Sports Fans Bombarded with Gambling Ads: A Study Reveals Extensive Exposure
Study Highlights Pervasive Presence of Betting Messages During Broadcasts
In a groundbreaking study, CBC’s Marketplace and researchers at the University of Bristol unveiled the startling extent of gambling advertisements during sports broadcasts. Analyzing seven NHL and NBA games, the study found that viewers are subjected to an overwhelming number of betting messages, raising concerns about the normalization of gambling and its potential impact on fans, particularly those vulnerable to problem gambling.
Key Findings:
– An average of 2.8 gambling messages per minute were observed, consuming nearly one-fifth of the total viewing time.
– Over 3,500 gambling messages were counted across the seven broadcasts, encompassing logos, commercials, sponsored segments, and betting odds.
– A staggering 90% of the gambling references were prominently displayed on the playing surface, rink-side, or court-side.
– FanDuel emerged as the most visible brand, accounting for over a quarter of the total gambling messages.
Normalization of Gambling and Risks for Vulnerable Individuals
Experts have expressed alarm at the seamless integration of sports and gambling, which they believe contributes to the normalization of gambling. This trend poses significant risks, particularly for individuals vulnerable to developing problem gambling habits.
Markus Giesler, a marketing professor at York University, emphasizes the normalization of gambling and the portrayal of risky practices as harmless fun. Deirdre Querney, an addiction counsellor, has witnessed a surge in calls for help since the launch of Ontario’s regulated gambling market. Noah Vineberg, a recovering gambling addict and lifelong sports fan, struggles to avoid gambling advertisements that trigger his addiction.
Advertising Regulations and Responsible Gambling
The Alcohol and Gaming Commission of Ontario (AGCO) requires gambling advertisements to contain responsible gambling messages, but compliance is alarmingly low. Less than 3% of the gambling messages observed in the study included responsible gambling reminders or resources for problem gambling.
In an effort to address these concerns, the AGCO will ban the use of athletes in gambling ads unless they promote responsible gambling, starting in February 2024. However, Paul Burns, CEO of the Canadian Gaming Association, defended the advertising practices, stating that they fall within the scope of regulations set by leagues and broadcasters.
Strategies for Avoiding Gambling Advertisements
For individuals struggling with gambling addiction or those seeking to avoid exposure to gambling advertisements, strategies can help mitigate the impact:
– Engage in conversations or activities unrelated to gambling during commercials.
– Take breaks during sponsored segments or seek alternative entertainment options.
– Seek support from family, friends, or addiction counsellors.
Conclusion: A Call for Action
The study’s findings underscore the urgent need for stricter regulations to curb the excessive volume of gambling advertisements during sports broadcasts. The normalization of gambling poses significant risks to vulnerable individuals, and responsible gambling practices must be prioritized to protect fans and promote a healthier relationship with sports.