The Influence of Sports Betting Advertising on Young People: Mechanisms of Persuasion
In recent years, participation in sports betting has increased considerably in Australia, particularly among young people. While many individuals engage in sports betting without any negative consequences, there are some young individuals who do experience negative outcomes as a result of their participation. Research has demonstrated that betting advertising has the potential to influence young individuals in multiple ways, including by increasing its appeal, normalising it, and offering incentives for participation. This thesis, therefore, endeavoured to ascertain the impact of sports betting marketing on young people and the mechanisms through which it may exert this influence. In chapter one, the thesis commences with an overview of the existing literature on young individuals’ participation in sports betting and how sports betting advertising may influence them. Chapter two presents a critical analysis and review of the current literature on gambling advertising among young people, with a particular focus on the methodological approaches employed. Chapter three presents a study that examined how often young individuals recalled encountering sports betting advertisements during the 2022 FIFA World Cup, as well as the advertisements they found most appealing. Chapter four presents a qualitative study of the factors that influence young people’s sports betting behaviour, including what cultivated their interest and contributed to their continued participation. In chapter five, another study investigated the types of inducements (bonus bets, sign-ups, increased odds, and stake-back promotions) that young people perceived were most likely to entice them to bet and to bet in a high-risk manner. Chapter six presents an experimental study in which we investigated whether sports betting advertising and gambling warning messages influence young people’s desire to gamble. In chapter seven, we discuss a study that utilised a multivariate approach to examine the relationship between betting marketing and problem gambling scores after taking into account demographic and dispositional risk factors. Chapter 8 concludes the thesis with an overview of its findings. Marketing appears to foster young individuals’ interest in sports betting by enhancing its appeal, promoting its acceptance as a widely practiced activity, and aligning it with their values. The provision of betting inducements was demonstrated to contribute to the maintenance and exacerbation of young individuals' betting behaviour, particularly among those at a higher risk of problem gambling. The findings of this thesis present a perspective on how marketing can influence young individuals based on their level of experience with sports betting, whether they are newcomers, established bettors, or problem gamblers. In light of recent efforts to mitigate gambling-related harm, this thesis provides compelling evidence in support of further controls over sports betting advertising.
Gambling, Wagering, Marketing, Youth, Harms
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