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Gambling advertising: a critical research review

Author: P. Binde Published: December 2014
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Summary

This report by Per Binde from the University of Gothenburg and Responsible Gambling Trust, commissioned by GambleAware, reviews research on gambling advertising, focusing on its impact on problem gambling. It evaluates existing studies and recommends priorities for future research.

Topics covered

  • volume and efficiency of gambling advertising
  • impact of advertising on problem gambling
  • content and messages in gambling advertisements
  • ethical considerations of gambling promotion

Key findings

The impact of gambling advertising on problem gambling is likely relatively small, but not negligible. More research is needed on how advertising messages relate to risk factors for problem gambling.
The report finds promoting responsible marketing could benefit both consumer protection and the long-term sustainability of the gambling industry.

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