Of Martin Graham
A recent study has found that the promotion of the Games remains extended in the emissions of the Premier League despite the measures aimed at limiting its presence.
Bristol University researchers recorded 5,262 games related to the coverage of Manchester City’s 4-0 victory Wolves On August 16. This figure represents the highest volume of visible betting content during the live game since the study began in 2023.
91% overwhelming 91% of these ads appeared while the ball was at stake, with only 9% that occurred in pre or post-Party segments.
The downfall rules do not get exposed
In 2019, betting operators agreed on a voluntary restriction of “downhill whistle”, blocking the television games ads from five minutes before the start of five minutes after the final whistle. However, this policy ends at 9pm and does not apply to other forms of promotion, including t -shirt logos, electronic plates along the pitch or brand functions within the stage itself.
The data collected in the opening round of the accessories this season revealed 13,200 game messages issued to the United Kingdom during the alleged prohibition period, which represented a 32% increase over the previous year.
Sir iain Duncan Smith’s deputy, who presides over the reform of the game games to any party parliamentary group, called the “amazing” figures, accusing the industry of not honoring its promises of containment. He argued that the current system is “too limited and ineffective” to protect viewers.
General advertising is still high despite low fall
Throughout the starting weekend of the Premier League matches, 27,440 messages of play were recorded. Although this marks a small descent compared to last season, it is still more than triple the amount documented by 2023.
The Tally includes all the references of visible games through the television game coverage, as well as the mentions about Talksport, Sky Sports News and various social media platforms.
Asks for stronger government intervention
There is increasing pressure on the strictest regulation of the promotion of games, similar to the 2002 ban on tobacco advertising. By 2023, the GATOLS commission recommended that the Government introduce controls on the scale and frequency of betting promotions within professional sports places.
Lord Foster de Bath, who directs colleagues for the Games reform, said that the Government should “intervene to reduce the exposure of people, and in particular children to publicity advertising we know can cause damage.” He added that the necessary legal powers are already in place.
The Department of Culture, Media and Sport acknowledged that more work is required to ensure that game advertising is “adequate, responsible and does not exacerbate damage”, which adds that officials review tests and remain in the industry to improve standards.
Foreign Overseas Operators and Guidance
Bristol University research also found 2,412 messages that publish 13 companies that do not have Operational Licenses in the United Kingdom. Several first flight clubs have sponsors aimed at international markets, especially in China, taking advantage of the global scope of the league.
Although these companies do not directly serve British customers, their brand can still lead to gambling behavior among the UK audiences if their logos or names are recognized.
Voluntary measures under scrutiny
The Gambling Commission’s annual report estimates that up to 1.4 million adults in the United Kingdom experience gambling problems.
Dr. Raffaello Rossi, one of the authors of the study, said that “the Premier League is so saturated with game marketing that brands are struggled with each inch of advertising space”, adding that self -regulation “has failed” and currently protects the benefits of industry instead of supporters.
Although the Premier League clubs have agreed to end the sponsorship of T -shirt betting from next season, critics fear that companies simply change strategies instead of reducing their presence.
Duncan Smith described the measure as “tokenista” and argued that regulators have not been able to properly protect consumers.
