New research from the University of Bristol claims that self-regulation in the UK gambling industry has failed, leaving football fans including children exposed to thousands of adverts, some from unlicensed operators.
The study, conducted by the Bristol Hub for Gambling Harms Research, found that more than 27,000 gambling messages appeared during the opening weekend of the 2025 Premier League season, nearly three times higher than in 2023.
For the third consecutive year, researchers analysed the prevalence of gambling marketing across live broadcasts, Sky Sports News, TalkSport radio, and social media.
The 2025 investigation also uncovered thousands of adverts breaching industry rules, highlighting systemic regulatory failures and intensifying calls for government action.
