Gambling companies are not doing enough to promote safer gambling on Twitter

Home » Gambling companies are not doing enough to promote safer gambling on Twitter

According to the study carried out by Northumbria University, gambling operators should put more effort into publishing messages promoting safe betting as the immense power of social media presents a great tool to raise awareness about the increasing number of issues related to gambling.

The study shows minimum attention is paid to safe wagering on Twitter

The researchers were looking at both gambling operators and their affiliates and based their study on Twitter accounts of those with the highest number of followers. The results did not fare well for any of them. Among the gambling firms, only one in every 100 tweets promoted safe gambling messages. As for the affiliates, not more than one made any post referring primarily to responsible wagering.

Especially taking into consideration the massive number of marketing messages as opposed to the scarce number of messages promoting safe gambling, the current practice needs to change.

Researcher Scott Houghton commented on the study and its results:

“The online gambling industry in the UK is now the largest gambling sector in the country. Tweets made to promote safer gambling behaviour were sparse for gambling operators and even more so for affiliates. Our findings will be used to advise current British policy to ensure gambling is marketed in a way which allows for recreational enjoyment and also protects the vulnerable.”

Some operators are already using their power for good causes

While Twitter may be lacking in its support of safe gambling, some betting firms have been coming up with other ways to contribute to safer gambling environment. One such company is William Hill which decided to donate considerable sum of money to help those who encountered gambling issues through educational video.

Rumble Rhino slot also chose an untraditional approach – they give away 10% of the game profits to SRI, an organization working to save endangered animals. This shows another side of the industry and serves to broaden consumers’ perspective.

In addition various states around the whole world are in different ways attempting to battle the excessive advertising, aiming to bring it to minimum level or eliminate it altogether.

The power of Twitter is demonstrated in recent incidents

The fact that Twitter is indeed a domain that holds a strong influence over the gambling scene is clearly revealed by various incidents that took place on the very same platform. One of the examples is the Calvin Ayre and the twerking troupe situation. The comments on this were countless and the explanations from the businessman only encouraged more.

Another case concerns the false rumours that involved Elon Musk and a Bitcoin giveaway. It has now been several times he became a victim of scammers impersonating his account and trying to trick unknowing followers into sending them some digital assets.


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