Gambling ads in live sport increase bets - study

Television gambling adverts during live matches significantly influenced betting activity during the 2022 Fifa World Cup, raising concerns ahead of this year's event, according to a study.

University of Sheffield researchers found the frequency of betting was up to 24% higher during matches broadcast on channels screening gambling adverts compared with games on channels that did not screen them.

The academics warned current gambling rules may be "insufficient" to protect those most at risk ahead of the 2026 World Cup.

However, The Betting and Gaming Council (BGC), which regulates the gambling industry, said "bookmakers already face some of the toughest ad rules" and advertising was falling.

The research examined betting behaviour among men aged between 18 and 45 in England during the 2022 tournament in Qatar.

Ellen McGrane, lead author of the study, said researchers found not only were people more likely to place bets when advertising was on during live games, but they also placed a higher number of bets altogether - whether or not they had the intention to gamble.

"These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble," she said.

"One of our key findings was that this advertising doesn't simply shift people between betting platforms, it increases the overall amount of gambling taking place.

"A substantial body of evidence shows that when gambling participation rises at a population level, gambling-related harm also increases, suggesting that the current restrictions in place may not be effective enough."

McGrane said restrictions could be a "powerful tool" to tackle harm and the research pointed to approaches already in place in several European countries, including Spain and Italy, with policies restricting gambling advertising around live broadcasts.

Recent reviews of UK gambling law have introduced adjustments to gambling taxation, a new compulsory industry levy to fund prevention, research and treatment, and limits on stakes for certain gambling products.

The BGC said licensed bookmakers' advertising had declined in the past five years and millions of adults who "enjoy a flutter during major sporting events" do so safely and with strong protections.

"Bookmakers already face some of the toughest ad rules anywhere and voluntarily introduced the whistle-to-whistle ban, which has cut the number of TV betting adverts seen by kids during live sport by 97% at that time," a spokesperson said.

"The real danger comes from harmful illegal gambling sites, which flood the internet with ads, carry out no age checks and offer no protections."

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