Game logos appear in half of UK children’s football programs

A new study from the UK has looked at the prevalence of game logos in football club programmes. According to the study, at least 56.8% of the teams examined had a strong presence of gaming logos in the children’s sections.

The study, led by Steve Sharman, Catia Alexandra Ferreira and Philip Newall, focused on 44 Premier League and Championship football clubs and looked at them over 18 months. The result is that 56.8% of them feature game panels, including shirt logos, in children’s programs.

Game logos are still seen by children in football club programs

While clubs have made conscious efforts to improve ad exposure per program, from 2.3 to 1.3, incidental exposure to game logos has increased. In fact, gambling messages outpaced safer gambling and alcohol marketing messages by 13 times. It comes at a time when at least 1.4 million people in Britain are experiencing some form of gambling-related harm, and 1.5 million more are at risk.

This is the latest data which comes at a time when sports and gaming operators are expecting a widespread overhaul of existing gaming laws, which will most likely affect how gaming logos appear on club assets. of football. The white paper could seek to completely suspend gambling advertising with football clubs, although sources close to BBC Sport said only Premier League teams could not partner with gambling companies silver.

However, such a measure could only be half-baked, some critics fear, because it would not have the effect that lawmakers will want it to attempt to balance commercial interests and responsible gambling.

Commenting on the findings, the authors of the article said lawmakers should take into account that fans may be exposed to the game through multiple advertising channels, aside from television. The comments echo a recent call by UKGC CEO Andrew Rhodes for gambling companies to self-regulate. The study authors added:

Indirect and incidental exposure to gambling marketing remains high, which can be particularly challenging for those who experience gambling-related harms. All forms of gambling marketing need to be considered when making legislative changes.

Research on gambling advertisements in the children’s sections of clubs

The prevalence of such gambling advertisements in the children’s section is not normal, the researchers warned and said that only a permanent ban on such partnerships would produce the desired effects.

Although the prevalence of gambling advertisements can be easily proven by research, the causal link between gambling sponsorship and problem gambling is another matter altogether and presents serious challenges.

A Betting and Gaming Council spokesperson said the regulated gambling industry provides the country and various sports programs with substantial payouts. The English Football League alone receives £40 million ($48 million). Of course, there are also positive developments in the industry. One of them is the voluntary whistle whistle ban that reduced gambling ads seen by children by 97%. Another point of pride for policymakers is that the number of problem gamblers in the UK has fallen to 0.2% from the previous survey period when they made up 0.4% of the population.