In a world awash with enticing promises of quick riches and thrilling wins, gambling advertisements have practically become inescapable. These meticulously crafted promotions aim to tap into the hearts and minds of consumers persuading them to gamble – whether that means starting or keeping going.
With gambling advertising showing no signs of abating, and gambling addiction an ongoing problem across the UK, it is vital that consumers are given tools to resist. Our recent research has found that a targeted approach using “counteradvertising” videos can help people combat these persuasive tactics.
Gambling advertisements portray gambling in a consistently positive light. They emphasise wins over losses and integrate logos into sporting events, exploiting fans’ emotional bonds with their teams and favourite athletes. For example, our previous research found that an average of 1,565 gambling logos were visible via pitch-side hoardings and on players’ kit during each English Premier League match in the 2022-23 season.
