Young people’s attitudes and experiences with sport betting advertisement

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Author(s): Nyemcsok, Christian ; Thomas, Samantha L. ; Bestman, Amy ; Pitt, Hannah ; Daube, Mike ; Cassidy, Rebecca

Journal: Journal of Behavioral Addictions

Year Published: 2019

Date Added: May 16, 2019

This study explored youth’s awareness and recall of sports betting brands, perceptions of marketing messages, and their intention to gamble after turning 18. The researchers recruited 111 youth, aged 11-16, from three community basketball stadiums. The results revealed that the majority of young people had high recall and awareness of sports betting advertising. They knew the colours and specific appeal strategies that specific gambling brands used. About one-fifth said they would gamble after turning 18. Inducements, such as money back and sign-up offers, were chosen as influential strategies that could encourage people to gamble. Some youth critically engaged with the advertising that they saw and challenged the idea that gambling could lead to financial gain.

Citation: Nyemcsok, C., Thomas, S. L., Bestman, A., Pitt, H., Daube, M., & Cassidy, R. (2018). Young people’s recall and perceptions of gambling advertising and intentions to gamble on sport. Journal of Behavioral Addictions 7(4), 1068–1078. https://doi.org/10.1556/2006.7.2018.128

Article DOI: https://doi.org/10.1556/2006.7.2018.128

Keywords: adolescents ; advertising ; awareness ; community attitudes ; gambling promotions ; marketing ; media ; sports ; sports betting ; youth

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

Conceptual Framework Factors: Gambling Types ; Exposure - Marketing and Messaging ; Environment - Socio-Political Environment ; Cultural - Socio-cultural Attitudes ; Resources - Harm Reduction, Prevention, and Protection ; Psychological - Lifespan Development ; Types - Motivational Characteristics ; Gambling Exposure

Response Rate: N/A

Study Design: Observational: Cross-sectional

Geographic Coverage: Australia, Victoria

Study Population: 111 youth who were between 11 to 16 years old (59.5% male, average age = 12.9).

Sampling Procedure: Participants were recruited via convenience and purposive sampling techniques from three community basketball stadiums between May – July 2018. Young people and their parents/guardians were approached by a research team member about the study when at the stadium. Purposive sampling was used to recruit girls to participate in the study.

Study Funding:

This research was funded by a research support account held by Samantha L. Thomas.