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The receptivity of young people to gambling marketing strategies on social media platforms
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posted on 2023-10-03, 02:01 authored by Hannah PittHannah Pitt, Simone McCarthySimone McCarthy, Angela Rintoul, Samantha ThomasSamantha ThomasThe receptivity of young people to gambling marketing strategies on social media platforms
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engResearch statement
Background Gambling marketing has a significant impact on young people’s gambling attitudes and behaviours. While most discussions relating to gambling marketing has focused on young people’s exposure through television advertising and sport, there has been little research that has explored young people’s recall and awareness of gambling marketing on social media. Contribution This study has provided important knowledge surrounding the types of content that sports betting brands post on social media, how they use strategies that may be appealing to young people, and what young people may recall about sports betting advertising on social media. While the amount of young people (under the age of 18 years) who could recall seeing sports betting advertisements on social media was not as high as other studies, some young people are still being exposed to marketing for this product and should be protected. There were also consistent perceptions that strategies such as humour, celebrities, and deals and promotions could be appealing. Significance This study has implications for policy, practice and research, as it demonstrates the way governments need to keep pace with the ever changing technology and strategies of the gambling industry. It provides further information for teachers, parents, and health professionals that we need to acknowledge that young people are not only exposed to this marketing during sport and are being reached through a range of different online and physical environments.Publication classification
A6 Research report/technical paperPublisher
Victorian Responsible Gambling FoundationPlace of publication
Melbourne, Vic.Usage metrics
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