A study by Bristol Hub revealed nearly 1,700 gambling ads on social media in one week, with 81% being organic. Most ads lacked responsible gaming messages, raising concerns about targeting minors and regulatory compliance. Experts call for federal legislation to address these issues.
Researchers at the Bristol Hub for Gambling Harms Research conducted a rapid review highlighting the alarming prevalence of gambling advertisements across popular social media platforms in the U.S. During a single week, nearly 1,700 gambling ads were analyzed from four major sports betting brands on X (formerly Twitter), Instagram, TikTok, and Facebook, which translates to over 230 ads per day. A staggering 81% of these ads were organic, not paid, and more than half (58%) were not clearly marked as advertising. The study revealed that three-quarters of organic ads lacked responsible gambling messaging, and 8% were deemed particularly appealing to minors, potentially violating American Gaming Association regulations. Lead author Dr. Raffaello Rossi expressed concern that self-regulation in the gambling sector often neglects the protection of young and vulnerable audiences, primarily serving the industry’s interests. He stated, “The sheer volume of gambling ads, paired with a lack of warnings and responsible gaming messaging, reflects an aggressive marketing strategy that aims to normalize gambling as a harmless and fun activity.” Organic ads reached over 29 million views and received 1.1 million likes, raising concerns as many were difficult for younger audiences to recognize as advertisements. In contrast, all 310 paid ads adhered to regulations. The report calls for the implementation of federal legislation with clear guidelines for responsible gaming messages and age verification, along with audits and penalties to oversee organic marketing content. It also suggests banning celebrities from appearing in gambling ads to reduce their appeal to children. Co-author Dr. Jamie Wheaton stressed the need for consistent regulations to better protect vulnerable audiences from the aggressive marketing strategies employed by gambling operators.
The study underscores the critical issue of gambling advertising saturation on social media, emphasizing its implications for public health, especially regarding minors and vulnerable populations. The findings suggest that current self-regulation in gambling marketing is insufficient, necessitating stronger federal oversight to safeguard audiences from misleading advertising tactics that may promote gambling as a benign activity.
The analysis by the Bristol Hub reveals a concerning landscape of gambling advertising on social media, highlighting a significant gap in self-regulation that fails to protect children and vulnerable populations. Urgent legislative action is recommended to ensure responsible advertising practices and mitigate the risks associated with gambling promotion online.
Original Source: www.bristol.ac.uk
