One reason football is referred to as the beautiful game is its ability to connect people across all divides. The sport has fans in different social classes, age groups and ethnicities. It's the great uniter. You are just as likely to find 10-year-olds arguing about who's the greatest between Messi and Ronaldo as you would seasoned adult fans. Whether you are in New Zealand or anywhere else in the world, you can enjoy the best the sport has to offer. Thanks to streaming services and increased internet access, football fans can watch a wide range of competitions. While this is excellent for the sport, it presents some concerns.
Over the last several years, the public, regulators and governments have raised concerns over the proliferation of gambling advertising in sports. Football is one of the most affected. The sport's popularity makes it a sure bet for operators looking to sell their products. iGaming spends billions in sponsorships and advertising. Football fans are pumped with marketing messages from casinos and bookmakers. One criticism that comes with this phenomenon is that it exposes children and young adults to gambling influence. When operators put out their advertising content, they don't have ways to protect children from seeing or reacting to it. Given the fire hazards of gambling-related harms, it's imperative to have proper guidelines to safeguard children exposed to gambling material in football.
The Vulnerability of Young Fans
Adolescents and young adults are some of the most impressionable in society. They are easily influenced because they are quick to try new things. Marketing messages can be quite effective, especially if you see them often enough. It's not surprising to find yourself searching for the best real money casinos in New Zealand after seeing gambling advertisements. Now imagine what happens to children. Young adults are in their developmental years when their brains are still forming. They are still learning impulse control and how to make decisions. The pre-frontal cortex, responsible for reasoning, is still developing in teenagers. Therefore, it's difficult for them to access risk and make logical decisions. It's why young adults are drawn to instant gratification.
Gambling promises rewards. Seeing advertisements for big prizes can influence young football fans to want to take the risk without fully understanding the implications. Receiving gambling messages through a beloved sport exposes young individuals even further. Gambling companies splurge on marketing campaigns to get the most influential clubs and players. Ronaldo and Messi have both been in iGaming sponsorships, either individually or as part of a team. These two players carry significant influence among young fans. Seeing an advertisement with either of them would make a difference to an impressionable mind. Children don't have the capacity to weigh the risk and reward of betting activities before engaging. Hence, when they see gambling presented as an entertainment form, they might be tempted to try it.
Risk of Addiction
The main issue with exposing minors to gambling marketing in football is the threat of addiction. Gambling-related harms raise health and social challenges that young adults are not equipped to cope with. Children lack the mental preparedness to deal with losses associated with betting or casino gaming. The pressure to win or recover from huge losses can be too much for a young adult to bear. A minor can keep wagering without realising the negative effects of the habit. Addiction leads to mental, financial and social issues. A teenager might learn to lie and steal to fund a gambling habit. It's not to say young people are more likely to get addicted to gambling than any other thing. However, exposure to gambling at a young age doesn't help. Individuals who begin gambling early on in life have a high probability of developing an addiction in their later years.
Lack of Regulation and Possible Preventative Measures
iGaming legislation doesn't receive the attention it deserves in most places. Many countries have a laissez-faire approach to it, with no definitive regulation for the industry. In New Zealand, local gambling companies can't provide online services. However, residents can use offshore sites. Advertising in the country is illegal for gambling companies. With easy access to the internet, anyone can stream football games and other content. Thus, the government has no way to prevent minors from getting exposed to gambling marketing. The relevant authorities can start by establishing legislation that protects underage sports fans from gambling content.
Providing education is one of the most effective solutions to this problem. Stopping operators from using football culture for advertising might be difficult. However, teaching children about the dangers of betting and other gambling activities goes a long way. Awareness guides informed decisions. Minors who know the hazards of gambling addiction are better equipped. Parents, guardians, teachers, and other responsible adults can take on the task of helping children comprehend what's at stake. Gambling companies, for their part, should always act ethically. They must be proactive in reducing marketing campaigns in media popular among minors. Additionally, they must implement strict age verification features to keep underage people away from gambling platforms.
Children and young adults are vulnerable members of society who require protection. They should be able to enjoy football, their favourite teams and players without constant exposure to gambling campaigns. Minors are easily influenced, and marketing messages put them at risk of gambling-related harms. Stakeholders in football and iGaming, as well as authorities, avoiding finding effective mechanisms to protect young fans.