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Half of Premier League clubs breaking code on gambling ads for children

Last year, the English Premier League opted for a self-regulatory approach to gambling sponsorship. This meant avoiding government restrictions by implementing a voluntary code of conduct alongside the Betting and Gaming Council, the gambling industry's lobby group. The goal was to demonstrate responsible conduct, particularly regarding the impact of gambling promotion on young and vulnerable viewers.

This self-regulation included a ban on front-of-shirt gambling logos starting in 2026, alongside new sponsorship rules. However, a recent investigation revealed that half of Premier League clubs (10 out of 20) seem to be violating these very rules.

Children Exposed: Logos on Youth Content

The crux of the issue lies in the placement of gambling logos. The voluntary code clearly states that such logos should not appear on "materials or sections of a website designed specifically for children." Despite this, a joint investigation by The Guardian and The Pitch Inspection found logos present on:

• Club shop pages for children (e.g., Brentford with Hollywood Bets)

• Under-18 football content (e.g., Everton with Stake.com)

• Pages for "junior" fan forums and mascots (e.g., Ipswich Town with 8xbet)

This blatant disregard for the code raises serious concerns. In some cases, logos linked directly to gambling websites, exposing children to the world of betting at a vulnerable age.

Campaigners Call for Action

This situation has ignited criticism from prominent figures like former footballer Clive Tyldesley and former Conservative leader Iain Duncan Smith. They question the wisdom of allowing clubs to self-regulate in such a sensitive matter.

Examples of Breaches:

• Everton: Stake.com logos appeared on the "junior fans' forum" page and the under-18 squad page, where underage players wore the logo on their shirts.

• Wolverhampton Wanderers: A logo for Debet, offering casino games and virtual sports betting, was accessible from the children's merchandise section.

• Multiple Clubs: Links to betting sponsors were found on under-18s football pages (e.g., Liverpool, Chelsea, Leicester City).

Positive Response, But Questions Remain

Several clubs removed the offending links or images. Notably, Betway, a sponsor linked to Chelsea, stated they have "zero interest" in marketing to under-18s and notified Chelsea of the issue.

These removals are a positive step, but the underlying problem persists.

A Call for Stronger Measures

The current self-regulatory approach seems demonstrably ineffective in protecting children from exposure to gambling advertising. This raises the question of whether stricter measures are needed.

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