Academics at Bristol University have suggested a prohibition on all electronic sports wagering promotions. They contend that these advertisements are especially alluring to minors and young adults, and that more stringent rules are required for content marketing in this domain.
The researchers carried out a poll of over 600 individuals, encompassing children, young adults, and grown-ups. The findings indicated that a substantial proportion of young individuals are exposed to gambling advertisements on social media platforms, and that electronic sports betting ads are particularly enticing to them.
The researchers assert that these promotions can have a detrimental effect on young people, and that a ban is essential to safeguard them from the hazards of gambling.
An investigation proposes that governing bodies should prohibit all esports wagering advertisements because they are “more captivating to youngsters and teenagers than grown-ups,” noting that the majority of esports enthusiasts are under 30, making any advertising more likely to attract minors and young adults.
In addition to recommending that regulations define young people as 16-24 years old instead of 16-17, the study also urges regulators to tighten content marketing rules, suggesting that ads be clearly labeled as commercial content.
The research also recommends directly asking children and young people what aspects of betting ads appeal to them, and using these responses to determine what should be excluded from betting advertisements.
“We know from previous research that children are actively engaging with and participating in betting content on social media, and authorities are struggling to keep up,” said Naine. “This new research focuses on two specific types of betting advertising: content marketing and esports, which are more appealing to minors and young adults than older individuals.
“Crucially, current regulations simply do not address these types of advertising. The esports market is expected to surpass $1 billion this year. It has 500 million viewers, most of whom are children and young people. Urgent regulatory changes are required.”
Kevin Cleland, the head of Strategic Partnerships at the Young Gamers and Gamblers Education Trust (YGAM), stated: “These discoveries back up the proof we provided to the Gambling Act review, in which we requested more action to prevent youngsters from viewing gambling advertisements.
“All gambling promotions should be designed for adults and not utilize tactics that appeal to children. We can enhance the regulations governing advertising, and both the creators of advertisements and the websites that display them should utilize technology and data to take more proactive measures.”
Subscribe to the iGaming newsletter.