Do you ever watch old clips of football matches, snooker games, or even classic F1 races? If you do, one thing that will probably look quite jarring and strange is the adverts for cigarette companies and alcohol. Plastered all over their chests, shoulders, waistcoats, cars, helmets and shirts. It’s amazing to think that this was once normal.
This is how our kids will look back on sport from our age – only it will be the obscene level of gambling advertising that will look dated and crass.
I watch a lot of football, most of which is now on Sky and BT Sport. In every break, there are at least 3 adverts for gambling companies. And there are a lot of breaks. Some of them talk about ‘gambling responsibly‘ – that might hit home a little more if they advertised responsibly.
There are scores of them. Sky Bet, Bet365, Ladbrokes, William Hill, Betfair, BetFred, StanleyBet, Coral, Intercasino, and that’s just off the top of my head. There’s bookmakers, online bookies, online casinos, the lot. All constantly, furiously, relentlessly pushed on sports fans. Clubs are affiliated with them. Players and managers endorse them. The commentators and “analysts” advertise them. It is becoming grotesque.
I’m not saying people shouldn’t gamble, much though I would prefer it if they didn’t. It’s up to each individual to do whatever they like with their money. I personally think gambling is scary and unsatisfying, that’s not to say others do. But how can it be ethical to have the sheer volume of advertising that we have now?
The enticing tactics are becoming sinister as well. Enhanced odds, introductory offers (40/1 for a goal to be scored in a game between Liverpool and Man City? I wonder what that would be if you were already tangled up in the web. I doubt they’d even offer anything on such a dead cert) and ‘free’ money. I already know what the likes of Virgin and BT do to you once you get past the first 3 months of a broadband contract, I shudder to think what a company as unscrupulous as a bookie would do once those enhanced odds disappear and you’re an existing customer.
I’ve got plenty of friends who gamble, and have a lovely time doing it. People who will budget for it, and see it as a controlled bit of fun. Again, I’m not saying gambling should be outlawed.
But at a time when FOBTs are in the news for all the wrong reasons, and government is scrambling to do something about bookies popping up in all the poorest areas of the country, this seems like an issue that could do with being addressed. How can we have strict rules against advertising tobacco and alcohol and yet allow these awful companies virtually free rein on the airwaves?
One click onto the Sky Sports website home page shows 4 advert slots – all of which are for gambling when I click it. Through to football, there are 6 slots – 4 are for gambling. The level of exposure sports fans get to this stuff is a joke.
I hate to come across all nanny state – I always despair at the rush to legislate and ban things, always looking to the government to fix all of our problems. But this just seems like it’s getting out of hand. And it also doesn’t line up with our strictness in other areas.
This feels like a growing problem that needs to be talked about and debated calmly. I don’t know the answer, but we really ought to have the conversation.