Advertising Games of Chance in Adolescents and Young Adults in Spain

Online casinos: advertising and avoidance among Generation Y consumers in Sweden

“…Regarding advertising content, the participants commented on unappealing advertisements, specifically those using animation and too much information during a short time, which put the viewer under cognitive pressure. Wins are promoted in casino advertising as part of the positive framing of the advertising message (Abarbanel et al 2017;Korn et al 2005;Kroon 2021;Torrance, et al 2021a), yet a lack of realism was viewed as deceptive and distasteful, impacting the response to the advertising and the brand (Berndt et al 2019;Labrador et al 2021;Xie et al 2015). Similarly, the promise of rapid payment (cash outs) contributed to negative responses to the advertisement, resulting in disbelief and distrust in the brand, as identified in previous research (Torrance et al 2021b).…”

“…The most common messages in gambling advertisements are gambling wins and bonuses, virtual socialisation, escapism, and gambling as a form of excitement (Deans et al 2016;Gavriel Fried et al 2010;Håkansson and Widinghoff 2019;Korn et al 2005;McMullan and Kervin 2012). Casino advertising tends to show the positive aspects associated with winning (Abarbanel et al 2017;Derevensky et al 2010;Labrador et al 2021) and fun (Sklar and Derevensky 2011), with many adverts showing the ease of access, reflecting a glamourous lifestyle and attractive people (Hing et al 2015(Hing et al , 2017. These messages suggest that it is easy to achieve success, happiness, and wealth through gambling (Binde 2014;Torrance et al 2021b), but do not report the low possibility of winning nor the risks associated with gambling (Gavriel Fried et al 2010).…”

“…Despite the regulation of gambling advertising, it is described as pervasive in modern society, becoming increasingly sophisticated (Binde and Romild 2019;Torrance et al 2021a). Similar to other advertising, gambling advertising has the purpose of building relationships and increasing the time and money spent (Binde 2014;Binde and Romild 2019;Deans et al 2016;Labrador et al 2021). Online casinos have increased their advertising spend by 95% since 2016 (Spel Inspektionen 2019a), with increased frequency and wider reach, thus dominating casino advertising (Håkansson and Widinghoff 2019).…”

“…Research regarding brand avoidance is relatively limited, and research within specific industries is recommended (Berndt et al 2019;Knittel et al 2016). Previous research has analysed gambling advertising (Deans et al 2016;Håkansson and Widinghoff 2019;Korn 2005;Labrador et al 2021;McMullan and Kervin 2012), but research into the advertising strategies used to impact branding, specifically attitudes and behaviours, is limited (Clemens et al 2017;Nyemcsok et al 2018;Torrance et al 2021a). With the increased frequency and advertising spend on casino advertising as well as the lack of research into gambling advertising and the specific advertising components, the purpose of this study was to explore the use of creative strategies in casino advertising and how it contributes to the avoidance of online casinos, particularly among Swedish Generation Y consumers.…”

Maladaptive Cognitions in Adolescents and Young Adults When They Play: The Dysfunctional Cognitions in Gaming Scale (DCG)

“…Five evaluators with psychology degrees independently administered the Gamertest [19], an online evaluation tool that includes all the measurement instruments used in this study. A list of schools from the city of Madrid [20] was segmented by each of the 21 city districts, and type (public, private, or state subsidized school).…”