Analysis reveals over 29,000 gambling advertisements debut during the initial day of Premier League matches in 202x, marking a significant increase of approximately 165% compared to 2023!
Study Reveals Dramatic Spike in Gambling Advertising in Premier League
The British football league's opening weekend saw an astounding surge in gambling advertising, according to a team of researchers from the University of Bristol. They calculated over 29,000 gambling-related ads, marking a massive 165% increase from the 10,999 ad appearances recorded the previous year.
Previous Numbers Sparked Controversy
The earlier figures caused an uproar and severe criticism. The new study demonstrates that the current season's numbers have far surpassed those from last year.
Highlights of the University of Bristol Study:
- The number of ad appearances jumped from 10,999 to 29,145.
- A whopping 10,027 ad appearances occurred during match time, despite promises made by gambling providers to avoid this.
- Approximately 74% of online content ads were displayed without mandatory labels.
- A mere 8.3% of advertising messages were on shirt advertising, which is soon to be banned in the Premier League.
The researchers suggested that self-regulation within the industry is ineffective. Dr. Raffaello Rossi, a marketing researcher from the University of Bristol and co-author of the report, even stated, 'The industry has gotten out of control.'
Ban on Shirt Advertising Questionable
Clubs in the Premier League had agreed last year to cease gambling provider shirt advertising from the 2026/27 season. However, some teams secured lucrative deals before the regulation came into effect.
Besides the ethical concerns surrounding clubs, the efficacy of the measure should also be scrutinized. According to the University of Bristol study, only 1 in 12 advertising messages appears on shirt advertising. As a result, even with a complete ban, the intensity of advertising would remain extremely high.
Time for British Parliament to Act?
In December last year, there was a call from within the British Parliament to substantially reduce gambling advertising in football. However, the University of Bristol study indicates the opposite trend in English football.
Dr. Jamie Wheaton, one of the study's main authors, urged British politics to intervene:
Our findings underscore the requirement for government intervention. It should go beyond voluntary measures by the industry to ensure comprehensive protection for children and young people. – Dr. Jamie Wheaton, University of Bristol, source: Sky News
Consequently, the British Parliament will have to decide whether to implement stronger regulatory actions against advertising. Nevertheless, it is necessary to assess whether and to what extent the advertising practices of gambling providers violate existing laws first.
The controversial increase in gambling advertising in football isn't limited to the Premier League in Britain. In fact, online casinos in Germany have also been noticed increasing their advertising efforts.
Given the alarming figures from the University of Bristol study, some are calling for stricter regulations, not just in the Premier League, but also in the online gambling industry in Germany, to protect children and young people.
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