The World Cup Has Started. So Has the Gambling Ad Surge. Here Is Where to Get Help in Brighton.
Brighton and Hove City Council is urging football fans to be aware of gambling harm during the 2026 World Cup. Photo: Vitaly Gariev via Pexels
Brighton and Hove City Council is backing a new public health campaign on gambling harm as the World Cup begins and advertising surges across TV and social media
The 2026 World Cup kicked off on 11 June, and with it comes the annual surge in gambling advertising targeting football fans across the UK. Brighton and Hove City Council is supporting a campaign called Odds Are They Win, which sets out how the gambling industry operates and helps anyone experiencing harm to find support.
During major tournaments, fans are targeted relentlessly. More than half of televised gambling ads feature free bets or financial incentives. Six in ten people in the UK see gambling ads at least once a week. The industry keeps £16.8 billion a year from customer losses.
In Brighton and Hove, more than one in five adults say they gamble, even if only occasionally, according to the Health Counts 2024 city-wide health and wellbeing survey. But nearly a fifth of those who gamble experience some form of harm. The most common impacts include cutting back on everyday spending and feelings of isolation.
The harm is not limited to the person gambling. Almost a quarter of adults in Brighton and Hove said someone close to them gambles. Of those, nearly one in five reported being harmed themselves, most commonly through arguments or conflict and feelings of isolation.
What the council is saying
Dr Nicola Lang, Director for Public Health at Brighton and Hove City Council, said major football tournaments like the World Cup can be a time of excitement but they also bring a sharp rise in gambling advertising that can put people at risk. She said gambling harms can affect anyone and that local people should know it is not their fault, they are not alone, and help is available.
Dr Lang added that reaching out is a positive first step and that if anyone is struggling, or worried about someone else, help is there when they need it.
Where to get support in Brighton and Hove
Breakeven provides free one to one and group support for anyone struggling with gambling and for those affected by someone else's gambling, including partners, family members and friends. Sessions are free, flexible and confidential, available face to face, by telephone or online. Breakeven can be reached on 01273 833 722, by email at info@breakeven.org.uk, or at breakeven.org.uk. Breakeven is funded by NHS England and the UK Government.
UOK offers local mental health and wellbeing support across Brighton, Hove and East Sussex. The service helps people find the right support, including group workshops, money advice and one to one sessions. UOK also runs Qwell, a free online 24/7 live chat, forum and information platform. More information is available at uok.org.uk.
Switchboard runs the Recover with Pride programme, offering one to one coaching, peer support and wellbeing groups for any LGBTQ+ person over 18 affected by gambling or supporting someone else who is. Self-referrals are accepted. More information is available at switchboard.org.uk.
GamCare runs the National Gambling Helpline on 0808 8020 133. Support is available 24 hours a day, seven days a week by phone, live chat and WhatsApp. More information is available at gamcare.org.uk.
GamFam offers peer support specifically for family and friends affected by someone else's gambling.
The NHS National Centre for Behavioural Addictions accepts self-referrals from anyone who wants support with gambling addiction.
Anyone in immediate distress can contact NHS 111 by selecting option 2, or call 999 at any time.
For more Brighton and Hove City Council news read our coverage of Carers Week in Brighton and Hove 2026 and the Brighton Events Guide 2026. For daily local news follow ImJustBrighton.
