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Background to World Cup prevention campaign

Author: GambleAware (Dan Riley; Research lead for advertising and brand, Lauren Hunter, Senior Research Officer) Published: November 2022
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Summary

GambleAware's background research for their World Cup Bet Regret prevention campaign. The report outlines the rationale and key insights that informed the development of the campaign targeting sports bettors.

Topics covered

  • football betting trends in Great Britain that informed GambleAware's Bet Regret World Cup campaign
  • gambling harms risks during the World Cup
  • impact of cost-of-living crisis on
  • gambling gambling advertising in football

Key findings

GambleAware's Bet Regret campaign aimed to raise awareness of early warning signs and offer advice to help fans enjoy the tournament without regrets.
Research found that the World Cup could lead to increased gambling harms, especially amongst young men who bet on sports.
While some positive steps have been taken to limit gambling ads, there's still heavy promotion around football. 

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