Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/32863
Appears in Collections:Faculty of Health Sciences and Sport Research Reports
Title: The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People
Author(s): Critchlow, Nathan
Stead, Martine
Moodie, Crawford
Purves, Richard
Newall, Phillip WS
Reith, Gerda
Morgan, Amber
Dobbie, Fiona
Contact Email: nathan.critchlow@stir.ac.uk
Citation: Critchlow N, Stead M, Moodie C, Purves R, Newall PW, Reith G, Morgan A & Dobbie F (2019) The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People. GambleAware. London. https://about.gambleaware.org/research/research-publications/children-and-young-people/
Keywords: gambling
gambling marketing
content analysis
literature review
children
adolescents
advertising
Issue Date: Feb-2019
Date Deposited: 3-Apr-2020
Abstract: This report has seven main conclusions. First, gambling companies use the full range of ‘paid for’ advertising channels available to promote a variety of gambling brands and forms of gambling. Second, sport (especially football) is a key conduit for gambling marketing and takes a variety of often subtle forms (e.g. television advertising, shirt sponsorship and pitch side advertising). This could further contribute to the normalisation of gambling, especially for children and young people who are more susceptible to marketing and are not fully aware of the complexity of the bets promoted and the potential impact of gambling related harm Third, advertising portrays gambling as an attractive, normal, and positive behaviour, and includes some content which may appeal to children and young people. Fourth, consumer information and messages in advertising appears inadequate, with limitations in the visibility of age restrictions, consumer protection messages, and T&Cs. Indeed, gambling advertising contains little to no information regarding negative outcomes (e.g. losses or potential harms). Fifth, gambling marketing increasingly features extensive, and often complex, information about the gamble and associated offers, which could result in misperceptions of potential wins and risk. Sixth, some advertising contained content which is supposedly prohibited by existing self-regulation, particularly messages which exploit the susceptibilities of young or vulnerable groups. Finally, this study has identified a lack of UK evidence examining the content, reach and effect of gambling marketing. There is an urgent need for longitudinal cohort studies to investigate the causal relationship between gambling marketing and gambling behaviour.
Type: Research Report
URL: https://about.gambleaware.org/research/research-publications/children-and-young-people/
URI: http://hdl.handle.net/1893/32863
Rights: The publisher has granted permission for use of this work in this Repository. Published as 'The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People', conducted for GambleAware: https://www.begambleaware.org/for-professionals https://www.begambleaware.org/for-professionals/research-and-evaluation
Affiliation: Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
Economics
University of Glasgow
University of Stirling
University of Edinburgh
Licence URL(s): https://storre.stir.ac.uk/STORREEndUserLicence.pdf

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