Majority of Brits concerned about gambling ad epidemic

Two-thirds of the British public believe there is too much gambling advertising, new research has revealed.

Of 4,207 adults surveyed by Ipsos on behalf of the charity GambleAware, the majority backed stronger regulation of betting advertisements on social media (74 per cent) and television (72 per cent). In addition, two-in-three were concerned at the impact of advertising on children.

The research found that those classified as ‘problem gamblers’ were 40 times more likely than the average viewer to place a bet if they saw gambling advert whilst watching a football match.

Premier League

A quarter of those who gambled during the last 12 months reported being prompted by a large sporting event, while 61 per cent of respondents said gambling logos should not be placed on football merchandise for children.

GambleAware urged the next Government to outlaw gambling marketing out sporting events and introduce a pre-watershed ban on all betting advertising across television, radio and video-on-demand.

Although the English Premier League has pledged to stop gambling firms sponsoring football shirt fronts from 2026, this will not affect wider advertising in stadiums, such as pitch-side hoardings.

Harmful

The charity’s Chief Executive Zoë Osmond stated: “Exposure to gambling advertising normalises gambling, and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm.

“This is why we have published our new report, to call on the next government to do more to regulate gambling advertising, particularly around sport where children and young people can see it.”

According to the National Gambling Helpline, the number of people seeking help to stop gambling rose by over 10,000 last year.