ArticleJournal of gambling studies2020
A Content Analysis of Gambling Operators' Twitter Accounts at the Start of the English Premier League Football Season.
Article in Journal of gambling studies, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 7 papers.
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Who cites it
7 citing papers in PubMed.
- Direct gambling marketing, direct harm: A randomised experiment.Addiction (Abingdon, England) · 2026Trial
- Pre-Exposure Prophylaxis-Related Messages Across Facebook, Instagram, and Twitter (Rebranded X): Content Analysis.Journal of medical Internet research · 2026Article
- An uneven playing field: a mixed methods, multiphase feasibility study of a programme to reduce gambling among at-risk men in a professional football club setting.BMC public health · 2026Article
- Does the unavailability of social media affect online gambling behavior? A behavioral tracking data study before and after the October 2021 Facebook outage.Addictive behaviors reports · 2025Article
- Against the odds: exploring individuals' pushback mechanisms against commercialized football gambling.Frontiers in public health · 2024Article
- Gambling advertising on Twitter before, during and after the initial Australian COVID-19 lockdown.Journal of behavioral addictions · 2023Article
- Emergent gambling advertising; a rapid review of marketing content, delivery and structural features.BMC public health · 2021Review
Corrections and comments
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Authors and funding
2 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
The use of social media is now an established strategy to engage and maintain customer loyalty. The purpose of the present study was to examine the Twitter accounts of ten of the largest online sports betting operators in the UK to determine what marketing strategies were employed. More specifically, this study analyzed 3375 tweets posted by the operators during the opening weekend of the 2018-2019 English Premier League football season using a content analysis methodology. The results demonstrated that multiple strategies, including hashtags, were used to link gambling operator tweets with major sporting events, and the use of numerous promotional campaigns. Notably, over 90% of the tweets contained no responsible gambling information. The quantity and content of social media posts underline the need for a review of the current advertising regulations in the UK. Further research should examine how exposure to sports betting social media marketing influences gambling behavior.
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Registered trials
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