UK Gambling Adverts Under Scrutiny During Football Matches
With over 2 million people in the UK considered problem gamblers or at risk if addiction, the pressure on the government is mounting to address this issue on all levels. These figure according to the UKGC are what is powering the calls for a crackdown of fixed odds betting terminals as well as dubious advertising practises in the media.
Gaming companies advertising on Football are just another body under scrutiny. Advertising during live events like football is also under review in Australia where Prime Minister Malcolm Turnbull said he would ban advertising during live sporting events. The results of the gambling review commissioned by the government are expected to be released shortly. Topics that have been examined are advertising targeting children maximum stakes on FOBTs.
Researchers at the BBC’s Victoria Derbyshire programmer have found that 1 in 5 adverts that are broadcast across 25 British football matches were from betting firms. This figure increased sometimes to 1 in 3.
The research was based on adverts that had started from the build-up to the match and right through the post-match on ITV, Sky Sports and BT Sport. During certain games like Sky Sports’ coverage of Scotland vs Slovakia on October 11, over 37 percent of ads were gambling related. Another example was Everton vs Apollon Limassol on September 28 where 40 percent were gambling related.
The current situation is that gambling companies are not permitted to advertise on television before the 9pm watershed with the exception of live sport.