Since the legalisation of sports betting in many jurisdictions, as well as the rise of internet gambling, there has been an increase in gambling-related advertisements in all types of media. Advertisements not only drive consumption habits, but they also influence people’s perceptions of what is normal, which is why gambling advertisements are troublesome.
How Gambling Commercials Work
The purpose of gambling advertisements is to encourage individuals to bet more or to begin gambling. The gaming market is very competitive, and gambling websites, like any other business, must stay viable. Online sportsbooks like DraftKings, Caesars, and FanDuel are spending millions of dollars on marketing to bring sports betting in front of a broad audience. People may begin gambling at the touch of a button in online casinos and sportsbooks.
Gambling advertisements make gambling appear seductive and winning appear attainable. Sports betting advertisements make the gambler appear cool and admired in front of their peers. Lottery advertising sometimes portray ordinary individuals winning millions of dollars in order to persuade the buyer that that person might just as well have been them. Indeed, lottery advertising is gradually persuading individuals that gambling is normal and socially acceptable.
These firms construct advertising taglines with the goal of hooking the spectator on the concept of putting bets. DraftKings’ advertising tagline states, “There’s place for you in the land of the billionaire,” insinuating that sports betting may make you a fortune.
Who is Affected by Gambling Advertisements?
Adults at Risk: The prevalence of gambling advertisements in the media is problematic for a variety of reasons, including the fact that these advertisements target persons who are most receptive to gambling advertisements. People who express an interest in gambling-related topics, such as sports, are more likely to be targeted with advertisements concerning sports betting.
According to studies, those with gambling issues are more exposed to and affected by gambling advertising. When a player puts an online wager, betting businesses gather the user’s activity data and personalise their offers to the individual player.
Children: Although most gambling advertisements are designed to appeal to adults, they frequently wind up attracting to children and teenagers, especially if the advertisements are for esports (online gaming). The sooner in life a person begins gambling, the more likely they are to develop a problematic gambling connection.
Gambling is so common in our culture that children are exposed to it at an early age and grow up believing that it is a harmless hobby. Ipsos Mori and the University of Stirling researchers discovered that 96 percent of persons aged 11-24 had received gambling marketing messages in the previous month and were more likely to wager as a result. This implies that “regular exposure to gambling promos might modify beliefs and associations of gambling over time, impacting the chance that individuals would gamble in the future.”
To fight the normalising of gambling advertisements, gambling knowledge and education must also be mainstream. Children are taught about the perils of drugs and alcohol at school, but they are rarely taught about the consequences of gambling.
Gambling advertisements can also be a trigger for persons in recovery from gambling addiction. Seeing advertisements that portray gambling as a joyful, carefree, sociable pastime might make a recovering gambler wonder why they quit gambling in the first place.
New Gambling Advertising Regulations in the United Kingdom
The UK’s Committee for Advertising Practice has approved a new gambling commercial law that will take effect on October 1st. According to the new guidelines, gambling and lottery advertisements must not “be likely to be of considerable interest to minors or young individuals, particularly by reflecting or being linked with youth culture.” These restrictions are designed to avoid targeting youngsters with these adverts and instead focus on adults.
The Gambling Act 2005 is also being reviewed by the government in the United Kingdom, which might result in changes to gambling advertising, such as the prohibition of betting business emblems on Premier League football shirts.
Will removing gambling advertisements fix the problem? No, many individuals will continue to gamble whether or not they are exposed to advertisements; but, removing gambling advertisements can assist safeguard those who are susceptible, such as minors and those in recovery from gambling addiction.