Gambling advertisements in sports have been around for quite some time. However, with the legalization of single sports betting by the federal government in 2021, a new era has begun. Doors have been thrown wide open for these advertisements, making their appearance during hockey matches, on social media platforms, and across the vast expanse of the internet. Researched and conducted in numerous countries, these studies have all demonstrated a powerful impact on the minds of young people. These individuals are heavily influenced by gambling advertisements, which in turn drive them towards engaging in gambling activities.
Professor Bruce Kidd, a former Olympian and retired professor of sport policy at the University of Toronto, sheds light on the matter. Research carried out by Ipsos Mori and the University of Stirling in 2020 reveals the grim truth. It is found that even exposure to gambling advertisements for a month remarkably increases the probability of individuals aged 11 to 24 engaging in gambling activities later on. Kidd has initiated the Campaign for a Ban on Gambling Advertisements, and with the support of well-known figures such as three-time hockey father Karl Subban and Olympic medalist Clara Hughes, demands for a complete ban on these advertisements are growing louder.
Professor Steve Joordens, a psychologist at the University of Toronto – Scarborough, highlights a key issue related to gambling. The allure of gambling lies in its association with random rewards and the subsequent release of heightened dopamine levels in the brain. Advertisements are aimed at enticing individuals to take their first step towards gambling, all without necessarily requiring them to visit a physical casino.
Opponents of the ban on gambling advertisements in sports argue that there are already „reasonable” standards in place to regulate advertisements of other products. However, Joordens sounds a note of caution. Due to the prevalence of sports betting-related advertisements, children face an increased risk. These advertisements have seamlessly integrated themselves into sports broadcasts, ultimately becoming the natural next step following one’s favorite sport.
Kidd believes that it is a positive step to prohibit the use of celebrities and athletes in gambling advertisements. However, he emphasizes the need for further actions, such as completely removing these advertisements from television broadcasts. Canada, with its varying degrees of regulation across different provinces, has also proposed the creation of nationwide regulatory frameworks for gambling advertisements. Previous studies have already pointed out the harmful impact of such advertisements on young people, both financially and mentally.
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The source of the article is from the blog queerfeed.com.br