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Report 1: presenting findings from desk based research (literature review; content analysis of gambling advertising and a frequency analysis of sports sponsorship)

Author: N. Critchlow, M. Stead, C. Moodie, R. Purves, K. Angus, A. Morgan, F. Dobbie, P. Newall & G. Reith Published: February 2017
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Summary

This report by the University of Sterling, commissioned by GambleAware, analyses the content, frequency and nature of gambling marketing and advertising in the UK.

Topics covered

  • content and frequency of gambling advertising
  • perceptions of gambling advertising
  • impact of marketing on gambling behaviour

Key findings

Gambling advertising is highly prevalent, especially around sports. The content often portrays gambling as fun and normal while downplaying risks, and some advertising may appeal to children and vulnerable groups.
Consumer protection messages are often not prominent and sports sponsorship provides extensive gambling brand exposure.

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