What are the odds? The appeal of gambling adverts to children and young persons on twitter

The 2005 Gambling Act deregulated the UK gambling market, opening the door to advertising for sports betting and online casinos. 16 years later, more 16-34 year olds have a gambling problem than any other age group, and 55, 000 children under the age of 15 have a gambling problem.

Advertising also plays a part in this. The advertising code states that "marketing for gambling must not appeal specifically to children or young people". Adults in the Advertising Standards Authority (ASA) enforcement team decide which ads appeal to children and therefore breach the rules. But so far, no one has asked what aspects of gambling ads appeal to children and young people.

The study was conducted in the form of an online survey of 210 children (aged 11-17), 222 young people (aged 18-24) and 221 adults (aged 25-78). Using pictorial emotion measurements, we investigated for the first time whether gambling ads appeal to children and adolescents or adults, and what emotions gambling ads evoke. We studied Twitter ads because social media ads are particularly problematic.

Policy implications

Recommendations for regulators

- Ban all esports gambling ads. Esports gambling ads are significantly more appealing to children and adolescents than to older adults. As most esports fans are under 30, esports-related ads, including gambling, are almost inherently appealing to children and adolescents.

- Clarify and strengthen regulations on content marketing. We recommend that all content marketing ads be clearly labeled to indicate to users that this is commercial content. Introduce new, stricter regulations on content marketing.

- Ask children and adolescents directly and frequently what appeals to them. To date, regulators have not asked children and adolescents what they find appealing about gambling ads. This must be done immediately and continue.

- Use responses from children and adolescents to clearly indicate the characteristics of ads that should not be allowed in gambling ads.

- Expand the definition of "young people" in advertising codes from 16-17 to 16-24. 18-24 year olds are more likely to be attracted to gambling advertising than other age groups and are more likely to develop gambling problems.

Recommendations for social media platforms

-Social media companies need to use tools so that gambling ads are displayed only when op t-in. By using sensitive content tools, you can see advertisements only after the user recognizes it as an ad and confirmed that you want to see the ad.

Key findings

According to our survey

-45. 2 % between 11-17 years old, and 72. 4 % of the 18-2 4-yea r-olds answered in social media feeds that they will be gambling more than once a week.

-In various categories, gambling ads are more appealing to children and young people than adults. 19 of the 24 gambling ads were more attractive to children and young people than adults.

-15 out of the 24 gambling ads caused positive emotions such as "excitement," "happiness," and "joy" of children and young people. In contrast, only seven of the 24 ads caused adults and positive emotions.

-When contacting Twitter gambling ads, adults, such as pain, anger, and tension, are four times higher for adults and young people than children and young people.

-The gambling content marketing is 3. 9 times more attractive to children and young people. Eleven out of 12 gambling content marketing ads caused positive emotions for children and young people.

-Esports gambling ads were much more attractive to children and young people than adults. Adults are four times more likely to have a strong negative emotion to ESPORTS ads.

Gambling advertising power to children, youth and adults. Rossi & Neans, 2021

Further information

Bristol University Marketing Lecturer Dr. Rafaero Rossi

Professor of Marketing, Agnes Nean Bristol

Policy Briefing 107: Oct 2021

Dr Raffaello Rossi, Lecturer in Marketing, School of Mangagment, University of Bristol: Raffaello. rostol. ac. uk.

Bristol University Faculty of Marketing Professor Agnes Nean agnes. nairn@bristol. ac. uk

Bristol University Beacon House Queens Road Bristol BS8 1QU, British Telephone: +44 (0) 117 928 9000 Inquiries

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New Developments in Gambling Marketing: the Rise of Social Media Ads and Its Effect on Youth

With the rise of online and social media, gambling marketing has developed extremely rapidly, far beyond conventional methods. Policy implementers need to protect their children and young people in such a space, but it is difficult to keep up with empirical research on the development of the industry. The purpose of this paper is to show the direction of the policy proprietors and the science community by reviewing the literature on social media gambling marketing and their impact on their children. According to the survey, the exposure to social media gambling advertisements has a lot of reach, gambling advertising is more attractive to young people than adults, and advertising depicts gambling as a harmless and fun activity. It has been suggested that there is little warning on potential health damage. Most of the gambling brands on social media are under 25, and the current regulations are not completely suitable for their purpose. Social media gambling advertisements have a high exposure rate for children and young people and are booming. Paid advertisements (attractive but complex financial incentives) are targeted for specific young people, and organic ads are prosperous by being shared throughout the youth user network. The impact on children and young people is a concern. Gambling accounts, especially in content marketing, create humorous and harmless posts, target young people who have not developed advertising recognition. As regulatory authorities are struggling to respond, there is a concern that young people may be particularly influenced by these ads and invite them to gamble.

Bibliographical note

Publisher copyright: © 2022, author (multiple possible).

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article<68325acaa28749358e5ad056f6547a22,

Title = "New Gambling Marketing Development: Social Media Advertising and Impact on Youth",

Abstract = "Online and the rise of social media, gambling marketing developed extremely rapidly, far beyond the conventional method. Policy creators are definitely protecting children and young people in such a space. It is difficult to catch up with the development of social media gambling and the impact on the child, but it is difficult to keep up with the development of the industry. According to a survey, the exposure to gambling ads on social media is more attractive to young people, and advertisements are harmless to adults. It is described as a fun activity, and it is suggested that most of the gambling brand followers on the social media are under 25, and the current regulations are completely aimed. Social media gambling advertisements are highly exposed to children and young people. Organic advertisements are a glimpse of a gambling account, especially in the gambling account. It is concerned that young people are struggling to respond to young people who have not developed advertising recognition.

Keywords = "Gambling, advertising, social media, youth, policy", Author = "Raffaello Rossi and agnes Nairn", Note = "Publisher Copyright: 2022, The Author (S).", year = "2022", Moon = "NOV, day = "1", Doi = "10. 1007/S40429-022-00457-0", Language = "English", Volume = "9", Pages = "385--391", Journal = "Current Addiction Reports", ISSN = "2196-2952", Publisher = "Springer", Number = "4",

Research results: Contributing to academic magazines 'Papers (Academic Magazine)'

T 1-New development of gambling marketing: Social media advertising and impact on youth

A u-Rossi, Raphaelo

A u-Neanan, Agnes

N 1-Publisher Copyright: © 2022, author (multiple possible).

With the rise of N 2-online and social media, gambling marketing has developed extremely rapidly, far beyond conventional methods. Policy implementers need to protect children and young people in such areas, but it is difficult to keep up with empirical research on the development of the industry. The purpose of this paper is to show the direction of the policy proprietors and the science community by reviewing the literature on social media gambling marketing and their impact on their children. According to the survey, the exposure to social media gambling advertisements has a lot of reach, gambling advertising is more attractive to young people than adults, and advertising depicts gambling as a harmless and fun activity. It has been suggested that there is little warning on potential health damage. Most of the gambling brands on social media are under 25, and the current regulations are not completely suitable for their purpose. Social media gambling advertisements have a high exposure rate for children and young people and are booming. Paid advertisements (attractive but complex financial incentives) are targeted for specific young people, and organic ads are prosperous by being shared throughout the youth user network. The impact on children and young people is a concern. Gambling accounts, especially in content marketing, create humorous and harmless posts, target young people who have not developed advertising recognition. There are concerns that the regulatory authorities are struggling to respond, and that young people are not fully developing advertising. < SPAN> N 2-The rising of online and social media has gamble, and gambling marketing has developed extremely rapidly, far beyond conventional methods. Policy implementers need to protect children and young people in such areas, but it is difficult to keep up with empirical research on the development of the industry. The purpose of this paper is to show the direction of the policy proprietors and the science community by reviewing the literature on social media gambling marketing and their impact on their children. According to the survey, the exposure to social media gambling advertisements has a lot of reach, gambling advertising is more attractive to young people than adults, and advertising depicts gambling as a harmless and fun activity. It has been suggested that there is little warning on potential health damage. Most of the gambling brands on social media are under 25, and the current regulations are not completely suitable for their purpose. Social media gambling advertisements have a high exposure rate for children and young people and are booming. Paid advertisements (attractive but complex financial incentives) are targeted for specific young people, and organic ads are prosperous by being shared throughout the youth user network. The impact on children and young people is a concern. Gambling accounts, especially in content marketing, create humorous and harmless posts, target young people who have not developed advertising recognition. There are concerns that the regulatory authorities are struggling to respond, and that young people are not fully developing advertising. With the rise of N 2-online and social media, gambling marketing has developed extremely rapidly, far beyond conventional methods. Policy implementers need to protect children and young people in such areas, but it is difficult to keep up with empirical research on the development of the industry. The purpose of this paper is to show the direction of the policy proprietors and the science community by reviewing the literature on social media gambling marketing and their impact on their children. According to the survey, the exposure to social media gambling advertisements has a lot of reach, gambling advertising is more attractive to young people than adults, and advertising depicts gambling as a harmless and fun activity. It has been suggested that there is little warning on potential health damage. Most of the gambling brands on social media are under 25, and the current regulations are not completely suitable for their purpose. Social media gambling advertisements have a high exposure rate for children and young people and are booming. Paid advertisements (attractive but complex financial incentives) are targeted for specific young people, and organic ads are prosperous by being shared throughout the youth user network. The impact on children and young people is a concern. Gambling accounts, especially in content marketing, create humorous and harmless posts, target young people who have not developed advertising recognition. There are concerns that the regulatory authorities are struggling to respond, and that young people are not fully developing advertising.

With the rise of A B-online and social media, gambling marketing has developed extremely rapidly, far beyond conventional methods. Policy implementers need to protect children and young people in such a space, but it is difficult for empirical research to keep up with the industry. The purpose of this paper is to show the direction of the policy proprietors and the science community by reviewing the literature on social media gambling marketing and their impact on their children. According to the survey, the exposure to social media gambling advertisements has a lot of reach, gambling advertising is more attractive to young people than adults, and advertising depicts gambling as a harmless and fun activity. It has been suggested that there is little warning on potential health damage. Most of the gambling brands on social media are under 25, and the current regulations are not completely suitable for their purpose. Social media gambling advertisements have a high exposure rate for children and young people and are booming. Paid advertisements (attractive but complex financial incentives) are targeted for specific young people, and organic ads are prosperous by being shared throughout the youth user network. The impact on children and young people is a concern. Gambling accounts, especially in content marketing, create humorous and harmless posts, target young people who have not developed advertising recognition. There are concerns that the regulatory authorities are struggling to respond, and that young people are not fully developing advertising.

K W-Social Media

M 3-Paper (academic magazine)

Gambling, betting and gaming: Appeal to children

Note: This advice was made by the CAP Executive for no n-broadcast ads. It is not a legal advice. It does not detain the CAP, CAP Advisory Committee, and Advertising Standards Bureau.

The 2005 Gambling Act was fully enforced on September 1, 2007. All gambling ads must comply with these norms and laws. According to Article 16 of the CAP code, marketing staff should not use young or vulnerable, and gamble is an essential, sexual success that can solve economic or personal problems. It doesn't matter if you connect. Since the gambling law is not applied outside the UK, if you consider advertising gambling products in the North Ireland or channel Islands, you need to ask for legal advice from experts.

Gambling (Licensing and Advertising) Act 2014 was enforced on November 1, 2014. The law includes the license of gambling operators that advertise or provide remote gambling facilities to British consumers. If you have any questions about the requirements of this law, we recommend that you ask a marketing person a legal advice.

All ads should be socially responsible

The CAP code calls for gambling products that fulfill their social responsibilities, and are in mind that children, young people, and other vulnerable are not harmful or exploited. In this section, "children" refers to the age of 16 or the age of 16 or 17 years old.

Ads should not appeal strongly to under-18s

One way for this norm to protect children and young people is that betting and gaming ads should not appeal to them, especially by reflecting or associated with youth culture. I am.

Since October 1, 2022, CAP code rules 16. 3. 12 stipulate that ads should not appeal to children and youth. The purpose of this rule is to further support the protection of children and blu e-juvenile by making it stricter than conventional rules. Therefore, the judgment that the ad was determined to be a problem under the "specific appeal to the child" may still be regarded as a problem under "strong appeal". expensive. See this ad guidance for further advice.

Top League soccer players and soccer players who have considerable fans under the age of 18 in social media are likely to be strong in appealing under the age of 18. ASA had previously investigated advertisements using the Premier League's active soccer players. The ads contained Philip Coutinho, Jesse Ringer and Kalidu Kribari, all of which are wel l-known players for the Premier League followers, especially the club fans they played. It was. As a result, the ASA ruled that the ad was irresponsible and violated the rules (LC International LTD T/A Ladbrokes, 21 Decementer 2022). < SPAN> Gambling (Licensing and Advertising) Act 2014 was enforced on November 1, 2014. The law includes the license of gambling operators that advertise or provide remote gambling facilities to British consumers. If you have any questions about the requirements of this law, we recommend that you ask a marketing person a legal advice.

The CAP code calls for gambling products that fulfill their social responsibilities, and are in mind that children, young people, and other vulnerable are not harmful or exploited. In this section, "children" refers to those under 16 years old, and "youth" is 16 or 17 years old.

Care needs to be taken with content

One way for this norm to protect children and young people is that betting and gaming ads should not appeal to them, especially by reflecting or associated with youth culture. I am.

Since October 1, 2022, CAP code rules 16. 3. 12 stipulate that ads should not appeal to children and youth. The purpose of this rule is to further support the protection of children and blu e-juvenile by making it stricter than conventional rules. Therefore, the judgment that the ad was determined to be a problem under the "specific appeal to the child" may still be regarded as a problem under "strong appeal". expensive. See this ad guidance for further advice.

Top League soccer players and soccer players who have considerable fans under the age of 18 in social media are likely to be strong in appealing under the age of 18. ASA had previously investigated advertisements using the Premier League's active soccer players. The ads contained Philip Coutinho, Jesse Ringer and Kalidu Kribari, all of which are wel l-known players for the Premier League followers, especially the club fans they played. It was. As a result, the ASA ruled that the ad was irresponsible and violated the rules (LC International LTD T/A Ladbrokes, 21 Decementer 2022). Gambling (Licensing and Advertising) Act 2014 was enforced on November 1, 2014. The law includes the license of gambling operators that advertise or provide remote gambling facilities to British consumers. If you have any questions about the requirements of this law, we recommend that you ask a marketing person a legal advice.

The audience may still be important

The CAP code calls for gambling products that fulfill their social responsibilities, and are in mind that children, young people, and other vulnerable are not harmful or exploited. In this section, "children" refers to the age of 16 or the age of 16 or 17 years old.

One way for this norm to protect children and young people is that betting and gaming ads should not appeal to them, especially by reflecting or associated with youth culture. I am.

Since October 1, 2022, CAP code rules 16. 3. 12 stipulate that ads should not appeal to children and youth. The purpose of this rule is to further support the protection of children and blu e-juvenile by making it stricter than conventional rules. Therefore, the judgment that the ad was determined to be a problem under the "specific appeal to the child" may still be regarded as a problem under "strong appeal". expensive. See this ad guidance for further advice.

Top League soccer players and soccer players who have considerable fans under the age of 18 in social media are likely to be strong in appealing under the age of 18. ASA had previously investigated advertisements using the Premier League's active soccer players. The ads contained Philip Coutinho, Jesse Ringer and Kalidu Kribari, all of which are wel l-known players for the Premier League followers, especially the club fans they played. It was. As a result, the ASA ruled that the ad was irresponsible and violated the rules (LC International LTD T/A Ladbrokes, 21 Decementer 2022).

The ASA also investigated whether the advertisements using images of Geordi Alba and Sergio Bukets, playing in FC Barcelona, ​​are strongly appealing to children. Both players have never played in the UK, but FC Barcelona is one of the most widely supported and successful clubs in the world. Both players are the leading players of Spain, including the latest European championships and the World Cup, and are also captains in their home country. Both players have such a successful career, saying that ASA is likely to yearn for those under the age of 18 and is likely to appeal to them, and this ad violates the rules (BV Gaming (BV Gaming. LTD T/A BetVictor, April 19, 2023).

Various formal rulers have proved that even if they are displayed in a lo w-potential context, advertisements that are considered to appeal to children are considered violations of the rules.

Use of licensed characters and celebrities must be responsible

In 2012, ASA supported a newspaper advertisement, despite being published in the financial column of a newspaper that is unlikely to read by a child. ASA has the appearance of popular comic characters (Optimus Prime), which is likely to be particularly appealing to children and young people, despite the low possibility of browsing by many children. (Trinity Mirror PLC T/A MirrorCasino. com, November 7, 2012).

Complaints on Twitter advertising with children's toys were also supported in 2015. Such images are particularly likely to appeal to children, regardless of the fact that there are few children to see (WHG (International) LTD, June 17, 2015). The social media channel linked to this content is limited, and even though the child is extremely unlikely to encounter this website, complaints on the materials on the gambling website are supported for the same reason. (Ever Adventure IOM LTD, 30 September 2015).

The ASA is likely to consider the audience of the viewer who views the ad. The audience and followers of the person appearing in the ads are also considered.

At present, the ASA took into account the number of followers in their social media and the types of programs that appear in their social media, when examining critics and media celebrities with strong appeal. The ASA examined a complaint about the advertisement of Peter Krouch and whether he had a strong appeal. Peter Krouchi appeared as a judge on the television program "The Masked Dancer", so Barb data for viewers was considered. The ASA believed that Peter Krouch appeared as one of the four panelists, but this program would appeal to a wide range of people. There was no evidence that his role on the program was for viewers under the age of 18 to be aspirations and influence. Considering this information and his own social media profiles and number of followers, ASA has determined that he is unlikely to appeal to the age of 18. These ads also clearly mention Christmas on Christmas. In connection with Christmas, there was nothing that appealed to children, such as drawing Santa Claus, so this ad was not supported and not appealing under the age of 18 (PPB CounterParty Services LTD T/ A Paddy Power, 8 February 2023).

• ASA also considers complaints about whether former soccer players and now critics Mica Richards are strongly appealing under the age of 18. ASA took into account the profiles of the whole TV program by Mica Richards and the viewers of programs such as Match of the Day and A League of the Owns. His social media accounts and the number of followers were also considered. As a result, he did not have a public account on YouTube, Tiktok, and Twitch, and found that Twitter, Instagram, and Facebook had few followers under the age of 18. ASA concluded that both his TV profile and social media accounts have not gained significant support under the age of 18, so advertisements are not strongly appealing to children and youth (Bonne TERRE LTD T/A Sky Bet, 8 February 2023).
• It is characterized by the fact that advertisements are strongly appealed to children, but such content is considered to be accepted if they are actually posted in contexts that are not seen by children.
• The complaint about marketing emails that featured Iron Man's characters and brands was not supported because the ASA determined that advertisers had taken sufficient measures to send only 18 years old (Ladrokes Betting & Amp; Gaming LTD. , 17 May 2017). It was thought that Iron Man's theme itself was particularly likely to appeal to children, but the advertisement was sent to the registered e-mail address of existing customers who were confirmed to be 18 years old or older, so the age under the age of 18 is gone. It was extremely low and thought to be acceptable.

This exception is that gambling ads do not include content that appeals under the age of 18, there is no media that depends on the unidentified audience sel f-reported or a sufficiently prohibited provision for those under the age of 18. It is difficult to apply to the media. In such a case, content that appeals to the age of under the age of 18 is likely to violate the code.

• In the formal ruling, various elements that are easy to appeal to children in advertisements are established. It should be noted that marketing staff must use them with a sense of responsibility when using a licensed character such as anime, superhero, or children who are popular with children.
• If a character appears in a movie that appeals to adults, it may still be considered that advertisements are still appealing to children because related brand products are widely sold at toy stores for children. Play LTD, January 8, 2014, Cassava Enterprises (Gibraltar) LTD, July 10, 2013).
• The ASA is evidence that the ASA has identified the level of people and characters that are commonly known in the context of the advertising and may appeal to those under the age of 18 using appropriate data sources and information. Expect to submit. At a simple level, athletes are most obviously related to the sports they participate. Similarly, actors and animation characters are known for their roles.
• When judging whether the person and character appearing in gambling ads may appeal to those under the age of 18, the ASA considers the following factors:

Whether there is an obvious and direct connection with activities for under the age of 18 or a very popular activity under the age of 18;

Cartoon animals, fairy tales and colourful, exaggerated graphics are likely to appeal

The general viewers and popularity of the person and the character are famous.

Publishing in advertisements may attract attention and interest under the age of 18.

Gambling advertisers should avoid the following, as follows, the following, under the age of 18, who is under the age of 18 with a direct connection,

Current or recent TV talent;Youth culture related to youth culture; pop stars;License character of board games popular with families.An influencer that provides content focusing on yout h-related themes.).

For detailed advice on this topic, such as examples and discussions on athletes, please see this advertising guidance.

Names may also appeal to children

Some kinds of graphics may be considered to be appealing to the children, regardless of whether they are already wel l-known to children and brands.Youth culture related to youth culture; pop stars;ASA пова расы и зам и з ц ц (GEO24 UK LTD, 9 деаб 2015 года). было сочоч часочый и пож д д т, посол о о был аДеато о о от с де понаж.

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