The UK gambling industry is under fire off the back of research conducted by the University of Bristol business school. Researchers found that the number of gambling ads during the opening weekend of the English Premier League (EPL) this season trebled from the previous year.

more than 29,000 gambling messages across radio, social media, and TV

The study, which was funded by charity Gamble Aware, discovered more than 29,000 gambling messages across radio, social media, and TV, including pitchside hoardings and shirt logos. In response, the researchers claimed that the industry’s attempts to self-regulate in cooperation with the EPL are “wholly inadequate and tokenistic.”

Instead of enforcing rules to curtail gambling sponsorships, the UK government has allowed the Premier League to implement its own Code of Conduct for Gambling Related Agreements in Football, introduced at the beginning of this season.

EPL clubs have also agreed to voluntarily phase out front-of-shirt gambling sponsorship deals by the 2026/2027 season. Despite the upcoming ban, 11 teams have such deals this season, up from seven in 2023/2024. Those teams include Crystal Palace, Wolverhampton Wanderers, and Aston Villa, among others.

In response to the study, the Betting and Gaming Council said the research “fundamentally misunderstands both advertising, and the way in which it is strictly regulated.” The gambling industry body also highlighted the work done to age-gate any advertising and the commitment to safer gambling messaging.