Study Links Gambling Ads to Increased Betting and Help Searches

A new University of Colorado Boulder study has found a correlation between increased gambling advertising exposure and higher instances of betting activity and searches for problem gambling assistance. The research, published in Policy & Internet, analyzed advertising and search data across 41 states and digital activity from 419 users.

What Happened

A recent University of Colorado Boulder study indicates a connection between exposure to gambling advertising and an increase in both gambling activity and searches for problem gambling support, according to the Salt Lake City Deseret News. Researchers observed that states with higher expenditures on betting advertisements also showed a greater frequency of searches for problem gambling assistance. Conversely, the legality of sports betting within a state did not directly correlate with an increase in these help-seeking searches.

The study, conducted by Chris Vargo and Toby Hopp of CU Boulder, alongside Harsha Gangadharbatla of the University of North Carolina at Chapel Hill, examined advertising and search data from 41 states. It also incorporated survey responses and digital activity from 419 individual users. Their findings suggest that online advertising plays a role in guiding more individuals toward problem gambling, as detailed in the publication Policy & Internet.

Key Details

• Online users can encounter over 100 advertisements for betting sites and applications per week, as stated by the Salt Lake City Deseret News.
• Exposure to gambling advertisements on platforms such as Facebook, TikTok, and X was associated with an individual’s propensity to gamble, their gambling frequency, and whether they visited a betting website, according to the study.
• Researchers identified instances where a gambling advertisement served after at least 24 hours of inactivity was followed by gambling activity within the next 24 hours in 8.3% of cases, as reported by the Salt Lake City Deseret News.
• The association between gambling advertising spending and internet searches for problem gambling intensified with each new advertising rollout by the industry in a state, according to the Salt Lake City Deseret News.

Why It Matters

The study’s findings contribute to the discussion surrounding the impact of online gambling advertising on user behavior and public health. Chris Vargo noted that increased advertising spending in a sector often indicates significant revenue generation. The research highlights the pervasive nature of gambling advertisements, particularly around sporting events and on social media platforms. The ability of digital advertising to retarget users, even those who have paused gambling activity, suggests a mechanism through which individuals might be drawn back to betting platforms.

Although the study establishes correlations rather than direct causation, its insights are relevant for regulators and platforms considering policies on advertising volume, promotional incentives like free bets, and the provision of addiction resources. The researchers advocate for strategies that integrate counter-messaging and links to support services directly within advertising environments or search results, especially given that social media platforms generally do not offer specific options to hide gambling advertisements, unlike those related to other addictions.

What’s Next

The researchers hope their findings will inform future discussions regarding online gambling advertising practices. Chris Vargo suggested potential areas for consideration include setting limits on advertising volume, establishing regulations for free bets and other incentives, enhancing platform oversight, and improving the accessibility of addiction resources. Strategies for addiction support could involve implementing counter-messaging during moments of user activation, providing links to self-exclusion tools and counseling services, and encouraging platforms to display support resources alongside betting advertisements, according to the Salt Lake City Deseret News.

Originally reported by Salt Lake City Deseret News·Published 19 Oct 2026, 20:12