Esports Betting Ads Should Be Banned, Researchers Say

Academics from the University of Bristol have proposed that all electronic sports wagering promotions ought to be prohibited. They grounded this suggestion on two recent investigations into the topic, which were carried out as part of a policy document on young people and gaming marketing.

The study, conducted by Agnes Nairn, Professor of Marketing at the University of Bristol, and Rafael Rossi, Instructor in Marketing, was carried out using an online questionnaire. The survey involved 210 youngsters between the ages of 11 and 17, 222 young adults between the ages of 18 and 24, and 221 adults between the ages of 25 and 78.

The data showed that nearly half of the children and over two-thirds of the young adults stated that they see gambling promotions on social media at least once a week. The researchers discovered that electronic sports betting promotions were considerably more appealing to children and teenagers than adults. They also found that these promotions triggered positive feelings in children and young adults more frequently than in adults.

An investigation proposes that authorities prohibit all esports wagering advertisements due to their “strong appeal to youngsters and teenagers compared to adults.” The research highlights that the majority of esports enthusiasts are under 30, making any advertisement more enticing to children and youths.

The investigation also urges authorities to strengthen content marketing regulations, advocating for clear labeling of advertisements as commercial material. Additionally, it suggests revising the definition of young people in advertising rules to encompass individuals aged 16-24 instead of the current 16-17 age range.

The study further recommends directly inquiring children and teenagers about which betting advertisements resonate with them, utilizing these responses to identify content suitable for removal from betting advertisements.

Nain stated: “Prior research has revealed that children actively engage with and participate in betting content on social media platforms, while regulators struggle to keep pace. This new study focuses on two specific types of betting advertisements: content marketing and esports, which exhibit significantly greater appeal to children and teenagers compared to older individuals.

“Crucially, existing regulations fail to address these types of advertisements. The esports market is projected to surpass a billion dollars this year, boasting 500 million viewers, a significant portion of whom are children and teenagers. There is an urgent need for regulatory adjustments.”

Kevin Cleland, the Head of Strategic Partnerships at the Young Gamers and Gamblers Education Trust (YGAM), stated that these discoveries bolster the evidence they presented to the Gambling Act review. They advocated for additional safeguards to shield children from gambling advertisements.

He asserted that all gambling promotions should be crafted and presented in a manner appropriate for adults, while avoiding marketing tactics that entice minors. He further emphasized the necessity to fortify advertising protections, urging both promoters and advertising platforms to leverage technology and data to enhance safeguards.

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