- New research from the University of Sheffield found that television gambling advertising significantly influenced betting during the 2022 FIFA World Cup, suggesting advertising restriction could be a powerful tool to tackle gambling-related harm
- The study analysed betting behaviour among men aged 18-45 in England, the UK's largest group of sports bettors and those at greatest risk of gambling-related harm
- Findings show that the frequency of football betting was 16 - 24 per cent higher and participants were also 22 - 33 per cent more likely to place a bet during matches broadcast on channels carrying gambling advertising
- With the UK's television gambling advertising rules unchanged since 2022, researchers warn current protections may be insufficient ahead of the 2026 World Cup. Despite the fact gambling-related health, social and economic costs in England are estimated to be as high as £1.77 billion per year
Academics from the University of Sheffield are warning that current gambling advertising rules may be insufficient after new research revealed that television gambling adverts significantly influenced betting activity during the 2022 FIFA World cup.
The study examined betting behaviour among men aged 18-45 in England during the tournament in Qatar, to see how exposure to gambling advertising on television influenced the likelihood of placing bets.
The findings show that the frequency of football betting was between 16 and 24 per cent higher during matches broadcast on channels carrying gambling advertising, compared with games shown on channels without such adverts. Participants were also between 22 to 33 per cent more likely to place a bet during matches that included television gambling advertising.
Although participants reported no personal history of gambling problems, men and individuals aged 18 - 44 are known to disproportionately make up the largest group of sports bettors in the UK and are also at the greatest risk of gambling related harm.
Sports betting, particularly football, remains one of the most common forms of gambling in Great Britain, with the rapid growth of in-play and micro-betting intensifying both the speed and frequency of opportunities to place bets.
Gambling is widely recognised as a public health issue, with associated health, social and economic costs in England alone estimated at between £1.05 and £1.77 billion per year.
As the UK approaches the 2026 World Cup, the rules governing the timing of gambling advertisements on television remain unchanged since 2022. Existing restrictions are largely voluntary and industry led, raising fresh concerns about whether current rules are sufficient to protect viewers.
Lead author of the study, Ellen McGrane, Research Associate at the University of Sheffield's School of Medicine and Population health, said:
"These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble.
"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.
"Despite the scale of this issue, advertising rules are not being strengthened. Tighter regulation of gambling advertising during live sport may be needed, particularly ahead of highly televised events such as the World Cup, to better protect those most at risk."
Recent reviews of gambling law in the UK have introduced measures such as adjustments to gambling taxation, a new compulsory industry levy to fund prevention, research and treatment, and limits on stakes for certain gambling products. However, no changes have been made to gambling advertising regulations.
The research points to approaches already in place in several European countries, where policies restrict gambling advertising around live football broadcasts, as potential models for reform.
To read the research paper in full, click here: The effect of television advertising on gambling behaviour: a quasi-experimental study during the 2022 Qatar FIFA World Cup
