Football fans were shown nearly 30,000 gambling messages during the opening weekend of the Premier League season last month, almost triple the 11,000 recorded over the same period last year.

Academics from the University of Bristol, who were behind the research, warned that the findings show “the industry is out of control” and is putting young and vulnerable people at risk.

Content warning: This article contains references to suicide which may be distressing

Researchers recorded 29,145 gambling messages across TV, radio, and social media during matches and in related news reports. The messages included adverts, with some offering free bets – but also took in promotional material such as the use of company logos.

The vast majority were observed during live broadcasts of the games. Almost 24,000 gambling messages were recorded, a 240 per cent increase on last year when 6,966 were shown.

The match that saw the most gambling messages was West Ham United vs Aston Villa on 17 August. In total, 6,491 logos and adverts were broadcast during the match, equating to about 30 per minute. This is around double the average number recorded per match previously.

Bristol University’s findings come amid rising public concern at the prominence the industry has within football because of the impacts gambling can have.

An estimated 2.5 per cent of adults have struggled with “problem gambling”, according to the Gambling Survey for Great Britain (GSGB). This would equate to 1.3 million problem gamblers.

The Gambling Commission has said gambling can damage a person’s health, well-being, finances, and their relationships. They can lose their jobs, get deep into debt, turn to crime, see relationships break down and, in extreme cases, some kill themselves.

It has already been agreed by the Premier League that gambling companies will be barred from entering in to match-day front-of-shirt club sponsorships from summer 2026.

In July, the Premier League worked with the Betting and Gaming Council to set out a voluntary code of conduct for betting sponsorship deals, including ensuring children and vulnerable people are protected from such marketing.

However, Dr Raffaello Rossi, a lead author of the Bristol study, said the evidence suggests the Premier League code has had little impact.

He said: “This new evidence shows how much the industry is out of control with gambling ads now flooding Premier League coverage.

“It’s clear that the industry’s attempt to self-regulate, whether that’s the football or gambling industry, is wholly inadequate and tokenistic.”

Peter Shilton OBE, the former England footballer, suffered gambling problems and with his wife, Stephanie, is a patron of the research.

He described the findings as “shocking and disturbing”, and said: “Gambling advertising during football events has become relentless. What concerns us most is the impact on children who are being exposed to gambling marketing at an unacceptable level.”

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The study also found gambling adverts and content was viewed more than 24 million times on social media, although this is a drop on last year’s figure of 34 million.

The University of Bristol has written to the Advertising Standards Authority, in a letter shared with i, reporting 100 social media adverts for potential breaches of ad regulations.

A spokesperson for ASA said they were reviewing the materials passed to them.

Sir Iain Duncan Smith, who co-chairs the cross-party parliamentary group examining gambling harms, said the findings show gambling advertising, sponsorship and marketing regulations need reform.

“This appalling evidence shows us that as I warned previously, the industry could not be trusted to regulate itself,” he said.

The Gambling Commission has previously advised the government that “targeted action around advertising and sponsorship is necessary, especially to better ensure that children and people who may be vulnerable have significantly reduced exposure.”

The Betting and Gaming Council said the industry follows advertising rules and promotes safer gambling. “Signposts to help for those concerned about their betting, are regularly and prominently displayed,” a spokesperson said.

A Government spokesperson said: “We recognise the impact harmful gambling can have on individuals and their families and are absolutely committed to strengthening protections for those at risk.

“Ministers are currently considering the full range of gambling policy, including on advertising and sponsorship, and will update in due course.”

A spokesperson for ASA said: “Protecting people from potential gambling advertising-related harm is an ever-present high priority for us. We’re constantly undertaking our own activity to monitor and tackle the minority of gambling ads that break our rules with a particular focus on the need to protect – from being harmed or exploited – children, young people and other vulnerable people.”

The Premier League said it is working with clubs to implement the code of conduct.

Seeing gambling ads at the footie is ‘utter torture’

Annie Ashton, 43, is the widow of Luke Ashton, who died by gambling-related suicide in 2021, aged 40. He began betting on football at the weekend socially with friends but developed a gambling disorder which eventually led to him taking his own life. 

Gambling with Lives, a charity set up by families bereaved by gambling-related suicide, estimates that there are hundreds of gambling-related suicides every year. 

“Luke was an avid Leicester City supporter and took our young son to every home game,” Annie told i.

“When Luke died, I wanted to continue taking our son to see his team, but what was meant to be a nice experience, quickly started to feel extremely uncomfortable. I realised how hard it must have been for Luke, constantly seeing adverts for the very thing that was harming him flashing around the pitch.

“For us, they were the constant reminders of the very thing that killed him. For anyone experiencing gambling harm today, I’m sure that this increasing saturation of gambling advertising in sports such as football must be utter torture.

“Gambling advertising in football is wrong, and to hear that supporters, including young children, are seeing triple the amount of gambling content as they did last year is clear evidence that the Premier League clubs are more concerned about money than they are of the sport and their loyal supporters.

“This is a bad look for the clubs, who are clearly not going to stop their greedy money-grabbing gambling deals voluntarily. The Government needs to step in. 

“Gambling adverts are normalising an addiction that can lead to suicide. Football clubs are promoting products that children will grow up thinking are safe and fun to use, and that is wrong.

“A majority of people do not want to see gambling adverts in any environment and this is especially true for football.”

• For confidential advice and support, the Samaritans are available 24 hours a day, seven days a week. Call for free on 116 123 or visit samaritans.org