LONDON, Sept. 27 (Xinhua) — Gambling ads directed at fans watching Premier League matches in England have tripled, a new study revealed Friday.

The study by academics at the University of Birmingham has led to a plea to the UK government to impose tough new regulations.

Researchers revealed gambling messages during the opening weekend of this season’s Premier League almost trebled compared to last year, putting fans including children at risk.

The investigators say their investigation highlights how the gaming industry’s current self-regulation is failing, leading experts and politicians to call on the government to make tackling the issue a top goal.

The report shows football fans are being constantly bombarded with thousands of gambling ads across TV and radio, as well as social media during live match coverage and related news reports.

The investigation by a team of 10 university researchers, revealed nearly 30,000 gambling messages were counted during a single weekend, almost triple the 10,999 recorded over the same period last year.

Dr Jamie Wheaton, senior research associate at the University of Bristol, told Xinhua in an exclusive interview: “The continued growth of gambling marketing in football is extremely worrying. Even the gambling and the football sectors acknowledge that such marketing could be harmful to children and other vulnerable people.

“Our report calls on the UK government to use existing powers to use legislation – the self-regulation of the industry has clearly failed. Such legislation should include a comprehensive whistle-to-whistle ban on all forms of gambling marketing that appears during matches.

“This would include not only commercial ads as already covered by the existing whistle-to-whistle ban, but also more visible forms of marketing, such as that appearing on pitchside hoardings, on players’ shirts or online.”

Wheaton added: “Our findings demonstrate the continued negligence of self-regulation of gambling marketing in football. The research highlights the need for the government to intervene and move beyond the industry’s voluntary measures.

“Gambling marketing has grown out of control in the UK, and so a restriction on ads would protect children and other persons who are vulnerable, while possibly reducing harmful gambling behaviors. Governments elsewhere in Europe have recognized this already and have started to drastically restrict gambling marketing.”

Marketing expert Dr Raffaello Rossi from the University of Bristol believed this new evidence has shown how much the industry is out of control, with gambling ads now flooding Premier League coverage.

“Just a few months ago a new code of conduct was published by the industry to curb marketing during football events, but the policy has had no impact on the volume whatsoever.

“It’s clear that the industry’s attempt to self-regulate is wholly inadequate and tokenistic. The gambling industry continues to prioritise profit over safety.”

The report said the worst-hit match studied, West Ham United v Aston Villa, contained 6,491 gambling messages, equating to around 30 every minute.

Politician Don Foster, chair of a gambling reform group in the House of Lords, said: “The British Government and the Gambling Commission must immediately act to reform gambling advertising, sponsorship and marketing.” Enditem