Gambling ads in football creating ‘tidal wave of normalisation’, Lords told
Lords heard gambling advertising in football creates a 'tidal wave of normalisation' among young people, with experts warning of increased harm.Summary
Peers at the Lords Liaison Committee were told that gambling advertising and sponsorship in football has created an "absolute tidal wave of normalisation" for young people, who associate gambling with being safe and harmless. James Grimes from Gambling with Lives highlighted that the situation has worsened since a 2020 report, pointing to a study showing higher gambling frequency among ITV viewers compared to BBC viewers. Raffaello Rossi from the University of Bristol Business School noted the industry now spends £2 billion annually on advertising across digital and sports platforms, with 60% of ads breaching codes to prevent targeting under-25s. Will Prochaska from the Coalition to End Gambling Ads warned of the risks posed by AI and ad technology, while experts emphasized that reducing advertising could lead to a reduction in gambling harm and a public health crisis.
(Source：Kent Online)