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Consumer response

Gamblers, and potential gamblers, are bombarded with advertising in various online forms. The Gambling Commission published the following figures in November 2018:

  • 53% of respondents have seen a gambling advertisement on television in the past week.
  • 45% of online gamblers were prompted to spend money on a gambling activity due to the advertisements that they saw, as were 49% of online gamblers (with a social media account) who saw advertisements on a social media platform.
  • 26% of online gamblers follow a gambling company on a social media platform with rates highest among 18-24 year olds.

Free bets and bonuses are the most effective form of advertising, convincing 40% to spend money. Television advertisements are a distant second at 26%, with online advertisements third with 23%. Social media advertising (14%) barely out performed billboards and newspapers.

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DAP reflections

Last updated: 22 June 2023

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