Unlicensed Gambling Ads Flood Premier League Opening Weekend

Between 15 and 18 August, researchers from the Bristol Hub for Gambling Harms Research recorded an astonishing 27,440 gambling messages across live broadcasts, radio, Sky Sports News and social media, pretty much tripling the numbers that were seen in 2023.

Senior lecturer in marketing and lead author of the study, Dr Raffaello Rossi said, “The Premier League is now so saturated with gambling marketing that brands are fighting each other for every inch of advertising space. The evidence is now overwhelming: self-regulation has failed.”

Researchers have logged over 21,800 gambling messages across 29 hours of live broadcast coverage; averaging 12.6 ads a minute. A match between Wolverhampton and Manchester City has since been cited as “the most heavily branded so far”, featuring 5,262 gambling messages, roughly 22 per minute, with betting logos visible for almost a third of the entire broadcast.

Even the supposed “whistle-to-whistle” ban, which was designed to restrict gambling adverts appears to have made little difference. The study recorded 13,262 gambling messages during that restricted period, flagging a 32% increase from last season. Conservative MP Sir Iain Duncan Smith called the current system “…far too limited and ineffective…” arguing that voluntary codes are doing more to protect profits than fans.

Most worryingly though, 2,412 of the ads (roughly 10%) circled back to 13 brands without a valid UK licence, a direct violation of the Advertising Standards Authority (ASA) code and a breach of UKGC rules. On social media, 42% of gambling posts were not labelled explicitly as “adverts”, and 38% evaded oversight due to a closed loophole for overseas registered companies. Those social posts clocked up 34 million views, up from 24 million the previous year.

Lord Foster of Bath (Peers for Gambling Reform chairman) said the ASA was “…a toothless organisation failing to protect consumers…” He’s calling for government mediation to safeguard children and vulnerable viewers. The number of gambling brands advertising across the Premier League rose from 31 in 2024 to 43 this season, showing just how rapidly the market is expanding.

For the UK gambling market, this signals a potential tightening of the regulatory landscape. The continued dominance of gambling advertising, and the presence of unlicensed operators, forces the government to push the UK Gambling Commission (UKGC) in a direction of greater statutory control. Expect stricter advertising limits, tougher KYC and AML checks, or increased scrutiny on affiliate networks and marketing partners promoting no-deposit bonuses or crypto casinos.

Operators licensed in grey-area jurisdictions like Curaçao or targeting audiences in Ireland may face greater pressure to prove their compliance, at the risk of being blacklisted if they don’t comply.

For players, fewer gambling ads during football matches might sound positive, but the marketing spend could shift in response – whether through influencer partnerships, covert social media ads, or casino streaming. Ultimately, responsible gambling practices can’t be left to voluntary codes. Whether you’re an operator, affiliate, or player, the message is: a regulatory clampdown is coming, and the industry needs safer practises.