The GambleAware organization has published the latest interim report, which presents the results of a study on the impact of various forms of online gambling advertising on children, youth and other vulnerable segments of society.
A study conducted by two consortia led – Ipsos MORI and the Institute of Social Marketing at the University of Stirling showed that lotteries and bookmakers appear most often in gambling advertisements. Meanwhile, sports betting was dominant on the Internet.
Mark Etches, CEO of GambleAware, commented: “This is an interim report, and therefore it is too early to draw conclusions about the impact of gambling advertising on children, young people and vulnerable segments of society. Nevertheless, the study provides important recommendations, including the need for clearer definitions of the risks associated with gambling, and the need for greater control over the identification of players’ age.”
The results of the study confirmed that no gambling advertisement was placed in children’s-oriented media, including on the most popular children’s websites. Researchers, however, have discovered content that children and young people can clearly like, for example, celebrity advertisements, catchy songs, and catchy phrases.
Jan Angus, a spokesman for the Gambling Commission, added: “This is a crucial interim report for us, which contributes to the implementation of the recently released National Gambling Harm Reduction Strategy. This study takes a significant step to fill gaps in understanding this problem and provides a clearer picture of the volume and nature of advertising content of gambling and sponsorship in the UK, as well as the degree of impact on children, young people, and vulnerable adults. We look forward to the results of the second stage of the report. At the same time, we are pleased to see that the report indicates clear measures that gambling companies can take now, and therefore we expect them to pay more attention to this issue.”
59% of e-sports gambling content posted on Twitter is considered potentially attractive to children and young people, mainly because of the animated graphics used, compared with 11% of gambling advertisements in mainstream media.
Despite the fact that research is still ongoing, current figures show that young people still face online gambling advertisements.
Stephen Jennys, director of research at Ipsos MORI, said: “The study reveals the many points of contact through which children, young people, and vulnerable adults come into contact with gambling marketing and advertising. The results of this impact will be fully explored in our second report. ”
In the final stages of the research, which will be published later this year, the focus will be shifted towards the overall impact of gambling marketing and advertising strategies.