UKGC Survey Reveals Advertising Influence

The results of a recent survey released by the UK Gambling Commission (UKGC) revealed that 34 percent of British bettors acknowledged to being influenced by advertising.

The survey, which was completed by 6,258 people in March, June, September, and December 2020 – including 4,566 people who claimed to have gambled in the previous 12 months – discovered that, after general advertising, free bet offers were the second most common driving factor behind users’ gambling, accounting for 22 percent.

Television was the most widely viewed type of advertising, with 76 percent, followed by social media with 68 percent. Overall, 85 percent of those polled had seen gambling advertisements or sponsorships.

The results are down from previous years, when 87 percent of respondents said they had seen commercials or sponsorships, with 86 percent saying they had seen gambling advertisements and 82 percent saying they had seen sponsorships.

Furthermore, despite television being the most common type of advertising, just 15 percent of gamblers cited it as a motivating factor in their betting selections, the same percentage as those who cited social media.

Whistle-to-whistle advertising restriction

All regulated gambling firms in the United Kingdom have observed a whistle-to-whistle advertising restriction across all sports broadcasts since August 2019.

Newspaper and billboard or poster advertisements, on the other hand, were only mentioned by 7 percent of poll participants, although being seen by 45 and 56 percent of respondents, respectively.

Finally, the Commission asked gamblers if and how advertisements had influenced their behaviours, and 52.8 percent of those who had wagered in the previous year said that advertising had had no effect on how much money they spent.

In comparison, 16.3 percent reported that advertisements prompted them to increase their gambling, while another 13 percent claimed that advertisements caused them to begin gambling, and 14.7 percent claimed that viewing advertisements caused them to resume gambling after a hiatus.

The study is being conducted while the UK government continues its review of the 2005 Gambling Act, which has included a discussion of betting advertising and marketing.

A prospective ban on sponsorship deals between betting companies and professional sports teams has been identified as a ‘likely outcome’ of the investigation, while London Mayor Sadiq Khan recently announced that all gambling adverts will be removed from the city’s subway system.

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.