Gambling advertisements can incite people to gamble and influence gambling behaviour

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Author(s): Tessier, Samantha ; Romo, Lucia ; Gonthier, Corentin ; Zerhouni, Oulmann

Journal: Psychology of Addictive Behaviors

Year Published: 2025

Date Added: January 23, 2026

In this study, the researchers looked at the effects of gambling advertisements on sports betting intention and behaviour. The researchers recruited 1,334 adults living in France who gambled in the past year through Française des Jeux, an online gambling operator. Participants completed online questionnaires. They were then shown 10 different French sports betting advertisements that had run during the study period. For each advertisement, they were asked to recall whether they felt it had encouraged them to gamble and whether it had actually led them to gamble.

About 30% of participants felt that at least one advertisement had encouraged them to gamble, and about 22% actually placed a bet after seeing at least one of the advertisements. Younger age, more severe problem gambling, and difficulties with emotion regulation were consistently related to a higher likelihood of feeling encouraged to gamble and actual gambling after seeing an advertisement.

Citation: Tessier, S., Romo, L., Gonthier, C., & Zerhouni, O. (2025). Betting on influence: The impact of gambling advertising on the attitudes and behaviors of problem gamblers in France. Psychology of Addictive Behaviors. Advance online publication. https://doi.org/10.1037/adb0001102

Article DOI: https://doi.org/10.1037/adb0001102

Keywords: advertising ; betting ; gambling advertisements ; impulsivity ; public health

Topics: Gambling Exposure ; Impulsivity ; Information for Operators ; Public Health

Conceptual Framework Factors: Psychological - Personality and Temperament ; Exposure - Marketing and Messaging ; Psychological Factors ; Resources - Harm Reduction, Prevention, and Protection ; Gambling Exposure

Study Design: Observational: Cross-sectional

Geographic Coverage: France

Study Population: Adults living in France who gambled at least once in the past year (N = 1,334)

Sampling Procedure: A random sample of 15,000 registered customers were sent email invitations through Française des Jeux, an online gambling operator. Data collection occurred in 2021. A total of 2,806 participants were recruited, and the final sample comprised 1,334 participants with usable data.

Study Funding:

Funding was provided by Française des Jeux.