A major public-health campaign in Liverpool will highlight the risks of gambling advertising ahead of the men’s World Cup. It features Clive Tyldesley OBE and is backed by local health partners and researchers.
As international sporting events continue to captivate audiences around the world, the accompanying rise in gambling advertising has become a growing cause for concern among public health experts. In response, a new campaign titled "If I Only Knew" has been launched in Liverpool to encourage a deeper understanding of the messaging behind these promotions and the potential dangers they present. Developed through a partnership between the gambling harm prevention organization Chapter One and the Liverpool City Council’s public health team, the campaign seeks to shed light on how marketing strategies can normalize gambling behavior.
A primary objective of the initiative is to prompt individuals to critically assess the nature of these advertisements and the risks of gambling, which can have significant consequences for individuals, families, and communities. The campaign features prominent football commentator Clive Tyldesley, who has taken a firm stand against the prevalence of gambling promotions within the sport. Tyldesley made the decision to step back from a previous role because he felt uncomfortable actively encouraging an activity that he believes is harming supporters.
The initiative draws upon research from Liverpool John Moores University, which found that nearly one in eight adults in Liverpool who participate in gambling experience some form of gambling-related harm. Furthermore, additional data cited by the campaign indicated that an average of five gambling-related advertisements appeared during the live coverage of matches at the 2022 World Cup. Other studies referenced by the organizers consistently show that gambling activity often spikes during televised matches that feature such advertising. With major sporting events driving exposure to these promotions, the "If I Only Knew" campaign aims to create greater awareness of the risks, empowering fans to make more informed decisions about their engagement with betting.
