Young people’s recall and perceptions of gambling advertising and intentions to gamble on sport

Background There has been an increased international policy focus on the factors that may contribute to, and prevent, the normalization of gambling for young people. However, there is still limited research, which investigates the role of advertising in shaping young people’s gambling attitudes and consumption intentions. Methods Mixed methods study of 111 young people aged 11–16 years recruited from community basketball stadiums in Victoria, Australia, between May and July 2018. Interviewer-assisted surveys investigated recall and awareness of sports betting brands, perceptions of promotional strategies, intention to gamble, and reasons for betting on particular sports. Quantitative data were analyzed using descriptive statistics and χ2 tests. Thematic analyses were used to interpret qualitative responses. Results Young people had high recall and awareness of advertising, with most able to name at least one betting brand (n = 90, 81.1%), and many demonstrating a high awareness of the distinct characteristics (such as colors and appeal strategies) of different brands. A fifth of young people (n = 25, 22.5%) expressed intentions to gamble at 18 years, with boys significantly more likely than girls to state they would gamble (χ2 = 10.90, p = .001). Young people perceived that advertising strategies associated with inducement promotions would be the most influential in encouraging individuals to gamble. While many young people took promotions at face value, there was evidence that some were able to critically engage with and challenge the messages within marketing. Discussion and conclusions Current regulatory structures appear to be ineffective in limiting young people’s recall and awareness of gambling advertising. Lessons from tobacco control support the application of precautionary approaches as a more effective way to limit young people’s development of positive gambling attitudes and behaviors

Young people’s awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11–16-year-olds in Australia

Background Research has demonstrated that the promotion of gambling, particularly within sport, may have a significant impact on positively shaping young people’s attitudes towards gambling. While some governments have implemented restrictions to limit young people’s exposure to gambling advertising, few studies have investigated where young people recall seeing gambling advertising, and whether they perceive that advertising restrictions have gone far enough in reducing exposure to these promotions. Method Mixed methods, interviewer-assisted surveys were conducted with n = 111 young people aged 11–16 years, who were self-reported fans of basketball in Victoria, Australia. Interviews were conducted at basketball stadiums between May and July 2018. The study assessed media viewing patterns; recall and awareness of the timing, placement, and content of gambling advertising; the impact of gambling advertising restrictions; and attitudes towards sporting organisations’ roles in the promotion of gambling. Results The majority of young people recalled seeing gambling advertising on television (n = 101, 91.0%), with most recalling advertising within sporting matches or games (n = 79, 71.2%). Most young people recalled seeing gambling advertising in the early evening before 8:30 pm (n = 75, 67.6%). Just over half of young people described seeing gambling advertisements on social media (n = 61, 55.0%), and over a third (n = 40, 36.0%) recalled gambling advertising on YouTube, predominantly before watching sporting or gaming videos. The majority stated that they continued to watch sport after 8:30 pm (n = 93, 83.7%), which is when restrictions on advertising in live sport in Australia end. The majority (n = 88, 79.3%) stated that there were too many gambling advertisements in sport. Three quarters believed that sporting codes should do more to prevent young people from being exposed to advertising for gambling in sport (n = 84, 75.7%). Conclusions There is now a clear body evidence that current regulatory systems for gambling advertising are ineffective, with further restrictions urgently needed across a range of media channels to prevent exposure to promotions that may encourage young people’s interest and involvement in gambling

Young people's reflections on the factors contributing to the normalisation of gambling in Australia

Objectives: To explore young people's perceptions of the factors that may normalise gambling, and their opinions about the messages they see about gambling in their environments. Methods: An analysis of qualitative data from a mixed methods study of n=111 young people aged 11–16 years in Victoria, Australia. Questions investigated: i) the normalisation of gambling in sport; ii) the impact of advertising on young people; and iii) potential strategies to alert young people about the risks associated with gambling. An inductive approach was used to analyse the data. Results: Participants perceived that gambling was a regular and everyday activity and that gambling was becoming normalised in sport. However, some directly challenged this alignment. They were particularly critical that gambling advertising may influence young people's current and future gambling‐related attitudes and intentions. Most participants supported public health interventions, including more advertising restrictions. Conclusion: Young people's awareness of gambling and gambling marketing may be increasing their perceptions of the alignment between gambling and sport

Young people's reflections on the factors contributing to the normalisation of gambling in Australia

Objectives: To explore young people's perceptions of the factors that may normalise gambling, and their opinions about the messages they see about gambling in their environments. Methods: An analysis of qualitative data from a mixed methods study of n=111 young people aged 11–16 years in Victoria, Australia. Questions investigated: i) the normalisation of gambling in sport; ii) the impact of advertising on young people; and iii) potential strategies to alert young people about the risks associated with gambling. An inductive approach was used to analyse the data. Results: Participants perceived that gambling was a regular and everyday activity and that gambling was becoming normalised in sport. However, some directly challenged this alignment. They were particularly critical that gambling advertising may influence young people's current and future gambling‐related attitudes and intentions. Most participants supported public health interventions, including more advertising restrictions. Conclusion: Young people's awareness of gambling and gambling marketing may be increasing their perceptions of the alignment between gambling and sport