Research Shows that Gambling Operators Pay “Very Little Attention” on Safer Gambling Messages on Twitter

Researchers from Northumbria University has found that, “very little attention” was given to safer gambling messages by gambling operators, while only one affiliate made a post primarily referring to safer gambling.

Gambling firms are not doing enough to promote safe betting on Twitter amid the “sheer scale” of their marketing, according to researchers. Operators promote safe gambling messages just over once in every 100 tweets.

“The online gambling industry in the UK is now the largest gambling sector in the country. Tweets made to promote safer gambling behaviour were sparse for gambling operators and even more so for affiliates. Our findings will be used to advise current British policy to ensure gambling is marketed in a way which allows for recreational enjoyment and also protects the vulnerable,” Researcher Scott Houghton said.