The historical moment when I first encountered the term ‘email’ sticks vividly in my memory—it was around 1993. I was at my inaugural publishing job, scrambling to acquire cover imagery for an upcoming issue. Time was against us, and obtaining a SyQuest drive—a relic of the past now largely forgotten—by post was not an option. It was then that my editor, facing the urgency of our print deadline, suggested we ask for the images to be sent via email, a concept so novel that I questioned whether he was speaking in earnest.
This was merely the advent of something that would soon become an integral part of daily life. Email has since saturated our world to the point of being taken for granted. This transformation from obscurity to normalcy is a potent example of what ‘normalisation’ entails. It refers to the transition of something from unrecognized or marginalized to commonly accepted.
Currently, the term ‘normalisation’ seems to find its frequent association with gambling, which has seeped into the fabric of societal norms. It has, unfortunately, garnered negative connotations as a result. But what does it truly mean? Normalisation simply indicates recognition of certain practices as standard or acceptable, irrespective of their previous status or visibility.
Take the example of smoking, an activity once woven into the social tapestry, now being systematically ‘de-normalised’ in many countries. Stringent measures, including the ban on tobacco advertising in 2003 and the later introduction of smoking restrictions in workplaces and public spots in the UK, have made remarkable progress in eradicating the habit. This strategy, aimed at reducing visibility and thereby consumption, has been considerably successful—until vaping emerged and underwent its own process of normalisation, drawing parallels with its addictive predecessor, nicotine.
In sports broadcasting, the prevalence of gambling advertisements is unmistakable. This has prompted discussions about applying the same de-normalisation tactics used against smoking to curb the influence of gambling ads. Yet, there’s an inherent difference; gambling terminology is deeply rooted in our everyday language—betting odds, wagers, and stakes are part of our cultural lexicon, making the task of de-normalisation significantly more complex.
I sought insights from Alan Hardacre, a professional with an extensive background in both gambling and tobacco industries. He concisely described normalisation as the effort to establish a market for an activity within a culture where it has little existing presence or offer—and sell it as an acceptable form of entertainment.
However, the challenge with the perception of online gambling is not due to the effectiveness of advertising, but rather its ubiquity. Hardacre likened this to “carpet bombing,” an overwhelming saturation of the market in an attempt to establish it. This strategy may be reaching its threshold as regulatory backlash builds momentum.
In the world of football, for instance, betting logos and sponsorships have become commonplace. When football clubs prioritize sponsorship revenues without stringent due diligence, the consequence is a heightened visibility of gambling that professionals in the industry must address.
The responsible step for industry trade bodies would be self-regulation, perhaps through an agreement to limit external advertising to within their own signed-up communication channels. As new markets open and regulators pay heed to the growing concerns and complaints, the actions taken today will lay the groundwork for future regulations.
In summary, the gambit of normalisation as explained by Hardacre is a strategic effort to market activities by establishing their presence and acceptance within a society. It’s not inherently problematic in isolation; the contention arises when the strategy is applied without moderation, leading to saturation, and eventually, cultural pushback. Our actions now will influence how cultures perceive and engage with gambling in the years to come.
Jon Bruford, a veteran of the gambling industry with over 17 years of experience, including previous roles as managing editor of Casino International and current position as publishing director at The Gaming Boardroom, together with Kate Chambers and Greg Saint, underscores the key aspects of normalisation and its implications for the gambling industry. Outside of his professional life, he is a large dog owner, navigating the nuances of pet care and home maintenance.
