Celebrity Endorsements, Indian Gambling Trends & Public Perception

What is Celebrity Endorsement in Online Gambling?

Celebrities can shape trends, attitudes, and behaviors, making them powerful agents in society. Their lifestyles and choices are often emulated by fans, who see them as role models. However, this influence also carries responsibility, as it can impact the values and decisions of impressionable youth.

Gambling Statistics for India

The endorsements influencing Indian gambling trends can easily be blamed for the exponentially growing gambling industry (casino and fantasy sports), which for 2024 is expected to reach 153+ billion Indian Rupees.

This adds to the need for regulations for online gambling even more. The survey is done to ease the creation of corrective measures and help make gambling a regulated sport.

Celebrity endorsements influencing public perception can be found even at the online casino sites in India. That is why there is a suggestion for the gambling apps not to target specific groups of people and to be labeled.

Those and similar measures are considered because of the issues created by celebrity gambling endorsements. The main concern is the underage gambling and problem gambling because young people are inclined to something recommended by a famous person.

Celebrity Endorsement Test Results

Every aspect of our lives is affected by the latest trends set by popular people. In this blog post, we will turn your attention to Professor Dheeraj Sharma and Dr. Madhurima Mishra‘s test to examine the extent of celebrity endorsements influencing Indian gambling trends and public perception.

Their study was conducted on 1000+ people between 17 and 28 years old. The goal was to check the influence on young people that celebrities vs non-celebrities have when it comes to gambling apps and online casinos.

The studies prove that when celebrities recommend gambling apps, gambling intent multiplies. However, if there is a responsible gambling warning, the appeal of the gambling app decreases.

The same applies when non-celebrities endorse online gambling. Only in this case, the initial attention is lower because there is no attractive, familiar or trustworthy popular person.

According to Dr Madhurima Mishra, if such endorsements continue without regulation, it can lead to many issues like addiction and debts. That is why the Indian government should look for ways to protect young people from celebrity endorsements.

Issues Arising from Celebrity Gambling Endorsements

With a massive fan following and cultural sway, celebrities often set trends and shape the behaviors of impressionable youth. The most successful celebrity endorsements are responsible for normalization and glamorization of gambling. These endorsements can lead to a series of negative consequences.

• Misleading Perception of Gambling: The loudest proof of recent celebrity endorsements gone wrong is gambling portrayed as a fun, easy way to achieve quick riches without emphasizing the risks involved. This can create a false perception among young people that gambling is a low-risk, high-reward activity, leading them to underestimate the potential for addiction, financial loss, and mental health issues.
• Increased Accessibility: Online gambling platforms, promoted by celebrities, are just a click away, making it easier for young people to access them, especially at a gaming café. In India, where a significant portion of the population is tech-savvy, this accessibility can lead to a surge in underage gambling, as the allure of fame-endorsed activities might entice minors.
• Gambling Addiction: Research indicates that adolescence is a vulnerable period for developing gambling addiction. Celebrities promoting online gambling can inadvertently contribute to an increase in gambling-related problems among young people. Addiction at a young age can disrupt education, finances, and social relationships, with long-lasting effects on mental health.
• Normalization of Risky Behavior: When popular figures endorse gambling, it can normalize what is essentially a risky decision. Young minds may start to view gambling as a socially acceptable pastime rather than a potentially harmful habit. This normalization can lead to more individuals engaging in gambling without understanding its consequences.
• Pressure to Participate: Peer pressure is a significant factor in decision-making. Celebrities advocating for online gambling can create a sense of pressure among young fans to participate in order to fit in or emulate their idols. This can especially affect those who look up to these stars for guidance and identity formation.
• Financial Vulnerability: Young people in India, often with limited financial literacy and disposable income, might be tempted to spend beyond their means in pursuit of gambling wins. Celebrities’ endorsements can exacerbate this issue by downplaying the financial risks involved, leading to debt and financial distress, especially when gambling at high-roller casino sites.
• Cultural Sensitivity: India has a diverse cultural fabric with varying attitudes towards gambling. While some regions have a more relaxed view, others see it as morally questionable or even prohibited. Celebrities promoting online gambling could inadvertently disregard these sensitivities, potentially causing social disharmony or encouraging going against certain cultural or religious beliefs.
• Lack of Responsible Gambling Messages: Endorsements rarely come with messages promoting responsible gambling practices, such as setting spending limits or seeking help in case of addiction. This absence can lead to young people not being equipped with the tools to make informed decisions about their gambling habits.

The celebrity endorsements influencing Indian gambling trends and public perception mitigate these dangers. There is a need for stricter regulations on celebrity endorsements for online gambling, ensuring that campaigns include responsible gambling messages and are targeted away from minors.

Public awareness campaigns should also be launched to educate young people about the potential gambling pitfalls, emphasizing the importance of responsible actions. A collaborative effort between industry regulators, celebrities, and society at large is necessary to protect the vulnerable from potential harm.

How Young People in India Can Be Protected?

A multifaceted approach is required to eliminate the danger of celebrity endorsements influencing the public perception of young people in India. Ads with celebrity endorsements must undergo restrictions and be supported by community engagement. Here is how to solve the issues:

• Regulatory Measures: Strengthen and enforce strict guidelines for advertising and endorsement of gambling products. This includes new online gambling regulations, like in Sikkim^[1] province, an update of the Public Gambling Act of 1867 and harsher punishments for the violations.
• Celebrity Responsibility: Encourage celebrities to adopt ethical endorsements and raise awareness about the harms of gambling. Celebrities who endorse gambling should be required to participate in public service announcements that highlight responsible gambling practices and potential risks.
• Education and Awareness: Integrate gambling education into school curricula, focusing on financial literacy, risk awareness, and the psychological impacts of addiction. Use social media platforms to disseminate positive messages, creating campaigns that target young people with real-life stories and facts about the consequences of irresponsible gambling.
• Parental Involvement: Educate parents about the dangers of online gambling and provide tools for monitoring and restricting children’s access to such sites. Encourage open communication within families about the potential pitfalls of gambling, empowering parents to set a good example by modeling responsible behavior by using safety software.
• Mental Health Support: Enhance mental health services to address gambling addiction, making it easier for young people to seek help without stigma. Provide accessible counseling and support groups specifically tailored to address gambling-related issues like India’s National Council of Problem Gambling^[2] and Gamblers Anonymous^[3].
• Alternative Activities: Promote alternative recreational and sports activities that do not involve gambling. For example, encouraging horse riding instead of just wagering on Indian horse races or playing other popular sports.
• Societal and Cultural Reinforcement: Foster a societal culture that values responsible choices and discourages gambling as a means to instant success. Community leaders, religious institutions, and cultural organizations can play a crucial role in reinforcing these values.
• Monitoring and Research: Continuously monitor the effectiveness of these measures and research to understand changing trends and the evolving impact of gambling endorsements on young people. This data can inform future policies and interventions.

The endorsements influencing Indian gambling trends apply to the top online gambling sites in India. There are a few misleading celebrity endorsement examples, which, fortunately, have not caused great damage because the operators have taken measures.

By implementing these strategies, India can work towards mitigating the harmful effects of gambling endorsements on its youth, protecting them from the pitfalls of addiction and financial instability, and promoting healthy decision-making.

FAQ

This FAQ section addresses inquiries regarding the impact of celebrity endorsements on Indian gambling trends and public perception. Read the answers to popular questions regarding how famous figures shape attitudes and behaviors in the industry.

References

• Sikkim Online Gaming (Regulation) Act, 2008. Gambling licensor for the Sikkim province, India. Available at: www.sikkim.gov.in (Accessed 20 May 2024)
• India’s National Council of Problem Gambling. Gambling support for Indian players. Available at: www.ncpgambling.org (Accessed 20 May 2024)
• Gamblers Anonymous India. Gambling addiction helpline and support groups. Available at: www.gamblersanonymous.org (Accessed 20 May 2024)