OPINION: Personalized gambling ads are a troubling new trend Jamie Torrance, The Conversation · September 7, 2021 at 5:40 pm There’s a new type of gambling advert being used online and on social media to try and appeal to viewers, recent research has shown. Unlike on television, these online advertisements can be more personalised, interactive and may be harder to distinguish from other content. For example, gambling companies will use methods like taking polls on the winning team of a football match to entice users to engage with them. Although the effect of these advertisements is relatively unknown, early research suggests that it is likely they will increase consumer engagement with gambling. Our latest research has highlighted the recent shift towards online advertising.