TV gambling ads significantly influenced betting on 2022 Fifa World Cup – study
A study found that TV gambling ads significantly increased betting activity during the 2022 World Cup, particularly among young men.Summary
A recent study by the University of Sheffield revealed a significant influence of television gambling advertisements on betting behavior during the 2022 FIFA World Cup. The research, focusing on men aged 18-45 in England, found that betting frequency was 16-24% higher during matches broadcast on channels showing gambling ads compared to those that didn't. Participants were also 22-33% more likely to place bets during matches with these ads. Researchers noted that this advertising doesn't just shift betting platforms, but increases overall gambling volume, potentially leading to increased gambling-related harm, especially given that 18-44 year olds are the most at-risk group. Ellen McGrane, the lead author, suggests current regulations may be insufficient and calls for tighter control of gambling advertising during live sports. The Betting and Gaming Council countered that advertising by licensed bookmakers is declining and that the industry is committed to safer gambling, highlighting a 1.7% year-on-year reduction since 2021 and a focus on safer gambling messaging.
(Source：Northern Echo)