Examining the frequency and nature of gambling marketing in televised broadcasts of professional sporting events in the United Kingdom

R.I Purves,N Critchlow,A Morgan,M Stead,F Dobbie

doi:10.1016/j.puhe.2020.02.012

Abstract

ObjectiveGambling operators in the United Kingdom have introduced a voluntary ban on adverts broadcast during televised sport before 21:00 (the ‘whistle-to-whistle’ ban). To inform debates around the potential effectiveness of this ban, we examine the frequency and nature of gambling marketing in televised broadcasts across professional sporting events. Study designFrequency analysis of verbal and visual gambling marketing references during television broadcasts of football (n = 5), tennis, Formula 1, boxing and rugby union (each n = 1) from 2018. MethodsFor each gambling reference, we coded: whether it appeared in-play or out-of-play; location (e.g. pitch-side advertising); format (e.g. branded merchandise); duration (s); number of identical references visible simultaneously; brand; and presence of age restriction or harm-reduction messages. ResultsBoxing contained the most gambling references, on average, per broadcast minute (4.70 references), followed by football (2.75), rugby union (0.55) and tennis (0.11). Formula 1 contained no gambling references. In boxing, references most frequently appeared within the area-of-play. For football and rugby union, references most frequently appeared around the pitch border or within the area-of-play (e.g. branded shirts). Only a small minority of references were for adverts during commercial breaks that would be subject to the whistle-to-whistle ban (e.g. 2% of references in football). Less than 1% of references in boxing and only 3% of references in football contained age restriction or harm-reduction messages. ConclusionsAs gambling sponsorship extends much beyond adverts in commercial breaks, the ‘whistle-to-whistle’ ban will have limited effect on gambling exposure. Gambling sponsorship activities rarely contain harm-reduction messages.

Highlights

In the United Kingdom (UK), it is estimated that there are two million problem gamblers or individuals at risk of problem gambling.[1]
As the Industry Group for Responsible Gambling (IGRG)'s voluntary ban on prewatershed advertising only applies to this small proportion, the findings suggest that it will have limited impact on the volume of gambling marketing in sport broadcasts
Australia has introduced restrictions around gambling advertising during live sporting events on commercial television and radio, public-service broadcaster SBS, subscription television and online platforms,[32] and Italy introduced a blanket ban on gambling sport sponsorship in July 2019.33 That our findings show a high frequency and visibility of gambling marketing in high-profile sporting broadcasts, including in programmes broadcast before the 21:00 watershed, suggests that such statutory and mandatory restrictions may be required to reduce exposure, and provide greater protection to young and vulnerable groups in the UK

Summary

Introduction

In the United Kingdom (UK), it is estimated that there are two million problem gamblers or individuals at risk of problem gambling.[1] One factor suggested to drive gambling is exposure to marketing.[2] In the UK, the introduction of the Gambling Act (2005) permitted gambling marketing across all forms of media, resulting in a dramatic expansion of gambling marketing activity.[3] Sport sponsorship is a effective form of marketing that allows brands to be associated with, and capitalise on, the emotional connections that consumers have with teams and events.4e6. Gambling sport sponsorship has been highly prevalent in recent years.

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Results

Conclusion