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The effect of marketing and advertising on children, young people and vulnerable people: Quantitative Research Report

Author: A. Macgregor, C. Elliot & J. Shields Published: March 2020
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Summary

This report by ScotCen Social Research, commissioned by GambleAware, examines awareness of and engagement with gambling marketing amongst 11 to 24 year olds in Britain, and its association with gambling attitudes and behaviours.

Topics covered

  • prevalence of gambling and problem gambling amongst 11 to 24 year olds
  • awareness of and engagement with different types of gambling marketing
  • influence of family and peers on gambling attitudes and behaviours
  • factors associated with gambling susceptibility and current gambling

Key findings

Higher marketing awareness and engagement were associated with increased gambling susceptibility and current gambling. However, peer and parental gambling had the strongest association with young people's gambling.
The research suggests gambling marketing contributes to normalising gambling amongst youth, but family/peer influences play a major role.

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