Adolescent exposure to gambling promotions during televised sport: an exploratory study of links with gambling intentions

Abstract

Young people are exposed to gambling promotions while watching televised sports; however, little research has examined how this influences gambling attitudes and intentions. This paper developed and tested a research model underpinned by the Theory of Reasoned Action and specifically aimed to examine (1) adolescents' exposure and attitudes to, and recall and perceptions of, gambling promotions during televised sport; (2) associations between adolescents' exposure and attitude to these gambling promotions, and their intention to gamble on sports and other gambling activities once of legal gambling age. An online survey was conducted of 131 Australian adolescents. Greater intention to gamble both on sports and non-sports was associated with higher frequency of watching televised sports, and more positive attitudes to gambling operators, to gambling promotions during televised sport and to promotional techniques used. Regression analysis indicated that the strongest predictors of sports betting intention were male gender and a more positive attitude to gambling sponsors and their promotions during televised sport. Strongest predictors of gambling intention were male gender, subjective norms and a more positive attitude to promotion of gambling during televised sport. Findings can inform advertising restrictions for gambling during general television viewing times, and health promotion messages countering promotion of gambling to adolescents.

Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysis

“…It is then a concern that exposure to advertisements which contain strategies that appeal to children could play a role in positively shaping their sports betting attitudes and consumption intentions . Given the alignment of gambling promotions with major sporting codes, we would also suggest that children who are fans of sport and actively watch televised sport may be additionally impacted due to their high levels of exposure to this advertising . This study has demonstrated the need for future research with children which explores how children respond to betting advertising and if any of the advertising strategies have particular appeal for children, and how this appeal may be shaping children's attitudes.…”

“…13,14 Given the alignment of gambling promotions with major sporting codes, we would also suggest that children who are fans of sport and actively watch televised sport may be additionally impacted due to their high levels of exposure to this advertising. 5,29 This study has demonstrated the need for future research with children which explores how children respond to betting advertising and if any of the advertising strategies have particular appeal for children, and how this appeal may be shaping children's attitudes. Given the potential for betting advertisements to appeal to children, it is also important for governments to remove regulatory loopholes which allow the promotion of gambling products during children's viewing hours.…”

Unhealthy sponsorship in sport: a case study of the AFL

“…In 2014, a study found that a greater intention to bet on sports and to gamble was associated with having more positive attitudes towards gambling sponsors, to seeing the promotion of gambling during televised sport, and to the promotional techniques used. More than half of adults and two‐fifths of adolescents could also recall at least one gambling brand after watching televised sport 28 . A study exploring the increasing marketing of the sports and race betting industry including the impact of this marketing on gambling behaviour found that adolescents are exposed to higher levels of sports betting advertising than adults 29 .…”

Behavioral complexity of British gambling advertising

“…Gambling advertising increases public acceptance of gambling (Parke, Harris, Parke, Rigbye, & Blaszczynski, 2015). Gambling advertising around sporting events helps to normalize gambling amongst children and adolescents (Hing, Vitartas, Lamont, & Fink, 2014), and gambling adverts prompt a large percentage of young people to gamble (J. Derevensky, Sklar, Gupta, & Messerlian, 2010).…”