Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

Abstract

Background Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon. Methods A rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising. Results Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising. Conclusions Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349].

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

“…This research contributes to the further understanding of gambling advertising in other countries among this cohort group beyond the UK and Australia, as suggested by Torrance et al (2021a). This is important, given this group's relevance to the gambling industry (Suh et al 2017).…”

“…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).…”

“…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). This phenomenon is not limited to Sweden, with increased marketing spend by gambling companies in countries like Australia and the United Kingdom (UK), highlighting the importance of this topic both in society and to Generation Y (Miller 2018;Torrance et al 2021a, b). Generation Y consumers, born between 1977and 1994(Noble et al 2009, are increasingly engaging in online gambling.…”

“…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.…”