Jones and co-authors criticize sexualization and gambling appeals in Novig's ad
Samantha JonesWestern University psychology researcher, co-author with Jamie Hong Chow and Noah Eliot Vanderhoeven
The authors say the ad captures two troubling trends: routine sexualization of women's bodies in digital media and gambling companies' use of sexual appeal to target young men.
“The ad captures two troubling trends: how routinely women’s bodies are sexualized in digital media and how gambling companies use sexual appeal, and the implied promise of romantic or sexual reward, to target young men.”
Analysis
Where this statement fits
Sydney Sweeney’s Novig "Just Sports" ad draws backlash over sexualizing women’s sport
Novig, a U.S. sports prediction market in which Sydney Sweeney is a strategic partner and equity holder, released a "Just Sports" ad campaign on September 9, 2026, in which Sweeney appears nude or minimally clothed while covering herself with sports equipment. The ad drew public criticism from a number of female athletes, who said it sexualizes women’s sport; Novig’s CEO and at least one columnist publicly disputed that characterization.
Source and context
Analysis
About this source
The article is jointly written by Samantha Jones, Jamie Hong Chow and Noah Eliot Vanderhoeven. They discuss research on objectification and gambling promotion.
Archived copy (opens in a new tab)Before the quotation
The authors identify Sweeney as a Novig equity partner.
After the quotation
They connect their criticism to research on objectification, gambling and young people's well-being.
How this statement is classified
The label describes this statement's response within the context above.
Why this label?
The matter under scrutiny is Novig's sexualized sports campaign. The co-authors criticize its use of women's bodies and its appeal to young men.
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Norton-Cruz says the ad harms both women and men
“So while sexist marketing like this is harmful to women and girls, it isn’t doing men any favors either.”Read statement
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- Jones and co-authors criticize sexualization and gambling appeals in Novig's ad
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The Dispute Index. "Jones and co-authors criticize sexualization and gambling appeals in Novig's ad". First published: 2026-10-25. Last updated: 2026-10-25. https://disputeindex.com/events/6705-the-authors-say-the-ad-captures-two-troubling