US gambling firms breach social media rules, study reveals

A recent study conducted by academics at the University of Bristol revealed that leading online gambling firms, including BetMGM, DraftKings, ESPN Bet, and FanDuel, frequently violate their own marketing regulations on social media. Over a week in the summer, the study found that 75% of their non-sponsored posts on platforms like Facebook, Instagram, X, and TikTok lacked essential problem gambling support messages or helpline numbers. This raises concerns about the industry's commitment to responsible marketing practices. The American Gaming Association (AGA), which established the marketing code in 2019, claims that all paid gambling ads comply with its guidelines. However, the study identified 1,012 posts that may breach these regulations, highlighting a significant gap between the industry's self-imposed standards and actual practices. The AGA's interpretation of what constitutes advertising has been criticized, as it excludes many social media posts that do not directly link to gambling services. The rapid expansion of the gambling industry in the U.S., particularly following the legalization of sports betting in 38 states and Washington D.C., has led to an increase in marketing efforts aimed at attracting new users. Academics argue that the industry's aggressive marketing strategies prioritize user acquisition over responsible gambling messaging, which is crucial given the addictive nature of gambling products. The study calls for federal legislation to ensure consistent regulation of gambling advertisements and to provide clearer guidance on the AGA's code. The findings underscore the need for stronger oversight to protect consumers and promote responsible gambling practices in an industry that is growing at an unprecedented rate.