Gambling marketing from 2014 to 2018: a literature review

Newall, P. W.S., Moodie, C., Reith, G. , Stead, M., Critchlow, N., Morgan, A. and Dobbie, F. (2019) Gambling marketing from 2014 to 2018: a literature review. Current Addiction Reports, 6(2), pp. 49-56. (doi: 10.1007/s40429-019-00239-1)

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Purpose of Review: Legislation and technology have led to unprecedented changes in the frequency and content of gambling marketing in many countries. We build upon previous reviews by exploring research on gambling marketing from between 2014 and 2018. Recent Findings: Most literature reviewed was from the UK or Australia, with three key findings identified. First, gambling marketing is highly targeted and ubiquitous around sport, with the most popular strategies being increasing brand awareness, advertising complex financial incentives for participation and advertising complex betting odds. Second, perceptions of gambling advertising, particularly among vulnerable groups (e.g. children, problem gamblers) appear to be influenced by this targeted content. Third, emerging research suggests that awareness of gambling marketing is associated with more frequent and riskier gambling behaviour. Summary: The reviewed literature suggests that gambling marketing is targeted and influences how gambling is perceived, and that it may affect gambling-related behaviours.

Item Type:Articles
Additional Information:The study upon which this review is based was funded by GambleAware, a national charity instructed by government to commission research into gambling in Great Britain. GambleAware is funded through contributions from the gambling industry, but decisions about what research to fund are made by the Responsible Gambling Strategy Board (RGSB), an independent group that provides advice on gambling policy and research to government. In September 2016, the RGSB and GambleAware published a Research Commissioning and Governance Procedure ( which describes how research priorities are set and commissioned, in isolation from the gambling industry.
Glasgow Author(s) Enlighten ID:Reith, Professor Gerda
Authors: Newall, P. W.S., Moodie, C., Reith, G., Stead, M., Critchlow, N., Morgan, A., and Dobbie, F.
College/School:College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
Journal Name:Current Addiction Reports
ISSN (Online):2196-2952
Published Online:06 March 2019
Copyright Holders:Copyright © 2019 The Authors
First Published:First published in Current Addiction Reports 6(2):49-56
Publisher Policy:Reproduced under a Creative Commons License

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