A recent large-scale survey involving nearly 4,800 active gamblers aged 18 to 70 revealed that people with gambling problems are more likely to report being affected by gambling advertising, especially in terms of changes to their attitudes, interests and behaviours.
The study sought to explore how gambling advertising is perceived and how it potentially influences player behaviour. The survey featured an average age of 47, with 57% identifying as male. Fieldwork was completed in summer 2021, and participants were recruited from a single online panel.
Three self-reported dimensions of advertising impact were covered; effects on gambling-related attitudes, interests and behaviours; awareness of gambling advertising; as well as understanding of different gambling types and providers.
Gambling problems were screened according to DSM-5 criteria, categorising participants as unproblematic (0 criteria), risky (1–3), or disordered gamblers (4 or higher).
Vulnerable players ramp up playing in light of gambling advertising
Across all three areas, respondents flagged to have a gambling disorder more frequently reported that gambling advertising affected them, compared to those not designated as vulnerable players.
The most significant association was found in the “involvement” dimension. This indicated advertising plays a role in changing attitudes or behaviours around gambling among vulnerable individuals.
Those meeting the criteria for problem gambling were significantly more likely to report advertising effects. Notably, 36.5% of vulnerable gamblers agreed with the statement: “I tend to play after seeing gambling advertising”. This compared with only 8% of unproblematic gamblers.
Involvement was strongly linked with gambling problems. Multivariate models controlling for age and sex showed higher involvement scores were the strongest predictors of gambling problems. Each category increase in involvement raised the odds of any DSM-5 symptom by a multiple of 3.8 and disordered gambling by 4.8x.
Independent of advertising effects, men and younger participants consistently had higher odds of gambling problems. Men had approximately 1.4x higher odds for any gambling symptom and 1.7x to 1.8x for problem gambling. Older age reduced the likelihood of gambling harm.
While the study did not break down results by specific advertising channels, the authors referenced prior research indicating the impact of internet and social media advertising. They seemed particularly tied to involvement, whereas television was linked more to awareness and knowledge.
The global impact
The authors suggested that tighter restrictions on advertising could help reduce exposure. This is particularly to protect people with gambling problems and younger demographics who are at greater risk. Advertising appears to selectively influence vulnerable groups, which raises concerns about its broader impact.
Concerns about the potential impact of advertising on vulnerable audiences have also been raised internationally. Research cited by GambleAware found that celebrity-fronted gambling advertisements are particularly appealing to children and young people.
Last month, the Brazil senate pushed through a bill to ban gambling advertising. This was followed closely by Mexico’s endeavours to emulate a watershed ban on gambling advertising.
Original article: https://igamingbusiness.com/sustainable-gambling/problem-gambling/surge-in-gambling-advertising-in-germany-linked-to-vulnerable-players/
