The sports betting industry is undergoing unprecedented expansion, with profits soaring and bets breaking records. However, the question remains: have bookmaker advertisements become too intrusive? In an environment where advertising campaigns are omnipresent, more and more voices are being raised against this phenomenon.
An increasingly aggressive advertising model
The appeal of sports betting has never been greater, and bookmakers are in a frenzy to attract new customers. Yet the scale of gambling advertising is causing growing concern, not only among regulators but also among consumers themselves. Betting companies are accused of taking advertising too far, with messages that are increasingly ubiquitous and sometimes manipulative.
Advertisers know that getting it right is essential to maintaining a responsible image for the sector. Yet criticism is coming from all sides, and even groups in favour of responsible gambling are beginning to make their voices heard, denouncing this overabundance of advertising.
Regulators struggle with a booming industry
Regulators in Europe and the United States are taking steps to limit exposure to gambling advertisements, particularly those aimed at young people and at-risk groups.
In Belgium, for example, the broadcasting of betting advertisements has been banned, although some football teams continue to promote partner brands linked to sports betting.
Italy has decided to ban gambling advertising on television, radio, in the press and online. Some advertising may be allowed again from 2025.
In the Netherlands, the ban on gambling advertising on television, radio and in public spaces is designed to limit the exposure of young adults to these messages. The country has even banned football clubs from broadcasting betting advertisements.
In France, the authorities have also begun to reduce advertising during sporting events, a model similar to that adopted by several European countries. The National Gaming Authority (ANJ) is tightening its control over online betting platforms, seeking to limit the impact of advertising.
The United States faces a similar problem
Beyond Europe, the United States is also experiencing similar problems. Since the legalisation of sports betting in 2018, there has been increasing regulation of advertising for these activities. According to ESPN’s David Purdum, betting ads are ubiquitous in sports broadcasts. In 2024, betting took the lead in advertising in several sports such as the NFL, NHL and PGA, overtaking alcohol ads. Yet while ad spend remains stable, the industry appears to be slowing its growth, with a significant 17% drop in betting ad spend between 2023 and 2024.
Criticism is mounting, with some US legislators, such as Senator Richard Blumenthal, denouncing what he sees as one of the biggest public health issues of our time. In response, the American Gaming Association claims that betting advertising is responsible and represents only a small portion of advertising expenditure.
A problem of perception above all
What seems to divide opinion the most is not just the amount of advertising, but the message it conveys. Bookmakers focus on celebrities, promises of quick wins and supposedly risk-free bets. Regulations limit what companies can say in their ads, but these same regulations are often circumvented by creative strategies that blur the legal boundaries.
The key here is public perception. Regulators often find themselves playing a reactive role, faced with an industry that in many ways takes advantage of every opportunity left by legal loopholes. As a result, bookmakers find themselves juggling communication strategies that can sometimes foster negative sentiment towards the industry as a whole.
Ultimately, the problem of intrusive sports betting advertising is not just about too many ads, but a perceived lack of corporate responsibility. If the industry is to avoid stricter regulation and preserve its reputation in the long term, it will need to be aware of the impact of its advertising campaigns on the public. Not only do bookmakers need to adjust the amount of advertising they run, they also need to pay attention to the content in order to maintain a positive and responsible image.