Wagering Advertisements and Inducements: Exposure and Perceived Influence on Betting Behaviour

Av: Hing, Russell, Thomas & Jenkinson
Publicerad: 2019
Kategorier: Reklam och marknadsföring
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Abstract:
A proliferation of wagering advertising has raised concerns about its effects, especially on vulnerable gamblers. This study examined exposure to wagering advertisements and inducements, and their reported influence on the size, frequency and riskiness of bets placed—amongst regular bettors and by gambler risk group. An Ecological Momentary Assessment design minimised recall bias. After completing a baseline survey, 722 regular bettors completed up to 15 surveys administered on 5 days per week over three non-consecutive weeks. Data were analysed for the 316 race bettors and 279 sports bettors completing at least one survey. The results indicate that regular bettors have almost daily exposure to wagering advertising, including for inducements. The most frequently seen and influential advertisement types were direct messages (emails, texts and/or phone calls from wagering operators, which, in Australia, bettors are automatically opted-into when opening a betting account) and advertisements on betting websites or apps. Participants reported the most influential inducements to be: stake-back offers, multi-bet offers, match your stake or deposit offers, better odds/winnings inducements, happy hours, rewards programs, and cash out early offers. The findings indicate that wagering advertisements, including for inducements, are likely to be having powerful effects on regular bettors. On each day that respondents saw these advertisements (most days for most advertisement types), substantial minorities reported increased size and frequency of betting. Results did not vary by gambler risk group. Understanding which types of wagering advertising are associated with most gambling-related harm can inform advertising regulations, targeted public health interventions, and future research.