Gambling Marketing from 2014 to 2018: a Literature Review

Newall, Philip W. S.; Moodie, Crawford; Reith, Gerda; Stead, Martine; Critchlow, Nathan; Morgan, Amber; Dobbie, Fiona

doi:10.1007/s40429-019-00239-1

Cited by 98 publications

(82 citation statements)

References 56 publications

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“…This aligns with the qualitative data theme of cynicism about the gambling industry, particularly participants' perceptions that industry advertising targets poorer populations who may be more susceptible to the false hope of escaping desperate socioeconomic situations. Recent studies on the impact of marketing indicate that riskier gamblers are more attuned to and thus impacted by advertising [for example ( 15 )], although Browne et al ( 16 ) found this effect across all types of gamblers. The density mapping data would also appear to confirm the notion of high environmental risk, with clusters of LGOs and FOBT machines disproportionately high in these areas.…”

Section: Discussionmentioning

confidence: 99%

“…These factors should be considered as potentially important contextual drivers of harm. This is further reflected in the rapidly changing environment in terms of advertising exposure and its impact that is being highlighted within the international literature, specifically on young people ( 14 ) and gambling populations more generally [for example, ( 15 , 16 )].…”

Section: Introductionmentioning

confidence: 99%

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Gambling Harm as a Global Public Health Concern: A Mixed Method Investigation of Trends in Wales

John

Holloway

Davies

et al. 2020

Front. Public Health

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Background: Recent research evidence has suggested that gambling is a public health concern. A number of studies report the association between gambling activity and increased instances of various other harms, including substance misuse and psychological disorders. In parallel to alcohol misuse, it is also becoming clear that gambling related harm is more of a continuum of harm, as opposed to traditionally accepted categorisations of gambling behavior: safe and responsible or "problem" and harmful. Previous effective treatment models for alcohol misuse have considered a public health approach to develop interventions. As such, the current research seeks to use a public health approach to both investigate the extent of gambling harm across Wales, and to identify upstream predictors of harm to inform future interventions. Method: A triangulation of data collection methods was utilized across Wales, UK. Two hundred and forty-eight participants completed a quantitative survey relating to gambling behavior and related harm, which included the Problem Severity Gambling Index, the Gambling Commission measure of frequency, The Gambling Motives Questionnaire and the Fast Alcohol Screening tool. Ninety-eight of these participants completed a qualitative subsection. Structured interviews were conducted with 20 individuals from 11 service providers. Semi-structured interviews were conducted for the five case studies of individuals who had previously sought help for gambling. The geographical density and distribution of Licensed Gambling Outlets was also mapped in local areas. Results: The findings provide further evidence of a continuum of gambling related harm. Twenty seven percent of survey participants demonstrate some indicators of risk of gambling harm. Social, cultural and environmental contexts play a role in initiation and maintenance of gambling behavior and the subsequent related harm. Accounts from individuals corroborated the quantitative findings. Conclusions: Findings from this Welsh sample are in line with and add support to the growing international research evidence that gambling harms are a universal issue that cross cultures. It is clear that action is needed by legislators at a policy level and that broadening the focus of intervention to a public health level is necessary to develop effective strategies for harm reduction.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Gambling Harm as a Global Public Health Concern: A Mixed Method Investigation of Trends in Wales

John

Holloway

Davies

et al. 2020

Front. Public Health

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“…The association between GD and exposure to gambling marketing might be explained by disordered gamblers being more attentive to such marketing or being more likely to receive it due to their gambling history, or by exposure to gambling marketing contributing to the development of GD. The self-rated influence of gambling marketing is higher among those with GD and greater influence is typically reported in the form of increased gambling, gambling urges, or thoughts about winning in response to the marketing (Binde, 2014;Newall et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Direct Marketing Experiences Among Individuals With Current and Lifetime Gambling Disorder

et al. 2020

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Gambling providers use varied and complex marketing techniques, including marketing that targets the individual directly. Previous research indicates that individuals with gambling disorder are disproportionately influenced by gambling marketing, however, very few studies have examined gamblers' experiences with direct marketing. The current exploratory interview study examined experiences with direct gambling marketing among 12 individuals with either current (n = 5) or lifetime (n = 7) gambling disorder. A broad research question was employed encompassing experiences with different types of direct marketing and corresponding attitudes, influences, and interactions. The interview data were analyzed with thematic analysis using an inductive approach, and the participants reported extensive and varied experiences with direct marketing. Two overarching themes, with two and four subthemes, respectively, were identified. The overarching themes showed that marketing experiences were intimately connected with participants' gambling behaviors and their relationships to their own problems. Overall, direct marketing was experienced as an interactive form of marketing with individually tailored promotions such as free gambling credits, bonuses, and special gifts. Some promotions were experienced as personal, while others were experienced as mass produced. Direct marketing was in some cases experienced as predatory and was reported to hamper the participants' ability to cope with their gambling disorder. Participants' attitudes toward direct marketing varied as a function of the participants' engagement in gambling. During periods of active gambling, direct marketing was experienced as beneficial and positive as the participants took advantage of the offers or actively manipulated how the offers were made. In contrast, when attempting to reduce/abstain from gambling, the participants experienced direct marketing as aggressive, and they reported making considerable efforts to try to limit it. Direct marketing was experienced as a trigger for gambling urges and was reported to induce a conflict between gambling and abstinence. Directly marketed promotions are discussed in relation to ecological factors of access and availability that form a basis for the development of gambling disorder, and variations in experiences are related to stages of change in gambling disorder. Implications for treatment are discussed where the current findings suggest that coping with marketing should be addressed in treatment.

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“…The landscape of gambling is changing rapidly in both land-based and online environments and gambling marketing, for example, is ubiquitous (Newall et al 2019). Arguably, the growing availability and commercialization of gambling are likely to create an environment in which adolescents are highly exposed to gambling (King et al 2010;Monaghan et al 2008).…”

Section: Introductionmentioning

confidence: 99%

Adolescent Gambling, Gambling Expenditure and Gambling–Related Harms in Finland, 2011–2017

et al. 2019

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Existing literature on recent trends in adolescent gambling is scarce. The rapidly changing landscape of gambling, together with the generally applied legal age limits, calls for the continuous monitoring of gambling also among the adolescent population. In Finland, the legal gambling age is 18. We examined changes in adolescents’ gambling, gambling expenditure and gambling–related harms from 2011 to 2017. Comparable cross-sectional biennial survey data were collected in 2011, 2013, 2015 and 2017 among 12–18-year-olds (N = 18,857). The main measures were self-reported six-month gambling, average weekly gambling expenditure (€) and harms due to gambling. Data were analyzed using cross-tabulations, χ2-tests and linear regression analysis. A significant decline in gambling among minors (aged 12–16-year-olds) was found (β = − 0.253), while no significant changes were observed among 18-year-olds (who are not targeted by the law). The mean gambling expenditure also declined from 2011 to 2017. Adolescent gamblers experienced significantly less (p = .003) gambling–related harms in 2017 (7.4%) compared to 2011 (13.5%). Adolescent gambling and its related negative consequences have become less prevalent in Finland between 2011 and 2017. Further monitoring is necessary to ascertain whether the positive direction will continue. Also, empirical analyses providing evidence of reasons for the observed trend are warranted.

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Gambling Marketing from 2014 to 2018: a Literature Review

Cited by 98 publications

References 56 publications

Gambling Harm as a Global Public Health Concern: A Mixed Method Investigation of Trends in Wales

Gambling Harm as a Global Public Health Concern: A Mixed Method Investigation of Trends in Wales

Direct Marketing Experiences Among Individuals With Current and Lifetime Gambling Disorder

Adolescent Gambling, Gambling Expenditure and Gambling–Related Harms in Finland, 2011–2017

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