The number of gambling advertisements aired during Premier League football matches in the UK has nearly tripled compared to last year, raising concerns among social scientists about the increasingly aggressive tactics of the marketing industry. This data comes from a study conducted by the University of Bristol, which revealed that nearly 30,000 gambling ads appeared across TV, radio, and social media during the opening weekend of this season’s English Premier League.
Television has experienced the largest increase, with a reported 23,690 gambling ads broadcast during six matches over the opening weekend, marking a staggering 240% rise from the previous year. The match between West Ham United and Aston Villa was particularly notable, featuring 6,491 gambling ads—approximately 30 every minute—while past research indicated that gambling messages typically peak around 3,500 per match.
The report criticised the industry's 'whistle to whistle' ban, which prohibits gambling ads during live broadcasts, labeling it as 'ineffective.' Additionally, over the opening weekend, gambling ads garnered more than 24 million views on social media, including content that researchers described as 'content marketing,' which may not be readily identifiable as gambling promotions, potentially putting children at risk of gambling exposure.
Dr. Raffaello Rossi, a marketing researcher at the University of Bristol, commented on the findings, asserting that the situation has become 'out of control,' with gambling advertisements flooding Premier League broadcasts. He criticised the industry's efforts at self-regulation as insufficient and merely symbolic.
