There has been a surge in gambling-related advertisements in all media since online sports betting became legal in several jurisdictions that posed as last bastions of gambling defense in recent years, such as the USA, and online gambling grew.
Gambling advertisements are troublesome in part because they not only promote certain consumption patterns but also have an effect on the perception of what’s normal.
The Way Gambling Advertisements Operate
Ads for gambling platforms aim to encourage consumers to start or increase their gambling. The iGaming market is fiercely competitive, and online operators must maintain their viability identical to any other business.
To put gambling in front of as many people as possible, the top 10 casino sites are investing hundreds of millions of dollars in marketing. The simplest way to participate is by making use of online sportsbooks and casinos, where you can begin betting only by clicking a single button.
Gambling advertisements portray this activity as glamorous and profitable as possible. Advertisements for online casinos and sports betting present the gambler to friends as a cool, collected individual.
Lottery advertisements often feature everyday people earning millions of dollars, creating the illusion in the consumer’s mind that they too could have been that person. Truthfully, lotto ads are doing a fantastic job of persuading people that gambling is socially acceptable.
These businesses craft advertising taglines with the goal of enticing the audience to consider putting a wager. Certain gambling companies use catchphrases like “there’s room for you in the land of the millionaire” in their advertising, suggesting that sports betting has the power to make people wealthy.
Other offers state that during your first 24 hours, you can play up to $200 (or a different sum) risk-free. This makes it simple for the user to become engrossed and keep playing even after they have used up all of their free credits. In actuality, bookies and sportsbooks don’t make it easy for you to make money since they profit from the losses of gamblers.
Vulnerable Categories Affected by Advertisements for Gambling?
The prevalence of gambling advertisements in the media is problematic for numerous reasons, one of which is that they prey on the most susceptible demographics. People who express interest in gambling-related subjects, like sports, for instance, are more likely to be shown advertisements for sports betting.
Additionally, research has demonstrated that those who struggle with gambling report greater exposure to and effects from gambling advertising. Betting companies gather player activity data once an online wager is made and customize offers for each individual player.
Even though the majority of gambling advertisements are meant to appeal to adults, kids and teenagers are frequently drawn to these ads, particularly those that promote eSports, i.e. competitive online gaming. An individual is more likely to have a negative relationship with gambling the earlier in life they begin gambling.
Because gambling is so accepted in most cultures, children are subjected to it at an early age and learn to view it as a harmless pastime; 96% of adults aged 11 to 24 reported seeing advertisements for gambling within just one month, and as a result, they were more likely to place a wager, according to research from Ipsos MORI and the University of Stirling.
This implies that frequent exposure to gambling promos may alter individuals’ long-term beliefs and connections with gambling as well as their propensity to bet again. The mainstreaming of gambling knowledge and education is also necessary to counteract the increasing acceptance of gambling advertisements. Kids learn in school about the risks associated with using substances such as alcohol and drugs, but they are rarely educated about the problems associated with gambling.
Recovering Addicts of Gambling
Those in rehabilitation from gambling addiction are also triggered by gambling advertisements.
The advertisements portraying gambling as a carefree, enjoyable social activity may cause a recovered gambler to wonder why they ever stopped.
UK as an Example of Establishing Rules for Betting Advertising
A new regulation concerning gambling commercials was put into place by the UK’s Committee for Advertising Practice, BBC reported, and went into force in October of last year, setting a prime example of how to restrict the impact of gambling advertisements on vulnerable consumers. According to the new regulations, advertisements for lotteries and gambling can’t be very appealing to children or young people, especially if they represent or are connected to youth culture. These guidelines are designed to prevent advertisements from specifically targeting children and to concentrate instead on adults.
The Gambling Act of 2005 is also presently being reviewed by the British government; this could lead to modifications in gambling advertising, like outlawing the use of betting business logos on Premier League football uniforms.
Would the problem be resolved if gambling adverts were removed? No, a lot of people will still gamble whether or not they see advertisements; but, removing gambling advertisements would assist in safeguarding the weaker members of society, such as kids and those in treatment for gambling addiction.
How to Resist Gambling Advertisements
While there aren’t many things you can do about TV or billboard advertisements, you can take steps on social networking sites to avoid seeing them.
- Accounts belonging to gambling companies can be blocked on Facebook, Instagram, and Twitter.
- On sponsored posts about gambling, select “hide”. Your selections will be recorded by these applications, so you won’t see as many of these kinds of advertisements in the future.
- You can de-select topics on Twitter by clicking on “Preferences”, like sports, that might be connected to gambling.
Keep in mind that these applications aim to show you relevant advertisements. These kinds of advertisements ought to cease showing up in your feed if you explicitly state that you have no interest in them.
We advise you to get professional assistance as soon as possible before the issue worsens if you believe that you or someone you love is starting to have a problem with gambling. For 30 years, several gambling treatment programs have been addressing addiction to gambling and the underlying problems that go along with it. Their approach to treating addiction to gambling helps patients overcome their addicted habit and learn how to live the life they desire.