It is undeniable that in the digital society in which we live, influencers play a significant role in promoting different products and services , and sports betting would in no way be an exception.

The trend of sports betting promotion by influencers raises ethical questions and concerns about the rise of gambling addiction and the reach of this type of advertising among minors.

In this text, we will talk a little about the role of influencers in sports betting advertising, the risks associated with gambling addiction and the urgent need for global regulation.

Influencers’ action

Influencers, with their ability to create engaging and authentic content, have built a loyal following on social media. In the context of sports betting, these influencers often collaborate with online bookmakers and casinos to promote their platforms.

Sports betting advertising, driven by influencers, is known to often stand out for its promises of big wins and exciting experiences.

This approach that aligns bets with the possibility of social transformation can create unrealistic expectations among consumers, leading to risky and compulsive behaviors.

In this sense, the proliferation of betting advertising on digital platforms creates a constant presence, increasing users’ exposure even when they are not actively searching for these services.

As if that were not enough, the use of influencers in sports betting campaigns increases the reach of operators to young people, minors with an incompletely formed personality and, therefore, more susceptible to influence.

Ludopathy

Even though gambling is natural and a form of entertainment, the excessive normalization of gambling and the presentation of such modalities as an “easy” possibility of social transformation can lead to an increase in cases of gambling addiction.

Gambling addiction, or compulsive gambling, is a serious psychological disorder that affects millions of people around the world.

Constant exposure to gambling advertising , especially through influencers, can be a significant contributing factor to the development and worsening of this problem.

Individuals affected by gambling addiction often struggle to control their gambling urges, leading to substantial financial losses, relationship problems, and even broader mental health issues such as anxiety and depression.

The increased accessibility of online sports betting, facilitated by influencers promoting betting platforms, makes these issues more pressing than ever.

Here in Brazil, a specific case of a certain operator, widely publicized by influencers, recently gained prominence in the press, which not only failed to perform any type of inspection regarding the true age of its users, but also allegedly failed to pay out large prizes.

This type of conduct is serious, especially considering the difficulty of suing a company based in international territory (but this will be the subject of a future article in this column).

See also : What Security Tools Do Betting Houses Use?

Returning to the topic, research indicates a correlation between exposure to gambling advertising and an increase in rates of gambling addiction, especially among young people.

Social pressure to participate in these types of activities, often perpetuated by influencers, can lead individuals to engage in harmful gambling behaviors, with significant consequences for their mental health and financial well-being.

Given the risks associated with sports betting advertising, many countries have implemented stricter regulations to control the gambling industry.

However, digital borders make it challenging to effectively regulate this practice, especially when influencers can reach global audiences instantly.

Global regulation is the way out

A global approach to regulation is needed. Cooperation between countries to create common standards and guidelines can help curb excessive gambling advertising and protect vulnerable consumers.

This regulation should cover not only the direct practices of bookmakers, but also the marketing strategies employed, including collaboration with influencers.

While global regulation is essential, here in Brazil – in the imminent and long-awaited regulation – it is already foreseen that the communication and advertising actions of the betting lottery , broadcast by the operating agents, must include warnings discouraging gambling and warnings about its harmful effects, in addition to observing the restrictions on broadcasting times and channels.

Advertisements that present gambling as socially attractive or contain statements by well-known personalities that suggest that gambling contributes to social or personal success will also be prohibited.

CONAR has not yet commented on the role of influencers in this matter or on any restrictions that may be imposed on them. Given recent cases, it will not be surprising if there are more limited measures for advertising on social networks.

In addition to regulation, influencers themselves also have the potential to recognize the role they play and promote ethical practices in their “publicities”.

In addition to being transparent, recording the financial relationship they have with the advertised bookmaker (ensuring that their followers are aware of any financial incentive involved in promoting sports betting), influencers must be responsible , informing their followers, especially younger ones, of the risks of the practice.

It is also worth mentioning that influencers can choose to promote only betting houses that follow ethical practices and promote responsible gambling. Choosing not to promote excessive betting and risky gambling strategies is essential.

Awareness and responsibility are the roles of all those who have the potential to build a more aware digital society and a safer betting market, protecting consumers from harmful practices and promoting responsible gaming.