21st December 2023
Football holds a special place in the hearts of millions worldwide. It's a sport that transcends borders, connecting people of diverse backgrounds through a shared love for the game. However, beneath the surface of this beloved sport lies a growing concern - the pervasive influence of gambling advertising.
A recent report by the Culture, Media and Sport (CMS) Committee emphasized the need to reduce the volume of gambling advertisements in stadiums, especially to shield young fans from its normalisation. This article aims to discuss why football must distance itself from the grip of harmful advertising while addressing the issue of gambling addiction in a more compassionate manner.
Responding to the report, Sally Benton, Forward Trust’s Executive Director of Fundraising and Communication, highlighted the urgency of the situation. "Football needs to find a way to sustain the game without the need for harmful advertising revenue," she emphasized. "We know times are difficult for many clubs after Covid, but the game needs to wake up to gambling addiction, with governing bodies helping clubs to move away from the powerful influence of gambling in football."
Sally Benton went on to express her concern about the growing problem - “gambling addiction is growing across the country, and it can have devastating consequences for people and families.
"Indeed, gambling addiction is a problem that has been quietly on the rise across the country. It doesn't discriminate, affecting individuals from all walks of life. What often starts as harmless betting on a football game can escalate into a debilitating addiction, causing financial ruin, strained relationships, and significant mental health challenges.
One of the primary factors contributing to the rise of gambling addiction is surely the widespread presence of gambling advertising. In football, it’s omnipresent. Whether you attend a live match, watch it on television, or simply visit a club's website, you're likely to encounter a barrage of betting companies' logos and promotions. This constant exposure can inadvertently make gambling seem like an integral part of the football experience - a particularly harmful association for a younger, more impressionable audience to make, and one that needs to be broken.
Protecting young fans from the normalisation of gambling and its direct association with the sport they love is of paramount importance. Young minds are impressionable, and the presence of gambling advertisements can influence their perception of what's acceptable and normal. Football has a role to play in shielding them from these influences.
While addressing the issue of gambling addiction, it's essential to take a balanced and compassionate approach. Rather than placing blame on Premier League clubs or other stakeholders, let's consider how we can collectively take steps to mitigate the issue:
Football clubs can play a vital role in raising awareness about the potential pitfalls of gambling addiction. Through matchday programs, social media campaigns, and partnerships with addiction support organizations, clubs can educate fans, particularly young ones, about responsible gambling and the importance of seeking help if needed.
Going one step further, Sally Benton goes on to suggest that "clubs should also consider the type of addiction support available to fans and start to make the step changes needed to save lives.
"Football is more than just a game; it's a source of joy, unity, and inspiration for people of all ages. Protecting young fans from the normalisation of gambling and addressing the issue of addiction is a shared responsibility. By working collaboratively to reduce the influence of gambling in football, and providing support to those in need, we can ensure that the sport remains a positive and cherished part of our communities.
Sally concludes with a heartfelt and impactful message: "To any fans struggling, you are not alone. Addiction is not a choice, more people than you may realize are impacted. And recovery is possible, with support. Reach out and ask for help."
Together, we can create a safer and more enjoyable football experience for everyone.
