aware, found that the volume of gambling-related messages across UK media platforms surged by 165% compared to the same period last year.
Researchers analyzed Premier League coverage on TV, including pitchside hoardings, shirt sponsorships, radio broadcasts, and social media platforms.
In total, they counted over 29,000 gambling messages during the first weekend of matches, with West Ham United’s fixture against Aston Villa alone containing almost 6,500 messages – an average of 30 per minute.
The study’s authors condemned the gambling industry’s efforts at self-regulation, labelling them as “wholly inadequate and tokenistic.” They warned that the scale of gambling advertisements was putting fans, particularly children, at significant risk.
Dr. Raffaello Rossi, co-lead author of the report, stated: “The industry’s attempt to self-regulate is wholly inadequate and tokenistic. Despite having had years to implement effective measures to protect consumers, the gambling industry continues to prioritize profit over safety.”
The Premier League, which recently introduced a new Code of Conduct for Gambling Related Agreements in Football, requires clubs to comply with all legal and regulatory standards. However, critics argue that these measures have had little impact on the sheer volume of advertising.
Former England goalkeeper Peter Shilton, who battled gambling addiction for 45 years, also weighed in, criticizing the gambling industry for its inability to regulate itself. “The gambling industry is out of control and can’t regulate itself,” said Shilton.
“We managed to get a start with the Premier League banning sponsorship on the front of shirts, but that was only a small part of it. It’s time now that the government steps in and does something about it because it’s been going on for so long now.”
In response to the report, the Betting and Gaming Council (BGC), which represents the gambling industry, pushed back against the findings, accusing the researchers of misunderstanding the nature of gambling advertising.
A BGC spokesperson noted that its members take a “zero tolerance approach to betting by children” and have introduced strict age gating rules.
The spokesperson also emphasized that BGC members dedicate 20% of their advertising to promoting safer gambling practices and contribute £40 million annually to the English Football League to support UK sports.
“This research fundamentally misunderstands both advertising and the way in which it is strictly regulated, while making a series of statements which are either misleading or incorrect,” the BGC stated.
Government officials have acknowledged the growing concern over the impact of gambling on vulnerable individuals and their families.
A government spokesperson confirmed that ministers are reviewing gambling policies, including advertising and sponsorship regulations, and will provide updates in due course.
Last year, Premier League clubs agreed to phase out gambling sponsorships from the front of matchday shirts by the end of the 2025-26 season, marking a small step toward curbing the proliferation of betting adverts.
However, as Shilton and others have warned, without more robust regulation, the issue may only continue to grow.
