Football betting ads spark surge in wagers, new study reveals
Betting ads during major football tournaments have come under fresh scrutiny after new research revealed their impact on gambling behaviour. A study by the University of Sheffield found that viewers exposed to these advertisements were significantly more likely to place bets. Meanwhile, the industry claims it has already cut back on marketing in recent years.
Researchers at the University of Sheffield analysed betting habits during the 2022 FIFA World Cup. They discovered that men aged 18 to 44 in England were 16–24% more likely to bet when shown gambling ads during matches. Overall, viewers were up to 33% more likely to place wagers when ads appeared compared to games without them. The study also questioned whether current UK regulations do enough to shield vulnerable gamblers.
The Betting and Gaming Council (BGC) has argued that licensed operators have already reduced their advertising. Since 2021, ads from regulated firms have fallen by 1.7% year-on-year. At Euro 2024, the number of betting ads aired daily dropped by 20% compared to the 2022 World Cup. However, the BGC pointed to illegal gambling sites—which bypass age checks and player protections—as the bigger threat. The 2022 World Cup saw a global betting turnover exceeding $35 billion, according to estimates from Barclays. No comparable figures were available for the 2018 tournament.
The findings add pressure for stricter controls on gambling ads during live sports. While licensed operators have scaled back their marketing, concerns remain about the influence of betting promotions on viewers. Illegal sites, which operate without safeguards, continue to pose a separate challenge for regulators.
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