Gambling ads in football creating ‘tidal wave of normalisation’, Lords told
Lords heard gambling advertising in football is normalising risky behavior among youth.Summary
James Grimes from Gambling with Lives told the Lords Liaison Committee that gambling advertising and sponsorship in football has created an "absolute tidal wave of normalisation" for young people who lack an understanding of the risks. He noted that "things have got a lot worse" since a 2020 Lords Select Committee report, pointing to increased advertising across various platforms. A study comparing ITV and BBC broadcasts during the World Cup showed a 16-24% higher gambling frequency among viewers of channels with gambling ads. Raffaello Rossi from the University of Bristol Business School highlighted that the industry now spends around £2 billion annually on advertising, creating a pervasive ecosystem across digital, sports, and media that is difficult to escape. He cited a study finding 20,000 paid-for gambling ads were viewed two billion times in the UK in one year, with 60% breaching industry codes. Rossi noted the content has become more covert and appeals four times more to children than adults. Will Prochaska of the Coalition to End Gambling Ads warned of the convergence of AI and ad technology leading to ultra-targeting of vulnerable individuals. He argued that liberal gambling advertising leads to a public health crisis, with an estimated 1.4 million people experiencing problem gambling, and that reducing advertising is necessary to curb harm.
(Source：Evening Standard)