How Casino Advertising Affects Young Athletes

Abstract

Digitalization has intensified young athletes' exposure to gambling advertising, including on sports platforms and broadcasts. This constant presence, often integrated through sponsorships in elite sports, normalizes gambling as part of the athletic environment. Psychologically, this advertising is dangerous, as it induces the false belief that athletic ability can be transferred to chance, distracts from goals, and exploits emotional vulnerability. In the long term, it increases the risk of addiction, affecting their mental health and performance. It is crucial to protect them through digital education about advertising manipulation, content monitoring, and the promotion of healthy habits to prioritize their well-being and development.