Study Reveals Concerns Over Gambling Ads on Social Media Targeting Youth
A study found nearly 1,700 gambling ads on social media in one week, with 81% being organic and 75% lacking responsible gaming messages, raising concerns over regulation and youth protection.
Researchers at the Bristol Hub for Gambling Harms Research conducted a rapid analysis revealing that nearly 1,700 gambling ads were posted by four major sports gambling companies on social media platforms (X, Instagram, TikTok, and Facebook) within a single week. This translates to over 230 ads daily, with a surprising 81% of these being organic rather than paid advertisements. Notably, 58% of organic ads failed to clearly identify themselves as advertisements, and three-quarters lacked responsible gaming messages. Alarmingly, 8% were particularly appealing to minors, potentially violating American Gaming Association (AGA) standards. Lead author Dr. Raffaello Rossi highlighted the industry’s inadequate self-regulation, raising concerns about the large volume of ads that could mislead young audiences. The analysis showed that the organic ads attracted over 29 million views and generated significant interaction, further emphasizing aggressive marketing tactics. In contrast, all paid ads complied with existing regulations. To address these issues, the report calls for federal legislation to standardize regulations on gambling ads, implement age verification, and enforce responsible marketing practices, particularly for organic content that may target children. The inclusion of celebrities in gambling ads, a tactic commonly used to attract younger audiences, is also recommended for prohibition. Co-author Dr. Jamie Wheaton stressed the necessity for urgent regulatory measures to protect vulnerable demographics.
The article discusses findings from a study on gambling advertisements across various social media platforms conducted by the Bristol Hub for Gambling Harms Research. It highlights the prevalence and nature of gambling marketing, particularly focusing on how these ads are reaching and potentially misleading young audiences. The analysis is timely, considering the rising concerns about gambling-related harms and the need for regulatory measures to protect consumers, especially children.
The research reveals significant concerns regarding gambling advertising practices on social media, especially the appeal to minors and the lack of responsible gaming messaging. The findings advocate for stricter regulatory measures to protect vulnerable audiences, ensuring that advertising does not normalize gambling as benign or harmless. Immediate action is recommended to enforce compliance with advertising standards.
Original Source: www.bristol.ac.uk
