From Appeal to Action: A Content-Based Analysis of Sports Gambling Advertisements

The rapid expansion of legalized sports gambling in the US and internationally has led to a significant rise in betting activities, particularly among adolescents and young adults. Evidence shows that the prevalence of gambling problems among sports bettors is at least twice as high as among gamblers in general, and even higher in online contexts. Cultural acceptance of gambling, combined with aggressive marketing strategies and persuasive social media advertising, increases the risks for these vulnerable populations. The promotion advertisements brings direct financial losses (e.g., debt accumulation, bankruptcy), psychological distress (e.g., anxiety, depression, and suicidal ideation), and indirect social toxicity (e.g., damaged relationships, community strain).

Prior research has primarily examined ad exposure, volume, or forms through self-reports or cross-sectional observations, with limited attention to the specific textual and visual features that drive user engagement. This project examines the persuasive elements of sports gambling advertisements and their influence on consumer behavior. By analyzing visual, textual, and emotional cues through deep neural networks and large language models, the study intends to identify marketing features associated with increased gambling behaviors and effectively predict the user engagement. The goal is to inform evidence-based advertising regulations that minimize harm while balancing commercial interests.