Sports Leagues Need to Take More Responsibility For How and To Whom Betting Is Being Advertised

In April, seven major US sports leagues formed a group dedicated to responsible sports betting advertising. The NBA, NFL, NHL, MLB, MLS, WNBA, and NASCAR make up the Coalition for Responsible Sports Betting Advertising. FOX and NBCUniversal, which broadcast a number of events for those leagues and incorporate sports betting into their coverage, are also members.

“As the legalization of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the United States,” the coalition said in a statement. “Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience but also that the message is thoughtfully crafted and carefully delivered.”

The group stated their aim is to promote responsible advertising based on six core principles. The first states the following:

• Sports betting should be marketed only to adults of legal betting age.

A report by iSpots highlighted the growth of sports betting ads outside of sports events. According to the report, 41.3% of ad impressions from this past January 1 to August 15 occurred during non-sports programming, up from 25.9% during the same period in the prior year.

The most popular destination for those ads? The TV shows Friends, OnPatrol: Live, and South Park. I thought their first principle was only to market to adults! Give me a break!

And as I reported in an earlier post, what about all the betting companies partnering with Universities and advertising on campus? Aren't most coillege students underage?

For more information on sports monitorship please contact ken@yormarkconsulting.com