Gambling advertising is ubiquitous in the Premier League
The results of the study are presented in more detail in a report by the British newspaper The Guardian. According to the researchers, the fans are with one on the first match day of the new 2023/24 season have been faced with an “overwhelming and inescapable” amount of gambling advertising messages [Article on English].
The research team analyzed TV images, radio broadcasts and what was happening on social media and calculated a total of 11,000 gambling-related advertisements that related to the ten games and were viewed millions of times.
In addition to the sheer amount of advertising for casinos and sports betting providers, the researchers criticized the fact that some of the messages were played out without indicating that they were advertising. In the researchers' opinion, there was also insufficient evidence of safe gambling. This was particularly noticeable with regard to the presence of gambling advertising on social media.
However, a spokesman for the Betting and Gaming Council (BCG), the gaming industry association, confirmedigt that its members had already voluntarily subjected themselves to additional rules, particularly on social media:
Our fellowGLIeders have […] introduced new age-restriction rules for advertising on social media platforms, which will only target ads to people aged 25 and over unless a platform can demonstrate that its age-restriction systems can prohibit under-18s from accessing gambling advertising content. – Betting and Gaming Council (BCG) spokesperson, Source: The Guardian
Politicians also seem to be protecting gambling providers: Gambling Minister Stuart Andrew, for example, recently told the Culture Committee that there was little evidence of a connection between advertising and gambling-related damage.
A spokesman for the Ministry for Digital, Culture, Media and Sport in England also pointed out that the rules for advertising were already very strict and that the Premier League clubs had accepted further restrictions by stopping advertising shirts on their chests.
The study results at a glance
The central results of the study [Articles on English] have been summarized again by the researchers on the University of Bristol website:
- A total of 10,999 individual advertising messages for gambling were identified on various media channels over the weekend
- During the six live broadcasts, 6,966 advertising messages for gambling were counted
- 92% of 391 so-called content marketing ads (e.g. On social media) could not be clearly identified as advertising
- In total, there were 1,902 gambling advertisements on social media, generating a total of 34 million impressions
- Less than a quarter (20.6%) of advertising messages contained gambling harm reduction messages and only 18.7% contained age warnings
The current study is not the first study of its kind in England. A team from the University of Chester had already postulated in November 2023 that on average the logo of a gambling company could be seen in a live broadcast of the Premier League every 16 seconds.
It seems unlikely that the upcoming ban on jersey advertising for gambling operators will significantly reduce the number of adverts displayed during Premier League matches. Politicians must decide whether they want to take further measures or whether they consider gambling advertising acceptable in its current form.
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- Flood of advertising for gambling in the Premier League Football fans see up to 11,000 advertising messages on a match day