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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.
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 egaming report h2 gambling capital july 2020 can shape gambling attitudes, intentions and behaviours, and impacts most negatively on existing problem gamblers and sports bettors.
The author would like to thank the Queensland Department of Justice and Attorney-General, which provided financial support for the study Promotion of gambling and live betting odds during televised sport: Influences on gambling participation and problem gambling.
The author also acknowledges the contributions to that study and associated papers by Associate Professor Casino guichard perrachon sa annual report 2020 Vitartas, Dr Matthew Lamont and Dr Elian Fink.
Sports betting is the only gambling form for which participation rates have increased during the last decade Gainsbury et al.
Approximately one in seven 13% adult Australians now gambles on sport Hing, Gainsbury et al.
This growth has been accompanied by extensive promotion of sports betting during live and televised sport, as well as through newer media such as the Internet, mobile platforms and social media.
Concerns about the potential negative impacts of this advertising have been widely voiced, especially for children, adolescents, young men and problem gamblers.
Expansion of Internet gambling has driven the recent growth of sports betting, which comprises 53% of the international online gambling market H2 Gambling Capital, 2013.
Sporting events are packaged with Internet gambling, and bettors can readily compare wagering products for an increasing array of Australian and international sporting events JSCGR, 2011.
Australians can bet online on dozens of different sports with the numerous sports betting operators licensed in Australia or with offshore wagering sites illegally providing these services to Australians.
Key advantages of the online mode are convenience, price, comfort, and the greater number of betting options available Hing, Gainsbury et al.
A 2008 Australian High Court decision provided further impetus to the expansion of sports betting.
It casino le manege restrictions preventing bookmakers licensed in one jurisdiction from advertising in another.
This change prompted the entry of corporate bookmakers into the Australian sports betting market to capitalise on Australians' penchant for both gambling and sport.
This practice is most prominent in the two largest Australian sports, the National Rugby League NRL and Australian Football League AFL.
Because these codes receive marketing and product fees based on betting revenues, sporting bodies are also motivated to maintain and promote a competitive, innovative wagering product Deloitte, 2012.
Marketing is critical for sports betting operators to compensate for intense competition, limited price elasticity and little product differentiation Nettleton, 2013.
Promotional techniques used include broadcast advertising on TV and radio, online pop-ups on Internet sites, celebrity brand ambassadors, inducements, direct and third party email and SMS, and loyalty programs Gambling Compliance, 2013.
Sponsorship and promotions have also been embedded into sporting fixtures, as discussed later.
The aim is to recruit, register and retain active customers Weibe, 2008.
The saturation of sports betting advertising has prompted controversy and concern.
Particular click at this page are that this marketing can encourage consumers to consider gambling as sport, and that young people are learning big fish promo code november gambling through sport programming and merchandising.
This can normalise and legitimise gambling uptake at a young age Dyall et al.
The clear target market for most sports betting advertising is young adult males.
However, it is the embedding of sports betting promotions into live and televised sport that has attracted most controversy in Australia.
This practice has been fuelled by the escalation of sport sponsorships and advertising rights purchased by sports betting operators.
Since 2009, sports betting promotions have been increasingly embedded into live and televised sporting events.
How much is gambling promoted during sport?
Source: Milner et al.
This embedded advertising can be particularly powerful because very little can be avoided by skipping through or muting advertisements and it is likely to evoke an emotional rather than rational response Milner et al.
Promotions occur at critical points when audiences are most attentive e.
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 Milner et al.
The avalanche of sports betting advertising prompted a community backlash.
Substantial concerns related to its potential impact on the estimated 39,000 children and adolescents who watch each live sports broadcast in Australia JSCGR, 2013.
Sports betting is becoming culturally embedded among young males, who report that peer discussions now include betting odds and that they feel pressured to gamble to fit in with peers Thomas, Lewis, McLeod et al.
These promotions also undermine responsible gambling messages targeting young men, who are also the most at-risk group for gambling problems Delfabbro, 2012.
These promotions can also negatively affect problem gamblers.
Services report increases in the number of clients seeking help for sports betting-related problems Hunt, 2013; Victorian Responsible Gambling Foundation, 2013.
For example, at the University of Sydney Gambling Treatment Clinic the proportion of clients with sports betting-related problems increased fourfold between 2006-07 and 2010-11, with sports-embedded promotions reported as contributing substantially to these clients' problems and relapses University of Sydney Gambling Treatment Clinic, 2011.
Following community concerns raised in these inquiries, Australian government pressure led to amendments to broadcast advertising codes from August 2013 to stop in-match commentary and on-screen displays of live betting odds.
Other promotional practices continue, including live odds promotions before match commencement.
Research indicates that exposure to alcohol, tobacco and junk food advertising contributes to their uptake and consumption, especially among adolescents e.
Use of sport to promote potentially harmful products is a long-established practice that appears effective in enhancing awareness, recall, purchase intention and consumption.
For example, exposure to tobacco advertising at sporting events has been linked to increased awareness, experimentation and use of tobacco products Ledwith, 1984; López et al.
An Australian review concluded that the synergistic relationship between alcohol and sport is a key contributor to alcohol-related harm Jones, 2010.
However, assessing the impact of advertising is notoriously difficult.
Debates continue as to whether advertising increases overall consumption or affects only market share.
It is difficult to reliably measure advertising exposure, identify causal pathways, and account for other influential factors on consumption Binde, 2014; Nelson, egaming report h2 gambling capital july 2020 2011.
These limitations also apply to research examining the impacts of gambling advertising.
Advertising typically depicts gambling as an exciting, glamorous and attainable lifestyle promising easy financial and social rewards.
Gambling advertising appears to have more impact on egaming report h2 gambling capital july 2020 groups of people.
Research has egaming report h2 gambling capital july 2020 that youth have high exposure to gambling advertising read article may be particularly influenced by it Derevensky et al.
Adolescents and children are aware of and can recall specific slogans and jingles and may feel they are being groomed to gamble Amey, 2001; Korn, Hurson et al.
Further, research has revealed that advertisements can increase adolescents' desire to experiment with gambling and prompt a gambling session Derevensky et al.
One-tenth of Internet gamblers reported that marketing and promotions were critical to their initial uptake and 29% reported increased online gambling expenditure as a result of viewing promotions Hing, Gainsbury et al.
However, this marketing has had less success in converting non-gamblers to gambling Binde, 2009; Hing, Cherney et al.
Gambling advertising can have particularly negative impacts on problem gamblers.
Compared to other gamblers, problem gamblers report gambling advertisements as being a greater stimulation to gamblea larger influence on spending more than intended, and an encouragement to them to think they can win Binde, 2014; Clarke et al.
Problem gamblers also report that gambling advertisements can remind them about gambling, trigger gambling urges, provide inducements to gamble, further increase gambling involvement and undermine attempts to moderate their gambling Hing, Cherney et al.
Youth problem gamblers also report stimulation to gamble from gambling advertisements Derevensky et al.
visit web page to motivate many people to commence gambling; however, it can increase gambling among existing gamblers Binde, 2007; 2009; 2014; Derevensky et al.
Advertisements have particular potential for harm if they reinforce inaccurate beliefs about gambling and increase gambling among people who are already heavy gamblers Productivity Commission, 1999; Schottler Consulting, 2012.
Many young men consider sports-embedded betting promotions as unavoidable, unnecessary and aggressive, sending a dangerous message about the social acceptance of gambling and its normalised association with being a sports fan Thomas, Lewis, McLeod et al.
Peer pressure to gamble has reportedly increased among young men, as friendship groups have regular discussions about sports betting odds Thomas, Lewis, McLeod et al.
University students who watch more gambling-sponsored sports broadcasts were found to be more likely to use the sponsors' products, especially students who already have gambling problems Hing et al.
The vast majority of adults and adolescents watch televised sport and are therefore exposed to these promotions.
Thus, these promotions are likely to be increasing sports betting participation and sports betting problems, especially among existing sports bettors and problem gamblers.
Research into the effects of sports-embedded gambling promotions is in its infancy.
Early research suggests that it is increasing gambling participation, gambling problems and the normalisation of gambling among adults, adolescents and children.
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Live odds and the wild, wild west of gambling advertising!
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The marketing, advertising and sponsorship of gambling products and services within New Zealand.
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