Concerning figures
With the 2026 FIFA World Cup fast approaching, a new study from University of Sheffield researchers shows some concerning findings about the impact of betting ads during major tournaments.
up to 33% more likely to place bets when compared to games without any betting ads
It found that during the 2022 FIFA World Cup, there was a 16-24% increase in betting activity from men in England aged between 18 and 44 when they saw gambling-related ads. Viewers were up to 33% more likely to place bets when compared to games without any betting ads.
Calling for tighter regulation
The university academics believe that the findings reveal that current gambling advertising rules in the UK could be “insufficient” to protect at-risk gamblers. The 18 to 44 demographic is the most common group of gamblers in the UK and is also at the most risk of developing problematic behavior.
University of Sheffield School of Medicine and Population Health’s Ellen McGrane said that “tighter regulations” of ads during live sports could be necessary.
The World Cup always draws massive sportsbook handle. A study from British bank Barclays estimated that the 2022 tournament’s global betting turnover was over $35bn. A significant increase in this total is expected for the 2026 renewal in North America.
Questioning some of the study’s suggestions
The Betting and Gaming Council (BGC) takes a different view, stating that advertising levels have dropped over the past five years. Talking to The Independent, a spokesperson for the industry body noted that millions of people who bet during big events like the World Cup do so safely.
number of betting ads shown daily was 20% lower at Euro 2024
They went on to say that licensed operators have reduced their advertising by 1.7% year-over-year since 2021. The spokesperson also noted that the number of betting ads shown daily was 20% lower at Euro 2024 than at the 2022 World Cup.
They concluded by stating that it’s illegal gambling sites that do the most damage as they “carry out no age checks and offer no protections.”
Licensed operators follow strict rules in the UK. This includes a whistle-to-whistle ban on ads five minutes before and after games, when live sporting events take place before 9pm. Responsible gambling messaging is also required when showing ads.
