Unrelenting Advertisement Deluge in Premier League: Daily Exposure to Nearly 11,000 Commercial Messages for Football Spectators
Gambling Advertising Remains Prevalent in Premier League Amidst Regulatory Scrutiny
A recent study has revealed that gambling advertising continues to be a prominent feature in the English Premier League, despite strict regulations aimed at preventing underage appeal and irresponsible marketing.
According to a team from the University of Chester, on average, a gambling company logo appears every 16 seconds during a Premier League live broadcast. Over the opening weekend of the 2023/24 season, a total of 10,999 individual gambling advertising messages were identified across various media channels, generating over 34 million impressions on social media alone.
The rules for advertising are already stringent, with Premier League clubs accepting further restrictions by ending chest sponsorships. However, the study found that only 18.7% of advertising messages contained age warnings, and less than a quarter (20.6%) contained information on reducing gambling harm.
Moreover, 92% of so-called content marketing ads, such as those on social media, were not clearly identifiable as advertising. Some of these messages were not marked as advertising at all, raising concerns about their potential appeal to younger audiences.
The Betting and Gaming Council (BCG) has implemented additional rules for age restriction on gambling advertising on social media platforms. However, warnings about safe gambling were criticized as insufficient, particularly on social media.
Regulatory agencies, such as the Committees of Advertising Practice (CAP) and the Advertising Standards Authority (ASA), are actively enforcing and updating standards. For instance, the ASA recently ruled against Hollywoodbets for targeting minors on a Virtual Football League website, recognizing that age verification alone is insufficient if the ads’ style appeals to youth.
The industry is responding with greater compliance efforts, aiming to avoid breaching the CAP Code. However, these measures may increase operational costs and potentially limit promotional reach.
The upcoming ban on shirt sponsorship for gambling companies may not significantly reduce the number of ads during Premier League matches. The government must now decide whether to take further action or consider the current form of gambling advertising acceptable.
The new professional football regulation under the "Football Governance Bill" aims to improve the overall governance of Premier League clubs, but it is not explicitly focused on gambling advertising.
In conclusion, while regulations aim to prevent underage appeal and irresponsible marketing, concerns about advertising ubiquity and clear identification persist. Regulatory agencies are actively enforcing and updating standards, and the gambling industry is responding with greater compliance efforts. However, challenges remain in fully protecting young audiences and ensuring adverts are unequivocally age-appropriate.
[1] Gambling Commission [2] Committees of Advertising Practice [3] Football Governance Bill
- Despite the existing regulations, online casinos from Germany and other gambling companies still dominate advertising in Premier League, with their logos showing up every 16 seconds during live broadcasts and a significant number of ads not clearly identifiable as such, particularly on social media.
- The upcoming football regulation under the "Football Governance Bill" has a focus on improving the overall governance of Premier League clubs, but it does not address the prevalence of gambling advertising, including sports like football, in European-leagues and Premier League specifically, raising concerns about the protection of young audiences.
