Sportsbooks are 'Bombarding' Social Media Users with Ads Ahead of Ohio Sports Betting Launch

With the start of legal sports betting in Ohio scheduled for January 1, companies are ramping up their efforts to reel in new customers. While this last-minute push was not unexpected, it has apparently taken the state by surprise. In fact, social media users are claiming to be "bombarded" with ads ahead of the Ohio sports betting launch.

This is a complex topic to cover, and it's not unique to the Buckeye State. Almost every other state has grappled with the same subject. This isn't specific to places in the USA with legal sports betting, either. Even states that oppose gambling have dedicated plenty of discussion to the impact and potential drawbacks of increased advertising throughout the sports betting landscape. It is a concern that has prevented many places from actually making the transition to a legal sports betting state.

All of which is to say: On some level, Ohio had to see this coming. But they may not have seen it being this big of an issue. After all, the sports betting bonuses being offered in Ohio were initially much lower than expected. Online betting sites were pulling back on their free bets and deposit bonuses after losing so much money on debut promotions with other states over the past half-decade or so. That was supposed to result in lower-key advertising through the lead-up to the Ohio sports betting launch.

But that hasn't been the case. Ohio is a desirable betting market. And rival companies know the value of bagging first-time clients. Many may change sites, but many more will stick with the initial sportsbook that they choose.

Does this mean Ohio has a sports betting advertisement problem? More importantly, does the United States at large have the same issue? And how can it be addressed?

The Ohio Sports Betting Launch Bringing Concerns Over Gambling Addiction to Light

Online sports betting in Ohio is all about accessibility. It's the same everywhere else, too. The ease and swiftness with which users can place bets via mobile apps is the primary selling point. But the convenience of accessibility is believed to have an opportunity cost. Not only does it stand to increase the frequency of underage wagering and new gambling addictions; it makes life harder for rehabilitating gambling addicts to steer clear of their vice.

This concern is being spotlighted 10 times over in Ohio right now. NBC 4 in Columbus, Ohio recently spoke with expert Bruce Jones on the state of affairs right now. Jones is an administrative coordinator and problem gambling counselor at Maryhaven who already works with addicts inside the state even though sports betting isn't yet legal. His comments were eye opening.

"One of Jones’ patients recently told Jones they are avoiding Twitter right now, where ads from a deluge of digital sportsbooks promise those early-bird promotional bonuses for people who sign up ahead of Jan. 1," NBC 4 reported. 'They’re being bombarded,' Jones said."

The experience in Ohio aligns with recent findings. The Washington Post reported on a study conducted by the Addictive Behaviors Journal that found concluded the following:

"Sports betting, relative to non-sports betting, has been more strongly linked to gambling problems and cognitive distortions related to illusion of control, probability control and interpretive control.' The 'illusion of control' may be enhanced by the rapidity of the technology in the bet-by-5G era. There’s no extra step of physically withdrawing cash from an ATM, driving to the casino or even waiting for a blackjack table dealer. The rapid advance of this technology has allowed gambling operators to figure out a lot about customers —when they bet, how much they bet, whom they bet on —and addiction experts maintain that the companies have a responsibility to use that data to help keep bettors from becoming addicts."

Why Has Advertising Surged Ahead of Ohio Sports Betting Launch?

Like many things related to sports betting, money is the driving force behind the recent surge in advertising ahead of the Ohio sports betting launch.

Online betting sites may have capped their initial bonus offerings, but they understand the importance of securing first-time clients who usually become long-term customers. That's why so many retail sportsbooks fought against a staggered launch in Ohio. Any company that entered the market later than others would be at a disadvantage, because so much of the customer base would have already signed up with an odds provider.

Beyond that, interest in Ohio sports betting was always going to be highest just before it started. Sportsbooks were naturally going to take advantage of this intrigue window, during which first-time sign-ups will peak.

Does Ohio Need to Amend Sports Betting Laws? Does the United States?

Both of these questions are fair. And they demand answers. But coming up with those answers is hard.

Proponents of an open market will point to Ohio's preexisting gambling issue as evidence that advertising isn't a root cause. In 2017, one in four residents of Ohio who participated in sports gambling was in the at-risk category, according to a report by Ohio for Responsible Gambling. This predates legal sports betting in the state by a half-decade. People who want to wager are going to find a way to do it. Maybe they travel to a neighboring state. Or maybe they sign up with one of the top online sportsbooks not located in the United States. Regardless, betting takes place inside the state even when it's not legal.

This is valid criticism. But it's not absolute.

Gambling addiction may predate legal sports betting. But as the Addictive Behaviors Journal noted, greater exposure to online sports betting puts users at an increased risk of addiction. So even if online sports betting advertisements aren't the cause of addiction, they do have the potential to exacerbate it.

That's why Ohio—and other states—should consider legislation that limits the amount of money any one company can spend on in-state advertising. People are exposed to sports betting brands enough at actual events. So many pro teams have partnerships with online betting sites these days. Fans don't need to slog through endless commercials and algorithm-based ads, as well. This is not meant to imply sports betting is inherently evil. It's not. But the brands driving its popularity deserve to be policed. And right now, both in Ohio and the USA at large, the lack of oversight on sports betting advertisements is clearly a problem.

Take a look at this list of the top online sportsbooks so you can find one that works for all of your sports betting needs: