Adolescent exposure to gambling promotions during televised sport: an exploratory study of links with gambling intentions

Abstract

Young people are exposed to gambling promotions while watching televised sports; however, little research has examined how this influences gambling attitudes and intentions. This paper developed and tested a research model underpinned by the Theory of Reasoned Action and specifically aimed to examine (1) adolescents' exposure and attitudes to, and recall and perceptions of, gambling promotions during televised sport; (2) associations between adolescents' exposure and attitude to these gambling promotions, and their intention to gamble on sports and other gambling activities once of legal gambling age. An online survey was conducted of 131 Australian adolescents. Greater intention to gamble both on sports and non-sports was associated with higher frequency of watching televised sports, and more positive attitudes to gambling operators, to gambling promotions during televised sport and to promotional techniques used. Regression analysis indicated that the strongest predictors of sports betting intention were male gender and a more positive attitude to gambling sponsors and their promotions during televised sport. Strongest predictors of gambling intention were male gender, subjective norms and a more positive attitude to promotion of gambling during televised sport. Findings can inform advertising restrictions for gambling during general television viewing times, and health promotion messages countering promotion of gambling to adolescents.

Keywords:

• adolescence
• advertising
• Australia
• sports wagering
• youth

Additional information

Funding

This study was funded by a Responsible Gambling Research Grant from the Queensland Department of Justice and Attorney General.

Notes on contributors

Nerilee Hing

Professor Nerilee Hing, Ph.D., is Director of the Centre for Gambling Education and Research at Southern Cross University, Australia. Her major focus is on research that informs policy and practice to enhance corporate social responsibility in gambling and address problem gambling.

Peter Vitartas

Dr Peter Vitartas is Deputy Head of Southern Cross Business School at Southern Cross University, Australia. His research interests are in the areas of social marketing, consumer behaviour and the marketing of causes for social good.

Matthew Lamont

Dr Matthew Lamont is Lecturer in the School of Tourism and Hospitality Management. Matt's primary research interest is in the field of sports tourism, particularly motivations and behaviours of sport-focused leisure participants, non-elite participation in sports events, event sponsorship, and strategic management in leisure and tourism enterprises.

Elian Fink

Dr Elian Fink is a Research Fellow with the Evidence Based Practice Unit (EBPU), University College London & the Anna Freud Centre.