Gambling Firms Accused of Breaching Industry Code on Social Media Posts
A recent study by University of Bristol academics has revealed that several leading online gambling brands are routinely breaching their own industry’s marketing regulations, particularly in their use of social media.
Widespread Breaches Identified
Over the course of one week in the summer of 2024, researchers analyzed 1,353 social media posts from the four companies.
The findings were stark: 75% of non-sponsored content across platforms like Facebook, Instagram, X, and TikTok did not include messages about problem gambling support or a toll-free helpline number.
This is a clear violation of the industry’s self-imposed guidelines, which are designed to promote responsible gambling practices.
The AGA’s marketing code, established in 2019 and updated in March 2023, requires that operator-controlled messages placed in digital media comply with provisions related to responsible gambling.
One of the key provisions states that each message should include a conspicuous responsible gaming message along with a helpline number, “where practical.”
Despite this requirement, academics found that 1,012 posts may have breached the AGA’s guidelines.
In contrast, the 310 paid social media adverts published by the companies during the same period were all found to be in compliance.
Industry Pushback on the Findings
The AGA disagreed with the conclusions drawn from the study, dismissing the claims as an “irresponsible misinterpretation.”
Joe Maloney, senior vice president of the AGA, pointed out that the study conflates regular brand communication with formal advertisements.
According to Maloney, social media posts that do not directly link to real-money wagering services should not be subject to the same rules as traditional advertising.
“Categorizing all social media posts as ads misses the basics of brand communication,” Maloney argued, explaining that posts about sports facts, schedules, or even player performance are not the same as directly promoting gambling.
He added: “We’re proud of our members’ responsible advertising practices and their commitment to upholding strong industry standards.”
FanDuel, BetMGM, DraftKings, and ESPN Bet either declined to comment or did not respond to the study’s findings.
Impact of Social Media on Gambling Habits
One of the report’s authors, University of Bristol lecturer Raffaello Rossi, highlighted the influence that relentless social media exposure has on normalizing gambling. “It feels like they are doing anything just to get people signing on,” Rossi remarked.
He noted that the four firms collectively published an average of 237 social media posts each day, contributing to the normalization of gambling, particularly among younger and more vulnerable audiences.
The gambling industry has expanded rapidly in the United States, with sports betting now legal in 38 states and Washington DC. Social media has become a central tool for operators to engage with users and promote their platforms.
Recommendations for Stricter Regulations
The University of Bristol study made several policy recommendations to address the gaps in the industry’s self-regulation.
Among these is a call for federal legislation to ensure more consistent regulation of gambling ads and detailed guidance on how the AGA’s code should be applied to social media.
Maloney, however, pushed back on the need for federal intervention, arguing that introducing federal overregulation would undermine state regulators’ ability to manage their own markets.
He emphasized that legal operators already comply with robust state-based regulations on gambling advertisements, and federal overreach could potentially empower the illegal gambling market.
Source: theguardian.com
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