Gambling operators’ investments in advertising has increased in recent years, with most investments directed towards promoting online gambling. As young adults are the primary consumers of online gambling, they are likely targeted by these advertisements.
The current study aimed to discover factors that underly young adults’ perceptions of the influence of gambling advertisements. A total of 936 young adults aged 18–35 years living in Spain completed an online survey. All participants had previous exposure to gambling advertisements. In the survey, they reported on the perceived effectiveness of advertisements in encouraging gambling and their attitudes towards such advertisements.
Most participants (84%) believed that gambling advertisements encourage gambling behaviours. Four factors contributed to this belief: (1) credibility of gambling advertising as transparent, responsible, and honest; (2) effects of advertising on self-control; (3) knowledge of gambling opportunities and platforms through advertising; and (4) attention, or lack thereof, given to gambling advertisements.
