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Gambling is commonly featured in movies, television shows, and news outlets. These forms of media often present gambling in a positive way, which can influence audiences’ attitudes toward gambling participation. The ads try to make gambling appear fun and inviting. For example, ads for sports betting often link betting with male bonding and the love of sports. New sponsorships and social media marketing campaigns are replacing traditional ads and may be able to reach a wider audience.
Advertising is very important to gambling companies in a competitive marketplace. It helps them to attract new customers and to encourage existing customers to gamble more. The effectiveness of ads is often measured by the profits of gambling venues, although there is debate over the impact marketing has on gambling behaviour. Some research suggests that at the individual level marketing does influence how people feel about gambling. For example, there are places in Sweden where, despite an increase in gambling ads, gambling participation still decreases. This concept is referred to as “advertising fatigue”.
Other studies have found that ethnicity and the severity of gambling problems can have an impact on a person’s attitude towards gambling. People who have gambling problems often report that gambling ads influence their opinions. There is currently no research that examines the impact that gambling ads have at the population level.
Download the two-page Gambling Exposure Factor summary (PDF)
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Download the Gambling Exposure Factor section from the Conceptual Framework of Harmful Gambling (PDF)
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