Exploring the Impact of Gambling Advertising: An Interview Study of Problem Gamblers

Abstract

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.

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Acknowledgements

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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Correspondence to Per Binde.

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Binde, P. Exploring the Impact of Gambling Advertising: An Interview Study of Problem Gamblers. Int J Ment Health Addiction 7, 541 (2009). https://doi.org/10.1007/s11469-008-9186-9

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Keywords

  • Problem gambling
  • Advertising
  • Media
  • Addiction
  • Conditioning