Study: 24% more bets thanks to ads during the World Cup
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25 Feb 2026 •
Reading time: 4 minutes
A recent British study, carried out during the 2022 World Cup in Qatar, found that sports betting adverts broadcast on television not only seemed to encourage more people to place bets, but also increased the frequency of live betting.
A study during the World Cup
As part of this study, British researchers observed the behaviour of 365 men aged between 18 and 45, all regular bettors, during matches at the 2022 World Cup. The participants watched matches either on ITV, which broadcast betting advertisements around and during the matches, or on the BBC, which did not. This configuration made it possible to measure in a quasi-experimental way the direct impact of the ads on betting behaviour.
The study revealed that when these men watched matches with betting adverts, the frequency of betting increased by 16% to 24% compared with matches without adverts. Participants were also 22% to 33% more likely to place a bet or live bet when exposed to TV betting ads.
In other words, these ads were not only attracting already committed punters to specific platforms, but were generating an overall increase in betting.
According to Ellen McGrane, lead author of the study and associate researcher at the University of Sheffield:
‘These TV ads can have a powerful trigger effect during live matches, encouraging even people who had no intention of betting to do so.’
Researchers’ limitations and recommendations
The authors acknowledge that the sample is limited, as it focuses on a specific group: male gamblers already resident in the UK. It cannot be directly generalised to the entire population. They also recommend that future research should use verified data obtained directly from the betting operators themselves, in order to avoid the potential bias associated with participants’ self-declarations.
Current rules deemed insufficient
According to several public health experts, the measured increase in betting behaviour can be seen as a sign that the current rules governing sports betting advertising at major events are not sufficient to mitigate the influence of these promotional messages. If exposure to these ads is accompanied by an increase in betting, then it is likely that it is also contributing to an increase in gambling-related harm, such as indebtedness or compulsive behaviour.
The researchers suggest that stricter restrictions could be considered, such as limiting advertising during live sporting events or reinforcing responsible gambling messages. This approach is in line with a public health approach aimed at reducing public exposure to potentially harmful incentives.
McGrane :
‘There is considerable evidence to show that when gambling participation increases at a population level, gambling-related harm also increases, suggesting that the restrictions currently in place may not be sufficiently effective. Despite the scale of the problem, advertising rules are not being tightened. Stricter regulation of gambling advertising during live sports broadcasts, particularly before high-profile events such as the World Cup, may be necessary to better protect those most at risk.’
However, the Betting and Gaming Council disputes this conclusion:
‘Millions of adults indulge in betting at major sporting events such as the World Cup, the vast majority of whom do so safely, thanks to the strong safeguards in place in the regulated sector. The data shows that advertising by licensed bookmakers is declining, down 1.7% year-on-year since 2021. It now accounts for just 2.7% of total advertising in the UK, with 20% of this advertising focused on responsible gambling awareness messages. This decline continued during major football events such as Euro 2024, where the number of gambling ads aired each day was 20% lower than during the 2022 World Cup.
‘Bookmakers are already subject to some of the strictest advertising rules in the world and have voluntarily introduced bans on showing adverts during matches, resulting in a 97% reduction in the number of betting TV adverts seen by children during live sports broadcasts at the time. The real danger comes from illegal and harmful gambling sites, which flood the internet with adverts, do not check users’ ages and offer no protection.’
The British study of betting advertisements during the 2022 World Cup reveals a clear link between exposure to these ads and a measurable increase in betting, particularly among regular male punters. It calls for a rethink of the framework for these promotional messages in the context of high-level sporting events, in order to better protect punters and reduce the risk of associated harm.
What Belgian legislation says
Belgium bans all gambling advertising, whether from legal or illegal operators. There are only a few exceptions, notably for the National Lottery. However, this exception has been deemed discriminatory by the Constitutional Court, and the law will have to be reviewed before 31 December 2026.