A GambleAware study, conducted in partnership with the Football Supporters' Association, has shown only 10% of fans believe their clubs are doing enough to encourage safe betting and educating supporters about the risks of gambling.
The survey of more than 1,200 supporters found 88% of fans believe it is easier than ever to get drawn into making impulsive bets.
Only 13% of participants agreed they would be happy for their club to be sponsored by a gambling company, with respondents particularly critical of individual player sponsorships, such as Wayne Rooney’s recent 32Red deal.
Fans were also concerned young supporters are being unnecessarily exposed to gambling messages.
Marc Etches, CEO of GambleAware, said: "The results of the survey highlight fans’ concerns football clubs and gambling companies could do more to encourage safe betting and make people, especially young people, aware of the risk."
The survey is part of GambleAware’s Bet Regret campaign, launched earlier this year to prevent problem gambling in the UK.
Now in its second phase, GambleAware reported the first wave of its Bet Regret campaign had a 61% recognition rate among its intended audience.