Live-odds gambling advertising and consumer protection [open-access article].

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. Article available online

Reference: Newall, P.W.S., Thobhani, A., Walasek, L., & Meyer, C. (2019). Live-odds gambling advertising and consumer protection. PLoS ONE, 14(6): e0216876. https://doi.org/10.1371/journal.pone.0216876

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In-play betting, gambling severity, and other risks: A survey study of Spanish sports bettors [open access article]

Abstract: Fans watching live sport events, both mediated or in stadia, have witnessed an increase in sports betting products. Most of these products feature in-play betting, that is, the ability to bet on a game once it has started while watching it. In-play betting has raised many concerns among responsible gambling advocates due to its perceived relationship with problem gambling behaviour. This study explored the association between in-play betting and problem gambling. More specifically, the study examined how motives for consuming sport and how involved sports fans were in watching sport affected their gambling. Also, adjacent risk behaviours to in-play betting (such as consuming junk food and alcohol) during live sports betting were examined. Access full article

By Lopez-Gonzalez, H., Griffiths, M.D. & Estévez, A. (2018). Communication
and Sport.