In recent years, we have seen mounting concerns over the presence of gambling in the Australian sports market. Responsible gambling advocates have noted that gambling ads have far too large a role in the industry, and a new study aims to explore the issue. The Victorian Responsible Gambling Foundation has funded a study by Dr Ross Gordon of Macquarie University and Michael Chapman of the University of Wollongong.

The aim of the research was to determine exactly how embedded gambling is in Australian sports culture. The research team examined sports betting sites and live TV broadcasts of sporting events. Their goal was to identify the major themes of sportsbetting ads while totalling the amount of advertising that takes players during sports broadcasts.

In five AFL matches, there was an average of 10 minutes and 52 seconds of gambling advertising during each even. There were also 93 single cases where gambling advertising was displayed on screen during the broadcast. In five NRL matches, there was an average of 15 minutes and 38 seconds of gambling advertising during each event.

There were also 225 single occasions where gambling advertising was displayed on screen during each match. The report reads: “There were numerous references, both direct and indirect, to the culture, traditions and sense of community within both sports as gambling organisations looked to legitimise, normalise and embed their brands within the behaviours and cultures of Australian sport”.

This numbers show that there is a high prevalence of gambling advertising during the average NRL and AFL matches. Responsible gambling advocates are concerned that his may have a negative impact on young spectators, as it may normalise gambling and encourage them to wager on matches without considering the potential drawbacks.

The study notes that the presence of gambling sport causes ethical concerns, and presents implications for policy makers. It is important for lawmakers in the country to consider further limitations on the amount of gambling advertising that is displayed during sports matches in order to further reduce potential harm to spectators.

Still, further research is required. You can read the full report at The Victorian Responsible Gambling Foundation website.

About the Author

George Anderson
Author George, has over 25+ years’ experience in the Pokies and Casinos industry throughout Australia and New Zealand. Loves to research new Pokies games on the block and follows announcements from top industry providers about their upcoming releases. As soon as a new interesting pokie game appears on his radar, George is there to check it out and give you the scoop before anyone else and tell you about all casino sites where can play the latest game. Before this gig, George worked as Pokie game tester, making him an ideal candidate for this genre of work. He is also an animal lover and a proud owner of three dogs.