Consumer attitudes towards gambling advertising (2019 research)
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This release contains findings from research undertaken in 2019 about views on gambling advertising, exploring how gambling advertising influences opinions, motivations and gambling behaviours.
The results show that:
- despite attitudes to gambling being mostly positive and permissive – attitudes towards gambling advertising overall were predominantly negative. The primary issue cited for holding negative perceptions was the sheer volume of advertising
- respondents felt that ‘more serious’ types of gambling should be bound by tighter advertising rules. Online gambling types were felt to require tighter advertising regulation, due to ease of access and a perceived lack of barriers to risky play
- the prevalence of gambling advertising in sport was a complex issue – most felt the volume was excessive, but some felt gambling had a positive impact on sport
- most felt more regulation was needed to limit the amount of gambling advertising young people are exposed to when engaging with sport
- while there has been a shift in responsible industry advertising, with respondents feeling that they have seen more about safer gambling in recent years, they still believe there is scope for improvement.