Australian Study Shows Gambling Normalised for Kids
An Australian study conducted by Deakin University into the impact of gambling advertisements on children, has shown that kids between the ages of 8 and 16 see gambling as a normal part of a sporting event and believe you cannot lose if you bet on a sport.
The study, which was published in the Australia and New Zealand Journal of Public Health, found that children as young as eight could recognise major betting brands and remember specific information about betting promotions.
According to the study, the Australian gambling industry spent $145 million on gambling ads in 2015, the fourth highest amount spent on marketing in the country. Bet365, Sportsbet and TAB were the betting brands most remembered by children. The study found that even when the ads were not specifically targeting children, they were still exposed to the marketing.
“At the moment, there is a very clear loophole in advertising regulations, which means that ads for gambling products can’t be played within G-rated time slots unless they’re within sporting matches,” commented study co-author and Associate Professor Samantha Thomas.
“In this study, one of the main places that children recalled seeing the marketing for betting products was within sporting matches and this shows that this is a particularly influential environment for children in terms of wagering advertising.”
As a result of the study, Associate Professor Thomas is calling for a reduction in the amount of gambling advertisements and marketing that are screened during G-rated time slots and which children are exposed to.
“We actually have seen very, very little attention paid to this issue by the two major political parties are we’re really hoping that the minor parties and the independents can now actually get some shift in this very important issue within the new Government,”she said.
March 27, 2017