Impact of gambling advertisements and marketing on children and adolescents: Policy recommendations to minimise harm

Abstract

With the proliferation and acceptance of gambling in society, gambling advertisements have become increasingly prominent. Despite attempts to protect minors from harm by prohibiting them from engaging in most forms of gambling, there are few restrictions on the marketing of gambling products. Evidence of high rates of gambling and associated problems amongst youth indicates that the issue of youth gambling must be addressed to minimise harm. This paper aims to examine the current marketing techniques used to promote gambling and how they affect youth. The effect of multiple forms of advertisements will be discussed, including advertising placement in the media, point-of-sale displays, sports sponsorship, promotional products, celebrity endorsements, advertisements using Internet and wireless technology, and content which may appeal to or mislead children. Based on research in gambling and other public health domains, including tobacco, alcohol, and junk food advertising, recommendations are made for appropriate regulations for gambling advertisements to minimise the potential harms.