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The effectiveness of gambling advertising is undeniable. However, the issue arises when ads like those featuring a real Caesar from Caesars or the visually appealing and entertaining ads from DraftKings become excessively effective.
The correlation between the increase in gambling advertisements and the rise in individuals acknowledging a gambling addiction has been extensively studied. Based on this evidence, the Massachusetts Gaming Commission’s research team is urging authorities to impose restrictions on advertising practices. Ultimately, they propose that imposing limits on the advertising activities of gaming licensees could have widespread benefits.
Commissioners in the state have been engaged in a prolonged struggle to authorize sports betting, but so far, no actions have been taken to restrict advertising capabilities. However, officials appear receptive to the notion.
According to a report on wbur.com, Mark Vander Linden, the commission’s director of research and responsible gaming, expresses his concern over the increasing ubiquity of advertising.
Today, advertising makes use of individualized data obtained from social media and other sources to deliver personalized advertisements via smartphones and various screens. At first glance, this seems like the free market in action. However, gambling is not without risks, and thus regulators should contemplate implementing extra measures to restrict or control gambling advertisements in Massachusetts by our licensed operators and their parent corporations, aiming to reduce potential harm.
Possible restrictions on gambling advertising
The research team presented a government study aimed at offering data and a possible course of action. Some of the ideas mentioned in the action plan for reference were:
- Advertising should not be placed with such intensity and frequency that it overwhelms and saturates the medium.
- A part of the marketing and advertising budget of each licensee is allocated towards promoting responsible gaming messages.
- Create a platform where individuals can report instances of excessive advertising saturation.
- Mandatory training should be established for casino officials in advertising and marketing.
- Ongoing investigation into the influence of gambling advertising
The research team conducted a comprehensive six-year investigation on responsible and problem gambling in Massachusetts.
According to research manager Marie-Claire Flores-Pajot, a clear correlation exists between gambling advertisements and the issue of problem gambling. She further highlights that one does not necessarily have to visit a physical casino for this connection to occur.
The correlation between heightened problem gambling rates and increased publicity and media focus suggests that the relapses in problem gambling were not primarily caused by the physical accessibility to gamble, as the casino was not operational. Instead, these relapses can be attributed to the amplified publicity and media attention leading up to the casino’s opening.
Pulling weeds on gambling advertising
The Gaming Commission considered the possibility of adopting a similar approach to cannabis advertising when discussing the idea of revamping gambling advertisements.
Advertising for cannabis owner/operators is only allowed if it can be confirmed that at least 85 percent of the audience is 21 years of age or older. Similar restrictions on gambling advertisements would greatly limit their presence on television. Additionally, it is rare to find sporting events where the entire audience consists exclusively of individuals who are 21 years old or above.
In February, Mark Gottlieb, the executive director of the Public Health Advocacy Institute at Northeastern School of Law, delivered a speech at a Stop Predatory Gambling event. During his talk, he drew parallels between contemporary gambling advertisements and the tobacco commercials that were prevalent in the 1950s.
The presence of sports betting advertisements in states where it is legal is overwhelming, catching the attention of everyone in those areas. Surprisingly, it appears to have surpassed advertisements for insurance, which I never thought was conceivable, as well as advertisements for cars and even beer, by a significant margin.
Dealing with the gambling addictions in Massachusetts
March is a month dedicated to raising awareness about problem gambling, shedding light on the challenges faced by individuals battling gambling addiction, and offering assistance through available services. In Massachusetts, the state’s three gaming license holders are prohibited from advertising to individuals under the age of 21 and from marketing to individuals who have voluntarily excluded themselves from gambling activities.
The self-exclusion program offers a voluntary solution for individuals who are dealing with a potential or existing gambling addiction. By providing their contact details, they can join a list that reduces the amount of marketing they receive. Additionally, this list prohibits participants from accessing physical casinos or claiming online gambling winnings.
Finally, bans in Massachusetts are either enforced for a specific duration of one, three, or five years, or for an individual’s entire lifetime.
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