Potential Infractions of Gambling Advertising Code by English Premier League Clubs
Major soccer teams in the Premier League disregard ethical standards by promoting underage gambling through their advertising.
As reported in an article by The Guardian [Link to the article], approximately half of the English Premier League clubs might be in breach of the voluntary code of conduct for gambling advertising aimed at underage individuals. Allegations suggest that these clubs have placed ads with links to betting websites and incorporated logos of betting providers on their youth team players' jerseys.
This breach is significant as it contravenes the agreement between Premier League clubs and organizations such as the Football Association, English Football League, and Women’s Super League, whose guidelines have been in force since the 2024/2025 football season. The agreement includes provisions for protecting minors, maintaining social responsibility, re-investment, and integrity. By displaying gambling ads on platforms frequently accessed by minors, clubs would be violating these stipulations.
Strict Regulation of Gambling Advertising in Germany
Gambling in Germany is stringently regulated, even in advertising. Advertisements targeted towards minors are completely banned in Germany. For instance, gambling commercials cannot be shown on TV programs popular among children. This rule applies to all types of media: digital, print, and television.
Additionally, any advertising that implies that betting or playing casino games can resolve financial problems is prohibited. Moreover, advertising posters cannot be put up in schools and educational institutions, and failing to adhere to these guidelines can result in high fines and the revocation of the German gambling license by the Joint Gambling Authority of the States (GGL).
Controversial Display of Betting Logos in Junior Fan Shops
There are allegations against English Premier League clubs Brentford and Wolverhampton Wanderers for displaying logos of betting providers in the kid’s sections of their online fan shops. When users click on the logo of the betting sponsor Debet in Wolverhampton Wanderers' online shop, they are redirected to the sports betting and online casino section of the gambling provider. However, this is not the case with Brentford's platform.
FC Everton may also be guilty of violating the code of conduct regarding gambling advertising aimed at minors on its website. In its junior fan forum, which targets young people between the ages of 11 and 17, it reportedly linked to its gambling sponsor Stake.com.
Potential Violations in Major English Premier League Clubs
The major English Premier League clubs, including FC Liverpool, FC Chelsea London, and Aston Villa, might also be in breach of the code of conduct regarding gambling advertisements directed towards minors.
Aston Villa is reported to have a U18 player wearing a jersey with a Betano logo, while Liverpool and Chelsea are alleged to have included links to betting platforms on their U18 teams' websites. Chelsea London is said to have chosen Betway as its provider, but the company withdrew its support for minor-oriented promotions, and Chelsea complied with the request.
It remains in question whether other clubs will remove gambling-related content from areas intended for minors.
In light of Germany's strict regulations against advertising gambling to minors, the behavior of English Premier League clubs, such as Brentford and Wolverhampton Wanderers, displaying betting logos in their junior fan shops could attract criticism. Additionally, major German online casinos, like Betano, should refrain from sponsoring underage players' jerseys to avoid potential violations of gambling advertising codes.
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