A recent survey involving nearly 4,800 active players aged 18 to 70 shows that people with gambling problems are more susceptible to the influence of gambling advertisements, especially in terms of attitudes, interests, and behavioral changes. The study categorized participants into three groups based on DSM-5 criteria: non-problem, high-risk, and disordered gambling, finding that advertisements significantly impact vulnerable populations more than average players. In plain terms, advertisements are much more lethal to "gamblers" than to ordinary people.
Study Design: Three Dimensions to Assess Advertising Impact
The study was conducted in the summer of 2021, with an average participant age of 47, 57% of whom were male. The study covered three self-reported dimensions of advertising impact: the influence on gambling attitudes, interests, and behaviors; awareness of gambling advertisements; and understanding of different types of gambling and providers. According to DSM-5 criteria, participants were classified as non-problem (0 criteria), high-risk (1-3 criteria), or disordered gambling (4 or more criteria).
Key Findings: 36.5% of Problem Gamblers Increase Bets Due to Ads
In all three dimensions, respondents identified as disordered gamblers reported a higher proportion of being influenced by advertisements than non-vulnerable players. The most significant correlation was seen in the "engagement" dimension, indicating that advertisements play a role in changing the attitudes or behaviors of vulnerable individuals. Those meeting the criteria for problem gambling reported a significantly higher likelihood of being influenced by advertisements. Notably, 36.5% of vulnerable gamblers agreed with the statement "I tend to bet after seeing gambling advertisements," compared to only 8% of non-problem gamblers. A multivariate model controlling for age and gender showed that for each increase in engagement score category, the odds of exhibiting any DSM-5 symptoms increased by 3.8 times, and the odds of disordered gambling increased by 4.8 times.
Risk Factors: Higher Risks for Males and Younger Participants
Independent of advertising effects, males and younger participants consistently had higher odds of developing gambling problems. Males had approximately 1.4 times the odds of exhibiting any gambling symptoms, with the odds of problem gambling ranging from 1.7 to 1.8 times. The older the age, the lower the likelihood of gambling harm. Although the study did not break down results by specific advertising channels, the authors cited previous research indicating that internet and social media advertisements seem particularly related to engagement, while television advertisements are more related to cognition and knowledge.
International Trends: Tighter Regulation of Gambling Advertising Worldwide
The authors suggest that stricter advertising restrictions could help reduce exposure, especially protecting those with gambling problems and younger, higher-risk groups. International concerns about the potential impact of advertisements on vulnerable audiences are also intensifying. GambleAware cited studies finding that gambling advertisements endorsed by celebrities are particularly appealing to children and young people. Last month, the Brazilian Senate pushed through a bill banning gambling advertisements, with Mexico following suit attempting to implement a watershed ban on gambling ads. Interested in the latest developments in global gambling advertising regulations? PASA official website continues to track.
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This article is from "PASA-Global iGaming Leaders," a gambling industry news channel:https://t.me/pasa_news
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