MPs Back Calls to Ban Gambling Advertising From Football

The APPG on Gambling Reform has this week backed renewed calls to completely remove gambling advertising from football.

The parliamentary group supported a petition delivered to 10 Downing Street on Thursday, 22 October, by the Coalition to End Gambling Ads (CEGA). More than 27,000 people signed the petition, which calls for tougher restrictions on gambling advertising and gambling sponsorship in football.

This move notably follows the publication of new research. This research suggests that the Premier League's voluntary ban on front-of-shirt gambling sponsorship has had relatively little impact on overall advertising exposure.

Campaigners argue that existing restrictions have simply pushed gambling advertising to other areas, such as shirt sleeves, training kits, and pitchside advertising boards.

Premier League Gambling Ads Remain Widespread Despite Shirt Ban

The latest calls for reform follow the aforementioned University of Bristol study, published on 21 October.

Researchers recorded at least 15,571 gambling advertising messages during the opening weekend of the 2026/27 Premier League season.

This did represent a decrease compared with 2024. However, it was still 41.6% higher than the 10,999 messages recorded in 2023, when the Premier League first announced its sponsorship restrictions.

The researchers also found that during live matches:

• The front-of-shirt ban reduced gambling advertising by just 10.5%.
• Gambling branding on shirt sleeves and training kits increased by 362%.
• Pitchside advertising accounted for 72% of gambling messages.
• Gambling marketing appeared during almost 20% of broadcast time.

The findings were presented to the APPG on Gambling Reform on 21 October, prompting renewed demands for government intervention.

Sir Iain Duncan Smith MP, co-chair of the APPG, said: "After repeated promises of reform, fans continue to be exposed to thousands of gambling messages during Premier League coverage."

He added that the front-of-shirt restriction had 'barely scratched the surface of the issue' and called for more stringent government regulation.

Could the Government Introduce a Wider Gambling Advertising Ban?

The Premier League's voluntary front-of-shirt sponsorship ban took effect at the start of the 2026/27 season.

While Premier League front-of-shirt sponsors must not be gambling companies, all other advertising spaces are fair game. Shirt sleeves, training kits, stadium advertising, and all space within the lower leagues are fair game.

This isn’t the only restriction on football advertising. In 2024, the Premier League and other football governing bodies introduced a Code of Conduct for Gambling-Related Agreements. This was designed to reduce advertising exposure among children and people at risk of gambling-related harm.

The government is already considering further restrictions, although its current proposals are considerably narrower than those supported by the APPG.

In July, the Department for Culture, Media and Sport launched a consultation proposing a ban on advertising and sponsorship by gambling operators without a British licence. The proposed restrictions would cover shirt sponsorship, pitchside advertising, and other physical promotional material. If successful, the rules are expected to take effect from August 2027.

These proposals would not prevent gambling companies licensed by the UK Gambling Commission from advertising in football. The consultation closed on 9 September, with the government expected to publish its response later this year.

For now, campaigners' call for a blanket ban on football gambling advertising remains unconfirmed. However, with mounting pressure, it wouldn’t be a surprise to see new restrictions on the table soon.