Risk perception of young players impacted by influencers in gambling ads, says study
A recent study funded by the Australian Research Council and conducted by academics from Deakin, Wollongong, and Curtin universities sheds light on the growing trend of using celebrities and social media influencers in gambling advertisements.
The study particularly highlighted the impact on young individuals’ attitudes and behaviours toward gambling.
The research, involving 22 focus groups and 64 participants aged between 12 and 17 in Australia, aimed to delve into the influence of celebrity and SMI marketing on young people’s perceptions of gambling.
Four key themes emerged
Firstly, participants noted that celebrities and influencers increased the attractiveness and memorability of gambling ads due to their captivating presence and familiarity.
Secondly, their involvement was seen to bolster trust, legitimacy, and social acceptance of gambling activities.
Thirdly, the use of celebrities and influencers was perceived to reduce the perceived risks associated with gambling among young people.
Finally, participants suggested various measures to mitigate the impact of such promotions, including implementing bans and restrictions.
Influencers making gambling ads effective
Young participants expressed how seeing familiar faces in gambling ads grabbed their attention more effectively, making the ads more appealing and entertaining.
They also noted that the involvement of celebrities made the ads seem less risky and more socially acceptable.
Moreover, some ads featuring sports stars like Shaquille O’Neil were associated with specific sporting events, enhancing their appeal to young viewers.
Potential danger
The study underscored the potential danger of celebrity and influencers’ endorsements, suggesting they could create a false sense of safety and normalcy around gambling, especially among impressionable youth.
Importance of responsible gambling ad practices
As discussions on the ethical implications of such endorsements continue, stakeholders emphasize the importance of responsible advertising practices to safeguard vulnerable demographics, particularly young people.
The study also called for a comprehensive approach to prevent young people’s exposure to gambling marketing, advocating for stricter regulations and public education campaigns.
It highlighted the importance of monitoring and regulating all forms of gambling marketing to protect the well-being of the next generation.
Rules on gambling ads with influencers
In Australia, guidelines for influencer social media advertising were tightened in 2021 to ensure transparency regarding advertising partnerships.
Similarly, the UK has implemented measures to ensure clear identification of commercial relationships in gambling advertisements featuring influencers.
These regulatory efforts are crucial in mitigating the adverse impacts of gambling marketing on young individuals.
