Increasing problem of gambling advertising: Hidden Mechanics of Advertising

Ads artificially create associations between gambling and great success, high social status, emotional relief. Gambling often refer itself to great succes or some “treasure”, which awaits you after each game. It destructs user’s perception of reality and high risks. Also it makes people play more and more, because of FOMO. Often players believe that they can win in the next gameю Which is why the games do not end until the account balance is completely empty.

Social status plays an important role in gambling. We can see reliance on social status in films more often than in advertising. In films, casino players are presented as wealth people who have achieved success in life. There is also a certain masculinity — real men play poker, which is a fundamentally incorrect idea of ​​reality.

Some players play for emotional or stress relief. However people recieve more stress while gammbling than off it.

A particularly concerning trend is portraying casinos as family-friendly entertainment centers. In Australia, for example, casinos actively advertise their restaurants and kids’ zones, creating a false sense of safety.

Ads artificially create associations between gambling and great success, high social status, emotional relief. Gambling often refer itself to great succes or some “treasure”, which awaits you after each game. It destructs user’s perception of reality and high risks. Also it makes people play more and more, because of FOMO. Often players believe that they can win in the next gameю Which is why the games do not end until the account balance is completely empty.

Social status plays an important role in gambling. We can see reliance on social status in films more often than in advertising. In films, casino players are presented as wealth people who have achieved success in life. There is also a certain masculinity — real men play poker, which is a fundamentally incorrect idea of ​​reality.

Some players play for emotional or stress relief. However people recieve more stress while gammbling than off it.

A particularly concerning trend is portraying casinos as family-friendly entertainment centers. In Australia, for example, casinos actively advertise their restaurants and kids’ zones, creating a false sense of safety.

Modern gambling ads rarely look like direct promotions. Instead, they use “innocent polls”, memes and humor. Innocent polls just ask you: “Which was the best World Cup goal?” and dont face you into slot machine directly. Memes and humor just increase gambling industry’s views for free among young audience. 

Social media algorithms allow to target ads to the most vulnerable audiences, which are:

• Young sports fans;

• People under stress;

• Those who’ve shown interest in gambling before. 

Industry self-regulation (like the UK’s “whistle-to-whistle” ad ban before 9 PM) is easily bypassed through different techniques;

• Sports team sponsorships;

• “Organic” social media content, such as memes;

• Affiliate marketing programs. 

Gambling is a high risk activity, wich needs to be warned. According to research warning signs:

• Appear in less than 10% of ads;

• Are often in fine print. 

The gambling industry spends billions masking the dangers of addiction as harmless fun. But understanding their tactics is the first step in protecting yourself and your loved ones.

Based on an article and analysis: Jamie Torrance, Bev John and James Greville et al. Emergent gambling advertising; a rapid review of marketing content, delivery and structural features. BMC Public Health. 2021. Vol. 21. DOI: 10.1186/s12889–021–10805-w (https://www.scienceopen.com/document/read?vid=8a6ad322-78f4-416a-9a27-d9cc16df3235)