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Live-odds gambling advertising and consumer protection
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Newall, Philip, Thobhani, Ankush, Walasek, Lukasz and Meyer, Caroline (2019) Live-odds gambling advertising and consumer protection. PLoS One, 14 (6). e0216876. doi:10.1371/journal.pone.0216876 ISSN 1932-6203.
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Official URL: https://doi.org/10.1371/journal.pone.0216876
Abstract
In-play gambling is a recent innovation allowing gambling to occur during the course of a sporting event, rather than merely before play commences. For years, in-play gambling has been marketed in the UK via adverts displaying current betting odds during breaks in televised soccer, e.g., “England to score in the first 20 minutes, 4-to-1.” Previous research shows that this so-called “live-odds” advertising is skewed toward complex events with high profit margins which consumers do not evaluate rationally. Recent UK regulatory guidance on “impulsiveness and urgency,” aiming to enhance consumer protection around gambling advertising, states that gambling advertising should not “unduly pressure the audience to gamble.” We explored the frequency and content of live-odds advertising over the 2018 soccer World Cup, as a case study of the first major televised sporting event after the publication of this UK regulatory guidance. In total, 69 live-odds adverts were shown over 32 matches (M = 2.16 per-match), by five bookmakers. We identified two key features that made advertised bets appear more urgent than necessary. First, 39.1% of bets could be determined before the match ended. Second, 24.6% of bets showed a recent improvement in odds, including a 15.9% subset of “flash odds,” which were limited in both time and quantity. Advertised odds were again skewed toward complex events, with a qualitative trend toward greater complexity than at the previous World Cup. We believe that consumers should be protected against the targeted content of gambling advertising.
| Item Type: | Journal Article | ||||||
|---|---|---|---|---|---|---|---|
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HV Social pathology. Social and public welfare |
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| Divisions: | Faculty of Science, Engineering and Medicine > Science > Psychology | ||||||
| Library of Congress Subject Headings (LCSH): | Gambling industry -- Great Britain, Soccer -- Betting -- Great Britain, Consumer protection -- Great Britain | ||||||
| Journal or Publication Title: | PLoS One | ||||||
| Publisher: | Public Library of Science | ||||||
| ISSN: | 1932-6203 | ||||||
| Official Date: | 10 June 2019 | ||||||
| Dates: |
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| Volume: | 14 | ||||||
| Number: | 6 | ||||||
| Article Number: | e0216876 | ||||||
| DOI: | 10.1371/journal.pone.0216876 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | Published | ||||||
| Access rights to Published version: | Open Access (Creative Commons) | ||||||
| Date of first compliant deposit: | 9 May 2019 | ||||||
| Date of first compliant Open Access: | 9 May 2019 | ||||||
| RIOXX Funder/Project Grant: |
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