“We had actually seen a surge of advertising, both online and actually on television as well on streaming and terrestrial channels around sporting events.” – Aphra Kerr
To kick off the new series of ADAPT Radio: HumanAIse, we return with a thought-provoking episode exploring the intersection of artificial intelligence, media, and societal impact. Titled “How AI is Exposing the Hidden Dangers of Gambling Ads,” this episode explores the groundbreaking research that leverages AI to uncover the pervasive influence of gambling marketing in sports and its far-reaching effects on young people.
This compelling discussion is anchored by insights from two leading experts: Aphra Kerr, Adjunct Professor of Sociology at Maynooth University and Professor of Information and Communication Studies at University College Dublin, and Dr. Paul Kitchin, Senior Lecturer in the School of Sport and Exercise Science at Ulster University. Both researchers collaborated on the Code Red project, a comprehensive study supported by the Higher Education Authority’s North-South Research Program.
The episode highlights how AI-driven methodologies enabled researchers to analyse a vast array of data, including sporting programs, social media patterns, and focus groups with individuals aged 14 to 24. The findings revealed alarming trends in how gambling companies infiltrate everyday media consumption, especially targeting younger audiences.
Dr. Kitchin shared startling anecdotes from the study, including how older participants could recall specific gambling ads in great detail—even those banned years ago—while younger participants discussed the ubiquity of such ads on social media platforms they frequented.
This data-driven approach underscores the pressing need for systemic change. Instead of placing the onus on individual responsibility, the researchers advocate for stronger regulation to curb gambling marketing’s pervasive influence. In their conversation, Aphra Kerr outlined the motivations behind the study:
“With the advent of datification…we’ve seen a surge in gambling advertising during sporting events, both online and on TV.”
Drawing inspiration from international efforts like Belgium’s multi-step strategy to ban gambling ads in sports venues, the researchers discuss actionable steps for policymakers and sporting bodies in Ireland and beyond.
This episode of ADAPT Radio illustrates how AI can go beyond technological advancements to serve as a catalyst for societal change. By providing a clearer picture of gambling marketing’s reach and its impact, AI empowers researchers and advocates to demand accountability from corporations and governments.
Listen to this month’s ADAPT Radio podcast here or wherever you get your podcasts.
