Do advertising and promotions for online gambling increase gambling consumption? An exploratory study

Abstract

It remains unclear if gambling advertising and promotion increase demand for, and consumption of, gambling, or only affect market share distributions without increasing total consumption. Although this has been investigated in relation to land-based gambling, studies have not examined how such marketing influences behavioural patterns of Internet gamblers. The aim of this study, therefore, was to explore ways in which advertising and promotion of Internet gambling may contribute to increased consumption of gambling. Qualitative interviews were conducted with 50 Internet gamblers drawn from the general population, and 31 treatment-seeking Internet gamblers. In-depth analysis of interview transcripts revealed limited reported effectiveness of advertising and promotions in converting non-gamblers to Internet gamblers. However, general population gamblers reported occasionally gambling more than intended (increased consumption) in response to free bet and deposit offers. A proportion of treatment-seekers reported increased gambling, particularly associated with bonus offers that required matched deposits and gambling before any winnings could be collected. Advertisements and promotions invoked urges to gamble among treatment-seeking gamblers, and appeared to some participants to be designed to target individuals who had taken steps to limit or cease gambling. Findings provide preliminary evidence of Internet gambling promotional activities increasing overall consumption amongst a subgroup of gamblers.

Keywords:

• advertising
• Internet gambling
• marketing
• problem gambling
• qualitative

Funding

This work was supported by Gambling Research Australia, a partnership between the Commonwealth, State and Territory Governments [grant number 107/10].

Notes

^1. Because the PGSI was used, ‘problem gambling’ was used throughout this manuscript even though the more recent term is ‘gambling disorder’.

Additional information

Notes on contributors

Nerilee Hing

Nerilee Hing PhD is the Founding Director of Southern Cross University's Centre for Gambling Education and Research. Her research has included studies of problem gambling, responsible gambling, gambling amongst vulnerable populations, impacts of gambling, help-seeking for gambling problems, and gambling and new technologies.

Lorraine Cherney

Lorraine Cherney is currently undertaking a PhD on the regulation of electronic gaming machines in Queensland, at the Centre for Gambling Education and Research at Southern Cross University. Prior to commencing her PhD, Lorraine held senior research and policy positions with the Queensland Office of Regulatory Policy and the Queensland Office of Liquor and Gambling Regulation.

Alex Blaszczynski

Alexander Blaszczynski PhD is a Professor of Psychology and Director of the University of Sydney Gambling Treatment Clinic and Research. He has published extensively on the characteristics and treatment outcomes for gambling disorders, and is currently the Editor-in-Chief of International Gambling Studies. He has received several awards for his contributions to gambling research.

Sally M. Gainsbury

Sally Gainsbury is a clinical psychologist whose research into gambling has covered the areas of responsible gambling strategies, electronic gaming machines, warning signs, Internet gambling, and online treatment options. She is the editor of International Gambling Studies.

Dan I. Lubman

Dan Lubman has worked across mental health and addiction settings in both the UK and Australia. He is Director of Turning Point and Professor of Addiction Studies and Services at Monash University. His research is wide-ranging, and includes the development of targeted intervention programmes across multiple service settings.