"Normalization" doesn't necessarily imply worthiness.

John Bruford, columnist for IGB, explores the societal acceptance of gambling and proposes strategies for the industry to address the longstanding issue of advertising.

The first encounter I had with the term "email" was in 1993, during my tenure at a publishing house. We were striving to procure images for our magazine cover, but logistical constraints hindered us from receiving a SyQuest disk or any equivalent before the deadline. It was then that my editor remarked: 

- We'll need to request them to send the photo via email and hope for no late-night calls if they encounter any issues.

- Could you repeat that? Ask them to do what? 

- Send it via email!

- What does that even mean? 

Back then, it seemed perplexing, almost as if our editor was joking. However, as time progressed, digital communication became commonplace. "Normalization" is a term frequently discussed nowadays, particularly in relation to gambling. It has become normalized, a regular occurrence. However, the connotation of "normalize" tends to be negative. What exactly does it signify? Essentially, it denotes something becoming acceptable when previously it either didn't exist or held far less significance. Typically, when we talk about normalization, it implies something undesirable. Smoking is another phenomenon often associated with the term "normalization," and in many countries, concerted efforts have been made in recent years to denormalize this societal affliction. Progress was being made until vaping gained popularity and, well, became normalized. Not that I'm equating the two; they are fundamentally distinct, aside from the shared addiction to nicotine.

Integration Into Our Cultural Fabric

In the UK, the ban on tobacco advertising in 2003 and the implementation of a workplace smoking ban in 2007, effectively prohibiting smoking in pubs, marked significant milestones. Today, tobacco products are scarcely even available for purchase.

The campaign against smoking proved remarkably effective, following a straightforward path to success. By eliminating avenues of visibility and depriving the phenomenon of its oxygen, support dwindled, and with the maturation of new generations, smoking gradually lost relevance altogether.

A recent article in The Conversation drew parallels between the normalization of gambling and the strategies used against smoking. It highlighted the prevalence of gambling advertisements during sports broadcasts, emphasizing that viewers are four times more likely to encounter such ads compared to other programming.

Certainly, there's also a high probability of encountering beer advertisements or beer sponsors during sporting events, which resonate well with the audience and hold significant sway for advertisers. Similarly, advertisements for chocolate and bingo tend to proliferate during soap operas—an observation not without its significance.

However, the challenge in denormalizing gambling parallels with its entrenched status within our language and slang. Slang is an integral part of our daily conversations, utilized even by those who don't engage in gambling activities.

How Did It Happen?

The normalization of gambling has occurred gradually and persistently, permeating various aspects of our culture.

Consider the media landscape: even reputable outlets like The Guardian publish articles predicting favorites to win certain awards, implicitly engaging in discussions around probability and chance. Similarly, in the realm of entertainment, the theme of "bets" features prominently in numerous movies, spanning genres from comedy to drama to blockbuster hits.

While the context of these references may differ from traditional gambling parlance, they nonetheless contribute to the normalization of concepts associated with betting and chance. It's ingrained in our language and cultural fabric, much like everyday expressions that don't necessarily reflect literal probabilities but serve as linguistic fixtures.

Alan Hardacre, a seasoned professional in both the gambling and tobacco industries, sheds light on the process of normalization. He describes it as the establishment of a market, wherein efforts are made to introduce and promote gambling as a socially acceptable activity. This entails addressing any potential harm associated with gambling and devising strategies to mitigate its negative impacts.

In essence, normalization involves imbuing gambling with legitimacy and integrating it into societal norms, a process that requires careful consideration of its consequences and proactive measures to address them.

Achieving A Balance Is Paramount In Successful Gambling Advertising.

A significant issue with online gambling's public perception stems from the abundance of advertising. While advertising itself can be highly effective, the problem lies in its sheer volume.

Hardacre characterizes this inundation as "bombarding" consumers. This relentless advertising barrage, aimed at normalizing and expanding the gambling market, often triggers a negative response. If left unchecked, excessive advertising could prompt regulatory intervention.

While organizations like the Betting and Gaming Council may tout the benefits of self-imposed restrictions like the whistle-to-whistle ban, empirical evidence reveals the overwhelming presence of bookmakers' logos during televised football matches—up to 37 times per minute. When football clubs readily accept sponsorship deals without due diligence, it reflects a need for greater responsibility within the gambling industry.

Football clubs globally capitalize on advertising space, particularly in the widely watched Premier League, underscoring the financial imperative for athletes and clubs alike. However, there's a growing consensus that industry bodies should enact measures to curtail external advertising, beyond individual websites or player contracts.

Legitimate concerns surrounding the saturation of gambling advertising hold weight. While the industry celebrates new market opportunities, regulators are attuned to public grievances, which will inevitably shape future regulatory frameworks.

Hardacre aptly summarizes the issue: "In moderation, none of this would be objectionable, but in its overwhelming excess, it becomes intrusive and unsettling." Striking a balance between promotional efforts and societal well-being is essential for fostering a sustainable and responsible gambling environment.