New Research Raises Alarming Questions About Gambling Ads During Major Sporting Events

A groundbreaking new study from the University of Sheffield has sent shockwaves through the sports and gambling industries, revealing that current UK advertising regulations may be failing to protect vulnerable viewers and soccer fans from the influence of gambling promotions, particularly as excitement builds for the 2026 FIFA World Cup.

Study Reveals Shocking Impact of Gambling Ads on Betting Behavior

Published in the prestigious journal Addictive Behaviors Reports, the research titled “The effect of television advertising on gambling behaviour: a quasi-experimental study during the 2022 Qatar FIFA World Cup” examined the betting patterns of 365 men aged 18-45 across England during the 2022 tournament.

The findings are nothing short of staggering. According to the study’s abstract, “Frequency of betting on football was 16% to 24% higher during games televised on a channel with gambling advertising compared to one without.” Even more concerning, “participants were 22% to 33% more likely to place a soccer bet during games that contained television gambling advertising.”

“Powerful Triggers” Found to Increase Overall Gambling, Not Just Platform Switching

Lead author Ellen McGrane, a research associate at the University of Sheffield’s School of Medicine and Population Health, emphasized the significance of these findings. “These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble,” McGrane explained in a university release.

One of the study’s most critical revelations was that gambling advertising doesn’t simply redirect existing bettors between platforms—it actually increases the total amount of gambling occurring. This distinction is crucial because when gambling participation rises across the population, gambling-related harm tends to increase proportionally.

Current Safeguards May Be Insufficient

The research comes despite the existence of industry-led safeguards, including the voluntary “whistle-to-whistle” ban designed to limit gambling ad exposure during live matches. However, the study found that even with these restrictions in place, televised gambling ads remained closely linked to higher levels of betting activity.

McGrane and her co-authors warn that these findings raise serious questions about whether current advertising protections are truly adequate, especially with viewing figures expected to surge during the 2026 FIFA World Cup. The timing is particularly significant as regulatory bodies and policymakers consider whether existing frameworks need strengthening.

Additional Research Confirms Pervasive Gambling Marketing

Supporting evidence comes from a separate University of Bristol study, which found that fans were exposed to more than 5,000 gambling messages during a single Premier League match, despite existing bans on in-play advertising. Across one weekend of fixtures, researchers recorded over 27,000 such messages, demonstrating just how difficult it is for viewers to avoid gambling content entirely.

The Bristol report concluded that existing self-regulatory policies have “clearly failed in reducing the volume of gambling marketing during football matches,” raising serious concerns about the effectiveness of voluntary industry codes and self-regulation approaches.

Industry Defends Current Approach While Campaigners Call for Reform

Industry representatives, including the Betting and Gaming Council, maintain that gambling advertising by licensed operators is on the decline. They point to recent figures showing a year-on-year drop in overall gambling advertising spend on UK television, suggesting that current safeguards such as age-gating and responsible gambling messages are sufficient.

However, public health experts and campaigners argue that reduced overall spending doesn’t necessarily translate to reduced exposure, particularly during live sports events where gambling advertising remains heavily concentrated and highly visible to children and vulnerable adults.

Growing Pressure for Stronger Regulations

The research has intensified calls from advocacy groups for stricter regulations ahead of major sporting events. The Coalition to End Gambling Ads has been particularly vocal, arguing that families watching tournaments shouldn’t have to worry about being exposed to potentially addictive content.

As the 2026 World Cup approaches, the debate over gambling advertising regulation is likely to intensify, with public health officials, industry representatives, and advocacy groups all weighing in on what level of protection is appropriate for viewers.

The study’s findings suggest that while gambling advertising may be declining in some areas, its impact during high-profile sporting events remains significant and potentially harmful, raising important questions about the balance between commercial interests and public health protection.

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Tags: gambling advertising, soccer betting, World Cup 2026, UK gambling regulations, sports marketing, addictive behaviors, public health, responsible gambling, television advertising, sports betting, vulnerable viewers, whistle-to-whistle ban, gambling harm, Premier League, FIFA World Cup, betting industry, self-regulation, advertising impact, behavioral research, sports marketing regulation

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