Newswise — A new study reveals that sports fans in the United States are increasingly exposed to gambling advertisements on social media, with many of these ads potentially violating industry regulations.
The study, conducted by marketing experts at the University of Bristol, found that nearly 1,700 gambling ads were posted on X (formerly Twitter), Instagram, TikTok, and Facebook by four major sports gambling brands in a single week, averaging more than 230 ads per day.
The majority of these ads (81%) were organic rather than paid, and 58% of the organic ads were not clearly identified as advertisements. Additionally, three-quarters of the organic ads lacked responsible gaming messages or help hotlines, and about 8% of them were considered particularly appealing to children, which could be in violation of American Gaming Association (AGA) regulations.
Dr. Raffaello Rossi, Lecturer in Marketing at the University of Bristol Business School and lead author of the study, expressed concern about the findings. “Self-regulation of gambling advertising often fails to adequately protect young and vulnerable audiences and seems to prioritize industry interests. The prevalence of ads that appear to breach regulations and target minors is troubling,” Rossi said. “The volume of gambling ads, combined with a lack of responsible gaming messages, suggests an aggressive marketing strategy aimed at normalizing gambling.”
The 1,353 organic ads studied received over 29 million views, 1.1 million likes, and were shared nearly 60,500 times. In contrast, all 310 paid ads adhered to regulations.
Dr. Rossi noted, “Many gambling ads blur the line between entertainment and advertising, making it difficult for users, especially younger ones, to recognize they are being marketed a highly addictive product. Nearly half of the ads in our study are hard to identify as advertisements, raising serious concerns about these marketing practices.”
The report advocates for federal legislation to standardize regulation of gambling advertising, including protocols for responsible gambling messages, age verification, and ad content. It also suggests implementing clear enforcement mechanisms, such as audits and penalties, and banning celebrities from endorsing gambling products, a tactic that often appeals to younger audiences.
Dr. Jamie Wheaton, Senior Research Associate at the University of Bristol and co-author of the report, emphasized the need for regulatory reform. “The social media marketing strategies employed by gambling operators are extending their reach to broader audiences. Our findings highlight the urgent need for federal legislation to ensure consistent regulation of gambling-related marketing on social media to protect vulnerable populations, especially children.”
In 2022, the Bristol Hub for Gambling Harms Research was established at the University of Bristol to advance research on gambling harms as a significant public health issue requiring increased oversight and regulation.