A major public-health campaign is launching across Liverpool ahead of this summer’s men’s football World Cup to expose the reality behind gambling advertising and help young people understand the risks that gambling adverts rarely show.
The campaign, which features legendary football commentator Clive Tyldesley OBE, who previously stepped away from a role due to concerns about promoting gambling, aims to reveal the reality behind the surge in gambling ads during major tournaments.
Clive Tyldesley OBE said: “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 campaign has been developed by national gambling harm prevention organisation Chapter One in partnership with Liverpool City Council’s Public Health team, after local research from Liverpool John Moores University found that almost one in eight Liverpool adults who gamble experience some form of gambling harm, highlighting the scale of the challenge locally.
Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture at Liverpool City Council, said:
“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.”
Called “If I Only Knew,” the campaign highlights how addictive gambling products are intentionally designed, marketed and monetised – while also showcasing the real-life benefits of stopping and seeking local support.
A recent study by Nationwide found that 83% of 18–24-year-olds expect to gamble more frequently during major sporting events in 2026, highlighting the influence that major tournaments can have on gambling behaviour among young adults.
Research from the 2022 World Cup found an average of around five gambling-related adverts per match shown during live coverage. Further research found that gambling increased by up to 24% during televised matches featuring gambling adverts, with viewers up to 33% more likely to place a bet when exposed to that advertising.
James Grimes, Director of Chapter One and lived experience of gambling addiction said:
“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.”
This campaign builds on the evidence to reveal what gambling ads don’t show – especially at a time when the tournament draws huge audiences and increased marketing spend – and will run across social media for the duration of the World Cup and be amplified by local partners across the city region.
Professor Matthew Ashton, Director of Public Health at Liverpool City Council said:
“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.”
Anyone affected by gambling harm can visit www.chapter-one.org for free support and information.
