Bookies boosted the variety of advertisements by as a lot as 50 per cent throughout winter lockdowns, analysis finds 

Bookmakers boosted promoting by as much as 50 per cent within the winter lockdowns placing drawback gamblers in danger, two tutorial papers have discovered.

Researchers from the Universities of Glasgow and Stirling discovered companies reduce promoting spending within the first lockdown, however then got here ‘roaring again with a vengeance’ regardless of acknowledging the ‘many individuals reduce off and feeling anxious’.

The research discovered the quantity spent on promoting has climbed to new highs in 2021, in comparison with pre-pandemic ranges.

The research discovered that bookmakers elevated the quantity they spent on promoting by 49 per cent through the November 2020 lockdown, to £10.3million per week.

And within the third lockdown, between January and March 2021, advertising and marketing spend was six per cent increased at £7.6million per week.

The bounce got here regardless of a pledge from the most important companies to slash promoting within the first lockdown, in April and Could, which critics labelled a ‘public relations train’.

Bookmakers boosted promoting by as much as 50 per cent within the winter lockdowns placing drawback gamblers in danger, two tutorial papers have discovered. Pictured: a set odds betting terminal

On the time the Betting and Gaming Council, the business’s foyer group, mentioned: ‘We recognise that eradicating product promoting will act as an extra safeguard throughout Covid-19.’

Promoting remained increased after stay-at-home measures ended, with companies spending £8.3million per week within the first half of 2021, in comparison with £6.8million per week in 2019 – a rise of near 1 / 4.

A separate research, printed by the identical authors final month, discovered that 87 per cent of these experiencing drawback playing mentioned promoting prompted unplanned spend on betting.

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Dr Heather Wardle, a sociologist on the College of Glasgow and a lead writer on each research, mentioned: ‘For the primary time we’ve received proof that publicity to promoting has a extremely extreme impression on these experiencing drawback playing.

‘The business at all times says there isn’t any proof of our promoting inflicting hurt, but when these experiencing drawback playing spend extra, that’s proof of hurt.

‘By legislation, these experiencing issues are presupposed to be protected against hurt.

Advertising remained higher after stay-at-home measures ended, with firms spending £8.3m per week in the first half of 2021. Pictured: Two friends bet money on live football (file photo)

Promoting remained increased after stay-at-home measures ended, with companies spending £8.3m per week within the first half of 2021. Pictured: Two associates wager cash on dwell soccer (file picture)

‘As a substitute, promoting is encouraging these folks to gamble extra. We ought to be taking a look at proscribing promoting as a hurt safety measure.

‘In lockdown two, given the chance, the promoting spend got here roaring again with a vengeance.

‘There gave the impression to be no long-term dedication to decreasing promoting in that lengthy interval when folks have been much more susceptible.’

The Betting and Gaming Council mentioned: ‘Initially of the primary lockdown, our members launched a requirement that 20 per cent of their TV and radio advertisements are safer playing messages. This dedication has now been made everlasting.

‘Opposite to those that mentioned lockdown would see an “explosion” in playing, general playing revenues really fell by £1.7billion from 2019 to 2020 through the pandemic.

‘Tutorial research have additionally discovered that there isn’t any causal hyperlink between publicity to promoting and the event of drawback playing.

‘Certainly, current unbiased figures from the Playing Fee affirm the charges of drawback playing have fallen to 0.2 per cent within the yr to June 2022 – down from 0.5 per cent on the identical time in 2020.’

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