Gaming companies that use celebrities and social media influencers (SMIs) in gambling ads are helping to draw new potential players, according to a new research conducted in Australia.
According to Asia Gaming Brief, the study, funded by the Australian Research Council and conducted by researchers from Deakin, Wollongong, and Curtin universities, was based on 22 focus groups and 64 participants between the ages of 12 and 17.
Study authors wrote, “Participants noted that celebrities and SMIs enhanced the appeal and recall of gambling advertisements due to their attention-grabbing nature and familiarity” and “contributed to an increase in trust, legitimacy and social acceptance of gambling activities.” They also “lowered the perceived risk associated with gambling among young people.”
Participants also said it was “cool” and “entertaining” to see familiar faces in such ads, like Shaquille O’Neil, a PointsBet ambassador, and former Australian Football League players. When celebrities appeared, the young people had greater recall of the ad content, and acknowledged that “some of these advertisements would prompt people to gamble because of the celebrity involved.”
They also suggested measures to “mitigate the impact of celebrity and SMI gambling promotions on young individuals, including implementing bans and restrictions.
Also from the study: “The implicit message conveyed through these endorsements, wherein celebrities appear to endorse the product by association, may inadvertently normalize and encourage gambling behaviors among young audiences.
“While there is existing evidence suggesting that such marketing tactics can significantly shape young people’s attitudes towards various harmful products, including gambling, there remains a gap in understanding the specific impact of celebrity and SMI marketing on gambling behaviors. Such an approach should not only focus on imposing stricter regulations to limit the promotional activities of the gambling industry but also aim to counter the innovative strategies employed by the industry to appeal to children and young individuals.”
Authors called on “policymakers and stakeholders” to address such concerns, and “work towards safeguarding the well-being of young people and mitigating the risks associated with gambling.”
In February 2021, Australian lawmakers called on betting companies to make clear the relationship between influencers and the brands they promote, AGB reported. The U.K. Gambling Commission (UKGC) requires all influencer endorsements to include disclaimers specifying if the endorsement is an “advertorial” or a “sponsored post.”
Oxford Academic, the research arm of Oxford University, commented on the study, saying young people’s exposure to the marketing “has had a clear impact on their gambling attitudes, risk perceptions and consumption intentions.
“This study highlights the importance of a comprehensive approach to preventing young people’s exposure to gambling marketing that not only considers imposing stronger regulations to restrict the way the gambling industry is allowed to promote its products, but also aims to counter the novel ways the gambling industry attempts to appeal to children and young people.”
