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‘Sneaky’ social media ads are luring young into gambling, say campaigners
... Tougher rules are required to crack down on betting firms’ use of “sneaky” social media postings and campaigns that may lure young people into gambling, warns a new report. Researchers at Bristol University have reported a rise in gambling promotions that typically blur the line between advertising for a betting company and popular cultural references, from ET to Gladiator. The research has found many children do not even recognise these promotions, known as content marketing, as advertising. It warns that this may lead to children following betting companies on social media, making it more likely that they sign up with them when they turn 18 and can legally gamble. Dr Raffaello Rossi, lecturer in marketing at Bristol University, one of the report’s authors, said content marketing was particularly popular with young people. “All ages were quite bad at recognising it as advertising, but children and young people were much less able to distinguish it,” said Rossi. “It’s a sneaky way to get people engaged and create a positive perception towards gambling.” Rossi said advertising rules stipulate that marketing communications “must be obviously identifiable as such”. He considered the social media postings were in breach of this rule. The report recommends that the Committee of Advertising Practice (CAP) consider a ban on gambling content marketing. An alternative would be that brands are mandated to include a prominent “this is gambling advertising” on promotional social media postings. A previous report found five of the largest betting operators in the UK put up 19,100 posts on X, previously Twitter, in just eight months, or nearly 80 a day. “Age-gating” measures to prevent children seeing ads and promotional social media posts are easily evaded, with research commissioned by the regulator Ofcom revealing in 2022 that a third of children aged between eight and 17 in the UK with a social media profile have an adult user age. The research investigated whether content marketing was recognisable as advertising by more than 650 participants, aged from 11 to 78. It found young people were only able to correctly classify 43% of content marketing as advertising, compared with 65% of adults. Participants were told in advance that advertising is “the activity of making products or services known about and persuading people to buy them”. Sir Iain Duncan Smith, vice-chair of the all party parliamentary group for gambling-related harm, said: “The growth of so-called content marketing is deeply concerning as gambling companies seem to be circumnavigating advertising codes of practice. “If voluntary codes are clearly not working, steps must be taken to ban content marketing in its entirety to ensure children, who spend significant amounts of time online, are being protected.” A spokesperson for the Betting and Gaming Council (BGC) said: “Advertising must comply with strict guidelines and safer gambling messaging. The government has previously stated research did not establish a causal link between exposure to advertising and the development of problem gambling. “Our members have also introduced new age-gating rules for advertising on social media platforms. BGC members take a zero-tolerance approach to betting by children. The most popular forms of betting by children are arcade games and fruit machines – not with BGC members.” A spokesperson for CAP said: “We have an overriding commitment to ensure gambling advertising is responsible, and our rules place a particular emphasis on protecting young and vulnerable audiences from potential harm. We won’t hesitate to ban ads that break those rules, particularly when it comes to issues around targeting under-18s.” |
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Four in five billboard ads in England and Wales in poorer areas
... More than four in five outdoor billboard advertisements are in the poorest half of England and Wales, leading experts to warn that the discrepancy risks deepening health inequalities. While billboards may be seen by many simply as eyesores, campaigners argue they negatively affect people’s lives in intersecting ways, by pushing unhealthy products such as fast food and alcohol, encouraging environmentally harmful consumption and lowering mental wellbeing. Adfree Cities, a group that campaigns against the expansion of advertising, has for the first time analysed the relationship between advertising and income and deprivation in England and Wales. Its research shows areas with the lowest levels of disposable income were home to 62,953 outdoor ads (82%), compared with just 13,384 in the more affluent half. While it did not measure whether more unhealthy products are advertised in more deprived areas nationally, industry data lists three fast-food chains among the top five spenders on UK outdoor advertising in 2023. Prof Emma Boyland, the chair of food marketing and child health at the University of Liverpool, said advertising risked worsening health disparities including obesity, with children appearing particularly vulnerable to marketing. “It affects our choices,” she said. “We know in deprived areas, there are a clustering of reasons why it may be more challenging to maintain body weight, including a lack of facilities, lack of time, stress, density of fast-food outlets.” Boyland, who wrote the report’s preface, said existing studies suggested poorer neighbourhoods were home to not just more outdoor advertising but also more ads for unhealthier products. “There is evidence that ads for unhealthy food are more clustered in areas that are more deprived,” she said, pointing to a recent study in Liverpool. Studies show that among young people, the likelihood of being obese is more than twice as high in those who report seeing junk food advertising daily, and Boyland said type 2 diabetes and obesity were rising among children, with those in deprived areas most affected. Boyland called for concerted policy change to mitigate these health risks. “We need to think about how to reduce inequality. The research shows the clustering effect, where it’s not just one single factor – people are being hit by all angles. They say it’s damaging to the economy to regulate advertising but the costs we’re spending to deal with obesity are massive.” The report focuses on Sheffield and Leeds and found ad density was higher in the parts of the cities with the least disposable income. In Sheffield, 60% of ads were in the city’s poorest three deciles, and just 2% were in its most affluent third. The picture in Leeds was less stark, with 37% of ads in its lowest-income third and 20% in its most affluent three deciles. Peter Brooks, a researcher, said poorer areas may have more advertising due to lower land value and being closer to main roads. Another reason may be related to planning permission, with ads in wealthier areas potentially more likely to be opposed. Some residents are joining local efforts to push back against a rise in advertising in their city. Rajan Naidu lives near Birmingham Ladywood, the constituency with the second highest number of outdoor ads and one of England’s most deprived. “It gives you a sense of helplessness, same as when we see an area covered in litter,” Naidu said. “If someone asked ‘would you like an ad hoarding outside your house?’ most people would say ‘no way’. But there’s a sense of powerlessness [when] they do this to our environment.” While residents are given the chance to oppose a planning application, Naidu said local authorities needed to design their systems to accommodate people more widely. “We are technically consulted but no real efforts are made to seek us out … Not everyone reads a letter and will respond.” In more affluent areas, Naidu believes it is more likely “there will be someone in the local community who knows the official pathways to do something about it”. He said: “Once these installations are in our streets, there’s very little we can do about it.” Tim Lumb, the director of the out of home advertising trade body Outsmart, said the industry provided an important revenue stream for local authorities. “With one in five councils at risk of bankruptcy, urban deprivation is a serious issue. Out of home advertising is an important revenue stream for cash-strapped councils, funding public infrastructure like bus shelters, telephony, defibrillators, as well as helping the public purse through rents, revenue-share agreements, and business rates.” He said a PwC report found that £411m of outdoor advertising revenue “made its way back into the economy in 2021, with £1.1bn invested into designing, installing and maintaining public infrastructure over the last 14 years”. |
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С сожалением и понятными пожеланиями, Dimitriy.