This week I want to delve further into the advertising of potentially problematic content, where my focus turns to gambling ads, the fastest growing category of advertising according to AdNews (2016).
Statistics from the Victorian Government’s responsible gambling campaign reports that:
1 in 4 kids can name FOUR OR MORE gambling brands.
3 in 4 can name at least one.
Recent changes in ACMA marketing regulations were clearly not enough as another set is scheduled for April 2019.
These new rules require digital marketers to use every tool possible to protect kids, including:
- Preventing exposure to gambling ads on kid’s websites or in online games
- Removing logos and concepts that appeal to kids from the ads
- Restriction of marketing by any influencer who appears under 25 years old
- Limited advertising during televised sport
Despite these restrictions, gambling companies are engaging in highly successful digital techniques such as ‘push marketing’ (promotional messages such as texts or emails) which suggest a significant influence on riskier betting behaviour and increased spending.
As a result, the most recent statistics from a 2018 report demonstrates that the growing areas of gambling correlate with marketing trends – a 6.9% increase in spending on race betting and a 15.3% increase in spending on sports betting as per statistics from the Victorian Government’s responsible gambling campaign. All made easier through the instant gratification (Psychology Today, 2016) of online betting apps.
I’d love to hear your opinion on whether you think these statistics warrant further restriction or maybe even a ban of digital gambling advertisements?