UK survey finds mixed results for celebrity gambling endorsements
Some respondents feel that using celebrities makes gambling brands “appear less serious”.
UK.- A survey has suggested that celebrity endorsements for gambling operators can have mixed results. The research, carried out by YouGov, found that celebrity-led gambling ads can get attention but that the effect can sometimes be less positive than might be expected.
Roughly a quarter of gamblers (25 per cent) said that seeing a celebrity in a gambling ad makes them view the brand more positively. However, within the general population, including non-gamblers, only 8 per cent said the same. For most people, the effect is neutral, with 63 per cent of both groups saying celebrity involvement “makes no difference.”
But amid the wider public, it seems celebrity-led ads could have a negative effect. Although only 9 per cent of gamblers said celebrity ads make them think less of a brand, a fifth of the wider public said it gave them a negative impression.
Differences were also observed between regular and more occasional gamblers. Regular gamblers who place bets once a week or more were more likely to respond positively to seeing celebs endorse betting brands, with nearly a third of them saying it results in them having a more positive view. Among gamblers who bet less than once a week but at least once every few months, only 12 per cent said celebs in gambling adverts gave a more positive impression.
Asked to evaluate a series of attitude statements, gamblers showed an ambivalence towards the use of celebrities in betting promotions. Some 38 per cent agreed that celebrity-led ads “make betting brands stand out,” while 39 per cent said such appearances make them “more likely to notice” an ad. Around 28 per cent felt that featuring celebrities “makes the brand seem more trustworthy,” but 40 per cent disagreed.
Data: YouGov
Some 48 per cent of respondents said they believed using celebrities makes brands “appear less serious,” and only 18 per cent rejected that idea. Among the general public, scepticism is generally higher. Only 16 per cent felt that celebs made a gambling brand seem more trustworthy, whereas 56 per cent disagreed.
When asked directly whether they’d be more likely to consider gambling with a brand that features celebrities, 11 per cent said “very likely,” and 21 per cent “fairly likely”, but more than half said “not very” or “not at all likely”.
Of course, not all types of celebrity have the same impact. Professional athletes and gambling professionals turned out to top the suitability rankings among gamblers. They were seen as appropriate endorsers by about 39 per cent and 38 per cent of respondents respectively. However, the figures dropped only slightly for actors (36 per cent) and “other entertainers” such as musicians or comedians (34 per cent). Reality TV stars were viewed less favourably, with only 28 per cent deeming them suitable, and nearly 40 per cent seeing them as poor fits.
Regular gamblers were especially likely to view sportspeople as a suitable fit, with 46 per cent of them saying so, and 21 per cent seeing them as “very” suitable. This was significantly more respondents than the view of gambling professionals (16 per cent) and actors (15 per cent).
It should be noted that under UK advertising codes, adverts for gambling in Britain are generally not allowed to use celebrities, athletes or social media influencers who have a strong appeal to people aged under 18.
These restrictions, introduced by the Committee of Advertising Practice (CAP) and enforced by the Advertising Standards Authority (ASA), came into effect on October 1, 2022. There has been some debate over how to define a celebrity with strong appeal to minors, which has led the ASA to issue several rebukes to gambling operators in recent years, most frequently for social media posts featuring footballers.
In November, it upheld a complaint against a post on Midnite’s X profile that featured a video of footballer Son Heung-Min holding the Europa League trophy following Tottenham Hotspur’s 1-0 victory over Manchester United.
