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Gambling and social media

Author: C. Miller, A. Krasodomski-Jones & J. Smith Published: February 2016
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Summary

This report by Demos for the Responsible Gambling Trust examines the relationship between gambling and social media in the UK.

Topics covered

  • scale and nature of gambling discussions on social media
  • online gambling communities and networks
  • promotion of gambling on social platforms
  • responsible gambling messaging online

Key findings

Gambling-related content is widespread on social media, with hundreds of accounts promoting it to millions of followers. Distinct online communities have formed around gambling interests. Some content normalises gambling as part of sports fandom.
While responsible gambling accounts exist, they tend not to reach the same audiences as pro-gambling content.

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