Since many countries started legalizing gambling services, both offline and online, there has been an increase in the number of gambling-related ads in public spaces. Online casinos such as Verde Casino spend a fortune to market their products across social media, TV sponsorships, billboards, and many other channels to capture the attention of potential clients. While there’s nothing really wrong from their point of view, gambling advertisements only fuel consumption habits and have the effect of making things look like they are normal – when they are not.
Very Blurred Line in Different Forms of Gambling Advertisements
Researchers have found that children and many young adults don’t understand the harms and effects of online gambling since there is a ‘blurred line’ between gambling and gambling-like activities such as purchasing in-game tokens for games. To respond to the findings, various gambling harm prevention charities like GambleAware and GamCare came out to support tighter rules to prevent the prevalence of online gambling advertisements to protect children. This especially affects countries like the United States, South Africa, and a few others that have rather relaxed laws as far as gambling advertisements are concerned.
Psychological Aspects of Gambling Advertisements
A look at the report conducted on the effects of gambling ads showed a significant impact on the psychological well-being of punters. The teams behind the gambling advertisements used complex psychological methods to reel in and attract the attention of viewers.
Once captivated, they used techniques such as scarcity, framing, and social proof to impact their decision-making process. Many of these are usually used to cultivate a sense of urgency and compel people to start betting. Furthermore, the increased use of influencers and celebrities further enhances the appeal of these gambling ads, making many people associate the activity with glamor and success.
Cultural and Social Implications
The penetration of gambling ads in public spaces has had significant cultural and social implications, shaping how society views gambling-related activities. While some people may view online gambling as a safe type of entertainment, others consider it as a potential source of earning money. The end result is fueling addiction and destabilizing the sports industry. It doesn’t come as a surprise that there are many professional athletes who have been participating in match-fixing to ‘earn’ some money on the side. Additionally, it doesn’t come as a surprise that gambling has become popular thanks to advertisements, especially among the young generation that views it as a socially acceptable behavior.
The Economic Implication of Gambling Ads
Despite the ethical implications gambling ads have for society, they are one of the highest sources of revenue for media platforms and sports organizations. Advertising partnerships with bookies and online casinos offer massive financial support to clubs. Using these funds, sports leagues and teams can invest in infrastructure, player development, and fan engagement activities. However, critics argue that overdependence on income associated with gambling may compromise the integrity of sports. This claim has some truth, as there are cases where teams have been fined for unethical practices as far as gambling is concerned.
The Future of Gambling Ads on Public Spaces
Looking at the past trends and the future ahead, it’s clear that gambling ads in public spaces will change significantly. This change will be triggered in response to changing consumer preferences and regulations. With the ever-changing dynamics in the digital world, media companies responsible for the ads may have to adopt more personalized and targeted approaches to reach their audience. Moreover, the ever-growing awareness of responsible gambling may force advertisers to develop more clear and socially responsible ways of running their ads.
In the sports industry, there have been calls from stakeholders, particularly commentators, on steps to be taken to prevent the harms of gambling from reaching society. For example:
- They’ve called for a total ban on gambling advertising in sports.
- Ban on shirt and merchandise sponsorship.
- If bans cannot be enforced, they want restrictions to be put on gambling ads.
- Heavy regulation and fees on both the sponsors and companies advertising their services.
Given the economic implications that this might have, it may take a while before some of these suggestions are enforced. There could be heavy restrictions on gambling ads, but a total ban would be difficult to achieve.
Striking a Balance
Gambling advertisements play a significant role in influencing societal norms, consumer behavior, and economic dynamics. While the advertisements offer massive financial benefits to the media platforms behind them and sporting organizations, they also raise serious ethical concerns. This is especially true given the role they play in normalizing gambling activities. In the future, stakeholders need to strike a perfect balance between promoting responsible gambling practices and ensuring that vulnerable individuals are not affected by the harms of excessive gambling.
