A study published via the National Library of Medicine has added fresh weight to the debate over gambling advertising during major sporting events. Focusing on the 2022 FIFA World Cup in Qatar, the research suggests that TV betting promotions do more than raise brand awareness — they appear to increase the number of bets viewers place while matches are unfolding.
The tournament created a rare real-world test in the UK because broadcast rights were split between two networks: BBC, which carries no commercial advertising, and ITV, which aired gambling ads around match coverage. That contrast allowed researchers to compare betting behavior in ad-exposed and non-exposed environments.
ITV Matches Saw Higher Betting Activity
The study tracked 365 men aged 18–45 in England who planned to watch group-stage matches and bet on football. Participants logged their betting activity across 13 days.
The findings were notable:
- Betting frequency was 16%–24% higher during matches broadcast on ITV compared to BBC.
- Participants were 22%–33% more likely to place a bet during ITV matches.
Researchers focused on bet frequency rather than total spending, viewing it as a clearer indicator of behavioral response. Importantly, they compared the same individuals across different matches, helping reduce bias linked to personal gambling habits.
Pre-Match Ads May Influence In-Play Betting
Although the UK’s “whistle-to-whistle” rules limit betting ads close to kick-off and during live play, ads still appeared heavily in pre-match coverage. The study suggests that this timing may be enough to prompt increased in-play wagering once the match begins.
Because modern football betting revolves around fast, in-the-moment decisions, even small nudges before kick-off may translate into more rapid bets during play.
Policy Questions Ahead of 2026
The researchers acknowledged limitations, including self-reported data and a sample limited to men. Still, the results point to a consistent pattern: televised gambling advertising was associated with higher real-time betting during live football.
With the next World Cup approaching in 2026, policymakers face renewed scrutiny over whether current safeguards are sufficient — or whether live sports broadcasting remains a high-impact channel for driving betting behavior.
