The television broadcaster aired a total of 85 ads for betting products during the group stages of Euro 2020 on its flagship ITV channel and ITV4. This marked a decrease of 47.2% compared to the 161 ads shown during the group stage of the 2018 Fifa World Cup.
During Euro 2020, the average number of ads per match was 3.7, whereas during the World Cup, it was 6.9.
The Betting and Gaming Council attributed this reduction to the implementation of the “whistle-to-whistle ban,” which prohibits gambling ads from being shown during live sports events broadcast before 9pm. However, ads are allowed to be aired more than five minutes before the start of the match or after it ends.
Prior to England’s Euro 2020 semi-final against Denmark, a campaign called The Big Step by Gambling With Lives urged ITV to refrain from airing any gambling ads during their broadcast of the match, citing the potentially large number of children as viewers.
Michael Dugher, the chief executive of the Betting and Gaming Council, highlighted that these figures demonstrate the industry’s commitment to improving standards. He emphasized that the success of the whistle-to-whistle ban and the ongoing efforts by regulated operators since 2019 have contributed to this achievement.
Dugher also mentioned a response from John Whittingdale, the minister responsible for gambling, to a Parliamentary question, which stated that there is no evidence linking gambling ads to problem gambling. Dugher expressed satisfaction that calls to ban TV betting ads lack evidence, with the government acknowledging that independent research does not establish a causal link between exposure to advertising and the development of problem gambling.
Moreover, Dugher emphasized that the significant reduction in the number of betting commercials during the Euros compared to the previous World Cup is further evidence of the industry’s dedication to higher standards. He contrasted this responsible advertising with the unsafe, unregulated black market that neither provides employment nor contributes to the economy or various sports.
The BGC also cited a 2020 report revealing a 97% decrease in the number of gambling ads viewed by individuals aged four to 17 during live sports events since the implementation of the ban. Additionally, BGC members commit to dedicating 20% of their ads to safer gambling messaging.
