University of Sheffield Study Warns Gambling Ad Regulations Are Insufficient

According to a study from the University of Sheffield, existing regulations on gambling advertising may be inadequate, following new findings showing that television adverts substantially affected betting behavior during the 2022 FIFA World Cup.

Researchers Warn of the Effects of Gambling Ads

Lead author of the study, Ellen McGrane, a research associate at the University of Sheffield’s School of Medicine and Population Health, said that television adverts may act as powerful triggers during live games. According to the study, this encourages betting even among people who had no prior intention to gamble.

She explained that one of the study’s key findings was that such advertising does not merely shift people between betting platforms, but increases the overall amount of gambling taking place. She added that a substantial body of evidence shows that when gambling participation rises at a population level, gambling-related harm also increases. According to her, current restrictions may not be effective enough.

McGrane also noted that, despite the scale of the issue, advertising rules are not being strengthened. She argued that tighter regulation of gambling advertising during live sport may be needed, particularly ahead of highly televised events such as the World Cup, to better protect those most at risk.

Here’s Some Important Data

The study examined betting behavior among men aged 18–45 in England during the tournament in Qatar, assessing how exposure to gambling advertising on television influenced the likelihood of placing bets.

The findings showed that the frequency of soccer betting was between 16 and 24% higher during matches broadcast on channels carrying gambling advertising, compared with games shown on channels without such adverts. Participants were also between 22 and 33% more likely to place a bet during matches that included television gambling advertising. Although participants reported no personal history of gambling problems, men and individuals aged 18-44 are known to disproportionately make up the largest group of sports bettors in the UK and are also at the greatest risk of gambling-related harm.

In the UK, sports betting continues to be one of the most widespread forms of gambling. The rapid rise of in-play and micro-betting has accelerated how frequently and quickly bets can be placed. Gambling addiction is widely acknowledged as a public health concern, generating substantial health, social, and economic harms.

As the UK moves toward the 2026 World Cup, regulations on the scheduling of televised gambling advertisements remain unchanged since 2022. These measures are primarily voluntary and industry-driven, prompting renewed concerns about whether existing safeguards adequately protect audiences.

With the 2026 World Cup coming soon, however, scrutiny on gambling websites has also grown in Britain. For this reason, MyStake, Velobet, Donbet, and Goldenbet, all very popular with UK gamblers, have moved licenses to Curaçao, which has much more relaxed regulations.