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A new public health initiative is being launched throughout Liverpool ahead of the upcoming men’s football World Cup this summer, aiming to uncover the realities behind gambling advertising and educate young people about the risks often omitted from such promotions. The campaign seeks to shed light on the growing presence of gambling adverts during major sporting events and the potential harms they pose.
Legendary football commentator Clive Tyldesley OBE, who had previously stepped down from a role over concerns about endorsing gambling, is a prominent figure in the campaign. Tyldesley shared his perspective, stating, “As someone who has spent a lifetime around football, I’ve seen how the game has become saturated with gambling messages – especially during major tournaments. I chose to step away from a previous role because I wasn’t comfortable encouraging something that I knew was harming supporters. This campaign matters because it gives people the truth behind those adverts and reminds us that fans’ wellbeing should always come before commercial interests.”
The initiative was developed by the national gambling harm prevention charity Chapter One in collaboration with Liverpool City Council’s Public Health team. This follows research conducted by Liverpool John Moores University, which found that nearly one in eight adults in Liverpool who gamble experience some form of harm. Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture at Liverpool City Council, emphasized the urgent need for awareness, saying, “Gambling harm can have a devastating impact on individuals, families, and communities, yet it too often goes unnoticed. High-profile events, like the World Cup, can increase exposure to gambling and the risk of harm. As a council, we are committed to raising awareness, working with partners, and ensuring that support is available for those affected. No one should feel they have to face this alone.”
Titled “If I Only Knew,” the campaign focuses on the intentional design, marketing, and monetization of addictive gambling products while highlighting the benefits of stopping gambling and seeking local support. Research underscores the urgency of this message: a Nationwide study reported that 83% of 18–24-year-olds expect to gamble more frequently during major sporting events in 2026. Previous analyses of the 2022 World Cup revealed an average of five gambling-related adverts per match, with exposure linked to a 24% increase in gambling and a 33% higher likelihood of viewers placing bets.
James Grimes, Director of Chapter One and someone with lived experience of gambling addiction, explained, “During big tournaments, gambling adverts can feel impossible to escape, especially if you’re already struggling. What I understand now is that struggling to resist or stop gambling isn’t about personal failure – it’s about products and promotions being used as they’re intended. This campaign exposes this truth and shows that support is available to everyone.” Professor Matthew Ashton, Director of Public Health at Liverpool City Council, added, “Gambling harm remains a major public-health challenge in Liverpool, and evidence shows just how many people, families and communities are affected. With the World Cup bringing a surge in gambling advertising, it’s vital that we help residents understand the tactics behind those promotions and the risks they don’t show. This campaign lifts the lid on those commercial influences while amplifying the voices of people with lived experience. By reducing stigma, raising awareness and promoting effective support, we aim to protect the health and wellbeing of people across our city.”
Support and information for those impacted by gambling harm are available at Chapter One’s website
Read the full article on Liverpool Express here: Read More
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