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"You could become a millionaire": Truth, deception and immagination in gambling advertising

Chapter in book
Authors Per Binde
Published in Global Gambling: Cultural Perspectives on Gambling Organizations, red. S.F. Kingma
Pages 171-194
ISBN 0-415-99677
Publisher Routledge
Place of publication New York & London
Publication year 2009
Published at Center for Public Sector Research (CEFOS)
Pages 171-194
Language en
Keywords gambling, lotteries, advertising, communication, promotion, ethics, cognition, subjective probability
Subject categories Social Anthropology, Public Administration Studies, Media and Communications


Quite often in public debate it is claimed that gambling advertising is misleading and deceptive. This book chapter examines psychological and rhetorical devices commonly used in gambling advertising, and discusses to what extent these can be regarded as misleading. I conclude that it is difficult to distinguish sharply between advertising of gambling products that misleads consumers and that which does not. Responsible gambling provision should mean that gambling companies do not publish advertising that is even remotely misleading and that they are responsive to public opinion regarding the truthfulness, content and tone of their advertising. Gambling, being an activity sustained by symbolic imagery and multifaceted cultural as well as social meanings, provides ample material for responsible advertising. There is thus no need for gambling companies to market their products using dubious half-truths concerning the chances of winning. Less focus on money and more emphasis on the culturally meaningful elements of gambling would make deception in gambling advertising less of a controversial subject.

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

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