Embedded Gambling Promotion in Football: An Explorative Study of Cue-Exposure and Urge to Gamble

Journal of Gambling Studies volume 36, pages1013–1025(2020)Cite this article

Abstract

Limited research has evaluated the psychological effect of sports-betting advertising (such as embedded promotion) upon consumers considered ‘higher-risk’. Students are often considered a higher-risk group given the numerous gambling-related risk factors associated with their lifestyle. Furthermore, students studying sports-related subjects may possess a bespoke vulnerability to sports-betting risk, due to contextual factors such as (mis)perceptions regarding advantages of sports-related knowledge. The pilot study investigated whether exposure to embedded gambling promotions during televised football, elicits urges to gamble amongst students, and whether the severity of reported gambling varies between those who study sports-related and non-sports subjects. An experimental methodology was employed. Sixty students from the University of South Wales were shown one of three videos: (a) televised football match highlights containing a high density of embedded promotion; (b) amateur football match highlights containing no gambling-related cues or embedded promotion; (c) a neutral control video containing footage of a live concert. Urge to gamble and risk of gambling problems were measured following video exposure. Sports-students reported significantly higher risk of gambling problem scores than non-sports students. Correspondingly, sport-students who were exposed to embedded gambling promotion reported significantly higher urges to gamble compared to all other conditions. This effect was also observed amongst sports-students who were exposed to an amateur match containing no gambling-related material. These findings provide evidence for the cue-induced urge effect of sports-embedded gambling promotion, amongst vulnerable audiences. Public health interventions and harm reduction strategies should look to counteract these pervasive forms of gambling advertising.

This is a preview of subscription content, access via your institution.

Access options

Buy single article

Instant access to the full article PDF.

US$ 39.95

Tax calculation will be finalised during checkout.

Fig. 1
Fig. 2

References

  1. Ashrafioun, L., McCarthy, A., & Rosenberg, H. (2012). Assessing the impact of cue exposure on craving to gamble in university students. Journal of Gambling Studies,28(3), 363–375.

    PubMed  Google Scholar 

  2. Atherton, F., & Beynon, C. (2019). Is gambling an emerging public health issue for Wales, UK? Journal of Public Health,41(4), 858–863.

    CAS  PubMed  Google Scholar 

  3. Binde, P. (2014). Gambling advertising: A critical research review. Responsible Gambling Trust.

  4. Brody, A. L., Mandelkern, M. A., Olmstead, R. E., Jou, J., Tiongson, E., Allen, V., et al. (2007). Neural substrates of resisting craving during cigarette cue exposure. Biological Psychiatry,62(6), 642–651.

    CAS  PubMed  PubMed Central  Google Scholar 

  5. Bunn, C., Ireland, R., Minton, J., Holman, D., Philpott, M., & Chambers, S. (2018). Shirt sponsorship by gambling companies in the English and Scottish Premier Leagues: Global reach and public health concerns. Soccer and Society,20, 824–835.

    PubMed  PubMed Central  Google Scholar 

  6. Cassidy, R., & Ovenden, N. (2017). Frequency, duration and medium of advertisements for gambling and other risky products in commercial and public service broadcasts of English Premier League football. https://doi.org/10.17605/OSF.IO/F6BU8.

  7. Castrén, S., Perhoniemi, R., Kontto, J., Alho, H., & Salonen, A. H. (2018). Association between gambling harms and game types: finnish population study. International Gambling Studies,18(1), 124–142.

    Google Scholar 

  8. Clark, H., Coll-Seck, A. M., Banerjee, A., Peterson, S., Dalglish, S. L., Ameratunga, S., et al. (2020). A future for the world's children? A WHO–UNICEF–Lancet Commission. The Lancet,395(10224), 605–658.

    Google Scholar 

  9. Davies, G., Morgan, M., & Willner, P. (2000). Smoking-related cues elicit craving in tobacco chippers: a replication and validation of the two-factor structure of the Questionnaire of Smoking Urges. Psychopharmacology (Berl),152, 334–342.

    CAS  Google Scholar 

  10. David, J. L., Thomas, S. L., Randle, M., Pitt, H., & Daube, M. (2019). Parent and child perceptions of gambling promotions in Australian sport. Health Promotion International. https://doi.org/10.1093/heapro/daz028.

  11. Djohari, N., Weston, G., Cassidy, R., Wemyss, M., & Thomas, S. (2019). Recall and awareness of gambling advertising and sponsorship in sport in the UK: A study of young people and adults. Harm Reduction Journal,16, 24.

    PubMed  PubMed Central  Google Scholar 

  12. Engwall, D., Hunter, R., & Steinberg, M. (2004). Gambling and Other Risk Behaviors on University Campuses. Journal of American College Health,52(6), 245–256.

  13. Ferris, J. A., & Wynne, H. J. (2001). The Canadian problem gambling index (pp. 1–59). Ottawa, ON: Canadian Centre on Substance Abuse.

    Google Scholar 

  14. Gambling Commission (2018). Gambling participation in 2017: behaviour, awareness and attitudes Annual report. pp. 18–19. Available at: https://www.gamblingcommission.gov.uk/PDF/survey-data/Gambling-participation-in-2017-behaviour-awareness-and-attitudes.pdf.

  15. Grant, J. E., & Kim, S. W. (2001). Demographic and clinical features of 131 adult pathological gamblers. The Journal of Clinical Psychiatry,62(12), 957–962.

    CAS  PubMed  Google Scholar 

  16. Hackley, C., & Tiwsakul, R. (2006). Entertainment marketing and experiential consumption. Journal of Marketing Communications,12(1), 63–75.

    Google Scholar 

  17. Hing, N., Cherney, L., Blaszczynski, A., Gainsbury, S. M., & Lubman, D. I. (2014). Do advertising and promotions for online gambling increase gambling consumption? An exploratory study. International Gambling Studies,4(3), 394–409.

    Google Scholar 

  18. Hing, N., Lamont, M., Vitartas, P., & Fink, E. (2015a). Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption. Journal of Business Research,68(10), 2057–2066.

    Google Scholar 

  19. Hing, N., Lamont, M., Vitartas, P., & Fink, E. (2015b). Sports-embedded gambling promotions: a study of exposure, sports betting intention and problem gambling amongst adults. International Journal of Mental Health and Addiction,13(1), 115–135.

    Google Scholar 

  20. Kariyawasam, K., & Tsai, M. (2017). Copyright and live streaming of sports broadcasting. International Review of Law, Computers and Technology,31(3), 265–288.

    Google Scholar 

  21. Karrh, J. A. (1998). Brand placement: a review. Journal of Current Issues and Research in Advertising,20(2), 31–49.

    Google Scholar 

  22. Lamont, M., Hing, N., & Vitartas, P. (2016). Affective response to gambling promotions during televised sport: a qualitative analysis. Sport Management Review,19(3), 319–331.

    Google Scholar 

  23. Langer, E. J. (1975). The illusion of control. Journal of personality and social psychology,32(2), 311.

    Google Scholar 

  24. Lopez-Gonzalez, H., Guerrero-Solé, F., & Griffiths, M. D. (2018). A content analysis of how ‘normal’ sports betting behaviour is represented in gambling advertising. Addiction Research and Theory,26(3), 238–247.

    Google Scholar 

  25. McMillen, J., & Wenzel, M. (2006). Measuring problem gambling: assessment of three prevalence screens. International Gambling Studies,6(2), 147–174.

    Google Scholar 

  26. Miller, N. V., Currie, S. R., Hodgins, D. C., & Casey, D. (2013). Validation of the problem gambling severity index using confirmatory factor analysis and rasch modelling. International Journal of Methods in Psychiatric Research,22(3), 245–255.

    PubMed  PubMed Central  Google Scholar 

  27. Milner, L., Hing, N., Vitartas, P., & Lamont, M. (2013). An exploratory study of embedded gambling promotion in Australian football television broadcasts. Communication, Politics and Culture,46, 177–198.

    Google Scholar 

  28. Morgan, M. J., Davies, G. M., & Willner, P. (1999). The Questionnaire of Smoking Urges is sensitive to abstinence and exposure to smoking-related cues. Behavioural Pharmacology,10, 619–626.

    CAS  PubMed  Google Scholar 

  29. Newall, P. W., Moodie, C., Reith, G., Stead, M., Critchlow, N., Morgan, A., et al. (2019). Gambling marketing from 2014 to 2018: A literature review. Current Addiction Reports,6, 49–56.

    Google Scholar 

  30. Nowak, D. E. (2018a). A meta-analytical synthesis and examination of pathological and problem gambling rates and associated moderators among college students, 1987–2016. Journal of Gambling Studies,34, 465–498.

    PubMed  Google Scholar 

  31. Nowak, D. E. (2018b). A meta-analytical synthesis and examination of pathological and problem gambling rates among college athletes. Journal for the Study of Sports and Athletes in Education,12, 240–257.

    Google Scholar 

  32. Nyemcsok, C., Thomas, S. L., Bestman, A., Pitt, H., Daube, M., & Cassidy, R. (2018). Young people’s recall and perceptions of gambling advertising and intentions to gamble on sport. Journal of Behavioural Addictions,7(4), 1068–1078.

    Google Scholar 

  33. Ofcom (2013) Trends in advertising activity—Gambling. Retrieved from: https://www.ofcom.org.uk/__data/assets/pdf_file/0026/53387/trends_in_ad_activity_gambling.pdf.

  34. O’Loughlin, I., & Blaszczynski, A. (2018). Comparative effects of differing media presented advertisements on male youth gambling attitudes and intentions. International Journal of Mental Health and Addiction,16, 313–327.

    Google Scholar 

  35. Orford, J., Wardle, H., Griffiths, M., Sproston, K., & Erens, B. (2010). PGSI and DSM-IV in the 2007 British Gambling Prevalence Survey: reliability, item response, factor structure and inter-scale agreement. International Gambling Studies,10(1), 31–44.

    Google Scholar 

  36. Pitt, H., Thomas, S.L., Bestman, A., Stoneham, M., & Daube, M. (2016). “It's just everywhere!” Children and parents discuss the marketing of sports wagering in Australia. Australian and New Zealand Journal of Public Health,40, 480–486.

    PubMed  Google Scholar 

  37. Pitt, H., Thomas, S. L., Bestman, A., Daube, M., & Derevensky, J. (2017). Factors that influence children’s gambling attitudes and consumption intentions: Lessons for gambling harm prevention research, policies and advocacy strategies. Harm Reduction Journal,14, 11.

    PubMed  PubMed Central  Google Scholar 

  38. Ramirez, J. J., Monti, P. M., & Colwill, R. M. (2015). Alcohol-cue exposure effects on craving and attentional bias in underage college-student drinkers. Psychology of Addictive Behaviors,29(2), 317.

    PubMed  Google Scholar 

  39. Raylu, N., & Oei, T. P. (2004). The gambling urge scale: development, confirmatory factor validation, and psychometric properties. Psychology of Addictive Behaviors,18(2), 100.

    PubMed  Google Scholar 

  40. Roderique-Davies, G. (2008). Cigarette craving: exploring the enigma (pp. 254–283). Smoking cessation: Theory, interventions and prevention.

    Google Scholar 

  41. Roderique-Davies, G., Heirene, R. M., Mellalieu, S., & Shearer, D. (2018). Development and initial validation of a rock climbing craving questionnaire (RCCQ). Frontiers in Psychology,9, 204.

    PubMed  PubMed Central  Google Scholar 

  42. Sawilowsky, S. S. (2009). New effect size rules of thumb. Journal of Modern Applied Statistical Methods,8(2), 597–599.

    Google Scholar 

  43. Schmider, E., Ziegler, M., Danay, E., Beyer, L., & Bühner, M. (2010). Is it really robust? Methodology.,6, 147–151.

    Google Scholar 

  44. Smith, D. P., Pols, R. G., Battersby, M. W., & Harvey, P. W. (2013). The Gambling Urge Scale: reliability and validity in a clinical population. Addiction Research and Theory,21(2), 113–122.

    Google Scholar 

  45. Sodano, R., & Wulfert, E. (2010). Cue reactivity in active pathological, abstinent pathological, and regular gamblers. Journal of Gambling Studies,26(1), 53–65.

    PubMed  Google Scholar 

  46. Stuhldreher, W. L., Stuhldreher, T. J., & Forrest, K. Y. (2007). Gambling as an emerging health problem on campus. Journal of American College Health,56(1), 75–88.

    PubMed  Google Scholar 

  47. Thomas, S. L., Pitt, H., Bestman, A., Randle, M., Daube, M. & Pettigrew, S (2016). Child and parent recall of gambling sponsorship in Australian sport. Victorian responsible gambling foundation.

  48. Thomas, S., Pitt, H., Bestman, A., Randle, M., McCarthy, S., & Daube, M. (2018). The determinants of gambling normalisation: Causes, consequences and public health responses. Victoria: Victorian Responsible Gambling Foundation.

  49. Tiffany, S. T. (1990). A cognitive model of drug urges and drug use behaviour: role of automatic and non-automatic processes. Psychological Review,97, 147–168.

    CAS  PubMed  Google Scholar 

  50. Wann, D. L., Schrader, M. P., & Wilson, A. M. (1999). Sport fan motivation: Questionnarie validation, comparisons by sport, and relationship to athletic motivation. Journal of Sport Behavior,22(1), 114–139.

    Google Scholar 

  51. Wardle, H., Reith, G., Langham, E., & Rogers, R. D. (2019). Gambling and public health: we need policy action to prevent harm. BMJ,365, 1807.

    Google Scholar 

  52. West, O., & Roderique-Davies, G. (2008). Development and initial validation of a caffeine craving questionnaire. Journal of Psychopharmacology,22(1), 80–91.

    PubMed  Google Scholar 

Download references

Author information

Affiliations

  1. Addictions Research Group, Faculty of Life Sciences and Education, School of Psychology and Therapeutic Studies, University of South Wales, Pontypridd, CF37 1DL, UK

    Gareth Roderique-Davies, Jamie Torrance, Trisha Bhairon, Alecia Cousins & Bev John

Authors
  1. Gareth Roderique-Davies
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jamie Torrance
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Trisha Bhairon
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Alecia Cousins
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Bev John
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Gareth Roderique-Davies.

Ethics declarations

Conflict of interest

Authors declare that they have no conflict of interest.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the standards of the University of South Wales and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Roderique-Davies, G., Torrance, J., Bhairon, T. et al. Embedded Gambling Promotion in Football: An Explorative Study of Cue-Exposure and Urge to Gamble. J Gambl Stud 36, 1013–1025 (2020). https://doi.org/10.1007/s10899-020-09949-y

Download citation

Keywords

  • Gambling
  • Advertising
  • Craving
  • Urge
  • Cue-exposure
  • Students