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Television gambling advertisements : Extent and content of gambling advertisements with a focus on potential high-risk commercial messages

Håkansson, A. LU and Widinghoff, C. LU (2019) In Addictive Behaviors Reports 9.
Abstract

Background: In problem gambling, recent years have seen an expansion of online gambling in treatment-seeking patients. Television advertising may promote risky gambling, and this study aimed to assess gambling-related advertisements, with respect to potentially risky messages, in a country with high rates of online gambling among treatment seekers, for online casino particularly in treatment-seeking women. Methods: A total of 144 h in six commercial television channels were studied with respect to frequency, extent and content of gambling-related advertisements, which were analyzed with respect to potentially risky messages and specific target groups, and compared with respect to legal status of gambling companies and for online casino... (More)

Background: In problem gambling, recent years have seen an expansion of online gambling in treatment-seeking patients. Television advertising may promote risky gambling, and this study aimed to assess gambling-related advertisements, with respect to potentially risky messages, in a country with high rates of online gambling among treatment seekers, for online casino particularly in treatment-seeking women. Methods: A total of 144 h in six commercial television channels were studied with respect to frequency, extent and content of gambling-related advertisements, which were analyzed with respect to potentially risky messages and specific target groups, and compared with respect to legal status of gambling companies and for online casino gambling vs other gambling types. Aspects to analyze were elected theoretically and based on acceptable inter-rater agreement between the authors. Results: Nineteen percent (11–28% across different channels) of advertisements promoted gambling, with online casino being by far the most common type of gambling exposed. Messages promoting ease to gamble (including bonuses and rapid cash-out messages) and a female focus were significantly more common in online casino gambling and in non-licensed companies, whereas sports-related messages were more common in licensed companies. Gambling-related advertisements were also common in relation to family movies, and appeared even during children's programs. Conclusions: Online casino was by far the most common type of televised gambling advertisements. Several risky messages were identified, and female gender, as well as messages promoting the rapidity and facility of gambling, were more commonly addressed by online casino companies. Public health aspects are discussed.

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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Addictive Behaviors Reports
volume
9
publisher
Elsevier Ltd
external identifiers
  • scopus:85064246870
ISSN
2352-8532
DOI
10.1016/j.abrep.2019.100182
language
English
LU publication?
yes
id
5009bbd6-bd65-42bc-a69e-ff12a697dbe3
date added to LUP
2019-04-24 13:16:48
date last changed
2019-05-21 04:20:53
@article{5009bbd6-bd65-42bc-a69e-ff12a697dbe3,
  abstract     = {<p>Background: In problem gambling, recent years have seen an expansion of online gambling in treatment-seeking patients. Television advertising may promote risky gambling, and this study aimed to assess gambling-related advertisements, with respect to potentially risky messages, in a country with high rates of online gambling among treatment seekers, for online casino particularly in treatment-seeking women. Methods: A total of 144 h in six commercial television channels were studied with respect to frequency, extent and content of gambling-related advertisements, which were analyzed with respect to potentially risky messages and specific target groups, and compared with respect to legal status of gambling companies and for online casino gambling vs other gambling types. Aspects to analyze were elected theoretically and based on acceptable inter-rater agreement between the authors. Results: Nineteen percent (11–28% across different channels) of advertisements promoted gambling, with online casino being by far the most common type of gambling exposed. Messages promoting ease to gamble (including bonuses and rapid cash-out messages) and a female focus were significantly more common in online casino gambling and in non-licensed companies, whereas sports-related messages were more common in licensed companies. Gambling-related advertisements were also common in relation to family movies, and appeared even during children's programs. Conclusions: Online casino was by far the most common type of televised gambling advertisements. Several risky messages were identified, and female gender, as well as messages promoting the rapidity and facility of gambling, were more commonly addressed by online casino companies. Public health aspects are discussed.</p>},
  articleno    = {100182},
  author       = {Håkansson, A. and Widinghoff, C.},
  issn         = {2352-8532},
  language     = {eng},
  publisher    = {Elsevier Ltd},
  series       = {Addictive Behaviors Reports},
  title        = {Television gambling advertisements : Extent and content of gambling advertisements with a focus on potential high-risk commercial messages},
  url          = {http://dx.doi.org/10.1016/j.abrep.2019.100182},
  volume       = {9},
  year         = {2019},
}