Ladbrokes plc posted gross profits of £788m in 2005. The company owns and operates 2135 betting shops in the UK and boasts a ‘consumer awareness level’ higher than other High Street brands such as Next and Marks and Spencer. By far the bulk of the business is based on sports betting (mainly football or horse racing), with the majority of the take either over the counter or by telephone. The enormous commercial power – and consequent influence – of the British betting industry can only increase as the total annual gamble in the UK continues to multiply.
Those interested in watching football, whether by attending a match or watching it on television, are increasingly sucked into a culture where gambling is presented as an intrinsic and powerful part of the experience. Bets are now routinely encouraged not just on the outcome of matches, but also on matters such as transfers and managerial appointments. More than 100,000 people in Scotland attend a game in the Scottish Premier League most weekends where there are several betting facilities available before and during the match. Those watching a live game on Sky TV will be encouraged to bet on the outcome before the game and again at half-time through Sky’s own betting service. Bets can also be placed by telephone or through the TV set or internet. The average stake on a phoned bet with Ladbrokes is £91. During live games at the bigger stadia, viewers are encouraged to place bets during the game and the fluctuating odds are constantly updated on electronic hoarding round the perimeter of the pitch and therefore also clearly visible to TV viewers.
An interest in sport these days clearly runs the risk of generating an interest in gambling, which gives rise to particular concerns about the impact on young people. Particularly in the context of sport, we believe that the promotion and advertising of gambling should be subjected to far more rigorous and effective regulation than it appears to be at present.
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