Influence of Gambling Ads

Over the past decade, gambling advertising has proliferated across television, radio, online and even sporting events. With celebrity endorsements, incentives and ubiquity, these ads influence consumer attitudes and behavior. Subsequently, rates of gambling participation and problems have also risen. This article reviews the evidence linking greater ad exposure to increased gambling engagement.

Gambling Ad Spend Soars

Since 2000, spending on gambling advertising has rocketed in most developed countries. In the UK, over £300 million was spent promoting gambling in 2018 alone. This dwarfs the 2005 total prior to law changes of just £91 million. Australia has witnessed similar growth, with over AUD$236 million spent in 2017 compared to just AUD$76 million in 2011.

Not only has the spend increased, but the channels utilized have diversified. TV and radio advertising remains dominant. However digital formats are rising, especially social media, streaming TV and YouTube influencer promotions. With 24/7 exposure across media, these ads have become unavoidable for many Vegas Now consumers.

Participation Rates Increase in Line with Ad Spend

In lockstep with the gambling ad explosion, participation rates have also substantially risen over the past 15 years. For example, in Australia, the rate of adults gambling at least monthly grew from 39% in 2011 to over 55% by 2020. Much of this surge came from online betting and casino games. However lotteries and sports betting also saw more engagement after years of advertising growth.

The UK witnessed even more dramatic jumps over the same period. By 2025, over 53% of British adults gamble once a month, up from just 32% in 2007. Much of this growth came from online channels which expanded from 18% to 42% of gamblers. However land-based betting, bingo, casinos and lotteries also benefited from reinvigorated marketing efforts. Ultimately, where advertising dollars flow, new players follow.

Young Men Most Impacted by Gambling Ads

Of concern, young adult males appear most susceptible to gambling advertising messages. While land-based participation dropped in other groups, men aged 18 to 34 instead increased their gambling involvement. For example, 65% of young Australian men gamble weekly, often heavily online. Of these men, over 20% reported sports advertising as influencing their initial interest.

These ads leverage aspirational messaging to target young men’s desires for entertainment, financial gain and social belonging. Combined with incentivization, the effects on this group are clearly visible through their disproportionate participation growth. Of the 8% total increase in British problem gamblers between 2015 and 2025, over 5% came from men under 35.

Link Between Ad Exposure and Harmful Gambling

Given participation has rapidly increased alongside more advertising, additional signs point to their definitive link. Studies demonstrate that more gambling ad exposure correlates with more gambling problems down the track.

In 2020, researchers conducted a longitudinal study on over 2000 UK sports bettors. They measured subjects’ gambling habits alongside their self-reported ad exposure. After 12 months, subjects exposed to more gambling ads experienced substantially worse gambling problems. This remained true even accounting for other key factors.

Additionally, in 2022, an Australian study explicitly demonstrated ads’ effects. Researchers showed one group additional sports betting ads while another group saw none. When both groups then gambled, the ad-exposed group spent 46% more money and time on average. They also reported 15% more negative emotions afterward.

Essentially greater advertising primes consumers to gamble more frequently and intensely. In turn, this imperils more people to develop unhealthy gambling compulsions.

Gambling Harm Places Strain on Support Services

Consequently, problematic gambling has also grown as participation rates increased over the past 15 years. In the UK, the estimated number of problem gamblers rose from 250,000 in 2016 to over 650,000 by 2025. Additionally another 1.9 million Britons are now deemed at moderate risk.

Gambling-related harm followed. Between 2015 and 2025, UK hospital admissions for gambling addiction skyrocketed by over 160%. Gambling also became implicated in over 22% of suicide and self-harm cases. Support services have so far failed to adequately expand, leaving many vulnerable.

Similar patterns emerged in Australia and other countries that liberalized gambling advertising rules. helplines across Australia received over 140,000 more calls in 2025 compared with 2010. Financial counseling and addiction therapy requests also grew substantially without enough services to meet needs. Allowing unfettered gambling advertising fostered a public health crisis.

Preventative Policy Changes Clearly Needed

Given the mounting social damage, many politicians and advocates are now pushing for gambling advertising reform. Suggested policies aim to restrict the volume of ads, prohibit inducements and targeting tactics, and mandate harm minimization messages.

Some accuse governments and sporting codes of unethical dependence on gambling tax and sponsorship revenue. However public health must take priority, with preventative policies implemented before further population harm. Though past inaction has already caused damage, progress remains possible.

With smart reforms, gambling ad exposure can reduce back to safer levels. In turn, this could temper new players’ interest and help existing gamblers reduce their involvement. Though participation rates may initially decline, long-term financial and social benefits would outweigh short-term revenue concerns.

Gambling Advertising Spend Over Time

Clear evidence demonstrates that uncontrolled gambling advertising unequivocally fuels participation growth and harm. The solution lies in strong policy reforms before advertising’s influence irrevocably damages too many more people. Decision-makers must act now.