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Biddable Youth: Sports and esports Gambling Advertising on Twitter: Appeal to children, young people and vulnerable adults

Author: J. Sheng, A. Chauvet & Ipsos MORI Published: August 2019
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Summary

This report by Demos and the University of Bristol, commissioned by GambleAware, examines gambling advertising on Twitter, analysing tweets from betting accounts and measuring how children and vulnerable groups interact with this content.

Topics covered

  • volume and nature of gambling advertising on Twitter
  • exposure of children and vulnerable groups to this content
  • analysis of advertising content and techniques used
  • regulatory issues and concerns identified

Key findings

The analysis found high volumes of gambling advertising on Twitter, with children and vulnerable groups frequently engaging with content. There were concerns around esports betting advertising, which had very low use of age restrictions or responsible gambling messages.
Overall, the report highlights the need for greater oversight of gambling advertising.

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