Ad spend linked to gambling help searches

A study from the University of Colorado at Boulder found that higher advertising spending by sports betting companies correlates with increased searches for help related to excessive gambling. Researchers analyzed data from 41 U.S. states and found a connection between quarterly ad budgets and searches for gambling assistance on Google between 2014 and 2023.

Correlation not causation

The study, published in Policy & Internet in October 2026, noted that while the link between advertising and help-seeking behavior strengthens over time, it does not prove that one causes the other. Researchers emphasized that the legalization of sports betting alone does not drive more people to seek help, but the intensity of advertising does play a key role.

Rising ad spending over time

Over the past decade, the amount of money spent on sports betting advertisements has increased significantly. This growth is largely attributed to the rise of mobile betting apps, which have expanded the reach and frequency of these ads.

User behavior affected by ads

The study also tracked the online behavior of 419 internet users through questionnaires and discreet monitoring. Those exposed to frequent sports betting ads on platforms like Facebook, TikTok, and X were found to bet more often and visit more gambling sites. Some users saw up to 50 to 100 ads per week.

Daily ad exposure impacts users

Researchers highlighted the effect of constant exposure to sports betting advertisements on user behavior. The frequent presence of these ads appears to influence how often individuals engage in gambling activities online.