TV ads linked to 33% increase in betting during World Cup
Researchers from the University of Sheffield demonstrate that advertisements not only change platform preference but also increase the total volume of gambling. The report questions whether current regulations in the United Kingdom are sufficient to protect at-risk groups.
The effectiveness of advertising restrictions in sports returns to the center of scientific and regulatory debate. A new study from the University of Sheffield, based on user behavior during the 2022 World Cup, reveals that gambling advertising on television significantly increased betting activity, boosting both the intention and frequency of gambling.
The report, published in the journal Addictive Behavior Reports, presents compelling figures: participants were between 22% and 33% more likely to bet when tuning into channels with gambling advertisements (such as ITV), compared to those who watched matches on ad-free channels (such as the BBC).
More than a simple reminder: A "trigger" for behavior
The research, led by Ellen McGrane, breaks with the idea that advertising only serves for the user to choose one brand over another. "These ads act as powerful triggers during live matches, encouraging betting even among people who had no prior intention to gamble," explained McGrane.
One of the key findings is that advertising increases the total amount of gambling in the population, rather than simply redistributing traffic among operators. This is especially relevant for higher-risk groups, such as young men (18-45 years) with high gambling frequency, who made up the study sample.
The limit of current restrictions
In the United Kingdom, the rule known as "whistle-to-whistle" applies, which prohibits gambling ads from five minutes before the start to five minutes after the end of the match. However, the study suggests that this measure is insufficient.
Although ads are broadcast outside this protected block, the residual effect and massive exposure during pre- and post-match periods generate a short-term behavioral response that current rules fail to mitigate.
The contrast with the United States
The report also turns its attention to the U.S. market, where restrictions are notably more lax and vary by state. The rise of sports prediction markets, which often operate in legal gray areas of state law, adds a layer of complexity to the global advertising ecosystem.
Conclusion: Public health vs. Marketing
For the authors, the evidence is clear: the greater the population-level participation in gambling, the greater the harms related to gambling addiction. The study concludes that, in the face of high-visibility events like a World Cup, stricter regulations are required to protect public health, suggesting that the industry cannot effectively self-regulate if the goal is to reduce real harm in the most vulnerable sectors.
Tags: United Kingdom, World Cup 2022 betting advertising, World Cup betting advertising