UK study: Social divide on gambling & advertising
A new report published in the United Kingdom exposes a scenario of marked social polarization around gambling and, especially, advertising in the sector. The study, presented by the Coalition to End Gambling Advertising (CEGA), shows that opinions vary significantly according to cultural values, the degree of trust in institutions, and the digital profile of citizens.
The work, titled Ending a Losing Streak, segmented respondents into seven social profiles, revealing deep differences between more skeptical groups and sectors with a more conservative and patriotic view, both in relation to market expansion and the desired level of regulation.
Low support for advertising and greater support for regulation
One of the most relevant data points in the report is the low support for increasing gambling advertising in football. Barely 3% of respondents expressed support for expanding this type of communication.
Regarding a possible total ban on advertising, public opinion appears evenly divided. Approximately 50% support the measure, while the other 50% oppose it, with no significant differences among the various social segments analyzed.
Despite this division, the study detects a broad consensus in favor of greater regulation of the sector, including higher taxes. The main objective, according to respondents, is to reduce the harms associated with gambling, a position supported even by 58% of the players themselves.
Digital skeptics versus traditional patriots
The report identifies the so-called internet skeptical users, characterized as digital natives with low trust in traditional institutions, as the group most favorable to gambling. At the opposite end are the traditional patriots, who express the strongest opposition to the sector’s expansion and a deep concern about its social effects.
This difference is reflected in specific issues. For example, 29% of skeptical users would agree that betting shops operate 24 hours a day, compared to only 4% of traditional patriots.
The gap is also clear regarding deposit limits. While 64% of patriots advocate strict restrictions, support falls to 30% among skeptics.
Loot boxes, youth, and online gambling
The study also addresses perceptions about loot boxes in video games, an increasingly present topic in the regulatory debate. Only 16% of traditional patriots consider that they do not constitute a form of gambling, compared to 34% of skeptical users.
Regarding the legality of online gambling, 54% of respondents believe it should remain legal, while 31% think it should be banned, reflecting a majority in favor of maintaining the activity under a stricter regulated framework.
Notably, the report includes as a recommendation the reduction of barriers to entry for online gambling, especially for young people, a conclusion that contrasts with the broad support for greater controls and limitations.
Regulation, odds, and the illegal market
Another point analyzed was the impact of stricter regulation on odds and bonuses. According to the report, 49% of respondents stated that reducing odds would influence their behavior, while 42% said it would not affect them.
These results challenge one of the sector’s main arguments, which holds that an increase in taxes and restrictions would push players toward offshore platforms. According to the study, many users do not seem highly conditioned by the reduction of promotional incentives.
Political pressure and public debate
Based on these results, CEGA reinforced its call to tighten advertising restrictions and increase political pressure on the British government. As part of this strategy, the coalition gained the support of actor Christopher Eccleston, known for his role in the Doctor Who series, who participated in a public campaign against gambling advertising.
The study was prepared together with the organization More in Common, founded in 2016 with the goal of analyzing social divisions and fostering dialogue in contexts of polarization. According to the entity, the report is based on the premise that British society shares more common ground than public debates suggest, even on sensitive issues such as gambling.
Tags: UK, United Kingdom, online betting, UK betting advertising