Social networks have long since become not only a platform for communication and entertainment, in which many stars appear, but also a powerful marketing tool. One of the most effective strategies for attracting the attention of the audience has become the use of celebrities and influential personalities in gambling marketing.
However, what is the opinion of young people about this practice? Let’s explore together what thoughts and beliefs prevail among young people regarding the use of celebrities in gambling marketing and how this practice affects their perception of gambling.
Gambling advertising and its impact on young people
Young people’s exposure to gambling marketing has had a clear impact on their attitudes towards gambling, risk perceptions, and consumption intentions.
These days, celebrities and social media (media) influencers are increasingly used by the gambling industry in a wide variety of promotions. Young people, being a key target audience for many gambling companies, are being influenced by these strategies.
Although there is evidence that these types of promotions influence young people’s attitudes towards other harmful products, data on gambling is limited. Reflexive thematic analysis was used to construct four themes based on the data from the study:
According to the mostbetapp.net young people noted that celebrities and the media created an additional attraction to gambling advertisements because they attracted a lot of attention among their follower base.
Young people believed that celebrities and the media increased the credibility, legitimacy, and social acceptance of gambling by convincing them of the normality of the gambling industry.
The use of influencers and the media reduced the perception of risk associated with gambling, thus creating a preference for casinos, machines, slots, or sports betting.
Suggestions have also been made to reduce the impact of gambling advertising by celebrities and the media on young people, for example through bans and restrictions.
Celebrities and influential personalities actively used in gambling marketing on social media play a key role in attracting attention to gambling and casinos.
Their images appear to young social media users as associated with luxury, success, and the possibility of getting rich quickly. Many experts therefore hold celebrities responsible for spreading gambling-related problems.
For young people who frequently use social media, such advertising can be particularly tempting. Celebrities have considerable media power and influence, which can attract the attention of young people, increase interest in the gambling industry, and consequently induce a desire to try their hand at a casino or poker table.
However, the use of celebrities in gambling marketing raises concerns in society. And in many countries, there are often calls to ban such advertising with the participation of stars.
Many believe that such advertising can contribute to gambling addiction among young people, lead to financial problems and even to the development of pathological gambling behavior.
Thus, the use of celebrities and influencers in gambling marketing on social networks causes a lot of controversial opinions and emphasizes the importance of expert assessment of the impact of such advertising methods on the younger generation.
