Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

A survey has found that some gamblers in the US place bets daily to supplement their incomes. While they may see the habit in a positive light, there are opportunities for brands to safeguard gamblers who may be reliant on the practice for money, especially amid a cost of living crisis.

Once shunned by major American sports leagues, betting operators like FanDuel, DraftKings, and BetMGM are now seen as priceless assets that can assist in boosting fan engagement and revenue. But does the increased acceptance of casual gambling risk sparking an industry-led addiction crisis?

The number of people gambling online has soared as a result of COVID-19 so there are concerns around addiction and affordability. Flutter, a bookmaking holding company behind some of the biggest brands, has introduced its Affordability Triple Check in an attempt to make gambling safer for all.

Brazil’s Ministry of Economy is moving to legalise sports gambling. Large numbers of Brazilians are already betting through illegal or unregulated channels, but with the introduction of legitimate businesses, bettors will expect measures to prevent potential gambling harm.