The Culture, Media, and Sport Committee MPs are advocating for a reduction in gambling advertisements within stadiums, particularly during football matches, to minimize children’s exposure to such content. The committee’s report addresses concerns about the prevalence of gambling ads during sports events and emphasizes the government’s role in adopting a cautious approach.
Key Recommendations and Findings:
The report acknowledges the forthcoming withdrawal of gambling sponsorships from the front of Premier League players’ shirts but emphasizes that this alone won’t significantly reduce betting adverts during games.
Recent studies cited in the report reveal that while front-of-shirt gambling branding constituted only 7% of visible advertising during surveyed broadcast matches, nearly 7,000 gambling messages were observed during six matches on the season’s opening weekend.
The MPs recommend that the gambling sponsorship code of conduct, a collaboration between the government and sports governing bodies, should focus on reducing stadium gambling adverts. They also suggest allocating a larger share of advertising to promote safer gambling practices.
A different approach is proposed for gambling sponsorship and advertising within horseracing and greyhound racing due to their historical ties with betting.
Alignment with Gambling White Paper:
The report aligns with several proposals outlined in the Government’s Gambling White Paper, including the introduction of a financial risk check system by gambling operators for accounts experiencing significant losses within specific periods. However, the Committee stresses the importance of minimal intrusiveness and data protection in implementing these checks.
Impact of Gambling Advertising
The MPs urge better comprehension of the impact of gambling advertising on gambling-related harm, calling for thorough research on the connection between advertising and gambling risks, particularly among women and children.
The recommendations come in the context of the Advertising Standards Authority’s recent ruling against Betfred for an advertisement displayed during a program potentially targeting individuals under 18.
The MPs’ call for reduced gambling adverts within stadiums reflects a broader concern for the protection of children and vulnerable populations. The report emphasizes the need for a cautious and comprehensive approach by the government, sports governing bodies, and gambling operators to address the impact of advertising on gambling-related harm. As the debate on gambling regulations continues, these recommendations contribute to the ongoing efforts to create a safer gambling environment, particularly in the context of sports events.