Sports betting and advertising

Abstract

This paper reviews the growth of sports betting and the accompanying proliferation of sports betting advertising, with particular focus on its integration into sporting events and broadcasts. It draws on lessons from the advertising of other potentially harmful products, and synthesises research into gambling advertising and the promotion of sports betting.

Key messages

Sports betting has grown substantially and is emerging as a significant contributor to problem gambling, especially among younger adult males.

There is considerable community opposition to the prolific promotion of gambling through sport, especially related to potential negative impacts for children, adolescents, young men and problem gamblers.

Research into the advertising of other harmful products suggests advertising increases uptake and consumption, especially in the adolescent starter market.

Research into sports betting advertising suggests it can shape gambling attitudes, intentions and behaviours, and impacts most negatively on existing problem gamblers and sports bettors.

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