“This level of gambling advertising during the Premier League’s first weekend is frankly astonishing,” said Sir Iain Duncan Smith MP, chair of the Gambling Reform All Party Parliamentary Group.
“The industry claimed it was taking steps to self-regulate and reduce advertising, but yet again they have not kept to their word. The whistle-to-whistle ban is far too limited and is ineffective.”
Overall, there were 27,440 gambling messages measured across the entire opening weekend, a slight decrease from last year but still more than triple the tally from 2023.
The total is found by adding together every individual instance of gambling messaging from live match coverage, plus output on TalkSport, Sky Sports News and some social media channels.
There have been growing calls for a ban on gambling advertising, akin to the 2002 ban on tobacco promotion, and in 2023 the Gambling Commission recommended the government should limit the amount and frequency of gambling ads promoted within elite sports venues.
Lord Foster of Bath, chair of Peers for Gambling Reform, said: “The government must simply step in to reduce people’s and particularly children’s exposure to gambling advertising that we know can lead to harm. The government has all the powers it needs to protect people and it must do so now.”
A spokesperson for the Department of Culture, Media and Sport told the BBC: “The government recognises that more work needs to be done to ensure that gambling advertising is appropriate, responsible, and does not exacerbate harm.
“We are consulting a wide range of evidence to inform our next steps in this space and working with industry to further raise standards.”
The Premier League did not provide a comment.