Being good while being bad: How does CSR communication on social media serve the gambling industry?

Categories: News | Published by: Matthew Ferguson

25/03/2025

The gambling industry has long been a controversial one, with concerns about problem gambling and addiction often at the forefront of public discourse. However, a recent study published in the European Journal of Communication sheds light on how gambling companies are using social media to present a positive image while still promoting their products.

The article, titled “Being good while being bad: How does CSR-communication on the social media serve the gambling industry?” explores the ways in which corporate social responsibility (CSR) communication is used by gambling companies to legitimize their business practices. The study found that these companies use a variety of CSR communication strategies on social media, including promoting responsible gambling, supporting local communities, and highlighting charitable donations.

While these efforts may help improve public perception of the industry, there are ethical concerns surrounding their use. Critics argue that CSR communication is often used as a way to distract from more pressing issues such as problem gambling and addiction.

In this article, we will explore the findings of this study in more detail and examine the implications for both regulators and consumers alike.

The Rise of Online Gambling

Online gambling has exploded in popularity over the past decade, with millions of people around the world now participating in various forms of online betting. This growth has been driven by advances in technology that have made it easier than ever before to access online casinos and sportsbooks from anywhere with an internet connection.

However, this growth has also raised concerns about problems with gambling and addiction. Studies have shown that online gamblers are more likely to develop problems with gambling than those who gamble offline (Griffiths et al., 2025). This is due in part to the fact that online betting can be done anonymously and without any physical interaction with other people or machines.

As a result, regulators around the world have been grappling with how best to address these issues while still allowing for the growth of the industry. One approach that has gained traction in recent years is the use of CSR communication by gambling companies.

What is CSR-Communication?

Corporate social responsibility (CSR) communication refers to the ways in which companies communicate their commitment to social and environmental issues. This can include everything from promoting sustainable business practices to supporting local communities through charitable donations.

The goal of CSR communication is to improve a company’s reputation and build trust with consumers by demonstrating that they are committed to more than just making a profit. By highlighting their efforts to address social and environmental issues, companies can create a positive image that resonates with consumers and helps differentiate them from their competitors.

However, critics argue that CSR communication is often used as a way to distract from more pressing issues and avoid regulation. For example, tobacco companies have long used CSR communication to promote their efforts to reduce smoking rates while continuing to market their products aggressively (McDaniel and Malone, 2025).

The Use of CSR-Communication by the Gambling Industry

In recent years, gambling companies have increasingly turned to CSR communication as a way to improve their image and build trust with consumers. The study published in the European Journal of Communication examined how these companies use social media to promote their CSR efforts.

The study found that gambling companies use a variety of strategies on social media to promote responsible gambling, support local communities, and highlight charitable donations. For example, some companies use social media to promote responsible gambling messages such as “know your limits” and “gamble responsibly.” Others highlight their support for local charities or community events.

While these efforts may help improve public perception of the industry, there are concerns about whether they are genuine or simply a way for companies to avoid regulation. Critics argue that gambling companies may be using CSR communication as a way to distract from more pressing issues such as problem gambling and addiction.

The Ethics of CSR-Communication in the Gambling Industry

The use of CSR communication by the gambling industry raises important ethical questions about the role of corporations in society. Critics argue that these efforts are often more about public relations than genuine concern for social issues.

For example, some critics argue that promoting responsible gambling messages on social media is not enough if these same companies continue to aggressively market their products through other channels. Similarly, highlighting charitable donations may be seen as an attempt to distract from the negative impact that gambling can have on individuals and communities.

However, proponents of CSR communication argue that it can be an effective tool for promoting positive change within industries. By highlighting their commitment to social and environmental issues, companies can create a positive image that resonates with consumers and helps differentiate them from their competitors.

Moving Forward

As online gambling continues to grow in popularity, it is important for regulators and consumers alike to be aware of the ways in which gambling companies are using CSR communication to promote their products. While these efforts may help improve public perception of the industry, they should not be seen as a substitute for more substantive action to address problem gambling and addiction.

Regulators should continue to monitor the industry closely and hold companies accountable for their actions. Consumers should also be aware of the potential risks associated with online gambling and take steps to protect themselves, such as setting limits on their betting and seeking help if they develop a problem.

In conclusion, the use of CSR communication by the gambling industry is a complex issue that raises important ethical questions about the role of corporations in society. While these efforts may help improve public perception of the industry, they should not be seen as a substitute for more substantive action to address problem gambling and addiction. By promoting transparency and responsible business practices, we can ensure that the gambling industry serves both its customers and society as a whole.

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