The influence of marketing on the sports betting attitudes and consumption behaviours of young men: implications for harm reduction and prevention strategies

Abstract

BackgroundGambling can cause significant health and social harms for individuals, their families, and communities. While many studies have explored the individual factors that may lead to and minimise harmful gambling, there is still limited knowledge about the broader range of factors that may contribute to gambling harm. There are significant regulations to prevent the marketing of some forms of gambling but comparatively limited regulations relating to the marketing of newer forms of online gambling such as sports betting. There is a need for better information about how marketing strategies may be shaping betting attitudes and behaviours and the range of policy and regulatory responses that may help to prevent the risky or harmful consumption of these products.MethodsWe conducted qualitative, semi-structured interviews with 50 Australian men (aged 20–37 years) who gambled on sports. We explored their attitudes and opinions regarding sports betting marketing, the embedding of marketing within sports and other non-gambling community environments, and the implications this had for the normalisation of betting.ResultsOur findings indicate that most of the environments in which participants reported seeing or hearing betting advertisements were not in environments specifically designed for betting. Participants described that the saturation of marketing for betting products, including through sports-based commentary and sports programming, normalised betting. Participants described that the inducements offered by the industry were effective marketing strategies in getting themselves and other young men to bet on sports. Inducements were also linked with feelings of greater control over betting outcomes and stimulated some individuals to sign up with more than one betting provider.ConclusionsThis research suggests that marketing plays a strong role in the normalisation of gambling in sports. This has the potential to increase the risks and subsequent harms associated with these products. Legislators must begin to consider the cultural lag between an evolving gambling landscape, which supports sophisticated marketing strategies, and effective policies and practices which aim to reduce and prevent gambling harm.

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

“…The use of technology, as well as messages that gambling enhances social success and winning, and that risks may be reduced via “cash back” or “refund” offers, may be potentially harmful for children who do not have the same ability as adults to criticise or question the messages they see in marketing promotions. However, it should be noted that these types of “risk reducing” promotions also appear to have an impact on young adults, with research indicating that young men are incentivised to open multiple betting accounts, or bet on events that they otherwise would not bet on, because of these promotions . Similarly, research with children suggests that these types of promotions influence children's intentions to gamble as adults .…”

“…However, it should be noted that these types of "risk reducing" promotions also appear to have an impact on young adults, with research indicating that young men are incentivised to open multiple betting accounts, or bet on events that they otherwise would not bet on, because of these promotions. 25,32 Similarly, research with children suggests that these types of promotions influence children's intentions to gamble as adults. 6 These are types of promotional tactics that have not been observed in other areas of health, and should be a particular focus of regulatory efforts aimed to protect children from promotions that may intentionally or unintentionally "educate" and influence children about gambling products and technologies.…”

Frequency, duration and medium of advertisements for gambling and other risky products in commercial and public service broadcasts of English Premier League football

“…The argument that advertising has contributed to what has been referred to as a 'normalization' of gambling, particularly among young people, has been made in Australia (Deans et al 2017 and the US (Sklar and Derevensky 2010), as well as in the UK and Spain (Lopez-Gonzalez, Guerrero-Solé and Griffiths 2017). The idea was also apparent among parents in the UK whose children watched sport, and football in particular:…”

Can Positive Social Perception and Reduced Stigma be a Problem in Sports Betting? A Qualitative Focus Group Study with Spanish Sports Bettors Undergoing Treatment for Gambling Disorder

“…The rapid development of online sports betting in many jurisdictions worldwide is likely to have altered its social perception as a leisure activity that in some cases could cause harm, as opposed to more benign views of sports betting as a lenient form of gambling (Deans, Thomas, Daube, Derevensky, & Gordon, 2016;Deans, Thomas, Derevensky, & Daube, 2017). The changes in the way the public perceives sports betting could have many consequences, not least the barriers for problem identification and help-seeking.…”