The majority of people are concerned about the amount of gambling advertising they see according to a series of new studies.

The first report, from the Football Supporters Association (FSA), revealed that almost three-quarters of football fans (73%) feel like they are subjected to a concerning amount of gambling advertising and sponsorship around football. 

The FSA’s partnering organisation, gambling harm prevention charity GambleAware, released proprietary data that supported the initial findings. 

The charity said that 67% of the public have expressed concerns over the amount of gambling advertising and a similar proportion are also worried about the impact the promotional messages have on children.

Speaking about the research, Dave Rose, Deputy Chief Executive of the FSA, said: “Our survey data shows a large majority of fans are concerned about the prevalence of gambling advertising around football, whether that’s shirt sponsors, pitch side hoardings or TV coverage.”

Operators ramped up their promotional campaigns ahead of the beginning of Euro 2024 on June 14 and have continued to release adverts throughout the tournament. 

Paddy Power utilised Danny Dyer for its flagship advert which celebrated England being “Europe’s favourites” while Sky Bet highlighted the “tournament turmoil” of fans supporting players from rival domestic teams while they play for their national team.

Research conducted during the 2022 Fifa World Cup, the last major men’s football tournament before this year, also found that two in three (64%) football fans said they believe there are too many gambling advertisements in football and 61% said they felt there are too many gambling ads during international sports tournaments. 

GambleAware also warned that an excess of gambling advertising exposure can lead to worsening behaviour in those already experiencing gambling harm, who are “40 times more likely” to spend an immoderate amount of time and money on gambling compared to casual bettors. 

Zoë Osmond, Chief Executive, GambleAware, said: “Millions of people across the country have been coming together this summer, excited to watch the Euros. However, our research shows that most of them feel there is too much gambling advertising in the media and around football.  

“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.”

GambleAware’s report, titled Gambling marketing in Great Britain: What needs to change and why, also included recommendations for new regulations around gambling advertising.

These suggestions include a ban on gambling marketing at sports events, a pre-watershed ban on all broadcast gaming advertising and for all gambling marketing to include independent evidence-led health warnings with effective signposting to support. 

Sports fans concerned by amount of gambling ads