The Premier League and other sports governing bodies “should commit to reducing the volume” of gambling advertising in stadiums.” This is the request of a group of British parliamentarians.
In a new report, the Culture, Media and Sport (CMS) Committee said a reduction is needed "to protect children from exposure" to betting company logos.
The president of the parliamentary group, Dame Caroline Dinenage, said that “more should be done… [on] what often seems like a bombardment of brand advertising during football and other sporting events.”
During the 2022-23 season, eight Premier League clubs had gambling companies on the front of their shirts, doing business worth an estimated £60m a year.
In April 2023, Premier League clubs reached an agreement withdrawing sponsorships by the end of the 2025-26 season.
While welcoming the decision, the cross-party committee warns that this “will not significantly reduce the volume of betting adverts visible during a match” with clubs still able to continue to feature them on shirts and with LED perimeter advertising.
The report cites a recent study that found that gambling branding in T-shirts accounted for just 7% of all gambling advertising visible during 10 televised games. It also revealed that nearly 7.000 gambling messages were viewed during the opening six games of the season.
MPs are recommending that a new code of practice for gambling sponsorship for sport includes provisions to reduce advertising in stadiums and ensure more space is dedicated to safer gambling messages. “The release of the code has been delayed several times, which is extremely regrettable,” they add. “The government should require the relevant sporting bodies to publish it… without further undue delay.”
They also call on ministers to take “a more precautionary approach” than that proposed in the White Paper on Gambling, published earlier this year, which avoided tough restrictions on advertising. “While a total ban on gambling advertising would not be appropriate, there is still room for further regulation…” they say. The committee adds that there should be “a distinct approach… for horse racing and greyhound racing, given their close and long-standing relationships with betting.”
