Gambling advertising and problem gambling: A content analysis of TV adverts from the 2018 World Cup

Policy makers interested in regulation of the gambling industry have predominantly focused on the frequency with which UK consumers are exposed to gambling marketing. Less attention has been paid to the content of gambling advertising, even though current regulatory codes state that gambling advertising content should not harm nor exploit problem gamblers or other vulnerable persons. Here, we investigate the content of “request-a-bet” TV adverts shown during the 2018 World Cup in the UK. Request-a-bet products allow gamblers to create their own bets with large potential payoffs, which are two established risk factors for problem gamblers. Overall, we found that 46 request-a-bet adverts were shown over 32 relevant soccer matches. Several adverts were designed to nudge gamblers through multiple channels toward bets with large potential payoffs, which problem gamblers might find especially alluring, and which yield high profit margins for the bookmakers. These results highlight relatively neglected concerns about advertising content which are relevant to the regulation of UK gambling advertising.