Australians Call Full Time On Annoying Sports Betting Ads

Posted by  D&M Research Team

POSTED ON  March 27, 2023

CATEGORIES  Research

A recent survey conducted by the Australian Gambling Research Centre has revealed that the majority of Australian adults have negative attitudes towards sports and race betting advertising. The survey sampled 1,765 Australian residents aged 18 years and over, aligned with ABS population parameters of age, gender and location of residence (metro and non-metro).

According to the survey, 69% of respondents believed that sports and race betting advertising was ‘too common’ and 51% thought wagering advertising was ‘more noticeable than other advertising’. The majority of respondents found these ads to be annoying (61%) and felt that they make sports less family-friendly (60%). Additionally, 53% of those surveyed felt that sports and race betting advertising ‘normalises gambling among children’, with 28% believing that the advertising ‘targets children directly’.

69% of respondents believed that sports and race betting advertising was ‘too common’

Most Australians believe that sports and race betting advertising targets men (75%) and people at risk of experiencing gambling problems (70%). The survey also revealed that these ads encourage gambling for the first time (69%), gambling more than usual (70%), and engaging in risky gambling (62%). A large proportion of respondents also felt that these ads encourage betting with friends (71%) and pressuring others to bet (58%).

The survey also showed that only a quarter of Australian adults believed it was appropriate for betting companies to have commercial relationships with sporting clubs/organisations (27%), media organisations (22%), or players (20%). Respondents expressed concern about the impact of sports and race betting advertising, with 46% stating that seeing or hearing these ads decreases their enjoyment of sports.

The majority of respondents found these ads like this to be annoying (61%)

The survey showed that many Australian adults support outright bans on all forms of sports and race betting advertising. The greatest support was for an outright ban on direct marketing (58%), followed by bans on sponsorship of sporting teams/clubs (43%) and sponsorship of sports coverage (42%). Australians were more than twice as likely to support an outright ban, rather than oppose one, on all sports and race betting advertising on television (48%). There was also high support for outright bans on other advertising platforms, such as social media (47%), radio (42%), and outdoor signage (43%).

Overall, the survey indicates that Australians have negative attitudes towards sports and race betting advertising, with many believing that it encourages risky gambling behaviors and normalises gambling among children. The survey results also suggest strong support for government intervention to regulate sports and race betting advertising in Australia.

Learn more: Australian Gambling Research Centre (part of the Australian Institute of Family Studies)


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