How Irish children understand gambling in sports marketing

The availability and affordability of smartphones played a key role in the expansion of online gambling activities. From betting on sports competitions from all parts of the world to online poker and casino games, the availability of online gambling options has never been greater.

However, the expansion of iGaming and sports betting in particular raises concerns related to excessive gambling, harm and the normalization of sports betting as a part of sports. Another important aspect of betting that is understudied is its impact on children and young adults.

In Ireland, there are insufficient studies when it comes to the effects of sports betting communication on children, which is why researchers joined forces to make a valuable contribution by studying the children's viewpoints on gambling marketing.

The new research focuses on children's views on sports and gambling communication

Released recently, the report titled "Understanding mediated sports consumption by Irish children: a qualitative study exploring their exposure and understanding of gambling marketing, risks and harms," focused on key aspects of the sports consumption views and habits of Irish children. The study included responses from children between the ages of 14 and 17 years old.

Experts and authors of the study are Paul James Kitchin, Erin McEvoy, Aphra Kerr and John O'Brennan. The study was released by BMC Public Health, the recognizable medical journal. Leveraging a "constructivist" approach, the researchers collected and analyzed data from 6 face-to-face focus groups. A total of 51 children participated in the research.

Betting Ads Reach Children via Social Media

Despite the upcoming ban on gambling front of shirt sponsorships for England's topflight teams, many of the Premier League clubs currently have such deals in place. Those key gambling sponsorships enable gambling operators, and in some cases, even little-known brands from Asia, reach audiences across the globe, including Ireland.

In that line of thought, the new study uncovered that most of the children who have been subjected to sports betting marketing were approached via social media. Equally as concerning was the fact that the children were not only targeted by ads via social media platforms but talks about gambling and betting were prevalent in discussions with their peers. Some of the respondents also admitted to seeing gambling ads via displays of betting shops across Ireland.

Notably, the research found that children had "mixed responses on their perceptions about gambling and sport." While some considered that gambling and sports go hand in hand, they also acknowledged that gambling inherits financial risks. Despite this understanding, only a few were aware of the "wider social risks with gambling harm."

Children are subjected to gambling marketing via social media.

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Gambling Seen as a Normal Part of Sports

Focusing on gambling marketing, the research uncovered that many of the respondents were "uncritical" of such communication considering the commercial benefits of gambling to sports organizations. "While this resistance paints a silver lining, there is cause for concern when the findings are synthesized," the research explained.

The uncritical position among children when it comes to gambling sponsors and the benefits of sports leagues from such deals reaffirms the group's views that gambling is increasingly becoming a normal part of sports. Still, when asked if they are targeted by gambling marketing, many argued that they are not the target group, claiming such messages aim at younger or older people.

While the children who participated in the study were all sports consumers, the researchers did not probe further into gambling behaviors primarily due to ethical restrictions.

The respondents admitted that they did not follow two celebrity influencers used by the researchers for the new study. However, the experts concluded that this doesn't mean that the children do not follow other popular athletes or teams "whether for general match information and updates or tips on techniques or product suggestions, they were involved."

"Foundational studies on sponsorship have demonstrated that very involved sport fans are more receptive to the brands that sponsor their team," reads the recently released research.

Another important aspect of the study focused on the purchase of sports kits. According to the recently released whitepaper, children purchased sports kits following the recommendations of social media influencers on Instagram. This recognizes what was described by the researchers as a "broader public health risk," considering that the children who follow popular social media influencers or figures promoting gambling see it as a normal part of sports.

The impact of social media, Instagram and YouTube in particular, also plays a key role in the exposure of children to gambling marketing, the study found. While the children do not fight back against this influence, the experts determined that prolonged exposure to gambling ads and familiarization may have negative consequences such as "an increased chance of underage experimentation with gambling as they progress through adolescence."

A "techno-social environment" results in gambling-related risks

The "Understanding mediated sports consumption by Irish children" study pointed to data that estimated the rate of problem gambling among children in Ireland.

Concerningly, 22.9% or "between one in four and one in five" of the children aged 16, admitted that they gambled real money over the last year. From that total, roughly 10% are recognized as excessive gamblers.

In contrast, data from studies on gambling disorders among adults in Northern Ireland and Ireland point to rates of problem gambling of 2.3% and 3.3% respectively. In other words, excessive gambling and gambling harm can spread much more easily among children when compared to adults.

Per the study, the liberalization of betting markets in combination with technological advancements and the growth of gambling advertising and marketing resulted in public health risks not only to adults but to children as well thanks to the creation of what was recognized by the experts as a "techno-social environment."

The findings highlighted by the new research raise concerns about the exposure of children to gambling marketing. Moreover, they analyze the impact of children's views on gambling and sport. The researchers encouraged both sports leagues and broadcasters to consider the findings of the study when engaging in different partnerships.

The new study emerged amid changes to the country's gambling regulations

The report comes after recently, Ireland passed a landmark gambling bill. Earlier this month, lawmakers greenlighted the bill that focused on the establishment of a regulatory framework for the gambling sector in the country that updates the current legislation.

The Minister of State at the Department of Justice with responsibility for Law Reform, James Browne TD, welcomed the successful passage of the historic legislation, a press release on the Irish government's website reveals.

The proposal, Gambling Regulation Bill 2022, successfully passed through both Houses as well as the Oireachtas. As explained by Browne: "It provides for a new streamlined, simplified and coherent licensing framework - one that reflects the nature of gambling in modern society and addresses the proliferation of digital gambling activities and advertising in recent years."

He revealed that the bill seeks to strike the right balance between allowing people to gamble freely and protecting potentially vulnerable individuals. Notably, the Gambling Regulation Bill 2022 also seeks to protect young people too. Besides Ireland, an overhaul of the rules of the gambling sector in the UK is also underway.

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