Sky Bet campaign for Euro 2020 will help to ‘normalise betting for the next generation’

A viral social media campaign featuring high-profile BBC and ITV football pundits has been accused of normalising betting among the young and encouraging problem gambling during the Euro 2020 tournament.

Sky Bet last week launched a series of videos starring BBC Euro 2020 pundit Micah Richards and ITV Euro 2020 pundit Roy Keane on a banter-packed road trip to Wembley. The five Sky Bet-branded videos have so far racked up more than 6 million views on the company’s Facebook and Twitter accounts, which also include posts offering free initial bets on the competition’s top scorer and prizes on Sky Bet’s online casino.

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