The internet raises substantial challenges for policy makers in regulating gambling harm. The proliferation of gambling advertising on Twitter is one such challenge. However, the sheer scale renders it extremely hard to investigate using conventional techniques. In this paper the authors present three UK Twitter gambling advertising studies using both Big Data analytics and manual content analysis to explore the volume and content of gambling adverts, the age and engagement of followers, and compliance with UK advertising regulations. They analyse 890k organic adverts from 417 accounts along with data on 620k followers and 457k engagements (replies and retweets). They find that around 41,000 UK children follow Twitter gambling accounts, and that two-thirds of gambling advertising Tweets fail to fully comply with regulations. Adverts for eSports gambling are markedly different from those for traditional gambling (e.g. on soccer, casinos and lotteries) and appear to have strong appeal for children, with 28% of engagements with eSports gambling ads from under 16s. The authors make six policy recommendations: spotlight eSports gambling advertising; create new social-media-specific regulations; revise regulation on content appealing to children; use technology to block under-18s from seeing gambling ads; require ad-labelling of organic gambling Tweets; and deploy better enforcement.

互联网给政策制定者在监管赌博伤害方面提出了严峻挑战。Twitter上赌博广告的激增就是这样的挑战之一。但是，纯粹的规模使得使用传统技术进行调查变得极为困难。在本文中，作者介绍了三项使用大数据分析和手动内容分析的UK Twitter赌博广告研究，以探讨赌博广告的数量和内容，追随者的年龄和参与度以及对英国广告法规的遵守情况。他们分析了来自417个帐户的89万个自然广告，以及关于62万个追随者和45.7万个参与（回复和转发）的数据。他们发现，约有41,000名英国儿童遵循Twitter的赌博帐户，并且三分之二的赌博广告推文未能完全遵守规定。电子竞技赌博的广告与传统赌博（例如在足球，赌场和彩票上）的广告明显不同，并且似乎对儿童具有强烈的吸引力，其中28％的电子竞技赌博广告的参与度低于16岁。作者提出了六项政策建议：聚焦电子竞技赌博广告；制定新的针对社交媒体的法规；修订关于吸引儿童的内容的规定；使用技术阻止18岁以下的青少年观看赌博广告；要求在有机赌博推文上加上广告标签；并部署更好的执行力。聚焦电子竞技赌博广告；制定新的针对社交媒体的法规；修订关于吸引儿童的内容的规定；使用技术阻止18岁以下的青少年观看赌博广告；要求在有机赌博推文上加上广告标签；并部署更好的执行力。聚焦电子竞技赌博广告；制定新的针对社交媒体的法规；修订关于吸引儿童的内容的规定；使用技术阻止18岁以下的青少年观看赌博广告；要求在有机赌博推文上加上广告标签；并部署更好的执行力。