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The feasibility and acceptability of an inoculative intervention video for gambling advertising: a focus group study of academics and experts-by-experience
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Conor Heath,
Marie O’Hanrahan,
Philip Newall
Journal of Public Health, Volume: 46, Issue: 4, Pages: e654 - e662
Swansea University Author:
Jamie Torrance
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©The Author(s) 2024. This is an Open Access article distributed under the terms of the Creative Commons Attribution License.
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DOI (Published version): 10.1093/pubmed/fdae167
Abstract
Background: Gambling advertising employs a range of persuasive strategies. We therefore aimed to evaluate a counter-advertising intervention video to increase resilience to gambling advertising persuasion. Methods: Three in-depth focus groups were conducted, and each group contained a mixture of gam...
| Published in: | Journal of Public Health |
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| ISSN: | 1741-3842 1741-3850 |
| Published: |
Oxford University Press (OUP)
2024
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa67358 |
| Abstract: |
Background: Gambling advertising employs a range of persuasive strategies. We therefore aimed to evaluate a counter-advertising intervention video to increase resilience to gambling advertising persuasion. Methods: Three in-depth focus groups were conducted, and each group contained a mixture of gambling-related academics (N = 12) and experts with lived experience of gambling-related harm (N = 10). Participants were given access to the intervention video and provided feedback during the focus groups. Qualitative data were audio recorded and thematically analysed by the research team. Results: Three main themes were identified. First, participants recommended a shorter video that had a simplified and digestible structure. Second, frequent real-world examples of gambling advertisements within the video were discouraged, and the inclusion of a relatable human voiceover was considered imperative to the receptiveness of the video. Finally, participants deemed it important to deliver psychologically grounded yet jargon-free content via a conversational style. An overall narrative framed by consumer-protection was also preferred in order to increase acceptance of the video content, rather than a more didactic framing. Conclusions: Evaluating the acceptability of a counter advertising intervention video provided valuable insight from both an academic and lived-experience perspective. Such insight is instrumental to the meaningful co-design of counter-advertising interventions. |
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| Keywords: |
Focus groups, gambling advertising, gambling marketing, inoculation, lived experience |
| College: |
Faculty of Medicine, Health and Life Sciences |
| Funders: |
This research was funded by an exploratory research grant from the Academic Forum for the Study of Gambling (AFSG). |
| Issue: |
4 |
| Start Page: |
e654 |
| End Page: |
e662 |