Gambling ads and peer pressure: what England fans told us about betting during the World Cup

With the World Cup in full swing, millions of fans are gathering in pubs, watching matches with friends and cheering on England. But alongside the excitement comes something else that's become almost impossible to ignore, gambling.

From TV ads to social media promotions and betting app notifications, gambling advertising ramps up during major football tournaments. Combined with the pressure of watching matches with mates, it can make betting feel like just another part of supporting your team.

To find out what fans really think, Money Wellness headed to MediaCity to speak to England supporters. Their answers show just how normalised gambling has become.

"They're everywhere"

When we asked whether they'd noticed an increase in gambling advertising since the World Cup started, there was little hesitation.

One fan said: "Yes, massively, they're everywhere, aren't they?"

Another pointed to social media, saying: "Definitely more when you're scrolling on social media feeds."

Even those who only bet occasionally said the marketing is hard to avoid.

"I do a little bit of betting, but I get those emails that say, 'Bet a quid and get another quid.'"

One supporter felt football should go further in limiting gambling promotion.

"They're doing away with gambling shirt sponsors, which is a good thing, but I think they should ban it altogether."

The responses reflect concerns that many fans are constantly exposed to betting messages during major sporting events, whether they're watching the football or simply scrolling through their phones.

"Everyone's gambling at my age"

Advertising is only part of the picture.

For many younger fans, betting has become a social activity that's woven into watching football with friends.

When asked whether there was peer pressure to gamble, one fan replied:

"For guys, definitely. Everyone wants to get involved."

Another summed up how common betting feels among young people:

"Everyone is gambling at my age. I don't really know anyone who isn't."

The fans described how betting has become part of conversations on match day.

"Every time I go out with the lads, everyone will be on their phones putting a bet on – a fiver on this, 'Have you seen the odds on that?' That's part and parcel of the conversation."

One supporter admitted:

"I use them, my mates use them, everyone uses them."

While many people enjoy the occasional bet without experiencing problems, hearing friends talk about odds and seeing everyone place bets can make gambling feel like the norm.

Temptation can quickly build

Some fans admitted that advertising and social pressure can make them consider placing a bet.

"Definitely."

They also recognised how easily casual betting can become something more serious.

"If you are easily persuaded, it can snowball quite quickly into something that is just not a nice situation to be in."

One fan we spoke to highlighted the influence gambling can have on younger supporters.

"Especially younger boys think it's cool because lots of people do it."

Major tournaments create an environment where gambling feels closely linked to the football itself. Special offers, boosted odds and constant advertising can all encourage people to bet more often or spend more than they intended.

Knowing when to stop

Encouragingly, many fans also recognised the importance of gambling responsibly and knowing when enough is enough.

When asked what advice they'd give someone struggling with gambling, one supporter didn't hesitate:

"Get on Gamstop. Get yourself banned and find other things to fill the time. Don't chase your losses. Better still, don't get into it in the first place."

Another said:

"Everything in moderation. Have a bit of fun, but make sure you're not getting into trouble over it."

And when asked about the gambling industry's familiar safer gambling message, "When the fun stops, stop,” the response was clear:

"Yes, 100%."

Football should be about the game

Watching England at a major tournament should be about enjoying the football, celebrating with friends and sharing the highs and lows of the competition.

Our conversations with fans show that gambling has become a normal part of the match-day experience for many people, particularly younger supporters. But they also show an awareness of the risks, with many recognising how advertising, social pressure and the fear of missing out can influence behaviour.

If betting stops feeling like entertainment, or starts affecting your finances, relationships or wellbeing, it's important to seek support early. The sooner you get help, the easier it is to regain control and make sure football stays about the beautiful game, not the bet.

Help is available

If gambling is affecting your finances, relationships or mental wellbeing, you don't have to face it alone.

The NHS offers specialist gambling treatment services, including support from psychiatrists and psychologists who can help people recover from gambling addiction and address related mental health challenges.

Other organisations providing free and confidential support include:

• National Gambling Helpline (GamCare): 0808 8020 133
• Betknowmore UK
• Gamblers Anonymous UK

You can also take practical steps immediately, such as using GAMSTOP to self-exclude from all GB-licensed gambling websites.

At Money Wellness, we provide free, confidential debt advice and can help you find specialist support if gambling has contributed to your financial difficulties.