An advertisement for betting at Fulham’s Craven Cottage highlights the issue.
Leaders of various sports, including the Premier League, are facing strong pressure from a key group of Members of Parliament (MPs) to drastically reduce the presence of gambling advertisements in sports arenas.
A recent report by the Culture, Media and Sport (CMS) Committee emphasizes the urgent need to minimize these ads to protect children from the pervasive presence of gambling company logos.
Dame Caroline Dinenage, head of the parliamentary group, expressed concern about the overwhelming amount of gambling-related advertising that occurs at football and other sports events, insisting on more stringent measures.
The 2022-23 season saw eight Premier League teams sporting gambling company logos on their jerseys, a sponsorship worth around £60 million annually.
In a landmark decision in April 2023, Premier League clubs agreed to phase out these sponsorships on match shirt fronts by the 2025-26 season end. Despite this progress, the bipartisan committee warns that this step alone won’t substantially reduce gambling ad visibility during games, as clubs can still display these ads on sleeves and through stadium perimeter LED screens.
A study referenced in the committee’s report indicates that front-of-shirt gambling ads represent only 7% of all gambling ads seen during 10 televised matches. The report also uncovered about 7,000 gambling messages during just six games at the season’s start.
The MPs suggest implementing a new code of conduct for gambling sponsorships in sports, which should include reducing stadium ads and increasing safer gambling messages. They criticized the delayed publication of this code, urging the government to expedite its release.
They also recommend a more cautious approach than what’s proposed in the recently published gambling white paper, which avoided strict advertising regulations. The committee suggests a specific strategy for horse and greyhound racing due to their deep, historical connections with betting.
Dinenage reiterated the need for stronger measures to protect children and those susceptible to gambling addiction from the intense advertising found at sports events.
A Premier League representative confirmed the clubs’ commitment to removing gambling sponsorships from shirt fronts, adding that they are working with other sports and the government to develop a responsible gambling sponsorship code.
A Department for Culture, Media and Sport spokesperson highlighted the balance in the gambling white paper between protecting those at risk and maintaining the freedoms of regular punters. They also mentioned existing strict rules for responsible gambling ads and ongoing efforts to develop a comprehensive industry code.
Footballers, along with other celebrities, were recently barred from participating in gambling ads targeting young audiences under new regulations.
However, a spokesperson for the Big Step campaign group criticized the government’s efforts as insufficient, advocating for the complete removal of gambling ads from football. They emphasized the harm caused by gambling to numerous UK families.
The MPs critiqued the 2019 “whistle-to-whistle” ban on TV betting ads during live sports as ineffective, noting that viewers are still bombarded with gambling logos and ads in stadiums and on kits.
Stay updated with the latest Football Daily podcast, and never miss a moment from your Premier League club by following updates in the Sport News Center app.
Frequently Asked Questions (FAQs) about Sports Gambling Advertising
What is the main concern raised by MPs regarding gambling adverts in sports?
MPs are concerned about the high volume of gambling adverts in sports, particularly in football. They emphasize the need to protect children from exposure to these ads and suggest a reduction in their presence at sporting events, especially in stadiums.
How did Premier League clubs respond to the concerns over gambling advertisements?
In April 2023, Premier League clubs agreed to phase out gambling sponsorships on the front of match shirts by the end of the 2025-26 season. This decision was part of a broader initiative to reduce gambling advertising visibility during games.
What percentage of gambling advertising is represented by front-of-shirt branding in televised matches?
According to a study cited in the MPs’ report, front-of-shirt gambling branding accounts for only about 7% of all visible gambling advertising during televised matches.
What do MPs recommend for regulating gambling advertising in sports?
MPs recommend implementing a new gambling sponsorship code of conduct for sports. This code should aim to reduce adverts in stadiums and increase the focus on safer gambling messaging. They also suggest a distinct approach for horse racing and greyhound racing, considering their long-standing relationships with betting.
What has been the reaction of the Department for Culture, Media and Sport to the gambling white paper?
The Department for Culture, Media and Sport stated that the gambling white paper offers a balanced and proportionate approach, focusing on protecting those at risk of harm while minimally impacting the majority of punters. They also mentioned ongoing efforts to develop an industry-wide code of practice for responsible gambling advertising.
More about Sports Gambling Advertising
- Premier League Official Statement
- Culture, Media and Sport Committee Report
- Gambling White Paper Overview
- The Big Step Campaign Group
- Safer Gambling Messaging in Sports
- Study on Gambling Advertisements Visibility
- Department for Culture, Media and Sport Response
- Responsible Gambling Sponsorship Code Development
4 comments
finally some good news, these ads can be really harmful, especially to young people who watch these matches, kudos to the Premier League for taking a step, even if its a small one.
not all gambling is bad though, it’s part of the game for many fans, they need to find a balance, not just cut it all out. also, the industry brings in a lot of money, doesn’t it?
Its worrying how much kids are exposed to this stuff at games, glad to see MPs stepping up but more needs to be done, especially with the horse racing being treated differently, why is that??
wow, didnt know about all these gambling ads in sports! good to see some action but seems like a slow process, shouldnt they speed it up a bit??