Counter-Ads Against Gambling: A Revelation
Critical Advertisements Mocking Free Wagers Inspire Suspicion Among Test Subjects in the UK
A groundbreaking study from Swansea University reveals that anti-gambling advocates can outsmart gambling operators using their own marketing tactics. Research findings show that counter-advertisements, mimicking the delivery style of ads from leading sportsbooks, can cast doubt over free offers [1].
Psychologists from Swansea University, along with their colleagues from the University of Bristol and Australia's CQ University, conducted the study to determine whether viewers would develop resistance to typical gambling offers promoted by operators after watching counter-advertising videos. The researchers used gambling marketing skills and tactics to foster this resistance [1].
The Trojan Horse Strategy
The study targeted 1,200 adult gamblers by designing a marketing campaign, employing betting ad agency tactics, to successfully deliver a cautionary message about gambling [1]. According to Swansea University, the counter-campaign featured engaging imagery, messaging, and satire, creating a video that "does not sell dreams but instead exposes the strategies used by gambling companies" [2].
Monitoring the 1,200 gamblers, the study found that they exhibited increased skepticism towards gambling ads and decreased their uptake of free offers. Additionally, the video led to a significant drop in viewers taking up free betting offersβ21% of them stopped altogether [2].
Timely Research on a Prevalent Issue
Swansea University's findings arrive at a crucial time as the UK struggles to confront the reality of how deeply ingrained gambling has become in everyday life. Between watching TV and online ads, UK viewers are exposed to up to 1,500 gambling advertisements per year [3].
During the most recent EPL season, match broadcasts featured a gambling-related logo appearing every ten seconds [3]. Dr. Torrance from Swansea University explains that the gambling industry generates billions of dollars through persuasion and losses [3].
Professional football commentator Clive Tyldesley commends the strategy of mimicking mainstream betting marketing to deliver important cautionary messages, stating that such an approach could have a powerful impact on viewers [3]. Tyldesley adds that reminding people of gambling's futility using the same language as its marketing can be valuable [3].
The counter-campaign, designed to emulate gambling marketing tactics, successfully delivered a warning about the risks of gambling by utilizing captivating visuals, messages, and satire. This approach led to a significant reduction in the number of viewers taking up free betting offers, suggesting that mimicking the style of casino-and-gambling advertisements could be an effective method to raise awareness about casino-games and their potential negative consequences.
