GambleAware recently published an interim report, produced by Ipsos MORI, that examines the frequency and format of gambling advertising and marketing, and the exposure among children, young people and vulnerable adults.
These results found that, between 2015-2018, the volume and spend on gambling marketing and advertising is on the rise across different forms of media, including TV and radio, with lotteries and bookmakers among the top spenders. Sports advertising was particularly dominant online, with exposure compounded further by sponsorship used within broadcasts of live events.
Children, young people and vulnerable individuals who took part in focus group discussions for the study highlighted the prevalence of gambling advertising on TV (including during the day), on social media, on the high street and at point of sales in shops. The emergence of new sectors such as eSports presents a new set of challenges in terms of managing exposure to gambling.
In addition to advertising and marketing, the researchers identified other factors contributing to the wide exposure of gambling within society, including the role of family and friends in introducing them to gambling. Many revealed they had experienced exposure to gambling activity from an early age in a range of settings.
The final phase of the research and subsequent findings will focus more on the impact of gambling marketing and advertising and will be published later in 2019.