A new review of evidence has revealed that the restriction of gambling advertising could reduce the potential negative effects of the practice, especially on vulnerable customers.
Researchers from the University of Sheffield and Glasgow have inspected and analysed the relationship between people’s exposure to gambling advertising and their intentions, attitudes and behaviours that may be associated with an increased risk of facing gambling-related harm, such as debt, crime, physical and mental health issues, job losses and relationship problems.
The scientists’ team analysed a total of eight reviews in the field that included data from more than 70 research papers and the use of a range of research methods to investigate the relationship between gambling and advertising. As a result, they consistently found a causal relationship between customers’ increased gambling activity and intentions to gamble and greater exposure to gambling adverts.
According to the research findings, published in the Public Health journal, there was evidence of a dose-response effect, which basically means that greater exposure to advertising boosts participation rates, which leads to a greater risk of harm in its turn. Furthermore, the research found evidence for the impact on children and young people, and the ones who are already considered at risk from their current gambling activity, with the most vulnerable individuals being more likely to be affected by negative consequences associated with gambling.
Greater Exposure to Gambling Advertising Results to Greater Risk of Facing Gambling-Related Harm
The research was funded by City Hall, London, and was aimed at providing an independent evidence-based information about the health and inequalities impacts that gambling advertising has on British people. Although the evidence base for the study has been somehow limited because it was mostly reliant on surveys and qualitative studies of self-reported gambling attitudes, behaviour, and exposure.
Researchers from the University of Sheffield and Glasgow described gambling-related harm as a significant potential driver of health inequalities and noted that people who are already experiencing social, financial and mental health disadvantages are also exposed to a greater risk of facing gambling-related harm.
Professor Elizabeth Goyder from the School of Health and Related Research at the University of Sheffield noted that individuals who are already at risk of experiencing negative consequences from their gambling habits have consistently demonstrated to be more likely to involve even more in gambling operations as a result of greater exposure to advertising. She confirmed there has been substantial evidence in all the recent reviews of evidence in the field, according to which the implementation of certain restrictions aimed at tackling exposure to gambling advertising.
According to researchers, such measures were very likely to reduce the risk of harm to minors, young people and adults who are already considered susceptible to gambling-related harm.
Market analysts believe that the implementation of some restrictions could be helpful, because they will reduce overall harm, on one hand, and would also reduce the negative effect that advertising on inequalities linked to gambling had on people, on the other hand.
- Author
Daniel Williams
