Gambling advertising within football has created an “absolute tidal wave of normalisation” for young people “without any understanding of the risks involved”, peers have heard.
James Grimes, from Gambling with Lives, told the Lords Liaison Committee that gambling advertising and sponsorship in football is a “really priority issue because of how many young people just love our national sport”.
Mr Grimes told the committee, which is following up on the 2020 Lords Select Committee report on the social and economic impact of the gambling industry, that “things have got a lot worse since this report”.
He said: “There are many more adverts on many more different platforms and what that’s caused is this absolute tidal wave of normalisation where young people associate gambling as being completely safe, harmless fun without any understanding of the risks involved.”
