MPs have called for adverts on pitchside at football matches to be reduced after finding more than 7,000 gambling messages in just six Premier League matches.
A report by the Culture, Media and Sport Committee said that the approach being proposed in its Gambling White Paper needs to be toughened to protect the young and problem gamblers.
"More should be done to shield both children and people who have experienced problem gambling from what often seems like a bombardment of advertising branding at football and other sporting events," committee chair Caroline Dinenage said.
Sports governing bodies have to be encouraged to cut “the sheer volume of betting adverts people are being exposed to", she added.
Action is being taken to reduce advertising on players’ shirts, but this only makes up 7% of visible gambling brands in matches, said the committee, and does not impact the number of adverts being shown.
MPs on the committee welcomed other measures such as the establishment of financial risk checks to monitor how much money is being lost by customers.
Proposals for lower stake limits for younger adults and a gambling levy to pay for help for addicted gamblers were also welcomed.