Online sports betting advertising content in France between 2014 and 2024
As part of this study, 124 advertisements were collected on the Internet over the period 2014-2024 and analysed against 31 content analytical criteria. The analysis showed that advertisements have sometimes exploited the subjective nature of the prohibited subjects, including after 2020.
As a result, many graphic codes or references used in commercial communication promoting sports betting may evoke themes popular with minors. As such, some of them have featured characters from video games, comics, anime and even cartoons. Moreover, the depiction of minors was identified in several of the advertisements collected.
The encouragement of a style of gambling that could be described as problematic, as it is portrayed as repeated and disregarding the risks, was highlighted in 17 out of 124 advertisements. The promise of social gratification through gambling is often conveyed, particularly by suggesting the possibility of social advancement.
Publication type
Briefing papers
Publication date
Language
French
English
Author(s)
MUTATAYI
Carine
MALOK
Solène
Edited by
OFDT
Number of pages
16
ISBN
979-10-92728-99-6
Products & addictions
Gambling
Themes
Supply and markets
Specific population(s)
Adolescents
Adults
Territories
France
Dispositif d'enquête et d'observation
Sociological and qualitative surveys