Lottery Promotions at the Point-of-Sale in Ontario, Canada
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We documented the extent of point-of-sale (POS) lottery promotions in Ontario, Canada and the relationship between lottery promotions and store and city characteristics. This is the first quantitative study of POS lottery promotions. A total of 366 stores—independent and chain convenience stores, gas stations and grocery stores—were visited across 20 cities in Ontario. Data collectors unobtrusively observed the type of lottery promotions in each store and completed a data collection checklist. A lottery promotion index was created and hierarchical linear modeling (HLM) was conducted to examine the relationship between extent of lottery promotions and independent variables such as neighbourhood socioeconomic status and city prevalence of lottery ticket purchasing. POS lottery promotions were widespread across Ontario, with the highest level of promotion found in independent convenience stores. In the multivariable HLM model, none of the remaining independent variables remained statistically significant, except for store type. Lottery promotions are extensive at the POS in Ontario. These findings can help initiate discussions around the appropriateness and possible future regulation of this form of advertising.
KeywordsGambling Lottery Advertising Marketing Retail Point-of-sale Observations
The study was funded through a grant from the Ontario Problem Gambling Research Centre (OPGRC). We would like to thank the data collectors (Kirsten Sears, Sasha Stark) and statistical analysts (Tamara Arenovich, Gautam Sajeev) who assisted with this study.
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