New Bristol Study Shows EPL Front-of-Jersey Gambling Ban Reduced Live Advertising by Only 10.5 Percent
University of Bristol study finds EPL jersey ban cut gambling ads by only 10.5%, recording 15,571 messages in opening weekend of 2026-27 season. Advertising migrated to sleeves, training gear and perimeter boards, visible up to 41% of some broadcasts. Campaigners urge tighter rules after presentation to UK lawmakers.
SCCG Take — Voluntary partial bans demonstrate clear limits in reducing overall exposure. Evidence of displacement strengthens case for comprehensive regulatory review across all channels.
The English Premier League’s ban on gambling sponsorships on the fronts of players’ jerseys has reduced betting advertising during live matches by just 10.5%. New research reported by Casino.org News highlights how promotions have shifted rather than disappeared.
The University of Bristol study recorded 15,571 gambling marketing messages during the opening weekend of the 2026-27 season. This occurred despite the voluntary restriction agreed by clubs in 2023 and implemented this season. The ban covers only matchday jersey fronts and leaves sleeves, training gear and stadium perimeter boards untouched.
Scale of Remaining Advertising
Researchers examined seven televised Premier League matches between August 21 and 24. They counted 11,205 gambling messages during live match coverage alone. Betting advertisements were visible for five hours and 16 minutes, or almost 20% of broadcast time.
The Newcastle United versus Liverpool match contained 2,702 gambling messages. This averaged more than 12 per minute, with gambling advertising visible for almost 41% of the broadcast.
Dr. Raffaello Rossi, who led the research, said: “The front-of-shirt ban was effective in removing gambling logos from shirt fronts, but it did not remove them from football.”
Gambling branding migrated to jersey sleeves and training gear, which increased 362%. Perimeter advertising accounted for 72% of gambling messages. Over a four-year period, Premier League broadcasts averaged 2,449 gambling messages per game. This exceeds 1,677 in the Bundesliga and fewer than 510 in North American NBA and NHL coverage.
Campaigners Demand Crackdown
The findings were presented to the All-Party Parliamentary Group for Gambling Reform. Sir Iain Duncan Smith, the group’s co-chair, said the voluntary approach was failing. He called for tighter government regulation.
Nick Harvey, spokesperson for the Coalition to End Gambling Ads, told The Independent the shirt ban was a cynical move that simply displaced advertising to other locations.
The Premier League defended the policy. It noted it was the first British sports league to voluntarily eliminate front-of-jersey gambling sponsorships. The league added that the ban was one of a series of safeguards to protect children and vulnerable people.
Reporting: Casino.org News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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