The most addictive “sport”
We have previously discussed the repercussions of online gambling and its role in a player’s life. The question is, what external factors encourage these types of behaviors? Sports betting has grown since its incorporation into the digital world. In fact, one sector has greatly benefited from this: advertising.
Surely, at some point, during a televised sporting event, you have seen a celebrity advertising online betting. Cristiano Ronaldo at a poker table or Rafa Nadal playing a game with a horde of followers trailing him down the street. At the end of the advertisement, a brief, barely visible note warns: “play responsibly”.
Online Gambling Advertising
This is the pending issue for audiovisual regulatory bodies. The audiovisual marketing of tobacco and alcoholic beverages over 20 degrees has long been prohibited. The reason? Both substances, despite being legal, can cause serious health problems if consumed in excess. So why is gambling not treated the same way? Gambling addiction has been recognized as a non-substance addictive disorder since 1992 according to the WHO. Even so, the main betting companies do not acknowledge the problem. In fact, betting advertising occupies 20% of a sporting event’s broadcast time.
In any case, the use of celebrities carries an added risk for those suffering from gambling addiction: idolatry. By positioning a prominent figure as a player, admirers identify that activity as something that, if imitated, will bring them closer to their idol. If he does it, so can I. That is the hook, the motivation for using popular figures: to promote emulation. And that is also the main risk of betting commercialization. It plays on people’s idealization and need for emulation to promote activities that, without moderation, will cause the deterioration of their lives.
Playing with the emotions of spectators carries health risks, even if that is not the objective of betting operators. Therefore, perhaps the solution lies in reducing their airtime and regulating how advertisements are presented.
Although an addiction does not require a substance, it does not make it less invasive. We must be aware of the risks involved in media exposure. At CC Adicciones, we understand that gambling is not bad, but only as long as it is kept under control and done responsibly. You can request information about our services by calling, without obligation, 902 400 426.
