Premier League Clubs Criticized for Breaking Children’s Gambling Ad Code
Premier League football clubs have come under fire for failing to adhere to their own code of conduct regarding gambling advertisements targeted at children. A recent review found that half of the Premier League clubs have promoted gambling on webpages aimed at, or featuring, individuals under the age of 18. This has raised concerns about the effectiveness of the voluntary code of conduct that was established with the assistance of the betting industry.
Last year, a review of gambling regulation resulted in English football clubs avoiding any new government-imposed restrictions on their income from betting sponsorships. Instead, Premier League clubs volunteered to eliminate front-of-shirt betting logos by 2026 and agreed to new sponsorship rules in collaboration with the Betting and Gaming Council (BGC), a lobbying group for the gambling industry. The intention behind these measures was to demonstrate that both clubs and gambling companies were acting responsibly, particularly in light of concerns about the promotion of betting in football and its potential impact on young and vulnerable individuals.
However, as of Monday, it was discovered that 10 out of the 20 Premier League clubs were not complying with their own code. Some clubs were found to have underage members of their squads wearing shirts with betting logos, a direct violation of the guidelines set forth in the voluntary code. This revelation has sparked criticism from various campaigners, including former ITV football commentator Clive Tyldesley and former Conservative leader Iain Duncan Smith, who have raised concerns about allowing clubs to establish their own rules regarding gambling sponsorships.
The voluntary code, which was published in July, clearly states that clubs must ensure that no gambling sponsor logos are displayed on any materials or sections of a website specifically designed for children. However, a closer analysis by The Guardian and The Pitch Inspection revealed that betting logos were present on club shop pages targeting children, under-18 football content, and even pages dedicated to junior fan forums and mascots.
For instance, Brentford and Wolverhampton Wanderers were found to have included betting logos at the bottom of the kids’ sections of their online merchandise shops. While the logo on Brentford’s website did not link to its sponsor, Hollywood Bets, Wolverhampton Wanderers’ website allowed visitors to click through to its sponsor, Debet, which offers casino games and virtual sports betting. Similarly, Everton’s website featured links to its sponsor, Stake.com, on pages related to the club’s junior fans’ forum and under-18 squad, where underage players were seen wearing the sponsor’s branding on their shirts.
Notably, Everton FC has faced criticism in the past for its association with Stake.com, a cryptocurrency gambling platform. The club had previously requested the sponsor not to use club branding following a dispute over the gambling firm’s advertising practices. Aston Villa and Ipswich Town were also found to have links to betting sponsors on pages aimed at under-18s, prompting concerns about the potential impact of such exposure on young individuals.
Several Premier League clubs, including Liverpool, Chelsea, and Leicester City, took corrective action by removing links or images to betting sponsors after being contacted by The Guardian. However, some clubs, like Newcastle United and Nottingham Forest, still had gambling sponsor logos and links displayed on pages targeting underage audiences, indicating a lack of adherence to the established code of conduct.
Campaigners and parliamentary figures have expressed disappointment at the failure of clubs and the gambling industry to uphold their commitments to responsible advertising practices. Clive Tyldesley emphasized the growing need for external regulation in light of repeated violations, while Iain Duncan Smith highlighted the detrimental impact of unchecked gambling promotions on individuals’ lives.
The presence of gambling logos on content aimed at minors has reignited concerns about the industry’s exploitation of football clubs to reach young fans with potentially harmful products. Despite ongoing efforts to regulate advertising practices, the persistence of such violations underscores the need for greater oversight and accountability within the realm of sports sponsorship.
In response to these findings, the Premier League has stated that it is collaborating with clubs to enforce the code of conduct, with unresolved complaints being addressed by the Independent Football Ombudsman. Moving forward, it remains imperative for all stakeholders involved in football sponsorship to prioritize the well-being of young audiences and adhere to established guidelines to prevent the normalization of gambling among vulnerable populations.
