UEFA 2020 and gambling advertising are inextricably linked. Despite initiatives to ban these ads during televised matches, we are almost bombarded with them on other channels. Even worse: famous (former) athletes are more than happy to lend their faces or sports jerseys to gambling operators. This kind of endorser marketing portrays gambling as a harmless game, whilst contributing to its normalization. However, “it is not as innocent as it seems”, says professor Tim Smits, member of the Gam(e)(a)ble team, on Radio 2 Antwerp. Many people, including vulnerable groups such as young people, get a taste of the gambling lifestyle and as a result, may become addicted to it. The only solution? Advising sports teams to turn down advertising offers of gambling operators.
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