Gambling has been the curse of generations. Recognising this, responsible governments and truly caring churches use to work tirelessly to push gambling out of the public gaze; betting shops had to have bland exteriors and advertising was either banned or tightly restricted.
These days, in sharp contrast to the increasingly restricted advertising of drink and cigarettes, Britain and Ireland have seen an explosion of gambling advertising.
It's having a terrible impact in Ireland, where young adult gamblers report high exposure to gambling advertising, according to a new report.
Research published by the Institute of Public Health found that 18 to 34-year-old gamblers encountered gambling marketing on a near daily basis.
In a qualitative study, the Institute for Social Marketing and Health at the University of Stirling conducted one-to-one interviews with 16 young adult gamblers in Ireland.
One participant said: “Everywhere I can think of I think I’ve probably seen gambling adverts”.
Another commented: “You see it on football jerseys, all over sports websites, when you’re watching football, when you’re watching horse racing, the first ad after it all is Skybet or Paddy Power”.
A third observed: “Where do I not see it? Social media, all over the telly, especially the likes if you’re watching YouTube, every ad is nearly about a gambling company.”
Interviewees held mixed views on a total gambling marketing ban, but there was general support for a ‘whistle-to-whistle’ ban on gambling
The study authors concluded: “The high awareness of gambling adverts, offers and promotions, and the fact that gambling marketing was a topic of discussion for most participants, suggests it has become a regular part of people’s lives.”
Dr Crawford Moodie, who led the research, warned that “routine exposure only helps to normalise gambling”.