Fans and football fans have been faced with a large number of gambling reports since the start of the season. This has raised concerns and reflections on the optimal approach to such advertising. The number of betting messages viewed was approximately 11,000 in the first week of the season. The question arises: can gambling platforms abuse the forms of advertising available to them?
What are the harms of active advertising?
Well-known clubs support the idea of banning the sponsorship of players by gambling platforms starting in 2026. At the same time, the problem of advertising concerns not only athletes’ T-shirts. Its continued presence on television and radio, as well as social media, is also troubling.
Research into the harms of gambling has identified several key problems associated with advertising:
1. Content on social networks is often not identified as gambling advertising.
2. The number of messages viewed may be excessive.
3. Not enough advertising about safer gambling options.
Over the six matches broadcast live, more than 6,900 gambling messages were shown. Only 20% of them contained information about responsible and safe gambling. On social networks, such advertising appeared on average every 30 minutes, and during this time, more than 1,900 messages were posted.
Expert opinion and measures taken
Michael Chopra, who was a former striker at Newcastle United, also voiced his concerns about the impact of sponsorship rates, which he regularly observed. They were the ones who contributed to his own addiction in the past.
Stuart Andrew, a spokesman for the Ministry of Gambling, said there was relatively little evidence of a link between advertising and addiction problems among gamblers. Experts have conducted research and confirmed this point of view. However, they note that certain restrictions need to be introduced to help reduce the impact of such advertising.
Now the Internet is full of advertisements for sites like twinspinCA, which advertise no deposit free spins and other bonuses. Such advertising is not marked in any way, and users often do not understand that their emotions are being manipulated and forced to register at the casino.
The Department for Digital Culture, Media and Sport said there were already rules in place to support social responsibility. They also mentioned a shirt sponsorship ban that will be introduced from the end of the 2025 season.
The Betting and Gaming Council (BGC) has introduced an age limit for advertising on social media platforms. However, they noted that sponsorship does not relate to advertising.
The main problem identified in this situation is the increase in advertising messages since the introduction of the Gambling Act 2005. This raises concerns because researchers believe they could cause harm. The connection between sports and gambling continues to be under public scrutiny.
