Exploring the Impact of Gambling Advertising: An Interview Study of Problem Gamblers
This study qualitatively explored the impact of gambling advertising on problem gambling by interviewing twenty-five people with current or past gambling problems. Interviews were relatively long and involved the participants’ viewing numerous examples of gambling advertising. A quarter of the participants reported that gambling advertising had no impact on their problems, slightly over half of them reported that advertising had a marginal impact, and one fifth reported a tangible impact. However, none considered advertising to be a main cause of their gambling problems. The negative self-perceived impact was primarily that advertising triggered impulses to gamble. Advertising thus increased already high involvement in gambling and/or made it harder to stick to a decision to gamble less or not at all.
KeywordsProblem gambling Advertising Media Addiction Conditioning
This research has been funded by the Swedish National Institute of Public Health. Some of the arguments have appeared in Swedish in the report Spelreklam och spelberoende: En intervjustudie (Binde 2007b). The paper was presented at the European Association for the Study of Gambling (EASG) conference in Nova Gorizia, Slovenia, 1–4 July 2008. I am thankful for comments received on that occasion.
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