Researching the marketing techniques of gambling operators can be difficult due to limited internal data being accessible. Therefore, empirical studies on gambling ads tend to take an interpretative approach when conducting their investigations.
Studies have revealed that casino advertising often glorifies gambling through glamorisation, using demographic targeting techniques. Multiple studies have also pointed out a lack of responsible gambling or harm-reduction content within gambling ads.
Themes
Advertising-sponsored gambling can have serious repercussions for public health (Binde & Romild, 2019; Clemens et al., 2017; Felsher et al., 2004; Hanss et al., 2015).
This study conducted an investigation of gambling advertisements across six commercial TV channels. Of 67 advertisements identified for analysis by this first author after full content analysis, 34 were selected for further examination by him as being indicative of gambling advertisements in these channels. Selection criteria were set so as to include an extensive sample of gambling advertisements representing licensed and non-licensed companies, and different gambling types. Results confirmed Hypothesis 1: exposure to gambling advertising leads to greater involvement with gambling activities. This effect was stronger for Internet advertising than TV, retail, newspaper or direct advertising; however, its effect size fell below practical significance. Furthermore, riskier gamblers reported greater impact from gambling ads than less risky ones.
Attitudes
Casino advertisements come in many forms, from billboards and radio commercials to social media campaigns. Selecting an effective combination of marketing channels can be key for achieving success; different people respond differently to certain appeals so try different approaches until you find what resonates best with your target audience.
In this study, multivariate analysis was employed to explore self-reported impacts of each type of gambling advertising exposure on gambling involvement, awareness and knowledge. Results indicate that gambling advertising impacts are most likely to rise with riskier gambling, while internet and retail outlet ads had less of an effect. Overall, these findings lend partial support to Hypothesis 2, as differences in impact between groups did reach practical significance for some standardized t-tests. Further, gambling advertising was found to have stronger effects on gambling involvement than knowledge; however, their significance was restricted due to relying solely on self-report measures and only considering 34 gambling advertisements for analysis.
Intentions
Due to its cross-sectional design and self-report measures, this study does not permit inference regarding directionality and causality. However, multiple regression analyses revealed statistically significant effects of advertising exposure on gambling involvement, knowledge and awareness – providing support for Hypothesis 1.
A descriptive analysis of gambling advertisements revealed several risky messages, such as those advocating loss of control and those advocating gambling attitudes (focused on high rollers). These risks were predominantly promoted through online casino advertisements; moreover, non-licensed operators often promoted these casino services outside regulatory control – raising public health considerations and possibly clinical implications; these results may show more women may be targeted due to these campaigns, echoing trends seen with female patients seeking treatment for gambling disorder compared with men seeking care; further studies should examine these trends further.
Behavior
Gambling advertising and sponsorships reach a wide audience, with six in 10 people reporting seeing gambling ads or sponsorships at least once every week across traditional and social media such as television, radio, newspapers, billboards, online gambling platforms and contests or sweepstakes.
TV advertising that prompts consumers to spend money gambling is the most prominent form of this type of promotion, followed by ads offering free bets or money from gambling companies, and then by non-licensed operators (e.g. messages that suggest “high rollers” or social status).
Multiple regression analyses demonstrated that reported impact increases with gambling risk/problem gambling and decreases with age and biological sex; this demonstrates these factors’ significant influence on how gambling advertising is received by consumers; however, correlations were weaker than between content and impact; indicating there may be additional influences that impact how this type of advertising is received by them, making it hard to assess which aspects of casino advertising may pose the most risks to health.