Victoria, Australia has seen a dramatic increase in the number of gambling advertisements over the past year, new data has revealed. A detailed report by the Nielsen Institute established that gambling advertising has increased by 253% over the past few years.
The investigation period begins in 2016 and the report was written on behalf of the Victorian Responsible Gambling Foundation. According to Nielsen, there are at least 948 free-to-air TV gaming ads in Victoria in 2021, which is significant exposure to various gaming products.
Gambling Ad Spend Increases Significantly
There has been a major influx of money into these ads, with the gaming industry spending at least A$287.2 million ($202.58 million) on these ads and other marketing campaigns in 2021. This constitutes a slight increase from 2020, Nielsen said, when advertisers spent AU$271.3 million ($191.36 million).
Commenting on these findings, the CEO of the Victorian Responsible Gambling Foundation Shane Lucas wasn’t too excited about the revelations. Lucas condemned the proliferation of gambling advertising that was disproportionate to his opinion in relation to the purpose it was trying to serve.
Calling it an “extraordinary” amount, Lucas wondered if those ads were ending up with children and young people, which he was convinced. He argued that the majority of Australians would be happier to see sports betting adverts away from children.
Lucas called for a public discussion of the risks of gambling in the country and a debate on how this recreational activity has become the basis of many social ills. Lucas called for more drastic measures.
For example, even though live sports commercials are banned until 8:30 p.m., Lucas is adamant that there needs to be a more comprehensive ban that suspends them completely during live sports. Lucas argued that people watching sports at night on weekends would mostly stay up until 10:30 p.m. and most children would also stay up, he argued.
Young men aged 18 to 24 are the main target
However, Lucas insisted that men aged 18-24 are also particularly vulnerable and are one of the main target groups in Victoria, as these people make up a third of all sports bettors. of State.
Lucas is adamant that gambling plays a crucial role in influencing younger generations, and not always for the better. Many initiatives have tried to change things. For example, the Victorian Responsible Gambling Foundation’s “Love the Game” attempted to draw viewers away from the game and refocus their attention and interest entirely on the sport.
It would be nice, Lucas argued, if adults were more like young kids in stadiums who are there to enjoy football.