Gambling Marketing from 2014 to 2018: a Literature Review

Purpose of ReviewLegislation and technology have led to unprecedented changes in the frequency and content of gambling marketing in many countries. We build upon previous reviews by exploring research on gambling marketing from between 2014 and 2018.Recent FindingsMost literature reviewed was from the UK or Australia, with three key findings identified. First, gambling marketing is highly targeted and ubiquitous around sport, with the most popular strategies being increasing brand awareness, advertising complex financial incentives for participation and advertising complex betting odds. Second, perceptions of gambling advertising, particularly among vulnerable groups (e.g. children, problem gamblers) appear to be influenced by this targeted content. Third, emerging research suggests that awareness of gambling marketing is associated with more frequent and riskier gambling behaviour.SummaryThe reviewed literature suggests that gambling marketing is targeted and influences how gambling is perceived, and that it may affect gambling-related behaviours.