TV betting ads significantly increase gambling on Fifa world cup

A study on gambling activity around the 2022 Fifa World Cup has found that TV betting advertisements significantly increased people’s betting. It raises questions about the effectiveness of current advertising rules ahead of this year’s World Cup.

The study from the University of Sheffield looked at gambling behaviour of men aged 18 to 45 in England during the 2022 tournament. It found that betting frequency was 16% to 24% higher during games broadcast on channels airing gambling advertisements compared to channels that did not show such ads.

Those studied were also 22% to 33% more likely to place a bet during matches shown on channels showing the gambling advertisements.

While the participants in the study did not report any personal gambling problems, men, and those in the study’s age range, make up the largest group of sports betters in the UK and those at the greatest risks of gambling harm.

Lead author of the study, Ellen McGrane, from the University of Sheffield’s School of Medicine and Population Health, said: “These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble.”

She continued: “One of our key findings was that this advertising doesn’t simply shift people between betting platforms, it increases the overall amount of gambling taking place. A substantial body of evidence shows that when gambling participation rises at a population level, gambling-related harm also increases, suggesting that the current restrictions in place may not be effective enough.”

The study raises questions about the current rules for gambling advertisements, and the authors voice concerns that they may be “insufficent” to protect those most at risk.

McGrane said: “Despite the scale of this issue, advertising rules are not being strengthened. Tighter regulation of gambling advertising during live sport may be needed, particularly ahead of highly televised events such as the World Cup, to better protect those most at risk.”