Gambling Advertising During the UEFA Euro Football Championship: A Frequency and Content Analysis in TV Coverage and Social Media

Abstract

Abstract: Aims: According to the German State Treaty on Gambling, gambling advertising must not be excessive. However, what counts as excessive is not defined, nor are there any frameworks for classifying advertising. The present study therefore quantifies and classifies gambling advertising during a specific sports event. Methodology: 11 matches of the 2024 European Football Championship were analyzed with respect to frequency and type of gambling advertising. Besides, the social media accounts of 10 sports betting providers were examined. The Meta Ad Library was used to analyze paid-for advertisements. Results: A high volume of gambling advertising is prevalent (n = 5,914), especially during TV broadcasts, where it mostly appears on pitchside hoardings without age restrictions or warnings. On social media (n = 2,645), gambling providers mainly rely on content marketing for organic advertising (1,542), whereas paid-for advertisements (1,103) are more direct and targeted towards a younger audience. Conclusions: Due to the high advertising volume and the room for improvement regarding the implementation of social responsibility measures, it remains uncertain whether the objectives of the Treaty, aimed at protecting the population from gambling-related harm, can be fully achieved. The scope, content, and strategies of these advertisements raise concerns, particularly about the risks for children and adolescents.