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The gambling industry’s rapid expansion into live sporting events has drawn criticism from experts who warn that the growing relationship between sports and betting is becoming deeply concerning.

Researchers from several universities presented findings at a recent conference showing that gambling advertising during live sports broadcasts has increased dramatically. The studies found that viewers, including young people, are now exposed to significantly more betting promotions during a single match than they were just a few years ago.

The normalization of gambling within sport has reached a level that should alarm regulators and parents alike.

Professor of Public Health

Campaigners are calling for stricter advertising regulations, including a complete ban on gambling sponsorship of sports teams and events. Some countries have already introduced such measures, and pressure is mounting on others to follow suit before gambling-related harm escalates further.