Sports betting advertising contributes to gambling problems

By Rebecca Chambers | 27 November 2014

A report released by the Australian Gambling Research Centre has revealed the value of sports betting advertising has quadrupled between 2010 and 2012.

In 2012, 3069 individual sports betting advertisements were shown over all kinds of media, not including social. We can all probably name a sports betting company off the top of our heads due to the saturation of betting ads during sporting events. 

There is concern about sporting events being used as marketing tools for betting companies which advertise during the events, provide sponsorship to sports and use merchandise that includes celebrity endorsement and sport-associated images.

The report stated that the clear target audience for sports betting advertising was young, adult males. There has been a repositioning of sports betting as an activity for professional and successful men. It likens the effects of sports advertising on gambling to exposure to alcohol, tobacco and junk food advertising that contributes to their uptake and consumption.

Sports betting companies use live sports coverage and other televised sports events to embed advertising, inducing an emotional rather than rational response, the report says. As an example, Sportsbet offers half-time wagers during NRL games, enticing viewers to take new odds based on the half-time score.

The report states: “Gambling logos on player uniforms and stadium signage are continuously displayed, sports betting operators have regular sponsored segments, and betting is promoted by celebrity presenters and match commentators. The message is that the excitement of watching the game is heightened by wagering on its contingencies and outcome.”

Gambling becomes associated with sporting events and the presence of advertising before, during and following sporting events is likely to increase sports betting problems, it says.

the reports says he over-saturation of sports betting advertising and its marketing on multiple platforms is “normalising” gambling practices while also increasing gambling participation. 

The report adds: "Assessing the impact of advertising is notoriously difficult. Debates continue as to whether advertising increases overall consumption or affects only market share.” But it insists that there is correlation between increased betting advertising, marketing and mobile access and increased gambling activity that is potentially harmful and unhealthy. 

More news below:

Sportsbet shifts marketing spend from racing to sport

Lads ad not sexist: multiple Sportsbet complaints dismissed

Four times as many people bet online than in TAB

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