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Interim Synthesis Report Executive Summary - The effect of gambling marketing and advertising on children, young people and vulnerable adults

Author: Ipsos MORI Published: July 2019
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Summary

This interim report by Ipsos, commissioned by GambleAware, synthesises findings from multiple research strands examining gambling marketing and advertising in the UK, focusing on exposure and content.

Topics covered

  • volume and frequency of gambling advertising across media channels
  • exposure of children, young people and vulnerable groups to gambling advertising
  • themes and features used in gambling advertising content
  • appeal and potential impact of advertising on target groups

Key findings

Gambling advertising has increased significantly in recent years across multiple channels. While not directly targeted at children and young people, they report high exposure. Recommendations include:
  • better use of technology to limit exposure of vulnerable groups
  • clearer risk warnings
  • reviewing regulations around appeal to young people

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