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Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

Jamie Torrance, Bev John, James Greville, Marie O’Hanrahan, Nyle Davies, Gareth Roderique-Davies

BMC Public Health, Volume: 21, Issue: 1

Swansea University Author: Jamie Torrance

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DOI (Published version): 10.1186/s12889-021-10805-w

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Background:Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling...

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Published in: BMC Public Health
ISSN: 1471-2458
Published: Springer Science and Business Media LLC 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa65209
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However, there is limited data on this rapidly evolving phenomenon.Methods:A rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising.Results:Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising.Conclusions:Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. 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The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated in a credit line to the data.</documentNotes><copyrightCorrect>true</copyrightCorrect><language>eng</language><licence>https://creativecommons.org/licenses/by/4.0/</licence></document></documents><OutputDurs/></rfc1807>
spelling v2 65209 2023-12-04 Emergent gambling advertising; a rapid review of marketing content, delivery and structural features de868c4f56d8f5fbecbd686fdbb7b4b5 Jamie Torrance Jamie Torrance true false 2023-12-04 HPS Background:Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon.Methods:A rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising.Results:Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising.Conclusions:Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349]. Journal Article BMC Public Health 21 1 Springer Science and Business Media LLC 1471-2458 1 12 2021 2021-12-01 10.1186/s12889-021-10805-w http://dx.doi.org/10.1186/s12889-021-10805-w COLLEGE NANME Psychology COLLEGE CODE HPS Swansea University Another institution paid the OA fee 2024-04-05T14:26:20.3878795 2023-12-04T13:42:10.7948894 Faculty of Medicine, Health and Life Sciences School of Psychology Jamie Torrance 1 Bev John 2 James Greville 3 Marie O’Hanrahan 4 Nyle Davies 5 Gareth Roderique-Davies 6 65209__29192__880d3010267047e59cac8af0901dd86b.pdf s12889-021-10805-w-3.pdf 2023-12-04T13:43:21.7638446 Output 830872 application/pdf Version of Record true s This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated in a credit line to the data. true eng https://creativecommons.org/licenses/by/4.0/
title Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
spellingShingle Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
Jamie Torrance
title_short Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
title_full Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
title_fullStr Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
title_full_unstemmed Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
title_sort Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
author_id_str_mv de868c4f56d8f5fbecbd686fdbb7b4b5
author_id_fullname_str_mv de868c4f56d8f5fbecbd686fdbb7b4b5_***_Jamie Torrance
author Jamie Torrance
author2 Jamie Torrance
Bev John
James Greville
Marie O’Hanrahan
Nyle Davies
Gareth Roderique-Davies
format Journal article
container_title BMC Public Health
container_volume 21
container_issue 1
publishDate 2021
institution Swansea University
issn 1471-2458
doi_str_mv 10.1186/s12889-021-10805-w
publisher Springer Science and Business Media LLC
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
url http://dx.doi.org/10.1186/s12889-021-10805-w
document_store_str 1
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description Background:Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon.Methods:A rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising.Results:Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising.Conclusions:Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349].
published_date 2021-12-01T14:26:17Z
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