Live gambling ads linked to higher betting during World Cup

New academic research into television gambling advertising shown during live football matches has shown significantly increased betting activity. The research by the University of Sheffield was carried out during the 2022 Fifa World Cup. The study found that both the frequency and likelihood of betting rose when matches were broadcast on channels carrying gambling advert. The findings have raised concerns ahead of the 2026 World Cup.

Gambling adverts increased betting frequency and likelihood

The study analysed betting behaviour among men aged 18 to 45 in England during the 2022 tournament in Qatar. This group represents the UK’s largest cohort of sports bettors and those considered most at risk of gambling-related harm.

Researchers found:

• The frequency of football betting was between 16% and 24% higher during matches broadcast on channels carrying gambling advertising, compared with games shown without such adverts.
• Participants were between 22% and 33% more likely to place a bet when gambling adverts appeared during live coverage.

Notably, participants reported no personal history of gambling problems. This suggests the advertising effect isn’t just to those already experiencing harm.

Advertising described as a behavioural trigger

Ellen McGrane, lead author of the  study and a research associate at the University of Sheffield’s School of Medicine and Population Health, said the findings point to advertising acting as a direct behavioural trigger.

“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.” – Ellen McGrance, lead author of the study.

McGrane added that a substantial body of evidence shows increased gambling participation at a population level is associated with higher levels of gambling-related harm.

Public health concerns ahead of 2026 World Cup

Gambling is widely recognised as a public health issue. The associated health, social and economic costs in England are estimated at between £1.05bn and £1.77bn per year.

Yet the rules governing the timing of gambling advertising on UK television have not changed since 2022. Existing restrictions are largely voluntary and industry led. This prompts concerns about whether they offer sufficient protection during highly televised sporting events.

The researchers said tighter advertising controls around live sport could be a “powerful tool” to reduce harm, particularly ahead of the 2026 World Cup.

Industry response and regulatory backdrop

The Betting and Gaming Council has previously said licensed operators already face some of the toughest advertising rules globally. The industry body has also pointed to declining advertising levels and said the majority of adults who bet during major sporting events do so safely.

Recent UK gambling reforms have included:

• Changes to taxation.
• A compulsory industry levy to fund prevention, research and treatment, and stake limits on certain products.

No changes have been made to gambling advertising regulations.

In countries like Spain and Italy, gambling advertising around live football broadcasts is more tightly restricted. These are being discussed as potential models for reform.