Institute for Social Marketing and Health, Faculty of Health Sciences and Sport, University of Stirling, FK9 4LA, UK.
Institute for Social Marketing and Health, Faculty of Health Sciences and Sport, University of Stirling, FK9 4LA, UK.
Public Health. 2020 Jul;184:71-78. doi: 10.1016/j.puhe.2020.02.012. Epub 2020 Apr 2.
Gambling operators in the United Kingdom have introduced a voluntary ban on adverts broadcast during televised sport before 21:00 (the 'whistle-to-whistle' ban). To inform debates around the potential effectiveness of this ban, we examine the frequency and nature of gambling marketing in televised broadcasts across professional sporting events.
Frequency analysis of verbal and visual gambling marketing references during television broadcasts of football (n = 5), tennis, Formula 1, boxing and rugby union (each n = 1) from 2018.
For each gambling reference, we coded: whether it appeared in-play or out-of-play; location (e.g. pitch-side advertising); format (e.g. branded merchandise); duration (s); number of identical references visible simultaneously; brand; and presence of age restriction or harm-reduction messages.
Boxing contained the most gambling references, on average, per broadcast minute (4.70 references), followed by football (2.75), rugby union (0.55) and tennis (0.11). Formula 1 contained no gambling references. In boxing, references most frequently appeared within the area-of-play. For football and rugby union, references most frequently appeared around the pitch border or within the area-of-play (e.g. branded shirts). Only a small minority of references were for adverts during commercial breaks that would be subject to the whistle-to-whistle ban (e.g. 2% of references in football). Less than 1% of references in boxing and only 3% of references in football contained age restriction or harm-reduction messages.
As gambling sponsorship extends much beyond adverts in commercial breaks, the 'whistle-to-whistle' ban will have limited effect on gambling exposure. Gambling sponsorship activities rarely contain harm-reduction messages.
英国博彩运营商引入了一项自愿禁令，禁止在 21 点前（“鸣哨至鸣哨”禁令）在电视转播的体育节目中播放广告。为了了解该禁令的潜在效果的争论，我们研究了在职业体育赛事的电视转播中赌博营销的频率和性质。
对 2018 年足球（n=5）、网球、一级方程式赛车、拳击和橄榄球（每个 n=1）的电视转播中口头和视觉赌博营销参考的频率进行分析。
对于每个赌博参考，我们对以下内容进行编码：它是在比赛中出现还是在比赛外出现；位置（例如场边广告）；格式（例如品牌商品）；持续时间（秒）；同时可见的相同参考数量；品牌；以及是否存在年龄限制或减少伤害信息。
拳击每播出一分钟平均包含最多的赌博参考（4.70 个），其次是足球（2.75 个）、橄榄球（0.55 个）和网球（0.11 个）。一级方程式赛车没有赌博参考。在拳击比赛中，参考资料最常出现在比赛区域内。对于足球和橄榄球，参考资料最常出现在球场边界或比赛区域内（例如印有品牌标志的衬衫）。只有一小部分参考资料是针对商业广告时段的广告，这些广告将受到鸣哨至鸣哨禁令的限制（例如足球中的 2%的参考资料）。拳击比赛中不到 1%的参考资料和足球比赛中只有 3%的参考资料包含年龄限制或减少伤害信息。
随着赌博赞助的范围远远超出商业广告时段的广告，鸣哨至鸣哨禁令将对赌博曝光度的影响有限。赌博赞助活动很少包含减少伤害的信息。
