Exclusive: University of Bristol academics say gambling industry code ‘not being followed’ after analysis of social media posts by leading firms A

US gambling sector’s ‘relentless’ social media posts breached own rules, study claims

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2024-09-03 13:00:16

Exclusive: University of Bristol academics say gambling industry code ‘not being followed’ after analysis of social media posts by leading firms

As gambling companies target social media users, the four leading online brands appear to be routinely breaching the industry’s self-imposed marketing regulations, according to a new study.

Over one week this summer, academics at the University of Bristol found that BetMGM, DraftKings, ESPN Bet and FanDuel published more than a thousand posts – 75% of their non-sponsored content on Facebook, Instagram, X and TikTok – that did not include problem gambling support messages or a helpline number.

The study concludes that rules set out by the American Gaming Association (AGA), a gambling industry lobby group, “are not being followed” by operators on social media. The AGA disagrees, and dismissed the findings as an “irresponsible misinterpretation”.

Gambling has expanded rapidly across the US in recent years, with sports betting now legal across 38 states and Washington DC. Operators have leaned on social media to accelerate their growth, and encourage users to place bets on their respective platforms.