Online sportsbooks are always pushing the boundaries when it comes to over-saturating their market marketing and advertising, espcially during sporting events. But some recent research conducted in England suggests that a majority of their customers think that it’s all just a little too much.
According to a recent survey conducted by the Football Supporters Association (FSA), nearly three-quarters of football fans in England expressed some concern over the amount of gambling ads aired during matches and team sponsorship by gambling operators. That same study found that 66 percent of fans think gambling sponsorships should be banned outright.
A separate study conducted by GambleAware found that 67 percent of the public are unhappy with the number of gambling ads aired during football broadcasts. GambleAware also found that 66 percent of respondents thought that gambling ads were having a negative impact on children.
Zoë Osmond, Chief Executive, GambleAware commented on the surveys saying, “Millions of people across the country have been coming together this summer, excited to watch the Euros. However, our research shows that most of them feel there is too much gambling advertising in the media and around football. Exposure to gambling advertising normalises gambling, and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm. This is why we have published our new report, to call on the next government to do more to regulate gambling advertising, particularly around sport where children and young people can see it.”
Reports such as these can have a huge impact on public perception of regulated gambling operators and their marketing practices. A similar wave of concern over excessive gambling ads during sports broadcasts in Australia led to some pretty severe restrictions on when gambling operators could advertise and market their services. Don’t be surprised if British lawmakers make similar moves in the near future.