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The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People: Qualitative Research Report

Author: A. Macgregor, H. Biggs & J. Shields Published: May 2019
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Summary

This report by ScotCen Social Research, commissioned by GambleAware, examines the impact of gambling marketing on children, young people and vulnerable groups in the UK through qualitative research with focus groups and interviews.

Topics covered

  • awareness and exposure to gambling marketing
  • perceptions of gambling advertising content
  • perceived impact on attitudes and behaviour
  • views on regulating gambling marketing

Key findings

Participants reported high awareness of gambling marketing, finding it difficult to avoid. Many felt it normalised gambling, especially for young people.
While some believed they were not personally influenced, many cited examples of marketing impacting others' gambling behaviour. There was strong support for increased restrictions on gambling advertising.

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