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Selling dreams - causing nightmares? On gambling advertising and problem gambling

Journal article
Authors Per Binde
Published in Journal of Gambling Issues
Volume 20
Pages 167-192
ISSN 1494-5185
Publication year 2007
Published at Center for Public Sector Research (CEFOS)
Pages 167-192
Language en
Keywords gambling, problem gambling, advertising, marketing, promotion
Subject categories Public health medicine research areas, Public Administration Studies, Media and Communications


A review of the literature leads to the conclusion that there are no reliable figures on the impact of gambling advertising on the extent of problem gambling. To measure that impact appears as a very difficult research task. However, we can infer that gambling advertising does add to problem gambling, but with a smaller impact than other influential factors. Thus, alarming claims that gambling advertising substantially increases problem gambling and reassuring statements from gambling companies that advertising merely affects market share and has no impact on the prevalence of problem gambling both appear to be erroneous. Gambling providers are advised to avoid publishing advertising that elaborates on features of gambling known to relate to problem gambling. The controversial nature of gambling advertising is illustrated by the case of Sweden, where advertising and its impact on problem gambling have been hotly debated over the past decade.

Page Manager: Webmaster|Last update: 9/11/2012

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