While voluntary curbs by betting firms on advertising during live TV sports broadcasts has been welcomed in some parts, there are many who say that it’s only a start to tackle what the Labour party call the UK’s “gambling epidemic”.
TV advertising is only one part of a betting firms armoury.
Although more than 90 minutes of betting adverts were shown in the World Cup, research shows marketing spend online is five times the amount spent on television, which could in turn attract younger audiences.
Almost 60% of clubs in England’s top two divisions have gambling companies on their shirts. And of the 20 ranking events in snooker, 11 are sponsored by betting companies, while other invitational events are also financed by them.
Former gambler and Fairer Gambling spokesperson Matt Zarb-Cousin says: “If the whistle-to-whistle TV advertising ban is justified then the other things are as well.
“For it to be truly effective, it should also include shirt and league sponsorship and digital advertising around a pitch.”
The online impact may be the most difficult part to tackle, though.
Online gambling has enjoyed a boom in recent years, highlighted by the firm Bet365, which specialises in in-play advertising on TV and logged profits of £660m, external in its latest accounts.
More than £5.35bn was spent on online gambling last year, according to the Gambling Commission, compared to the £5.55bn spent in betting shops, casinos, arcades and bingo halls combined.
Chief executive of GambleAware Marc Etches says: “Gambling is being increasingly normalised for children and they are growing up in a very different world than their parents; one where technology and the internet are ever present.
“The fact it is reported that one in eight 11 to 16 year olds are following gambling companies on social media is very concerning.”