What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian children
MetadataShow full item record
Objective: To explore children's awareness of sports betting advertising and how this advertising may influence children's attitudes, product knowledge and desire to try sports betting. Methods: Semi-structured qualitative interviews were conducted with 48 children (8-16 years) from Melbourne, Victoria. The interview schedule explored children's recall and interpretations of sports betting advertising, strategies within advertisements that may appeal to children, children's product knowledge and understanding of betting terminology, and factors that may encourage gambling. Interviews were transcribed and thematic analysis was conducted. Results: Children recalled in detail sports betting advertisements that they had seen, with humour the most engaging appeal strategy. They were also able to describe other specific appeal strategies and link these strategies to betting brands. Many children described how advertisements demonstrated how someone would place a bet, with some children recalling the detailed technical language associated with betting. Conclusions: Children had detailed recall of sports betting advertisements and an extensive knowledge of sports betting products and terminology. Implications for public health: To protect children from the potential harms associated with sports betting, governments should consider changing regulations and implementing evidence-based education campaigns to counter the positive messages children receive from the sports betting industry.
Showing items related by title, author, creator and subject.
Young people's awareness of the timing and placement of gambling advertising on traditional and social media platforms: A study of 11-16-year-olds in AustraliaThomas, S.; Bestman, A.; Pitt, H.; Cassidy, R.; McCarthy, S.; Nyemcsok, C.; Cowlishaw, S.; Daube, Mike (2018)© 2018 The Author(s). Background: Research has demonstrated that the promotion of gambling, particularly within sport, may have a significant impact on positively shaping young people's attitudes towards gambling. While ...
Carr, S.; O'Brien, K.; Ferris, J.; Room, R.; Livingston, M.; Vandenberg, B.; Donovan, Robert; Lynott, D. (2016)© 2015 Australasian Professional Society on Alcohol and other Drugs.Introduction and Aims: Exposure to alcohol advertising is associated with greater alcohol consumption in children and adolescents, and alcohol advertising ...
Factors that influence children's gambling attitudes and consumption intentions: Lessons for gambling harm prevention research, policies and advocacy strategiesPitt, H.; Thomas, S.; Bestman, A.; Daube, Mike; Derevensky, J. (2017)Â© 2017 The Author(s). Background: Harmful gambling is a public health issue that affects not only adults but also children. With the development of a range of new gambling products, and the marketing for these products, ...