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Betting giants not doing enough to promote safe gambling via Twitter: study

Researchers at Northumbria University looked at how often the likes of Paddy Power and SkyBet use tweets to promote safe gambling.

Researchers looked at the promotion of safe gambling on Twitter (PA)
Researchers looked at the promotion of safe gambling on Twitter (PA)

Gambling firms are not doing enough to promote safe betting on Twitter amid the “sheer scale” of their marketing, according to researchers.

Operators promote safe gambling messages just over once in every 100 tweets (1.6%), researchers from Northumbria University found.

Researchers checked the Twitter accounts of the 40 highest-grossing British gambling operators and selected five with the highest number of followers – Paddy Power, Bet365, SkyBet, Coral and William Hill.

Tweets made to promote safer gambling behaviour were sparse for gambling operators and even more so for affiliates. Scott Houghton, researcher

A similar method was followed with gambling affiliates – third party firms that receive financial incentives to attract new customers such as FootyAccumulators or Football Super Tips.

The researchers found “very little attention” was given to safer gambling messages by gambling operators, while only one affiliate made a post primarily referring to safer gambling.

Researcher Scott Houghton said: “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.”

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