The majority of British citizens advocate for the prohibition of gambling promotions during sporting events.
As per reports from the UK's newspaper, The Guardian, GambleAware, a gambling protection organization, is pressuring the incoming British government ahead of the elections. They advocate for a prohibition on gambling advertisements during sports events and prime-time programs. A study supposedly backs this proposition.
Shielding Problem Gamblers from Advertising Exposure
The Guardian reveals that GambleAware conducted a comprehensive study. The outcome showed that two-thirds of Britons support a restriction on gambling advertisements during sports events and prime-time programming. Consequently, GambleAware is urging action from the forthcoming government.
The organization emphasizes that gambling advertisements disproportionately affect individuals with gambling issues. These individuals are more likely to engage in gambling due to advertising.
A GambleAware study found that 40% of problem gamblers significantly increased their gambling expenditure and time due to advertisements. Zoe Osmond, GambleAware's CEO, stresses the need for immediate action:
The data indicates that the former government's stand on the absence of a causal link requires re-evaluation.– Zoe Osmond, CEO, GambleAware, The Guardian
GambleAware Seeks Intense Health Warnings
Besides advocating for a ban on gambling advertisements during sports events, GambleAware also calls for health warnings on gambling products similar to those on cigarettes. This would help warn players of potential risks.
In May 2024, GambleAware already urged stronger warning signs in gambling advertisements. The current messages fail to create the desired impact. The gambling protection organization then proposed three alternative messages.
Considering a Complete Ban on Marketing in Sports?
As the Guardian reports, GambleAware even advocates for a complete ban on gambling marketing in sports. This would primarily impact sponsors: GambleAware supports the removal of gambling logos from jerseys, training gear, and stadiums.
On the path to this, GambleAware has already recorded a minor triumph. From the 2026-27 season, gambling advertiser logos will be banned from the chests of jerseys in the Premier League. Advertising for gambling and sports betting providers will continue to be allowed on the sleeves and advertising spaces within the stadium.
The upcoming ban's limited impact is demonstrated by two recently concluded sponsorship agreements of two Premier League clubs. The Wolverhampton Wanderers and Crystal Palace have recently announced their new gambling sponsors.
Examining the True Influence of Advertising Messages in Sports
The discourse around gambling advertising, particularly in sports, has been a major focus in the UK for some time, with opinions between gambling protection organizations and the industry starkly contrasting. In this context, a study in September 2023 yielded intriguing results.
The University of Bristol investigated the number of gambling ads aired in sports. For this, the Bristol Hub for Gambling Harms Research counted the number of gambling provider ads broadcast during a weekend in the English Premier League's first matchday of the 2023-24 season.
The research team found a total of 11,000 gambling-related ads in ten games. Concerningly for the researchers, some of these ads were broadcast without an ad disclosure or warnings.
Authorities Doubt Necessity of Action
Whether GambleAware's demands will be heeded could hinge on the outcome of the upcoming UK election. Polls suggest [Link in English] a shift in government is imminent. The Labour Party may handle GambleAware's demands differently than the Conservatives.
The current gambling minister, Stuart Andrew, believes no action is necessary. He stated that his department has not been dealing with a ban on gambling advertising as there is no evidence of harm from gambling and sports betting ads.
A spokesperson for the gambling lobby, Betting & Gaming Council, also reiterated this argument:
The government has previously stated that research has not found a causal link between exposure to advertising and the development of problem gambling. Betting and sponsorship must comply with stringent guidelines, and the message for safer gambling is regularly and prominently displayed.– Spokesperson for the gambling lobby Betting & Gaming Council, The Guardian
It remains to be seen how the forthcoming British government will address this issue and whether any measures will be undertaken.
The study conducted by GambleAware, as mentioned in The Guardian, revealed that 66% of Britons support a restriction on gambling advertisements during sports events and prime-time programming, thereby strengthening the organization's call for action from the incoming government.
Considering the findings from the study, GambleAware's CEO, Zoe Osmond, has urged the need to re-evaluate the former government's stance on the absence of a causal link between gambling advertisements and problem gambling, implying potential harm to vulnerable individuals.
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