On 21st April 2021 husband and father of two young children Luke Ashton took his own life. Suicide is the biggest cause of death for men under 50 in the UK, but this suicide had a particular source. As recounted by his widow and now anti-gambling campaigner Annie, Luke developed a gambling disorder linked to his support of Leicester City and football gambling more generally. Getting furloughed in the pandemic exacerbated the problem and he succumbed to aggressive advertising on his smart phone, losing more and more money to the point of despair and no return. 

I am not surprised to hear of stories like Luke’s. That’s because I am a Salvation Army officer. Some may view the pledge to give up all forms of gambling when you join its ranks as archaic and over-the-top, but this insistence by the Salvation Army, which was founded in the 1800’s, was a response to the devastation to lives addiction can cause. Far from being a thing of the past, gambling continues to wreak havoc, especially in poor communities like the one I live and serve in today. I have had personal items stolen and pawned to fund gambling addictions and have heard of people losing thousands of pounds in a few hours.  

Recently our church was part of a local campaign to stop an iconic building from being turned into a cashino, something which we and others in our community knew could have a devastating impact. Thankfully the company withdrew the application, probably because of local opposition, but areas of high socio-economic deprivation like ours are always under such threat. 

I have friends who gamble on sport and tell me it is just harmless fun. It makes the experience more exciting when you have money on it, they say, something sports betting companies focus on in their advertising. While not every gambler is a problem gambler (Public Health England estimates there are 2.2 million who either are problem gamblers or are at risk of addiction), I am not convinced that it is harmless fun for two main reasons. 

Firstly, the risk of ‘harmless’ gambling turning into problem gambling is not adequately managed by UK legislation. The 2005 Gambling Act refers more to gambling by post than online gambling and was passed at a time before smart phones. This legislation, intended to boost the economy through liberalising gambling laws, has allowed sports gambling to spiral out of control; 40% of Premier League clubs are sponsored by a betting company with many more in lower divisions. Concerns have been raised about transparency on behalf of these betting companies and it seems clear that these companies exploit the Premier League’s global profile to reach potential customers in countries like China where gambling advertising is banned. Aston Villa recently responded to a supporter backlash against a new sponsorship deal but made it clear that money talks: for clubs outside the top six (who can attract significantly greater deals), betting firms offer ‘twice as much financially as non-gambling companies.’ 

My team, Bristol City, had a gambling sponsor for many years until this season – although ironically children’s shirts had the sponsor changed in a tacit acknowledgement of potential harm. Hypocrisy in football betting runs much deeper though. Ivan Toney the Brentford striker currently faces a lengthy ban for a breach of the FA’s betting rules, but as The Big Step campaign (led by people harmed by gambling) pointed out – with various pictures of Toney receiving awards and shirts with gambling sponsors on them - ‘If you force young people to endorse addictive products, don’t be surprised if they use them.’ 

It is almost impossible to watch a match on TV without being bombarded with free bet offers and the latest deals with former players enticing fans to gamble their money with a few simple clicks on their phones. One recent study questions whether it is possible to gamble responsibly in an age of smart phones, and outlines significant potential harm even for ‘low and moderate risk gamblers — including relationship problems, being distracted, lost opportunities across work and personal life, secretive behaviours, and a compulsion to open and continually re-engage with the app.’ 

A review of the Gambling Act is currently being carried out, but frustration is growing as publication is delayed. While a blanket prohibition on gambling would neither be practical or desirable, campaigners hope that steps will be taken to restrict gambling advertising in much the same way that advertising for smoking has been banned. The gambling industry cite the contribution gambling brings to the economy, but a report by the Social Market Foundation suggested that tighter regulation could actually boost the economy and in 2016 it was estimated that gambling addiction cost the economy £1.2bn a year. For a society built on an understanding of ‘freedom,’ however, as defined by challenging anything that might hinder our individual wills, gambling may constitute the example par excellence of the confluence of social and economic liberalism. Any significant change to legislation will be hard-won. 

The second reason is that gambling promises more than it can ever actually deliver. This is why it so often ends in harmful addiction – it can never truly satisfy what are ultimately spiritual needs, so it continues to draw you further and further in until you are no longer in control but it controls you. 

There are perhaps three main reasons people gamble: the desire to win money, the social aspect and the thrill or excitement. There is no doubt that gambling offers the possibility of fulfilment, to some degree, for all these things: occasionally people win large sums of money, it can make sport more exciting and help make the social experience more fun.