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Exploring the impact of gambling advertising: An interview study of problem gamblers

Journal article
Authors Per Binde
Published in International Journal of Mental Health and Addiction
Volume 7
Issue 4
Pages 541-554
ISSN 1557-1874
Publication year 2009
Published at Center for Public Sector Research (CEFOS)
Pages 541-554
Language en
Links dx.doi.org/10.1007/s11469-008-9186-...
https://gup.ub.gu.se/file/79868
Keywords gambling, problem gambling, media, addiction, conditioning, advertising
Subject categories Public health medicine research areas, Substance Abuse, Public Administration Studies, Media and Communications

Abstract

This study qualitatively explored the impact of gambling advertising on problem gambling by interviewing twenty-five people with current or past gambling problems. Interviews were relatively long and involved the participants’ viewing numerous examples of gambling advertising. A quarter of the participants reported that gambling advertising had no impact on their problems, slightly over half of them reported that advertising had a marginal impact, and one fifth reported a tangible impact. However, none considered advertising to be a main cause of their gambling problems. The negative self-perceived impact was primarily that advertising triggered impulses to gamble. Advertising thus increased already high involvement in gambling and/or made it harder to stick to a decision to gamble less or not at all.

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