GambleAware has launched #CanWeHaveOurBallBack, a new social media initiative that seeks to raise awareness and encourage discussion about the relationship between football and betting.

The film-led initiative is designed to generate conversation and prompt reflection about the impact of betting on football.

Today’s launch comes off the back of recent financial analysis by GambleAware and gambling industry specialists Regulus Partners which shows that 80% of marketing spend by gambling companies is now online.

The surge in online spending coincides with growing public concern about the nature of gambling-related marketing in general, and in particular, whether gambling-related marketing around football is increasingly contributing to the normalisation of gambling for children. Figures released last week by the Gambling Commission show that 450,000 children spend their own money on gambling, and that 55,000 children are problem gamblers. 59% of 11 -16 year olds have also seen a gambling-related advertisement online, and one in eight follow gambling companies on social media.

GambleAware has commissioned research into the impacts of gambling-related marketing, which will report in 2019. In the meantime, GambleAware hopes this initiative stimulates a public debate among football fans.

Marc Etches, GambleAware’s Chief Executive, comments:

“We recognise that gambling-related sponsorship and advertising are important sources of funding for both professional football and grass-roots community participation in the sport. However, there is growing public concern about the nature and extent of the relationship between football and betting. In particular, whether the extent of betting-related marketing around football is contributing to the normalisation of gambling for children.