Gambling companies have spent over £500 million since 2012. The public’s gambling losses are running at £13.6 billion a year, that’s £310 for every adult in the UK. I found that gambling adverts shown on TV during live football matches were biased towards highly complex gambles that people struggled to understand. These were gambles with high profit margins for the bookmakers. In the study we studied all gambling adverts shown during two months of English Premier League football. There was a high frequency of these adverts, there were more than two adverts shown per match. We found that the vast majority of these were for complex gambles, so 60% of the overall advertising was for first goal scorer type gambles. There was only a relatively minor 17.5% on the simplest gambles, like Manchester United to win. Football fanÕs beliefs became increasingly over optimistic as gamble complexity increased. In one experiment, the average participant was overestimating each event by more than double. We’ve created this public understanding about the risks of tobacco advertising, but we don’t seem to be aware about the risks of gambling advertising. It’s very important that consumers aren’t being lead astray.