During the West Ham United v Aston Villa match, researchers counted 6,491 gambling messages – equalling around 30 per minute.

Researchers counted thousands of gambling messages during a match. Pic: PA

The number of gambling messages during the opening weekend of the Premier League season was almost triple the amount last year – putting fans including children at risk, researchers have warned.

The University of Bristol, which led the report, said the huge increase in gambling marketing shows the industry is “out of control” and its current self-regulation is “wholly inadequate and tokenistic”.

Leading experts and politicians are now calling on the government to prioritise public safety and make tackling the issue a top goal.

Gambling “messages” refers to either adverts or logos related to betting companies that are seen during live Premier League match coverage.

The University of Bristol’s report says football fans are seeing the messages across TV, radio and social media during match coverage and related news reports.

Nearly 30,000 gambling messages were counted in total across these channels during a single weekend – almost triple the 10,999 recorded over the same period last year.

During live broadcasts of six Premier League matches, findings showed the number of gambling messages more than trebled from 6,966 at the same time last year to 23,690 this year – a 240% increase.

In previous studies, gambling messages peaked at around 3,500 per match.

During the West Ham United v Aston Villa match, the researchers counted 6,491 gambling messages – equalling around 30 per minute.

Dr Raffaello Rossi, a marketing researcher from the University of Bristol who was co-lead author of the report, said: “This new evidence shows how much the industry is out of control – with gambling ads now flooding Premier League coverage.

“It’s clear that the industry’s attempt to self-regulate is wholly inadequate and tokenistic.

“Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritise profit over safety.”

Replicating last year’s investigation, a 10-strong team of researchers analysed around 24 hours of live match coverage.

This was 15 hours of Sky Sports News coverage, 15 hours of TalkSport radio broadcasts, and gambling advertising posted on Instagram, Facebook, and X from 16 to 19 August.

The report revealed how gambling operators are using social media content marketing to reach large audiences, with material being viewed more than 24 million times.

The research team has reported more than 100 social media posts by major gambling brands to the Advertising Standards Authority (ASA) for investigation.

Dr Jamie Wheaton, co-lead author of the report, said: “Our research highlights the need for the government to intervene and move beyond the industry’s voluntary measures, to fully ensure children and young people are protected.”

Former England goalkeeper Peter Shilton, who experienced gambling problems himself, said: “Gambling advertising during football events has become relentless, and this study clearly shows just how out of control it has become in the UK.”

The Betting and Gaming Council, the UK’s main gambling industry lobby group, has said the introduction of a “whistle-to-whistle” ban on TV betting commercials during live sport before the 9pm watershed had seen a fall of 97% in the number of adverts seen by children.

A spokesman from the group also said the study had “fundamentally misunderstood” both advertising and its regulation.

“The previous government stated research did not establish a causal link between exposure to advertising and the development of problem gambling,” he said.

A spokesman for the Advertising Standards Authority said: “Protecting people from potential gambling advertising-related harm is an ever-present high priority for us.

“We’re constantly undertaking our own activity to monitor and tackle the minority of gambling ads that break our rules with a particular focus on the need to protect from being harmed or exploited children, young people and other vulnerable people.”

A government spokeswoman said: “We recognise the impact harmful gambling can have on individuals and their families and are absolutely committed to strengthening protections for those at risk. “Ministers are currently considering the full range of gambling policy, including on advertising and sponsorship, and will update in due course.”

Sky adheres to the BCAP advertising code rules on scheduling, placement and targeting of gambling ads to limit the appeal and exposure to children and prevent gambling advertising from being exploitative.

It is also not responsible or in control of the “gambling messages” which originate from pitch side advertising boards, big screens and shirt sponsors.