Young people’s and adults’ awareness of gambling advertising and sponsorship in sport in the UK

View Open Access Article View Snapshot Back to Search Results

snapshot summaries

Author(s): Djohari, Natalie ; Weston, Gavin ; Cassidy, Rebecca ; Wemyss, Martyn ; Thomas, Samantha L.

Journal: Harm Reduction Journal

Year Published: 2019

Date Added: August 13, 2019

Policies in the UK ban most gambling advertisements from airing on television during the day before 9 pm. However, sports betting advertisements and gambling brand logos are still on television during live sporting events. Therefore, young people who watch sports can see these gambling ads and promotions. This study aimed to understand young people’s and adults’ awareness of gambling brands in relation to sport.

The majority of participants reported seeing gambling advertisements on television and other technology/screens. About half of young people and two thirds of adults could name at least one gambling brand. Additionally, about two thirds of young people and adults correctly matched at least one gambling brand logo with the football team that it sponsors. Boys and young people who frequently watched football on television were able to name more gambling brands and match their logos to the correct teams. Finally, most young people and adults thought betting was a normal part of sport. Therefore, young people are aware of gambling brands and see gambling ads during sporting events despite the current restrictions on gambling advertising in the UK.

Citation: Djohari, N., Weston, G., Cassidy, R., Wemyss, M., & Thomas, S. (2019). Recall and awareness of gambling advertising and sponsorship in sport in the UK: A study of young people and adults. Harm Reduction Journal, 16. https://doi.org/10.1186/s12954-019-0291-9

Article DOI: https://doi.org/10.1186/s12954-019-0291-9

Keywords: advertising ; children ; sponsorship ; sports betting ; youth

Topics: Children and Youth ; Gambling Exposure ; Information for Operators ; Priority Populations ; Sports Betting

Conceptual Framework Factors: Gambling Types ; Exposure - Marketing and Messaging ; Psychological Factors ; Psychological - Lifespan Development ; Gambling Exposure

Response Rate: N/A

Study Design: Mixed Methods

Study Population: Young people (ages 8 to 16 years old, mean age = 10.42 years old) and adults (mean age = 43.93 years old)

Sampling Procedure: Researchers recruited a convenience sample of family groups that had at least one young person (age 8-16 years old) and at least on adult (typically a parent or carer for the young person). Participants were recruited across six outdoor events, including young people’s football tournament run by a junior football club, three community festivals, a family car boot sale, and a primary school family camping event.

Study Funding:

This research was supported by a Research and Enterprise Committee impact grant from Goldsmiths.

Declaration:

ST currently receives funding for gambling research from the Victorian Responsible Gambling Foundation and the Australian Research Council Discovery Grant Scheme. In the last 5 years, she has received travel funding for conference presentations from the European Commission, Beat the Odds Wales, and the ACT Gaming and Racing Commission.

RC has, in the past 3 years, received travel expenses from government departments and from organisations which derive their funding from government departments (including through hypothecated taxes on gambling) including the University of Helsinki Centre for Research on Addiction, Control and Governance; the Alberta Gambling Research Institute; the New Zealand Ministry of Health; the New Zealand Problem Gambling Foundation; and The Gambling and Addictions Research Centre at Auckland University of Technology.

The other authors declare that they have no competing interests.