TV viewers of 2022 World Cup were much more likely to bet if exposed to gambling ads, study shows

Study examined betting behaviour among men aged between 18 and 45 during the 2022 tournament in Qatar, to see how exposure to gambling ads on TV influenced the likelihood of them placing bets.

Television gambling ads significantly influenced betting activity during the 2022 Fifa World Cup, raising concerns ahead of this year's event, according to a study.

The University of Sheffield study comes after recent warnings in Ireland that not only is the public not aware of the dangers associated with inducements to bet, but also the impact of these inducements "go beyond simple marketing by betting companies".

The study examined betting behaviour among men aged between 18 and 45 during the 2022 tournament in Qatar, to see how exposure to gambling ads on TV influenced the likelihood of them placing bets.

It found the frequency of football betting was between 16% and 24% higher during matches broadcast on channels screening gambling ads compared with games shown on channels that did not screen them.

Participants were also between 22% and 33% more likely to place a bet during matches that included televised gambling ads.

The study's authors said while participants reported no personal history of gambling problems, men and individuals aged 18 to 44 were known to disproportionately make up the largest group of sports gamblers, and were also at the greatest risk of gambling-related harm.

Lead author of the study, and research associate at the University of Sheffield's School of Medicine and Population Health, Ellen McGrane, said: "These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble.

"One of our key findings was that this advertising doesn't simply shift people between betting platforms, it increases the overall amount of gambling taking place.

A substantial body of evidence shows that when gambling participation rises at a population level, gambling-related harm also increases, suggesting that the current restrictions in place may not be effective enough.

"Despite the scale of this issue, advertising rules are not being strengthened. Tighter regulation of gambling advertising during live sport may be needed, particularly ahead of highly televised events such as the World Cup, to better protect those most at risk."

While betting has been regulated in Britain for some time, the Gambling Regulatory Authority of Ireland  is still taking its first steps towards regulating the sector here.

However, the research it has commissioned has highlighted similar warning signs around gambling advertising, with the regulator granted powers to clamp down on advertising under the legislation. This includes a gambling watershed on television in the future.

A study published last year by the Economic and Social Research Institute (ESRI) on behalf of the gambling regulator found offering free bets leads gamblers to spend more, lose more, and pushes them into making bad decisions.

“Our findings imply that gambling offers aren’t merely marketing tools, but pose a real risk of financial harm, particularly among vulnerable groups,” said Dr Diarmaid Ó Ceallaigh of the ESRI’s Behavioural Research Unit.

Similarly, a study published last month suggested problem gambling was much more likely among people exposed to gambling as children.

“[This] reinforces the importance of a well-regulated gambling sector that protects children and those vulnerable to gambling harm,” Gambling Regulatory Authority of Ireland chief executive Anne Marie Caulfield said.