University of Sheffield Study Highlights Gaps in Gambling Advertising Regulations
University of Sheffield Study Highlights Gaps in Gambling Advertising Regulations
A recent study conducted by the University of Sheffield suggests that current regulations on gambling advertisements may not be sufficient. The research reveals that television advertising significantly influenced betting behavior during the 2022 FIFA World Cup.
The Impact of Gambling Advertisements on Betting Behavior
Ellen McGrane, a research associate at the University of Sheffield’s School of Medicine and Population Health and the lead author of the study, explains that television advertisements can act as strong triggers during live sports events. These ads can lead to increased betting, even among individuals who had no prior plans to place bets.
The study highlights that gambling ads do more than just redirect players from one platform to another; they actually boost the overall level of gambling activity. This increase in participation is concerning because higher gambling rates at the population level are linked to greater gambling-related harm. McGrane emphasizes that the current advertising restrictions may not be adequately protecting the public.
Despite the growing evidence, advertising rules have not become stricter. McGrane advocates for more rigorous controls on gambling promotions during live sports broadcasts, especially before major events like the World Cup, to safeguard vulnerable groups.
Key Findings and Statistics from the Study
The research focused on the betting habits of men aged 18 to 45 in England during the 2022 FIFA World Cup held in Qatar. It assessed how exposure to gambling ads on television affected their likelihood to place bets.
Results indicated that the frequency of soccer betting was 16 to 24 percent higher during matches broadcast on channels that featured gambling advertisements compared to those that did not. Furthermore, viewers were 22 to 33 percent more likely to place bets during games with gambling ads. Although participants reported no history of gambling problems, men within this age range represent the largest demographic of sports bettors in the UK and face significant risks of gambling-related harms.
In the UK, sports betting remains one of the most popular forms of gambling. The growth of in-play and micro-betting options has increased the speed and frequency with which bets are made. Gambling addiction is recognized as a serious public health issue that causes considerable social, economic, and health consequences.
As the UK prepares for the 2026 World Cup, the regulations governing the timing and placement of televised gambling advertisements have not changed since 2022. These regulations are mostly voluntary and controlled by the industry itself, raising ongoing concerns about whether current protections are sufficient.
In light of the upcoming 2026 tournament, regulatory scrutiny of gambling operators has intensified in the UK. Several popular gambling sites, including MyStake, Velobet, Donbet, and Goldenbet, have relocated their licenses to Curaçao—known for its more lenient regulatory environment.
