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State of Play’s TL;DR
- A new study found gambling advertising was associated with both more gambling activity and more online searches for problem gambling help.
- Researchers, however, stressed that the results do not prove causation.
New research from CU Boulder found that higher gambling advertising exposure was associated with both more gambling activity and more online searches for problem gambling help.
The researchers say the findings are correlational, not proof that ads caused those outcomes.
Published in Policy & Internet, the study examined state-level advertising spending and Google search data across 41 states, then paired survey responses with passive digital activity from 419 users. For a US gambling market saturated with sportsbook, casino, and lottery promos, the paper adds fresh evidence to the responsible gambling debate.
State-level ad spending rose alongside help-seeking searches
Researchers compared quarterly gambling ad spending from 2014 to 2023 against Google Trends data for 116 problem gambling help-seeking searches across 41 states. They found that states with higher spending on gambling ads also saw more searches related to getting help.
One notable finding: whether sports betting was legal in a state was not associated with more help-seeking searches. Instead, the study said the link was stronger with advertising itself, and that association intensified over time, said lead author Chris Vargo.
“Sports betting ads are everywhere – they’re inescapable.”
He added that the introduction of advertising in a state “clearly signals the growth of sports betting.”
User-level data showed ad exposure tracked with gambling behavior
At the individual level, the study found that exposure to gambling ads on Facebook, TikTok, and X was associated with whether someone gambled, how often they gambled, and whether a gambling-site visit was observed.
Some users were served 50 or more gambling ads per week.
The researchers also looked at cases where a user had at least 24 hours with no observed gambling activity. In 8.3% of those cases, a gambling ad was followed within 24 hours by some form of gambling activity.
Vargo said the pattern suggests some gambling sites may be retargeting users who have stepped away.
Why the findings matter
The study covered gambling advertising broadly, including sports betting, casino games, lotteries, skill-based games, and financial betting. Researchers said the findings could inform discussions around advertising-volume limits, free-bet and similar incentives, stronger platform oversight, and better ways to connect people with addiction resources.
Just as important, the authors cautioned against overstating the results: The study identified associations, not causation.
Still, for policymakers and public health officials, the message is hard to miss: Gambling ads may be linked not only to more play but also to more people looking for help.
Based on reporting by EurekAlert.
