New GambleAware ad asks: “Is betting taking away your love of the game?”

GambleAware has launched a new social media-based awareness initiative concerning the proliferation of gambling adverts in football.

Using the hashtag #CanWeHaveOurBallBack, the film-led initiative is aimed at encouraging football fans to reflect on why they love the game and whether the relationship between football and betting is undermining what it means to be an “authentic” fan.

https://www.youtube.com/watch?v=j8lXRAeHYDg&feature=youtu.be

Featuring a betting shop whose roof is covered in footballs, the advert asks, “Is betting taking away our love of the game?” At the end of the advert, a child knocks on the door of the shop and asks: “Can we have our ball back?”

The film is directed by BAFTA nominee Scott Lyon, And Rising executive creative director Will Thacker, and was created by Tony Roberts and Julie Herskin.

GambleAware CEO Marc Etches highlighted public concern about increasing advertising and sponsorship by gambling companies around sports, adding that this is “normalising an adult activity for children”.

Etches added: “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.”

GambleAware said they will not be “advocating any specific solutions” to this issue, with the campaign aimed at increasing awareness and driving individuals to take part in the conversation surrounding gambling advertising.