Sports betting has become increasingly prevalent in recent years, with the legalization of sports gambling in many states and a surge in advertising by betting companies. While some may view sports betting as harmless entertainment, a closer look at the industry reveals concerning trends that should give us pause.

Normalizing Gambling Culture

One of the most insidious effects of sports betting advertising is the way it normalizes gambling culture, especially among young people. Studies have shown that 11 out of 12 gambling content marketing ads trigger positive responses in children and young people. By integrating betting odds and promotions into sports coverage, these ads make gambling feel like an integral part of the fan experience.

This can lead to a skewed perception of the risks involved. As one study participant put it, “The game is not the same without a bet — that is the message.” But gambling is not risk-free, and the consequences of problem gambling can be devastating, especially for vulnerable populations.

Targeting Vulnerable Audiences

Sports betting companies employ a variety of tactics to attract customers, from “risk-free” bets to celebrity endorsements. While these strategies may seem harmless, they are often designed to prey on vulnerable people, such as those with disabilities or gambling addictions.

The use of “risk-free” bets, for example, can lead to a cycle of continued gambling, as refunds are typically paid out as free bets instead of cash. While celebrity endorsements may increase the credibility of a brand, they can also influence the behavior of impressionable fans, especially young people.

Inadequate Regulation

Despite the clear risks, regulation of sports betting advertising remains inadequate in many jurisdictions. While some countries like Italy and the UK have imposed restrictions on gambling ads, the US has limited federal oversight in this area. In the UK, for example, gambling ads are prohibited from appearing in media outlets primarily aimed at children, and there are age restrictions for individuals featured in ads. But in the US, the industry has been largely left to police itself, with predictable results.

The Case of Winmatch

The Winmatch app, which allows users to bet on the outcomes of matches in popular video games, provides a case study of the dangers of sports betting advertising. While Winmatch is not a traditional sports betting platform, it shares many of the same characteristics, including the use of “risk-free” bets and celebrity endorsements to attract customers.

But Winmatch goes even further, targeting a younger demographic that may be particularly vulnerable to the lure of easy money. By positioning itself as a way for gamers to earn extra cash, Winmatch plays on the aspirations of young people who may be struggling to make ends meet in a tough economy.

Conclusion

Sports betting advertising poses a real threat to public health and safety, especially when it comes to vulnerable populations like young people and those with gambling addictions. While some may argue that the industry provides entertainment and revenue, the costs in terms of human suffering and social harm are simply too high.

It’s time for policymakers to take a hard look at the sports betting industry and impose stricter regulations on advertising and marketing practices. By prioritizing public health over corporate profits, we can help protect vulnerable people and build a healthier, more equitable society.