Half of all sports betting is now conducted online. Many commercial arrangements now exist between sporting entities events, clubs, stadiums, etc. These arrangements have increased sports betting marketing and contributed to its growth. The growth of sports betting advertising and promotion. The growth of sports betting advertising and promotion Sports betting advertising has proliferated, using a wide range of media and promotional techniques. Sport is now a marketing platform for sports betting operators, with concerns that this encourages gambling uptake, especially among youth and young adult males.
The proliferation of sports betting advertising in Australia In , 3, individual sports betting advertisements were relayed over all forms of media, not including social media communications. These included individual sports betting advertisements, which were collectively played over 20, times on free-to-air TV, and more frequently on pay TV.
The value of sports betting advertising on television quadrupled between and Source: Ebiquity Sports betting promotions embedded into live and televised sport. Sports betting promotions embedded into live and televised sport Sports betting advertising and promotions have proliferated during televised sport. Embedded sports betting promotions during sports broadcasts mean they cannot be avoided while watching a game.
How much is gambling promoted during sport? An audit of eight AFL match broadcasts in identified Four live AFL matches held at two major stadiums in promoted nine wagering brands during an average of 59 marketing communications. An audit of two weeks of televised NRL and AFL programs in identified 72 gambling communications, mainly for corporate bookmakers, constituting 2.
Source: Milner et al. Community concerns and government inquiries. Community concerns and government inquiries A community backlash about sports betting promotions during sport prompted two government inquiries. This led to curtailment of in-match commentary and on-screen displays of live betting odds. Community concerns about sports-embedded gambling promotions include that it … may normalise gambling among children and young people; may be grooming a new generation of problem gamblers; promotes gambling as healthy harmless fun that, like sport, relies on skill; has become part of young male culture; undermines responsible gambling messages; and may be contributing to the increase in problem gambling related to sports betting.
Concerns about sports-embedded gambling promotions led to a ban on in-match promotion of live betting odds Community concerns about sports betting promotions during sports broadcasts were debated during three government inquiries: The Inquiry into Interactive and Online Gambling and Gambling Advertising JSCGR, subsequently recommended a ban on promoting live odds during sport, and a mandatory national code for wagering advertising covering inducements to bet, responsible gambling messages, and restricting certain forms of advertising.
The Inquiry into the Advertising and Promotion of Gambling Services in Sport JSCGR, recommended: legislation if industry does not make appropriate changes; the current exemption of gambling advertising for sporting programs be reviewed; nationally consistent requirements for responsible gambling messages to counterbalance promotion of gambling; the amount of betting advertising at sporting venues and sports betting merchandise for children be reviewed; and further research on the longer-term effects of gambling advertising on children.
What lessons can be learned from the advertising of other potentially harmful products? Because comparatively little research has been conducted into gambling advertising, lessons can be learned from other fields.
Exposure to alcohol, tobacco and junk food advertising can contribute to their uptake and consumption. Promoting potentially harmful products through sport can enhance awareness, recall, purchase intention and consumption. Impacts of gambling advertising. Impacts of gambling advertising Advertising typically depicts gambling as exciting, glamorous and skillful, promising easy financial and social rewards. Youth and problem gamblers appear to be especially influenced by gambling advertising.
Bonus offers for sports betting appear to particularly increase Internet gambling among problem gamblers. Gambling advertising themes Within television advertising, gambling is portrayed as … like a sport; a natural activity; a way to enhance your status; a reprieve from mundane activities; part of a routine; a way to prosper; a reoccurring activity; a positive, life-changing force.
Impacts of sports betting advertising. Impacts of sports betting advertising The vast majority of adults and adolescents watch televised sport and are therefore exposed to embedded gambling promotions. Sports-embedded gambling promotions can normalise gambling, especially among children, adolescents and young adult men.
These promotions are likely to increase sports betting problems, especially among existing sports bettors and problem gamblers. Implications for stakeholders. Implications for stakeholders Measures are needed to minimise sports betting problems, including community education and social marketing targeted at high-risk groups to counter messages promoting sports betting.
Harm minimisation measures provided by sports betting operators need to be rigorous, efficacious and well promoted to bettors so they can opt to track their betting, self-exclude, set betting limits and establish deposit limits, and easily access gambling help resources and services. As demand for help for problem sports bettors increases, services will need to provide appropriate treatment, including treatment and self-help measures tailored to sports bettors.
Exemptions for sport-integrated gambling marketing during general TV viewing times, and the quantity and types of advertisements and promotions allowed during live and televised sport could be reviewed. Ongoing research into sports betting is needed to ensure that policy developments, industry regulations, public health measures and gambling help services are informed by current knowledge and awareness of shifting trends.
In particular, further research is needed to better understand the role of sports betting advertising in shaping consumer attitudes and behaviours and to untangle causal pathways between exposure and consumption, especially among vulnerable groups. Further reading. Further reading Binde, P. Gambling advertising: A critical research review. London: Responsible Gambling Trust. Do advertising and promotions for online gambling increase gambling consumption?
An exploratory study. International Gambling Studies. Interactive gambling. Melbourne: Gambling Research Australia. Promotion of gambling and live betting odds during televised sport: Influences on gambling participation and problem gambling. Adolescent exposure to gambling promotions during televised sport: An exploratory study of links with gambling intentions.
References Amey, B. People's participation in and attitudes to gambling, Wellington: Department of Internal Affairs. Anderson, P. Impact of alcohol advertising and media exposure on adolescent alcohol use: A systematic review of longitudinal studies. Alcohol and Alcoholism , 44 3 , Binde, P. Selling dreams - causing nightmares? Journal of Gambling Issues , 20 , Exploring the impact of gambling advertising: An interview study of problem gamblers.
International Journal of Mental Health and Addiction , 7 4 , Clarke, D. Key indicators of the transition from social to problem gambling. International Journal of Mental Health and Addiction , 4 3 , Reasons for starting and continuing gambling in a mixed ethnic community sample of pathological and non-problem gamblers. International Gambling Studies , 7 3 , Connolly, G. Alcohol in the mass media and drinking by adolescents: A longitudinal study.
Addiction , 89 10 , Delfabbro, P. Australasian gambling review 5th ed. Adelaide: Independent Gambling Authority. Optimal product fee models for Australian sporting bodies. Deloitte Touche Tohmatsu Australia. Final report Review of the Interactive Gambling Act Derevensky, J.
The impact of gambling advertisements on child and adolescent behaviors: A qualitative analysis. Montreal: McGill University. The effects of gambling advertisements on child and adolescent gambling attitudes and behaviours. An empirical study examining the impact of gambling advertisements on adolescent gambling attitudes and behaviors.
International Journal of Mental Health and Addiction , 8 1 , Dixon, H. The effects of television advertisements for junk food versus nutritious food on children's food attitudes and preferences. Dyall, L. Cultural icons and marketing of gambling. International Journal of Mental Health and Addiction , 7 1 , Online betting snapshot. North Sydney: Ebiquity.
Ellickson, P. Does alcohol advertising promote adolescent drinking? Results from a longitudinal assessment. Addiction , 2 , Evans, N. Influence of tobacco marketing and exposure to smokers on adolescent susceptibility to smoking. Journal of the National Cancer Institute , 87 20 , Felsher, J.
Lottery participation by youth with gambling problems: Are lottery tickets a gateway to other gambling venues? International Gambling Studies , 4 2 , Lottery playing amongst youth: Implications for prevention and social policy. Journal of Gambling Studies , 20 2 , Friend, K. Youth gambling advertising: A review of the lessons learned from tobacco control.
Drugs: Education, Prevention, and Policy , 16 4 , Gainsbury, S. The prevalence and determinants of problem gambling in Australia: Assessing the impact of interactive gambling and new technologies. Psychology of Addictive Behaviors. Gambling Compliance. Gambling advertising and sport: A comparison of regulated markets.
Sydney: Australian Wagering Council. H2 Gambling Capital. There's nothing virtual about the opportunity in real-money gambling: Opportunities for game developers in regulated real-money online gambling. England: H2 Gambling Capital. Gambling sponsorship of sport: An exploratory study of links with gambling attitudes and intentions. International Gambling Studies , 13 3 , International Gambling Studies , Hunt, C. Submission to the Joint Select Committee on Gambling Reform Inquiry into the advertising and promotion of gambling services in sport.
Sydney: University of Sydney. Interactive and online gambling and gambling advertising. Canberra: Commonwealth of Australia. The advertising and promotion of gambling services in sport. Jones, S. When does alcohol sponsorship of sport become sports sponsorship of alcohol?
A case study of developments in sport in Australia. International Journal of Sports Marketing and Sponsorship , 11 3 , Korn, D. Commercial gambling advertising: Possible impact on youth knowledge, attitudes, beliefs and behavioural intentions.
Commercial gambling advertising: Understanding the youth connection. Lamont, M. Gambling on sport sponsorship: A conceptual framework for research. Sport Management Review , 14 3 , Ledwith, F. Does tobacco sports sponsorship on television act as advertising to children? Health Education Journal , 43 4 , Lee, H. Role of gambling media exposure in influencing trajectories among college students.
Journal of Gambling Studies , 24 1 , Impact of cigarette advertising on smoking behaviour in Spanish adolescents as measured using recognition of billboard advertising. European Journal of Public Health , 14 4 , McMullan, J. Halifax: Saint Mary's University.
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The report came as New York Gov. At a news conference, the Democratic governor proposed having New York run sports betting operations to maximize tax revenue. He called on the New York State Gaming Commission to issue a request for proposals to select and license a sports operator or platform to offer mobile sports wagering in the state.
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