The frequency and content of televised UK gambling advertising during the men's 2020 Euro soccer tournament

Philip W.S. Newall; Catia Alexandra Ferreira; Steve Sharman

doi:10.1017/exp.2022.26

The frequency and content of televised UK gambling advertising during the men's 2020 Euro soccer tournament

Philip W.S. Newall^*, Catia Alexandra Ferreira, Steve Sharman

^*Corresponding author for this work

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Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

Abstract

Gambling marketing is frequently visible in the United Kingdom, especially around the national sport, soccer. Previous research has documented the frequency with which gambling marketing logos can be seen in domestic club soccer, and also the frequency of television advertising around international tournaments. The present research investigates the frequency and content of television advertising during the men's 2020 Euro soccer tournament, a high-profile tournament shown since the industry's voluntary whistle-to-whistle ban on gambling advertising came into effect. Overall, 113 gambling adverts were recorded (4.5 adverts per relevant match). Financial inducements were the most frequently shown category (56.6%), followed by adverts raising awareness of a given operator's brand (19.5%), adverts featuring the odds on specific complex bets (18.6%), and adverts promoting safer gambling (5.3%). Adverts featured a range of safer gambling messages, with the when the fun stops, stop message featuring in 56.6% of adverts. This research indicates that gambling advertising remains a frequent part of the experience of watching live televised soccer in the UK, and shows how the content of this advertising was comparable to what has been seen in the previous literature.

Original language	English
Article number	e28
Journal	Experimental Results
Volume	3
DOIs	https://doi.org/10.1017/exp.2022.26
Publication status	Published - 9 Dec 2022

Keywords

financial inducements
football
gambling marketing
live-odds advertising

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10.1017/exp.2022.26

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title = "The frequency and content of televised UK gambling advertising during the men's 2020 Euro soccer tournament",

abstract = "Gambling marketing is frequently visible in the United Kingdom, especially around the national sport, soccer. Previous research has documented the frequency with which gambling marketing logos can be seen in domestic club soccer, and also the frequency of television advertising around international tournaments. The present research investigates the frequency and content of television advertising during the men's 2020 Euro soccer tournament, a high-profile tournament shown since the industry's voluntary whistle-to-whistle ban on gambling advertising came into effect. Overall, 113 gambling adverts were recorded (4.5 adverts per relevant match). Financial inducements were the most frequently shown category (56.6%), followed by adverts raising awareness of a given operator's brand (19.5%), adverts featuring the odds on specific complex bets (18.6%), and adverts promoting safer gambling (5.3%). Adverts featured a range of safer gambling messages, with the when the fun stops, stop message featuring in 56.6% of adverts. This research indicates that gambling advertising remains a frequent part of the experience of watching live televised soccer in the UK, and shows how the content of this advertising was comparable to what has been seen in the previous literature.",

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Y1 - 2022/12/9

N2 - Gambling marketing is frequently visible in the United Kingdom, especially around the national sport, soccer. Previous research has documented the frequency with which gambling marketing logos can be seen in domestic club soccer, and also the frequency of television advertising around international tournaments. The present research investigates the frequency and content of television advertising during the men's 2020 Euro soccer tournament, a high-profile tournament shown since the industry's voluntary whistle-to-whistle ban on gambling advertising came into effect. Overall, 113 gambling adverts were recorded (4.5 adverts per relevant match). Financial inducements were the most frequently shown category (56.6%), followed by adverts raising awareness of a given operator's brand (19.5%), adverts featuring the odds on specific complex bets (18.6%), and adverts promoting safer gambling (5.3%). Adverts featured a range of safer gambling messages, with the when the fun stops, stop message featuring in 56.6% of adverts. This research indicates that gambling advertising remains a frequent part of the experience of watching live televised soccer in the UK, and shows how the content of this advertising was comparable to what has been seen in the previous literature.

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The frequency and content of televised UK gambling advertising during the men's 2020 Euro soccer tournament

Abstract

Keywords

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