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New research from the University of Sheffield suggests that existing rules on gambling advertising in the UK may not be enough to protect soccer fans and vulnerable viewers from gambling ads and increased betting, especially when the focus is on 2026 FIFA World Cup.
The study, published in Addictive Behaviors Reports and dubbed “The impact of television advertising on gambling behavior: a quasi-experimental study during the 2022 Qatar FIFA World Cup,” analyzes betting behavior among 365 men aged 18-45 in England during the 2022 tournament.
According to the paper’s abstract, “Football betting frequency was 16% to 24% higher during games televised on a channel with gambling advertising compared to one without.” It also found that “participants were 22% to 33% more likely to bet on soccer during games with gambling advertising on television.”
The quasi-experimental study found that even with industry-led safeguards in place, such as a voluntary “whistle-to-whistle” ban designed to limit exposure during live games, television gambling ads are still closely linked to higher levels of betting activity.
Researchers say gambling ads are a ‘powerful trigger’ for soccer betting
According to lead author Ellen McGrane, a research associate at the University of Sheffield’s School of Medicine and Population Health, the results are remarkable, especially given that the current restrictions are intended to reduce exactly this type of effect. “These television advertisements can act as powerful triggers during live games, encouraging betting even among people who have no intention of gambling. release.
McGrane and his co-authors also caution that as gambling participation increases in the population, gambling-related harm is likely to rise with it. They argue that the connection raises serious questions about whether current advertising protections are really doing enough, especially in view of the numbers expected to rise around the 2026 FIFA World Cup.
A study from the University of Bristol found that too fans were exposed to more than 5,000 gambling messages during a Premier League match, despite the ban on in-play advertising. In one weekend of fixtures, more than 27,000 messages were recorded, pointing out how difficult it is for viewers to avoid gambling content.
The report concluded that existing self-regulatory policies “have clearly failed to reduce the number of gambling sales during football matches,” raising concerns about the effectiveness of voluntary industry codes.
Industry groups, including the Betting and Gaming Council, maintain that gambling advertising by licensed operators is lagging and that existing safeguards such as age-gating and responsible gambling messages do enough. The latest numbers seem to support that view, showing a year-over-year increase reducing overall gambling advertising cost of television in the UK.
Campaigners and public health experts, however, argue that lower overall spending does not automatically mean lower exposure, such as during live sport, where gambling advertising is still heavily concentrated and highly visible to children and vulnerable adults.
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The post Study warns gambling ads will drive soccer betting during 2022 World Cup despite UK safeguards first appeared in ReadWrite.
