Gambling Advertising on Social Media - Key Takeaways from Britain

Raffaello Rossi

Abstract

The Gambling Act of 2005 deregulated the gambling market in Great Britain and opened the door to gambling advertising – including social media ads. This research investigated over 880,000 gambling ads posted on Twitter and 1 million user profiles to understand which age groups engage with these ads and/or follow gambling accounts. The study included 210 children, 222 young people, and 221 adults to investigate whether Twitter gambling advertising appeals more to children than adults. The results highlight severe concerns concerning the age groups of gambling account followers and the strong appeal the ads have to children.

Original language	English
Publication status	Published - 27 Jul 2023
Event	National Conference on Gambling Addiction & Responsible Gambling 2023 - Washington, DC, United States Duration: 26 Jul 2023 → 28 Jul 2023 https://www.ncpgambling.org/national-conference/2023-conference-program/

Conference

Conference	National Conference on Gambling Addiction & Responsible Gambling 2023
Country/Territory	United States
Period	26/07/23 → 28/07/23
Internet address	https://www.ncpgambling.org/national-conference/2023-conference-program/

Research Groups and Themes

MGMT Marketing and Consumption
Gambling Harms

Handle.net

Persistent link

Cite this

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title = "Gambling Advertising on Social Media - Key Takeaways from Britain",

abstract = "The Gambling Act of 2005 deregulated the gambling market in Great Britain and opened the door to gambling advertising – including social media ads. This research investigated over 880,000 gambling ads posted on Twitter and 1 million user profiles to understand which age groups engage with these ads and/or follow gambling accounts. The study included 210 children, 222 young people, and 221 adults to investigate whether Twitter gambling advertising appeals more to children than adults. The results highlight severe concerns concerning the age groups of gambling account followers and the strong appeal the ads have to children.",

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AU - Rossi, Raffaello

PY - 2023/7/27

Y1 - 2023/7/27

N2 - The Gambling Act of 2005 deregulated the gambling market in Great Britain and opened the door to gambling advertising – including social media ads. This research investigated over 880,000 gambling ads posted on Twitter and 1 million user profiles to understand which age groups engage with these ads and/or follow gambling accounts. The study included 210 children, 222 young people, and 221 adults to investigate whether Twitter gambling advertising appeals more to children than adults. The results highlight severe concerns concerning the age groups of gambling account followers and the strong appeal the ads have to children.

AB - The Gambling Act of 2005 deregulated the gambling market in Great Britain and opened the door to gambling advertising – including social media ads. This research investigated over 880,000 gambling ads posted on Twitter and 1 million user profiles to understand which age groups engage with these ads and/or follow gambling accounts. The study included 210 children, 222 young people, and 221 adults to investigate whether Twitter gambling advertising appeals more to children than adults. The results highlight severe concerns concerning the age groups of gambling account followers and the strong appeal the ads have to children.

M3 - Conference Abstract

T2 - National Conference on Gambling Addiction & Responsible Gambling 2023

Y2 - 26 July 2023 through 28 July 2023