Cultural Icons and Marketing of Gambling

Article

Abstract

A number of different countries and states have or are in the process of developing formal or informal guidelines to govern gambling advertising and marketing of gambling. There is a growing consensus that gambling advertising should not mislead the public, be fair, provide information on the odds of wining and there should be provisions in place to protect vulnerable groups, such as, children. In the development of these guidelines by different countries or states there has been no real consideration of the need to engage with different indigenous and ethnic populations to ensure that they are protected as vulnerable populations. Further there is a need to engage with these populations within countries and across countries to ensure that indigenous and ethnic minority cultural icons, values, religious practices and music are not used without their permission or exploited in the business of promoting and marketing different forms of gambling products. New Zealand’s experience of marketing and advertising of gambling is discussed in this paper. It is outlined the development of casinos in New Zealand and how Maori were actively encouraged to participate in the opening of these establishments and therefore, legitimate their existence as a safe place for Maori, the indigenous population of New Zealand to frequent on a regular basis. Since then other ethnic minority populations have been targeted to engage in different forms of gambling by recognising their significant cultural events, importance of family events and celebrating and promoting the success of important sport role models. Gambling advertising can be direct or subtle, however, little research has focussed on the third person effect associated with gambling advertising. New Zealand has adopted a public health approach to reduce gambling related harm. One of the key strategies introduced to reduce gambling related harm has been the development and implementation of harm minimisation regulations. Research conducted in New Zealand regarding individuals’ attitudes and behaviour to gambling, highlights that Maori have a high recall of gambling advertisements alongside other ethnic populations. The paper suggests that as part of a public health approach to reduce gambling related harm that it is now timely in New Zealand, for consideration to be given as to how much exposure, if any, New Zealanders should be subjected to gambling advertising.

Keywords

Cultural icons and gambling Indigenous Ethnic populations and public health 

References

  1. Abbott, M. (2001). What do we know about gambling and problem gambling in New Zealand. Wellington: Department of Internal Affairs.Google Scholar
  2. Amey, B. (2007). Where do gaming machine profits go? A survey of the allocation for authorised purposes of non-casino gaming machines profits in 2005. Wellington: Department of Internal Affairs.Google Scholar
  3. Committee of Advertising Practice (2006). Gambling Advertising Consultation Launched. London: http://www.cap.org.uk/cap/news-events/news.
  4. Department of Internal Affairs (2001). People’s participation in and attitudes to gaming 1985–2000 final results of the 2000 survey. Wellington: Department of Internal Affairs.Google Scholar
  5. Durie, M. (2004). Understanding health and illness: research at the interface between science and indigenous knowledge. International Journal of Epidemiology, 33, 1138–1143.PubMedCrossRefGoogle Scholar
  6. Dyall, L. (1998). Treaty of Waitangi and gambling. National Workshop On Treatment For Problem Gambling, Auckland, Compulsive Gambling Society of New Zealand Inc.Google Scholar
  7. Dyall, L., & Hand, J. (2003). Maori and gambling: why a comprehensive Maori public health response is required in Aotearoa. eCommunity International Journal of Mental Health & Addiction, 1(1), 1–16.Google Scholar
  8. Gambling Watch (2004). Social movement approach needed to raise problem gambling awareness in New Zealand. Hamilton: New Zealand Press Association.Google Scholar
  9. Grant, D. (1994). On a roll: a history of gambling and lotteries in New Zealand. Wellington: Victoria University Press.Google Scholar
  10. Griffiths, M. (2005). Does gambling advertising contribute to problem gambling. eCommunity International Journal of Mental Health & Addiction, 3(2), 15–25n.Google Scholar
  11. Griggs, K. (2001). Maori take on hi-tec Lego. BBC News, 26 October 2001 http://news, bbc.co uk/2hi/ asia-pacific/169406.stm.
  12. Health Sponsorship Council (2007). Problem gambling mass media campaign—stakeholder feedback June 2007. Wellington: Health Sponsorship Council (unpublished).Google Scholar
  13. Korn, D. (2000). Expansion of gambling in Canada: implications for health and social policy. Can Med Ass J, 163(1), 61–64.Google Scholar
  14. Ministry of Health (2006a). Problem Gambling Geography Report. Wellington.Google Scholar
  15. Ministry of Health (2006b). Problem Gambling in New Zealand Analysis of the 2002/03 New Zealand Health Survey. Wellington: Ministry of Health.Google Scholar
  16. Ministry of Health (2007). Problem Gambling Intervention Services in New Zealand 2006 Service–user statistics. P. H. I. M. R. No.14. Wellington.Google Scholar
  17. Queensland Office of Gaming Regulation (200 BB5). Queensland Responsible Gambling Advertising and Promotion Guidelines. Brisbane, Queensland Office of Gaming Regulation http://www.responsiblegambling.qld.gov.au.
  18. Thompson, W. (2006). Billboard Wins Council Endorsement. New Zealand Herald.Google Scholar
  19. Youn, S., Faber, R., et al. (2000). Restricting Gambling Advertising and the Third Person Effect. Psychology & Marketing, 17(7), 633–649.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  1. 1.Te Kupenga Hauora MaoriUniversity of AucklandAucklandNew Zealand
  2. 2.Centre for Asian Health Research and EvaluationUniversity of AucklandAucklandNew Zealand
  3. 3.Nui Development Inc.AucklandNew Zealand

Personalised recommendations