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Young people's awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11-16-year-olds in Australia

Thomas, Samantha L, Bestman, Amy, Pitt, Hannah, Cassidy, Rebecca, McCarthy, Simone, Nyemcsok, Christian, Cowlishaw, Sean and Daube, Mike 2018, Young people's awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11-16-year-olds in Australia, Harm reduction journal, vol. 15, pp. 1-13, doi: 10.1186/s12954-018-0254-6.

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Title Young people's awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11-16-year-olds in Australia
Author(s) Thomas, Samantha LORCID iD for Thomas, Samantha L orcid.org/0000-0003-1427-7775
Bestman, AmyORCID iD for Bestman, Amy orcid.org/0000-0003-1269-2123
Pitt, HannahORCID iD for Pitt, Hannah orcid.org/0000-0002-4259-6186
Cassidy, Rebecca
McCarthy, Simone
Nyemcsok, Christian
Cowlishaw, Sean
Daube, Mike
Journal name Harm reduction journal
Volume number 15
Article ID 51
Start page 1
End page 13
Total pages 13
Publisher BioMed Central
Place of publication London, Eng.
Publication date 2018-10-19
ISSN 1477-7517
Keyword(s) gambling
advertising
children
social media
television
sport
science & technology
life sciences & biomedicine
substance abuse
Summary BACKGROUND: Research has demonstrated that the promotion of gambling, particularly within sport, may have a significant impact on positively shaping young people's attitudes towards gambling. While some governments have implemented restrictions to limit young people's exposure to gambling advertising, few studies have investigated where young people recall seeing gambling advertising, and whether they perceive that advertising restrictions have gone far enough in reducing exposure to these promotions.

METHOD: Mixed methods, interviewer-assisted surveys were conducted with n = 111 young people aged 11-16 years, who were self-reported fans of basketball in Victoria, Australia. Interviews were conducted at basketball stadiums between May and July 2018. The study assessed media viewing patterns; recall and awareness of the timing, placement, and content of gambling advertising; the impact of gambling advertising restrictions; and attitudes towards sporting organisations' roles in the promotion of gambling.

RESULTS: The majority of young people recalled seeing gambling advertising on television (n = 101, 91.0%), with most recalling advertising within sporting matches or games (n = 79, 71.2%). Most young people recalled seeing gambling advertising in the early evening before 8:30 pm (n = 75, 67.6%). Just over half of young people described seeing gambling advertisements on social media (n = 61, 55.0%), and over a third (n = 40, 36.0%) recalled gambling advertising on YouTube, predominantly before watching sporting or gaming videos. The majority stated that they continued to watch sport after 8:30 pm (n = 93, 83.7%), which is when restrictions on advertising in live sport in Australia end. The majority (n = 88, 79.3%) stated that there were too many gambling advertisements in sport. Three quarters believed that sporting codes should do more to prevent young people from being exposed to advertising for gambling in sport (n = 84, 75.7%).

CONCLUSIONS: There is now a clear body evidence that current regulatory systems for gambling advertising are ineffective, with further restrictions urgently needed across a range of media channels to prevent exposure to promotions that may encourage young people's interest and involvement in gambling.
Language eng
DOI 10.1186/s12954-018-0254-6
Field of Research 1117 Public Health And Health Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2018, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30114740

Document type: Journal Article
Collections: School of Health and Social Development
Open Access Collection
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.