How Gambling Advertising Can Mislead Football Fans – Dr. Philip Newall, Stirling Management School

How Gambling Advertising Can Mislead Football Fans – Dr. Philip Newall, Stirling Management School


Gambling companies have spent over £500
million since 2012. The public’s gambling
losses are running at £13.6 billion a
year, that’s £310 for every adult
in the UK. I found that
gambling adverts shown on TV during live
football matches were biased towards highly complex
gambles that people struggled to understand.
These were gambles with high profit margins
for the bookmakers. In the study
we studied all gambling adverts shown during
two months of English Premier League football.
There was a high frequency of
these adverts, there were more than
two adverts shown per match. We
found that the vast majority of these
were for complex gambles, so 60%
of the overall advertising was for first
goal scorer type gambles. There was
only a relatively minor 17.5% on the
simplest gambles, like Manchester United to
win. Football fanÕs beliefs became increasingly
over optimistic as gamble complexity increased.
In one experiment, the average participant
was overestimating each event by more than
double. We’ve created this public understanding
about the risks of tobacco advertising,
but we don’t seem to be aware
about the risks of gambling advertising.
It’s very important that consumers aren’t being
lead astray.

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