New research from the University of Sheffield suggests that existing UK gambling ad rules may not go far enough to protect soccer fans and vulnerable viewers from gambling ads and increased betting, especially as attention builds ahead of the 2026 FIFA World Cup.
The study, published in Addictive Behaviors Reports and titled “The effect of television advertising on gambling behaviour: a quasi-experimental study during the 2022 Qatar FIFA World Cup,” analyzed betting behaviour among 365 men aged 18–45 in England during the 2022 tournament.
According to the paper’s abstract, “Frequency of betting on football was 16% to 24% higher during games televised on a channel with gambling advertising compared to one without.” It also found that “participants were 22% to 33% more likely to place a soccer bet during games that contained television gambling advertising.”
The quasi-experimental study found that even with industry-led safeguards in place, such as the voluntary “whistle-to-whistle” ban designed to limit exposure during live matches, televised gambling ads were still closely linked to higher levels of betting activity.
Researchers say gambling ads are ‘powerful triggers’ for soccer betting
According to lead author Ellen McGrane, a research associate at the University of Sheffield’s School of Medicine and Population Health, the results were striking, particularly given that current restrictions are meant to reduce exactly this kind of impact. “These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble. 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,” she said in a release.
McGrane and her co-authors also warned that when gambling participation increases across the population, gambling-related harm tends to rise with it. They argue that the connection raises serious questions about whether current advertising protections are really doing enough, particularly with viewing figures expected to surge around the 2026 FIFA World Cup.
A study from the University of Bristol also found that fans were exposed to more than 5,000 gambling messages during a single Premier League match, despite a ban on in-play advertising. Across one weekend of fixtures, more than 27,000 such messages were recorded, pointing out just how difficult gambling content is for viewers to avoid.
The report concluded that existing self-regulatory policies have “clearly failed in reducing the volume of gambling marketing during football matches,” raising concerns about the effectiveness of voluntary industry codes.
Families just want to watch a tournament, not run the risk of being lured into addiction.
This year's @FIFAWorldCup must end the gambling ads.https://t.co/HoG8qqdtYI pic.twitter.com/VO58BPfbH3
— Coalition to End Gambling Ads (@EndGamblingAds) February 9, 2026
Industry groups, including the Betting and Gaming Council, maintain that gambling advertising by licensed operators is on the decline and that existing safeguards such as age-gating and responsible gambling messages are doing enough. Recent figures appear to support that view, showing a year-on-year drop in overall gambling advertising spend on UK television.
Campaigners and public health experts, however, argue that lower overall spend does not automatically mean lower exposure, such as during live sport, where gambling advertising is still heavily concentrated and highly visible to children and vulnerable adults.
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