Abstract

Background

Gambling marketing is ubiquitous in UK football and, despite gambling industry self-regulation such as the whistle-to-whistle ban, remains prominent in live TV coverage. Major international tournaments do not usually feature gambling pitch-side advertising and shirt sponsorship, increasing the importance of TV adverts during these high-profile competitions. The present study examined the prevalence and features of gambling adverts shown during the commercial broadcaster ITV’s live coverage of games in the 2022 Qatar World Cup.

Method

Each match shown live on ITV was recorded. For each gambling advert, the timing of the advert (pre-/during-/post-match), the advert category (financial inducements/live odds/safer gambling/brand awareness) and safer gambling messaging were recorded.

Results

Over the 30 matches analyzed, there were 156 adverts directly for gambling brands or products (M = 5.2, range 3 – 8), featuring adverts from eight different operators. The majority of adverts were shown pre-match (80.8%). Financial inducements were most commonly advertised (42.3%), followed by brand awareness adverts (26.9%). The safer gambling message ‘take time to think’ was shown in 70.5% of adverts. Adverts for lottery products did not feature any safer gambling messages.

Conclusions

Multiple gambling adverts were shown during each match of the 2022 Qatar World Cup, especially so pre-match. Pre-match adverts predominantly encourage viewers to gamble promptly, through financial inducements and boosted live odds. Any potential further legislation could therefore consider either further restrictions based on the entire broadcast, or by enforcing the use of specific safer gambling messages.

中文翻译：

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卡塔尔 2022 年 FIFA 男子世界杯电视直播中的赌博广告

摘要

背景

赌博营销在英国足球中无处不在，尽管赌博业有自我监管，例如禁止哨声，但赌博营销在电视直播报道中仍然很突出。大型国际锦标赛通常不会出现赌博场边广告和球衣赞助，这增加了电视广告在这些备受瞩目的比赛中的重要性。本研究调查了商业广播公司 ITV 在 2022 年卡塔尔世界杯比赛现场直播期间展示的赌博广告的流行程度和特征。

方法

ITV 直播的每场比赛都有记录。对于每个赌博广告，记录了广告的时间（赛前/赛中/赛后）、广告类别（经济诱导/现场赔率/更安全的赌博/品牌知名度）和更安全的赌博信息。

结果

在分析的 30 场比赛中，有 156 个直接针对赌博品牌或产品的广告（M  = 5.2，范围 3 - 8），其中包含来自八个不同运营商的广告。大多数广告是在赛前播放的（80.8%）。经济优惠广告最常见（42.3%），其次是品牌知名度广告（26.9%）。70.5% 的广告中显示了更安全的赌博信息“需要时间思考”。彩票产品的广告没有包含任何更安全的赌博信息。

结论

2022 年卡塔尔世界杯的每场比赛期间都会播放多条赌博广告，尤其是赛前。赛前广告主要通过经济诱因和提高现场赔率来鼓励观众立即赌博。因此，任何潜在的进一步立法都可以考虑基于整个广播的进一步限制，或者强制使用特定的更安全的赌博信息。