Sports betting and advertising

AGRC Discussion Paper No. 4 – November 2014

Implications for stakeholders

  • Measures are needed to minimise sports betting problems, including community education and social marketing targeted at high-risk groups to counter messages promoting sports betting.
  • Harm minimisation measures provided by sports betting operators need to be rigorous, efficacious and well promoted to bettors so they can opt to track their betting, self-exclude, set betting limits and establish deposit limits, and easily access gambling help resources and services.
  • As demand for help for problem sports bettors increases, services will need to provide appropriate treatment, including treatment and self-help measures tailored to sports bettors.
  • Exemptions for sport-integrated gambling marketing during general TV viewing times, and the quantity and types of advertisements and promotions allowed during live and televised sport could be reviewed.
  • The types of sports betting advertising allowed could also be reviewed, with particular attention to bonus promotions such as money-back guarantees and “free" bets requiring matching deposits.
  • Ongoing research into sports betting is needed to ensure that policy developments, industry regulations, public health measures and gambling help services are informed by current knowledge and awareness of shifting trends.
  • In particular, further research is needed to better understand the role of sports betting advertising in shaping consumer attitudes and behaviours and to untangle causal pathways between exposure and consumption, especially among vulnerable groups.