An analysis conducted by academics from the university’s business school found that 92% of 391 content marketing ads from gambling brands violated advertising regulations by not clearly indicating that they were advertisements. According to the CAP Code, marketing communications must be easily identifiable. The study also discovered a total of 10,999 gambling messages across TV, radio, and social media platforms during a four-day period. Out of these, 6,966 messages were recorded during live match broadcasts on Sky Sports and TNT Sports. Shockingly, less than a quarter (20.6%) of these messages included gambling harm reduction content, and only 18.7% displayed age warnings. The team concluded that gambling messages overwhelmingly saturate both UK media and social media coverage, indicating a failure of self-regulation efforts. Co-lead researcher Dr. Raffaello Rossi stressed the need for stronger regulations to protect consumers, particularly vulnerable children, from obscure advertising.
The study further revealed that there were 1,902 gambling ads on social media during the Premier League weekend, generating 34 million impressions. This data highlights the significant influence and effectiveness of social media as a platform for gambling advertising. Match broadcasts accounted for the majority (63%) of gambling messaging, followed by Sky Sports News (2,014 messages), social media (1,902 messages), and TalkSport Radio (117 messages). Rossi criticized the gambling industry’s self-regulation, stating that its main priority is profit, not public welfare. Therefore, governmental intervention is necessary to protect individuals from predatory and excessive gambling marketing.
However, the research faced criticism from the Betting and Gaming Council (BGC), a UK gambling trade body. The BGC argued that the research showed a lack of understanding regarding advertising regulations and made misleading or incorrect statements. The BGC emphasized that 20% of all current TV and radio advertising promotes safer gambling, with this commitment extended to digital channels as well.
It is worth noting that the university received a grant of £4m from GambleAware to establish the Bristol Hub for Gambling Harms Research. This institution conducts research to improve understanding of gambling harm as a public health issue. Dr. Jamie Wheaton, a research associate at the hub, called for comprehensive legislation to regulate gambling messages during matches and beyond, including hoardings, shirts, radio, and social media. They suggested that the whistle-to-whistle ban, which restricts gambling advertising during live sports broadcasts, should be expanded to cover other forms of marketing, aligning with measures taken by other countries.
