Do celebrity gambling ads actually sway bettors—or backfire?
Celebrity endorsements in gambling ads have a mixed impact on public perception, a new study reveals. While some gamblers find famous faces persuasive, others question the authenticity of brands using high-profile promoters. The findings highlight a divide between regular bettors and the wider public.
Research by YouGov shows that 42% of gamblers view brands more favourably when backed by a celebrity. Of these, 14% report a very positive impression. This influence extends to behaviour, with the same percentage more likely to consider using a gambling service if a well-known figure promotes it.
However, the general public remains less swayed. Only about half of all Americans say celebrity endorsements affect their choices. Meanwhile, 46% of gamblers and 38% of the broader population believe such promotions make brands seem less genuine. The study also identifies which types of celebrities work best. Professional athletes and gambling experts—each favoured by 41% of respondents—are seen as the most credible promoters. In contrast, reality TV stars, actors, and comedians without ties to sports or betting hold far less sway.
The data suggests gambling brands face a trade-off when using celebrity endorsements. While famous names can attract certain bettors, they risk undermining trust among others. The most effective promoters appear to be those with direct links to sports or gambling itself.
