Initiation, influence, and impact: adolescents and parents discuss the marketing of gambling products during Australian sporting matches

Abstract

BackgroundHarmful gambling is a significant public health issue. Alongside the rapid diversification of gambling products, are rapid increases in the marketing for specific types of gambling products, such as online wagering. While concern has been raised about the impact of gambling promotions during sporting matches on the gambling beliefs and behaviours of adolescents, very little research has explored adolescents’ and parents’ attitudes towards the marketing of gambling products within sport.MethodsA qualitative study was conducted with 59 family groups comprising of at least one parent and one adolescent (14–18 years old) in Victoria, Australia. Parents and adolescents were interviewed separately and asked questions relating to their gambling attitudes and behaviours. They were then brought together, and advertising reception techniques were utilised to prompt discussions about the marketing of gambling during sport. A thematic approach to analysis was used, constantly comparing similarities and differences between and across groups.ResultsThree main themes emerged. First, was initiation of sport as a platform for the promotion of gambling. Adolescents perceived that the use of embedded promotions (for example during the match) and the use of athletes in gambling promotions were significant mechanisms for creating an alignment between gambling companies and sporting teams and codes. Second, was the influence of marketing messages in creating a perception that gambling was always accessible, and was an integral part of the sporting experience. Third was the impact of marketing messages on adolescent’s discourses about sport. Parents described that they had noticed that wagering, and ‘odds’ discussions, had become embedded in adolescents narratives about sporting matches.Discussion and conclusionsGambling marketing during sport has significantly increased. While the gambling industry states that it does not aim to intentionally target young people, adolescents are increasingly aware of the relationship between gambling and sport. Future research should explore the impacts and influence of gambling promotions during sport on the gambling attitudes and consumption intentions of adolescents. Effective public health policy is needed to develop comprehensive regulatory frameworks to protect young people from unnecessary exposure to the marketing for this potentially harmful adult product.

Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysis

“…Researchers argue that these types of attention strategies influence children's perceptions that gambling can be easy and can lead to financial rewards. 19,20,23,24 Sproston and colleagues explored the effect of betting advertising on adolescent males, with some adolescents believing that advertising may encourage children to be "future customers". 25(p118) However, this study did not seek to explicitly examine the range of advertising strategies that may specifically appeal to young people.…”

“…However, there are additional strategies within gambling advertising, particularly relating to winning money, that are different to those found in tobacco and alcohol campaigns. Researchers argue that these types of attention strategies influence children's perceptions that gambling can be easy and can lead to financial rewards . Sproston and colleagues explored the effect of betting advertising on adolescent males, with some adolescents believing that advertising may encourage children to be “future customers” .…”

What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian children

“…Recent research has shown that there is significant community support for complete bans of gambling advertising during sporting matches, including at sports stadiums, and strong public agreement that sporting organisations should take more responsibility for the promotion of gambling in sport 5 . While debates surrounding changes and updates to current regulations are ongoing, researchers have sought to identify: a) the range of specific creative strategies within advertisements that may appeal to children and; b) how promotional strategies used by the betting industry may shape the gambling attitudes and consumption intentions of children 10,16,17 …”

“…There have been some attempts to explore the impact of different gambling advertising strategies on children, largely focused on children's recall and interpretation of the messages within advertisements 10,16,17,23,24 . These studies demonstrate that children perceive that advertising depicts gambling as a fun activity, an exciting and easy way to win money, and a form of entertainment 23,25 .…”

Internet-Based Structural Characteristics of Sports Betting and Problem Gambling Severity: Is There a Relationship?

“…In qualitative studies of Australians' sports betting behavior, researchers have posited that the overlapping of sports and sports betting cultures poses a risk (Deans et al 2016b), especially for younger bettors and children who identify betting as a safe way of winning quick money (Pitt et al 2016). Research into online sports betting, as opposed to more traditional forms of offline betting, suggests that online sports bettors perceive their gambling as more determined by their own skills, knowledge, and analysis and less by chance or luck (Gordon et al 2015).…”