Gambling adverts in live TV coverage of the Qatar 2022 FIFA Men’s World Cup

Figures & data

Table 1. Variables extracted for each advert.

Variable	Description
Advert number	Cumulative number of gambling adverts in the study
Match	Teams in the match
Kick off time	The time the match started (GMT)
Day of the week	The day of the week on which the fixture occurred
Stage	Group or Knockout stage of the tournament
Home nation	Did the match include a home nation (England or Wales)
Company	The brand / company being advertised
Segment	Pre kickoff (1), post kick off / pre-match conclusion, (including post extra time / penalties) (2), or post-match conclusion (3)
Programme start time	The time the programme started (GMT)
Time of advert	Time of the day the advert occurred (GMT)
Category	Adverts were coded into one of the following four categories: Financial inducement: An advert offering some unique financial offer to bet, not normally available, such as a free bet or a refund if a bet were to lose (Newall et al. 2019). Live Odds: An advert featuring the odds on one or more specific bets, e.g. ‘Lionel Messi to score first, 3-to-1’. If a given set of odds are advertised as being boosted or otherwise higher than they would be (Newall et al. 2019), this advert’s key offer would still be coded as odds advertising, and not a financial inducement. Safer gambling: An advert which primarily talks about an operator’s range of safer gambling tools, and not other offers such as a financial inducement or currently-available betting odds. Brand awareness: An advert which primarily reminds viewers about the existence of the gambling operator (Newall et al. 2019), and not other types of advertising as defined above
Summary	A narrative summary of the advert
Safer gambling message presence	Did the advert contain a safer gambling message? (Yes / no)
What message	When The Fun Stops, Stop (WTFSS) / Take Time To Think (TTTT) / Other
Message duration	Duration of advert / just at the end
Additional SG information	Any other relevant information regarding safer gambling messaging was recorded.

Figure 1. Examples of financial inducement (© 2021 Paddy Power), brand awareness (© Postcode Lottery), live odds (© SkyBet), and safer gambling (© William Hill) adverts.

Copyright notice. The authors acknowledge that the copyright of all screenshots used in Figure 1 are retained by their respective copyright holders. The authors use these copyrighted materials for the purposes of research, criticism or review under the fair dealing provisions of copyright law in accordance with Sections 29(1) and 30(1) of the UK Copyright, Designs and Patents Act 1988.

Table 2. Advert type, by programme segment.

Advert type	Pre-game N (%)	Kick off to end of match N (%)	Post-game N (%)
Brand awareness	28 (22.2)	5 (100)	9 (36)
Financial inducements	54 (42.9)	0	12 (48)
Odds	38 (30.2)	0	1 (4)
Safer gambling	6 (4.8)	0	3 (12)

Table 3. Safer gambling messages in adverts.

	Prevalence	Positioning		Focus
Message	(% of adverts)	Throughout (%)	End of advert (%)	Sole	Split
Take time to think	70.5 (n = 110)	0.9 (n = 1)	99.1 (n = 109)	25.5 (n = 28)	71.8 (79)
Other	18.6 (n = 29)	17.2 (n = 5)	82.8 (n = 24)	100 (n = 29)	0 (n = 0)
None	10.9 (n = 17)	N/A	N/A	N/A	N/A

Newall PWS, Moodie C, Reith G, Stead M, Critchlow N, Morgan A, Dobbie F. 2019. Gambling marketing from 2014 to 2018: A literature review. Curr Addict Rep. 6(2):49–56. doi: 10.1007/s40429-019-00239-1.

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