Paul Delfabbro receives financial support for his research from both state and federal government bodies. Research shows that sports betting is more prevalent among young Australians than any other age group, with this trend growing over the last 15 years. Young males, in particular, are most likely to engage in sports betting and are at a higher risk of gambling problems. Influencing factors, such as advertising, can increase the likelihood of young people betting on sports. Therefore, regulation is crucial to prevent harm related to gambling among young people.
Sports betting companies use two types of advertising: competitive advertising, which highlights their product’s unique features to stand out from rivals, and primary demand advertising, which sparks general interest in a product. They often emphasize features like chat functions, live updates, or promotions like bonus bets and deposit matches. This type of advertising mainly appeals to existing bettors who seek better features or cost-effective betting methods. Because promotions encourage bettors to gamble more, Australia has banned certain promotions, including sign-up and refer-a-friend offers.
Sports betting firms employ varied marketing strategies to boost interest in sports betting, such as advertising during live sports events. This normalizes betting as part of being a sports fan and aligns it with positive sports values like fairness and success. They often use celebrities and athletes in ads to enhance the appeal, as fans tend to associate them with sports betting. Nowadays, social media influencers are even more effective for this purpose, as they are more relatable and engaging. Companies might pay influencers to endorse their brand or generate sponsored content promoting their products.
Content advertising, which involves creating appealing content for target audiences without explicit product promotion, is increasingly popular. For example, a betting company might host a sports news website, enticing sports fans—its target audience. This approach grows brand awareness and loyalty. Thus, sports betting advertising extends beyond regular commercial breaks, appearing alongside engaging content and where target audiences are active.
A parliamentary inquiry last year suggested phasing out online gambling advertising by 2026. The outcome remains uncertain, though it is crucial to note the increasingly complex and worldwide nature of advertising today. It remains unclear how a proposed ban would handle influencer promotions, content advertising, or subtle mentions of odds on sports score websites. Determining what constitutes gambling advertising is likely to become a key issue.
In 2018, Italy banned direct gambling ads, which led betting companies to create news websites under the same name as their betting brand, allowing them to advertise indirectly during sporting events. A potential complete ban on gambling ads in Australia must consider what defines such advertising. Marketers, who are more aware of current trends, should be involved in implementing the ban, as regulators and researchers may only become aware of these trends years later. This involvement is essential to prevent sports betting companies from exploiting possible legal gaps.