|

Sport is being used to normalise gambling. We should treat the problem just like smoking

Charles Livingstone, Monash University

Turn on the TV and you’re four times more likely to see a gambling ad during a sports broadcast than during other programming.

The number of gambling ads on TV has grown from 374 a day in 2016 to 948 in 2021. The Australian Football League and National Rubgy League have an “official wagering partner”, whose logo is displayed prominently. Individual clubs have sponsorship deals with gambling companies, displaying their logos on team jerseys.

It’s something Prime Minister Anthony Albanese agrees is “annoying”, after Opposition leader Peter Dutton proposed a ban on gambling ads an hour before and after sports matches.

At present, a voluntary code governs when these ads can be shown. Generally this means they are not allowed until after 8:30pm. But as any parent will tell you, this won’t stop sports-mad kids seeing them.

Children are regularly, and heavily, exposed to these ads. Parents are alarmed at the changing way their children view sport. It’s not just about the game, or the players, or the teams any more. Now children recite bookmaker brands and the odds as they discuss the weekend’s sport.

Normalising harmful behaviour

As with cigarette marketing in decades past, sports sponsorship and advertising has been the primary mechanism for the aggressive “normalisation” of gambling. It presents betting on your team (especially with your mates) as the mark of a dedicated supporter.

Associating a product with a popular pastime, and with sporting or other heroes, is a clear tactic of harmful commodity industries from tobacco, to alcohol, fast food, and gambling.

Alarming evidence is emerging that shows how young people are influenced by this marketing. This includes evidence that young people’s exposure to gambling ads is linked to gambling activity as adults.

Gambling ads are effective in persuading people to make specific bets, and to encourage their friends to sign up.

Young men are particularly susceptible. More than 70% of male punters aged 18 to 35 are at risk of harm, according to the Australian Institute of Family Studies.


Proportion of Australian adults who gambled and were classified as being at risk of gambling harm in past 12 months.
Proportion of Australian adults who gambled and were classified as being at risk of gambling harm in the past 12 months. AIFS, CC BY

What other countries are doing

These concerns have now lead to multiple countries prohibiting gambling ads altogether.

The Netherlands will ban all TV, radio, print and billboard gambling ads from July, with strict conditions on online advertising. A ban on club sponsorship will come into effect in 2025.

Belgium is going further, ban gambling ads online as well from July. It will ban advertising in stadiums from 2025, and sponsoring of sports clubs in 2028.

Spain imposed a blanket ban on gambling advertising in 2021, and Italy in 2019.

In the UK, the Premier League last month agreed to ban bookies’ logos from player match shirts, though critics argue this barely addresses the scale of the problem.

How to denormalise harmful behaviour

“Denormalisation” was a key strategy of tobacco control efforts in Australia. These are now seen as a massive public health success, with smoking and associated disease rates dropping dramatically.

There are at least two aspects to denormalising harmful products.

The first is to reduce the avenues through which the product can be promoted. With tobacco this includes even regulating the packaging. For gambling, getting rid of all forms of gambling promotion during sporting events is the obvious first step.

It’s also important to have counter-marketing. When Victoria banned tobacco sponsorship in 1987, it established the Victorian Health Promotion Foundation , funded by tobacco taxes, initially to support teams that had lost sponsorship.

If gambling ads were banned, it would be logical to replace at least some of the bookies’ ads with messaging that helps people avoid a gambling habit, or get help if they already have an issue.

What needs to be done

If the current parliamentary inquiry into online gambling makes recommendations in line with submissions from concerned citizens and non-government organisations, we can expect an extension of current restrictions. This should include banning ads in line with Peter Dutton’s suggestions.

It would also make sense to go further than just more restrictions on broadcast ads, to include online and social media promotion.

Even though gambling companies spend most of their marketing dollars on television, use of social media is increasing, with alcohol and gambling ads that deliberately target young people. This is despite platforms like Facebook saying it doesn’t allow targeting for online gambling and gaming ads to people under the age of 18.

A program of successive marketing restrictions, moving towards total prohibition, can give the broadcast industry, and the sporting codes, time to line up new sponsors.

There is a need for national uniformity, with a national regulator to replace current clunky arrangements. And only the federal government has any hope of making social media adhere to regulation.

We gained enormous benefits from removing tobacco advertising from our TV screens and billboards. We have the opportunity to protect a new generation from further serious, avoidable gambling harm.

No one can say Australian sport is worse off without tobacco ads.

Providing a clear timeline for the end of gambling ads will give our professional sports organisations the incentive they need to find an ethical solution that avoids entrapping a new generation in gambling harm.

Charles Livingstone, Associate Professor, School of Public Health and Preventive Medicine, Monash University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Similar Posts

55 Comments

  1. The amount of affection that I had for you is indescribable. It does not matter how beautiful something is or how beautifully you have written it if you are only reading it quickly. It is my firm belief that you ought to give it another shot very soon. I am grateful that you have made certain that this hike is risk-free. I shall make an effort to go on it on multiple occasions.

  2. Wow superb blog layout How long have you been blogging for you make blogging look easy The overall look of your site is magnificent as well as the content

  3. I do trust all the ideas youve presented in your post They are really convincing and will definitely work Nonetheless the posts are too short for newbies May just you please lengthen them a bit from next time Thank you for the post

  4. Забота о жилище – это забота о вашем комфорте. Утепление фасадов – это не только изысканный облик, но и обеспечение теплового комфорта в вашем уголке уюта. Специалисты, коллектив экспертов, предлагаем вам сделать ваш дом в прекрасное место для жизни.
    Наши творческие решения – это не просто теплоизоляция, это творческое воплощение с каждым шагом. Мы добиваемся гармонии между эстетикой и функциональностью, чтобы ваш дом превратился не только теплым и уютным, но и привлекательным.
    И самое главное – разумная цена! Мы верим, что высококачественные услуги не должны быть неприемлемо дорогими. [url=https://ppu-prof.ru/]Стоимость утепления стен снаружи за 1[/url] начинается всего начиная с 1250 рублей за квадрат.
    Современные технологии и высококачественные строительные материалы позволяют нам создавать тепловую обработку, которая обеспечивает долговечность и надежность. Оставьте в прошлом холодные стены и лишние затраты на отопление – наше утепление станет вашим надежным щитом от холода.
    Подробнее на [url=https://ppu-prof.ru/]https://www.ppu-prof.ru/[/url]
    Не откладывайте на потом заботу о счастье в вашем уголке. Обращайтесь к экспертам, и ваш дом преобразится настоящим художественным произведением, которое согреет вас не только теплом. Вместе мы создадим пространство, в котором вам будет по-настоящему удобно!

  5. I loved as much as youll receive carried out right here The sketch is tasteful your authored material stylish nonetheless you command get bought an nervousness over that you wish be delivering the following unwell unquestionably come more formerly again since exactly the same nearly a lot often inside case you shield this hike

  6. Thanks, I have just been looking for information about this subject for a long time and yours is the best I’ve discovered till now. However, what in regards to the bottom line? Are you certain in regards to the supply?

  7. helloI really like your writing so a lot share we keep up a correspondence extra approximately your post on AOL I need an expert in this house to unravel my problem May be that is you Taking a look ahead to see you

  8. Ive read several just right stuff here Certainly price bookmarking for revisiting I wonder how a lot effort you place to create this kind of great informative website

  9. Fantastic beat I would like to apprentice while you amend your web site how could i subscribe for a blog site The account helped me a acceptable deal I had been a little bit acquainted of this your broadcast offered bright clear concept

  10. Fantastic beat I would like to apprentice while you amend your web site how could i subscribe for a blog site The account helped me a acceptable deal I had been a little bit acquainted of this your broadcast offered bright clear concept

  11. Дорогие Гости!
    Предлагаем вам последнее понятие в мире оформления интерьера – шторы плиссе. Если вы движетесь к отличию в всей аспекте вашего жилища, то эти сукна превратятся прекрасным выбором для вас.
    Что делает шторы плиссе такими неповторимыми? Они сочетают в себе грацию, функциональность и полезность. Благодаря особенной конструкции, новым материям, шторы плиссе идеально соответствуют для какова угодно комнатки, будь то гостинка, ложа, плитки или секретарское место.
    Закажите [url=https://tulpan-pmr.ru]тюль плиссе[/url] – совершите уют и превосходство в вашем доме!
    Чем манят шторы плиссе для вас? Во-первых, их уникальный дизайн, который присоединяет к очарование и шик вашему обстановке. Вы можете выбирать из разнородных структур, расцветок и стилей, чтобы подчеркнуть особенность вашего дома.
    Кроме того, шторы плиссе предлагают широкий ассортимент функциональных вариантов. Они могут контролировать уровень света в помещении, предохранять от солнечного света, поддерживать приватность и создавать уютную атмосферу в вашем доме.
    Наш сайт: [url=https://tulpan-pmr.ru]https://www.tulpan-pmr.ru[/url]
    Мы сами поможем вам выбрать шторы плиссе, которые идеально подойдут для вашего интерьера!

  12. Somebody essentially help to make significantly articles Id state This is the first time I frequented your web page and up to now I surprised with the research you made to make this actual post incredible Fantastic job

  13. you are in reality a good webmaster. The website loading velocity is amazing. It sort of feels that you’re doing any distinctive trick. Also, The contents are masterwork. you have done a fantastic job in this topic!

  14. Мы команда SEO-экспертов, специализирующихся на повышении посещаемости и рейтинга вашего сайта в поисковых системах.
    Наша команда постигли успехи в своей области и готовы поделиться с вами нашими знаниями и опытом.
    Какие возможности открываются перед вами:
    • [url=https://seo-prodvizhenie-ulyanovsk1.ru/]профессиональный аудит сайта[/url]
    • Комплексный анализ вашего сайта и разработка индивидуальной стратегии продвижения.
    • Улучшение контента и технических параметров вашего сайта для максимального эффекта.
    • Ежемесячный мониторинг и анализ данных для постоянного совершенствования вашего онлайн-присутствия.
    Подробнее [url=https://seo-prodvizhenie-ulyanovsk1.ru/]https://seo-prodvizhenie-ulyanovsk1.ru/[/url]
    Многие наши клиенты отмечают улучшения: увеличение трафика, улучшение рейтинга в поисковых системах и, конечно, увеличение прибыли. Мы готовы предложить вам консультацию бесплатно, для обсуждения ваших потребностей и разработки стратегии продвижения, соответствующей вашим целям и бюджету.
    Не упустите возможность увеличить прибыль вашего бизнеса в онлайн-мире. Свяжитесь с нами прямо сейчас.

  15. Simply wish to say your article is as amazing The clearness in your post is just nice and i could assume youre an expert on this subject Well with your permission let me to grab your feed to keep updated with forthcoming post Thanks a million and please carry on the gratifying work

  16. Wow, fantastic blog structure! How lengthy have you been running a blog for?
    you make running a blog glance easy. The total look of your web site is
    excellent, as smartly as the content material! You can see similar here
    e-commerce

  17. Usually I do not read article on blogs however I would like to say that this writeup very compelled me to take a look at and do so Your writing taste has been amazed me Thanks quite nice post

  18. Normally I do not read article on blogs however I would like to say that this writeup very forced me to try and do so Your writing style has been amazed me Thanks quite great post

  19. helloI really like your writing so a lot share we keep up a correspondence extra approximately your post on AOL I need an expert in this house to unravel my problem May be that is you Taking a look ahead to see you

  20. Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?

  21. I’m so happy to read this. This is the kind of manual that needs to be given and not the accidental misinformation that is at the other blogs. Appreciate your sharing this best doc.

  22. helloI really like your writing so a lot share we keep up a correspondence extra approximately your post on AOL I need an expert in this house to unravel my problem May be that is you Taking a look ahead to see you

  23. Hello Neat post Theres an issue together with your site in internet explorer would check this IE still is the marketplace chief and a large element of other folks will leave out your magnificent writing due to this problem

  24. I believe that is one of the most vital info for me. And i am glad studying your article. However should commentary on some basic things, The web site taste is wonderful, the articles is truly excellent : D. Excellent task, cheers

  25. It is really a nice and helpful piece of information. I am glad that you simply shared this useful info with us. Please keep us up to date like this. Thanks for sharing.

  26. Heya this is kind of of off topic but I was wondering if blogs use WYSIWYG editors or if you have to manually code with HTML. I’m starting a blog soon but have no coding skills so I wanted to get guidance from someone with experience. Any help would be enormously appreciated!

  27. I¦ve learn a few just right stuff here. Certainly price bookmarking for revisiting. I surprise how much attempt you put to create one of these fantastic informative website.

  28. Hi Neat post Theres an issue together with your web site in internet explorer may test this IE still is the marketplace chief and a good component of people will pass over your fantastic writing due to this problem

  29. I feel this is one of the most vital information for me. And i am glad studying your article. But wanna commentary on few general issues, The web site style is perfect, the articles is in point of fact great : D. Just right process, cheers

  30. What Is ZenCortex? ZenCortex is an ear health booster that protects ears from potential damage and improves your hearing health.

  31. I am often to blogging and i really appreciate your content. The article has really peaks my interest. I am going to bookmark your site and keep checking for new information.

  32. This is very attention-grabbing, You are an excessively professional blogger. I have joined your rss feed and stay up for seeking extra of your great post. Additionally, I have shared your site in my social networks!

  33. I was recommended this website by my cousin I am not sure whether this post is written by him as nobody else know such detailed about my trouble You are amazing Thanks

  34. Hi! I’m at work surfing around your blog from my new iphone 3gs! Just wanted to say I love reading through your blog and look forward to all your posts! Keep up the excellent work!

  35. You really make it appear really easy along with your presentation however I in finding this topic to be actually something that I believe I would never understand. It sort of feels too complex and extremely broad for me. I’m looking ahead on your subsequent submit, I will attempt to get the hold of it!

  36. With havin so much content and articles do you ever run into any problems of plagorism or copyright violation? My website has a lot of unique content I’ve either created myself or outsourced but it seems a lot of it is popping it up all over the internet without my permission. Do you know any methods to help protect against content from being ripped off? I’d genuinely appreciate it.

  37. Wow wonderful blog layout How long have you been blogging for you make blogging look easy The overall look of your site is great as well as the content

  38. Excellent blog here Also your website loads up very fast What web host are you using Can I get your affiliate link to your host I wish my web site loaded up as quickly as yours lol

  39. I do not even know how I ended up here but I thought this post was great I dont know who you are but definitely youre going to a famous blogger if you arent already Cheers

Leave a Reply

Your email address will not be published. Required fields are marked *