Key Moments:
- A randomized experiment tracked 227 Australian sports and racing gamblers over two weeks
- Participants who opted out of direct marketing placed 23% fewer bets and 39% fewer wagers
- The opt-out group experienced 67% less short-term harm related to gambling
Experimental Findings Connect Direct Marketing to Gambling Behavior
An experiment led by Central Queensland University and the University of Bristol monitored 227 adult gamblers in Australia, primarily men around the age of 45 who regularly placed bets on sports and racing. Over a two-week period, participants were divided into groups that either continued to receive direct promotions, such as “free bet” offers, or chose to opt out from this marketing.
The findings indicated that gamblers opting out of direct marketing placed 23% fewer bets, made 39% fewer wagers, and reported 67% less short-term gambling-related harm, including adverse emotional effects tied to gambling, compared to those who kept receiving promotional offers.
| Group | Change in Bets | Change in Wagers | Change in Gambling-Related Harm |
|---|---|---|---|
| Opt-out | 23% fewer | 39% fewer | 67% fewer incidents |
| Did not opt out | Reference | Reference | Reference |
Industry Response and Potential for Regulatory Change
Dr Philip Newall from the University of Bristol, a co-author of the study, remarked that the research is “the first to show, in a real‑world setting, that direct gambling marketing can causally increase gambling-related harm, not just correlate with it.” Dr. Newall also noted that similar adverse outcomes could emerge from gambling advertisements on television or social media, even though this study focused specifically on direct account-based marketing.
The research was funded by Gambling Research Australia, a partnership involving the federal government and all state and territory governments. According to the study’s accompanying release, the results underscore the necessity for tighter restrictions on gambling-related advertising. Dr. Newall stated that although a U.K. government white paper in 2023 had resisted stricter marketing regulations due to insufficient evidence at that time, these latest findings could close that knowledge gap and resonate with individuals affected by persistent promotional offers.
Calls for Stronger Consumer Protections
The Bristol Hub for Gambling Harms Research will use these findings to enhance public awareness about the dangers linked to gambling, push for improved consumer protections through legislative changes, and support broader availability and effectiveness of rehabilitation services.
Professor Matthew Rockloff, the lead author from Central Queensland University’s Experimental Gambling Research Laboratory, asserted that “this research provides evidential support for the position that gambling advertising contributes to gambling-related harm.” He further commented that the compelling evidence supports stricter regulation and could even make the case for a comprehensive ban on direct gambling promotions to safeguard consumers.
- Author
Daniel Williams
