Recently, there’s been quite a buzz around you, RiceGum, and some other creators promoting a website called Mystery Brand. This article aims to shed light on the situation. For those unfamiliar, Mystery Brand is a site where you can spend money—ranging from a few dollars to hundreds—to open a virtual box with the chance of winning prizes. The pricier the box, the better the potential rewards, with some prizes supposedly worth millions and others worth very little. Essentially, this is a form of gambling.
The main issue here is that you, Jake, and other YouTubers promoting this site have very young audiences. Let’s cut to the chase: many videos have already highlighted the problematic aspects of Mystery Brand. The core concern is addiction, a serious issue that can affect anyone.
Addiction often starts with a significant dopamine rush, which is why it can be so addictive. Over time, the brain and body adapt, leading to a need for more of the substance to feel the same effects. This can cause a loss of control and compulsive behavior, even when facing negative consequences. Quitting can lead to withdrawal symptoms, causing lasting changes in the brain.
In 2013, the American Psychiatric Association reclassified gambling addiction, placing it alongside substance-related disorders. This means gambling disorders are now seen as similar to alcohol and drug addictions. Research shows that gambling can trigger brain responses similar to drug use, with dopamine being released during both wins and near-wins. This creates a feedback loop that can lead to compulsive gambling behavior.
Studies indicate that gamblers experience impairments in brain regions similar to those seen in individuals with substance dependence, particularly in areas controlling emotional processing, attention, and decision-making—regions still developing in teenagers. While some people can gamble responsibly, young individuals are at a higher risk for addiction due to their developing brains. This is why most governments restrict gambling to adults, similar to alcohol and recreational drugs.
The consequences of gambling can have real, long-term effects on young people, especially while their brains are still forming. Mystery Brand’s website states that its services are prohibited for those under 13 or those who haven’t reached the age of majority, usually 18. Given that your audience is often much younger, this raises concerns about compliance with their terms and YouTube’s guidelines.
YouTube’s ad policies require gambling ads to provide information about responsible gambling and not target minors. However, Mystery Brand lacks such a landing page, and you’ve acknowledged that your audience consists mainly of minors. Would you promote alcohol consumption as enthusiastically to your audience? It’s not that promoting these products is inherently wrong, but your audience is significantly younger.
While branded integrations are common, the nature of this promotion raises questions, especially given YouTube’s terms and Mystery Brand’s legal guidelines. Should you have known all this? Perhaps not, but now you do. Studies show that YouTube celebrities have a significant impact on young people, with 63% of kids aged 13 to 24 saying they would try a brand or product recommended by a YouTube creator.
You have the opportunity to make a positive change. A simple step would be to remove the video, as others have done, to prevent further influence on your audience.
Thank you for considering this, Jake. Also, we don’t actually know Jake Paul, so if you want to share this for a little education, that would be appreciated! And subscribe for more weekly science videos.
Conduct a research project on gambling addiction. Investigate how gambling affects the brain, particularly focusing on dopamine’s role in addiction. Present your findings in a report or presentation, highlighting the similarities between gambling addiction and substance-related disorders.
Participate in a class debate on whether influencers like Jake Paul should be held accountable for promoting products to young audiences. Prepare arguments for both sides, considering the impact of their influence and the ethical implications of their endorsements.
Create a short educational video explaining the risks of gambling, especially for young people. Use animations or graphics to illustrate how addiction develops and the potential consequences. Share the video with your peers to raise awareness.
Analyze the advertising strategies used by Mystery Brand and similar websites. Discuss how these strategies target young audiences and the psychological tactics employed to encourage spending. Write a critical essay on your findings.
Engage in a role-playing activity where you act as an influencer deciding whether to promote a controversial product. Consider the ethical dilemmas and potential impacts on your audience. Reflect on your decision-making process and share your thoughts with the class.
Dear Jake Paul,
There has been a lot of controversy lately surrounding you, RiceGum, and a handful of other creators promoting a website called Mystery Brand. This video will be a bit different. For those who don’t know, Mystery Brand is a website where you can pay money—anywhere from a few dollars to hundreds of dollars—to open a digital box and potentially win prizes. The more expensive the box, the higher the potential rewards, with some prizes allegedly being worth millions of dollars and others being worth next to nothing. This is essentially a form of gambling.
The controversy arises because you, Jake, and other YouTubers promoting this have extremely young audiences. I’ll get straight to the point, as other videos have already done a good job of addressing the concerning aspects of the entire situation with Mystery Brand.
Addiction is a serious issue. In many instances of substance abuse, the initial use can provide a significant dopamine rush, which is why they can be so addictive. However, with long-term use, the brain and body adapt, often leading to a need for more of the substance to achieve the same effect. This can result in a loss of control and compulsive behavior, despite negative consequences. Additionally, stopping the substance can lead to withdrawal symptoms, contributing to lasting changes in the brain.
In 2013, the American Psychiatric Association reclassified gambling addiction, placing it in the same category as substance-related disorders. This means that gambling disorders are now considered much more similar to alcohol and drug addictions than to other types of disorders.
Research shows that gambling can trigger similar brain responses as drug use, with dopamine being released during both winning and near-winning scenarios. This creates a feedback loop that can lead to compulsive gambling behavior. Studies indicate that there are impairments in brain regions of gamblers similar to those seen in individuals with substance dependence, particularly in areas that control emotional processing, attention, and decision-making—regions that are still developing in teenagers.
While some individuals can gamble responsibly, many young people are at a higher risk for addiction due to their developing brains. This is why most governments restrict the age for gambling, similar to alcohol and recreational drugs. The consequences of gambling can have real, long-term effects on young people, especially while their brains are still forming.
Mystery Brand’s own website states that its services are strictly prohibited for individuals under 13 or those who have not reached the age of majority, which is typically 18 in most places. Given that your audience is often much younger, this raises concerns about compliance with their terms and YouTube’s guidelines. YouTube’s ad policies state that gambling ads must provide information about responsible gambling and should never target minors. However, Mystery Brand lacks such a landing page, and you have acknowledged that your audience consists primarily of minors.
Would you promote alcohol consumption as enthusiastically to your audience? It’s not that promoting these products is inherently wrong, but your audience is significantly younger.
While branded integrations are common, the nature of this particular promotion raises questions, especially given YouTube’s terms and Mystery Brand’s legal guidelines. Should you have known all this? Perhaps not, but now you do. Studies indicate that YouTube celebrities have a substantial impact on young people, with 63% of kids aged 13 to 24 saying they would try a brand or product recommended by a YouTube creator.
You have the opportunity to make a positive change. A simple step would be to remove the video, as others have done, to prevent further influence on your audience.
Thank you for considering this, Jake. Also, we don’t actually know Jake Paul, so if you want to share this for a little education, that would be appreciated! And subscribe for more weekly science videos.
Addiction – A psychological and physical inability to stop consuming a chemical, drug, activity, or substance, despite it causing harm. – Many teenagers struggle with addiction to social media, which can impact their mental health and academic performance.
Gambling – The act of risking money or valuables on an event with an uncertain outcome, with the primary intent of winning additional money or material goods. – Gambling can become a serious problem if individuals are unable to control their betting habits, leading to financial and emotional distress.
Dopamine – A neurotransmitter in the brain that plays a major role in reward-motivated behavior and the feeling of pleasure. – Activities like exercise and listening to music can increase dopamine levels, enhancing mood and motivation.
Influence – The capacity to have an effect on the character, development, or behavior of someone or something. – Peer influence can significantly affect teenagers’ choices, often leading them to adopt behaviors similar to their friends.
Responsibility – The state or fact of having a duty to deal with something or of having control over someone. – Taking responsibility for one’s actions is crucial in developing a mature and accountable personality.
Consequences – The results or effects of an action or condition, often considered in terms of their impact on future events. – Understanding the potential consequences of their decisions helps teenagers make more informed choices.
Emotional – Relating to a person’s feelings, often involving a strong reaction or response. – Emotional intelligence is important for managing relationships and handling interpersonal situations effectively.
Decision-making – The cognitive process of selecting a course of action from among multiple alternatives. – Effective decision-making requires evaluating the potential outcomes and considering both short-term and long-term effects.
Teenagers – Individuals aged between 13 and 19 years, often characterized by significant physical, emotional, and social development. – Teenagers face unique challenges as they transition from childhood to adulthood, navigating complex social dynamics and identity formation.
Compliance – The act of conforming to a request or demand, often influenced by social pressure or authority. – In social psychology, compliance is studied to understand how individuals respond to direct requests from others.
