Gambling advertising in the Premier League rose by over 150 per cent on the opening weekend of the season compared to last year.

Analysis of TV and radio coverage, as well as on social media during live match coverage and news reports, revealed 29,145 gambling messages.

That figure is up from 10,999 over the same period last year, researchers at the University of Bristol said.

During live broadcasts of six Premier League matches, gambling messages including logos and advertisements more than trebled from 6,966 to 23,690 – a rise of 240 per cent.

Co-lead author Dr Raffaello Rossi, a marketing researcher from the University of Bristol, said: “This new evidence shows how much the industry is out of control – with gambling ads now flooding Premier League coverage.

“Just a few months ago, a new code of conduct was published by industry to curb marketing during football events, but the policy has had no impact on the volume whatsoever.

“It’s clear that the industry’s attempt to self-regulate is wholly inadequate and tokenistic. Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritise profit over safety.”

A government spokesperson told BBC Sport: “We recognise the impact harmful gambling can have on individuals and their families and are absolutely committed to strengthening protections for those at risk.

“Ministers are currently considering the full range of gambling policy, including on advertising and sponsorship, and will update in due course.”