Sports betting advertising on television had a “significant” impact on bettor behavior during the 2022 FIFA World Cup, according to a study by University of Sheffieldin the United Kingdom.
The research, published in the scientific journal Addictive Behavior Reportsconcluded that viewers exposed to gambling advertisements had:
- 22% to 33% more likely to place bets
- 16% to 24% more betting frequency
- Increased overall volume of gaming activity
The results reignite the debate about betting advertising regulationespecially at large sporting events with high audiences.
How the study was conducted
The researchers analyzed the behavior of bettors during matches broadcast on two British channels:
- ITV – displayed betting ads
- BBC – did not display betting ads
The central question was:
Is there more live betting (“in-play”) when the game is broadcast on a channel with betting advertising?
Methodology
- 396 men, between 18 and 45 years old, with a habit of betting on football
- 365 participants completed the study
- Daily monitoring during the World Cup period
The result showed a statistically relevant increase in bets when there was exposure to advertising.
According to researcher Ellen McGrane:
“These ads can act as powerful triggers during live games, encouraging betting even among people who had no prior intention to bet.”
Betting advertising in the United Kingdom: restrictions already exist
The United Kingdom has the so-called “whistle to whistle” (“whistle-to-whistle ban”):
- Prohibits betting advertisements 5 minutes before the start of the game
- Prohibits ads up to 5 minutes after finishing
- During the game, only lottery and bingo advertisements are allowed
Even with this limitation, the study suggests that ads displayed outside the restricted window still significantly impact bettors’ behavior.
The authors argue that current rules may be insufficient to protect groups at higher risk.
Impact isn’t just about changing platforms — it’s about increasing total volume
One of the most relevant points of the study was the finding that advertising:
- It doesn’t just migrate bettors between operators
- But increases the total volume of bets placed
This is important from a regulatory point of view, because it reinforces the relationship between:
- Greater exposure to advertising
- Greater participation in betting
- Potential increased risks associated with problem gambling
The researchers point out that, historically, when participation in games increases at a population level, indicators of gaming-related harm also increase.
And what does this mean for Brazil?
With the regulation of sports betting already in force in Brazil, the debate on betting advertisingsports sponsorship and exposure at major events should gain more and more strength.
Currently, the Brazilian market presents:
- Strong presence of betting brands in sports broadcasts
- Massive sponsorship of clubs and championships
- Commercial insertions on open TV, closed TV and digital platforms
Unlike the United Kingdom, Brazil does not yet have a restriction equivalent to the “whistle by whistle” model.
The international study raises some strategic points for the Brazilian market:
🔎 For regulators
- Assess the real impact of advertising on mass audience events
- Balancing fundraising, sports sponsorship and consumer protection
🏢 For operators
- Strengthen responsible gaming policies
- Invest in ethical and transparent communication
- Anticipate possible regulatory changes
⚽ For clubs and media
- Consider possible future adjustments to betting brand exposure
Can stricter regulation reduce harm?
The authors themselves recognize limitations in the study — such as the specific sample (men aged 18 to 45) and possible memory biases. Still, they argue that the methodological design offers relevant evidence for formulating public policies.
According to McGrane:
“Tighter regulation of gambling advertising during live sports may be needed, especially ahead of highly televised events like the World Cup.”
The debate is just beginning
The research reinforces a central point in the global iGaming market:
advertising influences behavior.
For expanding markets, such as Brazil, the challenge will be to find the balance between:
- Economic growth
- Sector sustainability
- Consumer protection
- Regulatory stability
With the 2026 World Cup approaching and the Brazilian market is still in the consolidation phase, the topic should gain even more relevance in the coming months.
Fonte: Gaming365 – Brasil
