Bookie speak is totally normal these days due to betting company ads on telly during sporting broadcasts. Football is betting. Betting is football. The two are presented as intertwined strands of the same piece of rope. Kids get this message. And you can bet your life they take it in.
Sardo's view is that sports betting ads should be banned during sports broadcasts, full stop. He has made recommendations to that effect. His organisation has also produced a great video encouraging parents to talk about the issue with their kids.