Final Synthesis Report
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XXXXMarch 2020 2020 Final Synthesis Report The impacteffect of of gambling gambling marketing marketing and and advertising advertising on on children, young people and vulnerable adults Written by Ipsos MORI on behalf of GambleAware Based on separate research conducted by two independent research consortia. One led by Ipsos MORI (in partnership with University of Bristol, University of Edinburgh, Ebiquity and the Centre for Analysis of Social Media at Demos), and the other by the University of Stirling (in partnership with ScotCen Social Research, University of Glasgow, and University of 17-067097-01 | Version 1 | Public | This work was carried out in accordance with the requirements of the international quality standard for Market Research, ISO 20252, and with the Ipsos MORI Terms and Conditions which can be found at http://www.ipsos-mori.com/terms. © GambleAware 2020 Warwick). This synthesis report is based on separate research conducted by two independent research consortia. One led by Ipsos MORI (in partnership with University of Bristol, University of Edinburgh, Ebiquity and the Centre for Analysis of Social Media at Demos), and the other by the University of Stirling (in partnership with ScotCen Social Research, University of Glasgow, 17-067097-01 | Version 1 | Public | This work was carried out in accordance with the requirements of the international quality standard for Market Research, ISO 20252, and with the Ipsos MORI Terms and and University of Warwick).Conditions which can be found at http://www.ipsos-mori.com/terms. © GambleAware 2020 Contents 1 Executive Summary .................................................................................................................... 1 1.1 Background and method .................................................................................................................................. 1 1.2 Overview of evidence ........................................................................................................................................ 2 1.3 Conclusions and recommendations ................................................................................................................ 8 2 Introduction .............................................................................................................................. 12 2.1 Project overview............................................................................................................................................... 12 2.2 Research design ................................................................................................................................................ 13 2.3 Notes on interpretation .................................................................................................................................. 16 2.4 Acknowledgments ........................................................................................................................................... 17 3 Advertising and gambling in context .................................................................................... 19 3.1 Key findings ...................................................................................................................................................... 19 3.2 Level of gambling activity among children, young people and adults ................................................... 20 3.3 Gambling and advertising research .............................................................................................................. 24 4 Evidence of volume .................................................................................................................. 26 4.1 Key findings ...................................................................................................................................................... 26 4.2 Volume of gambling advertising ................................................................................................................... 26 5 Evidence of exposure and engagement ................................................................................ 32 5.1 Key findings ...................................................................................................................................................... 32 5.2 Level of exposure to gambling advertising ................................................................................................. 32 5.3 Engagement with marketing activity ........................................................................................................... 38 5.4 Role of family and friends .............................................................................................................................. 40 6 Evidence of appeal and likely susceptibility ......................................................................... 43 6.1 Key findings ...................................................................................................................................................... 43 6.2 Appeal of gambling advertising .................................................................................................................... 43 6.3 Prominence of themes and features ............................................................................................................. 47 7 Evidence of impact ................................................................................................................... 53 7.1 Overview of impact ......................................................................................................................................... 53 7.2 Impact on immediate behaviour ................................................................................................................... 55 7.3 Wider impact on emotions and attitudes .................................................................................................... 58 7.4 Impact of advertising relative to other factors ........................................................................................... 65 8 Conclusions and recommendations ....................................................................................... 69 8.1 Discussion .......................................................................................................................................................... 69 8.2 Recommendations ........................................................................................................................................... 71 9 Methodology summaries......................................................................................................... 74 17-067097-01 | Version 1 | Public | This work was carried out in accordance with the requirements of the international quality standard for Market Research, ISO 20252, and with the Ipsos MORI Terms and Conditions which can be found at http://www.ipsos-mori.com/terms. © GambleAware 2020 9.1 Strand 1 – Literature review ........................................................................................................................... 74 9.2 Strand 2 – Media monitoring ......................................................................................................................... 75 9.3 Strand 3 – Avatars ............................................................................................................................................ 77 9.4 Strand 4 – Social media analysis .................................................................................................................... 79 9.5 Strand 5 – content analysis ............................................................................................................................. 82 9.6 Strand 6 – Sports sponsorship ....................................................................................................................... 83 9.7 Strand 7 – Quantitative survey with children and young people ............................................................. 85 9.8 Strand 8 and 9 – Qualitative research with children, young people and vulnerable adults ................ 89 List of figures Figure 3.1: Percentage of 11-24 year olds who have spent their own money on each gambling activity in the last month (May - July 2019) ......................................................................................................................................... 22 Figure 4.1: Estimated spend by sub-sector (2015-2018) ........................................................................................... 29 Figure 4.2: Types of gambling adverts shown to avatars (September – October 2018) ....................................... 30 Figure 4.3: Examples of gambling adverts from the matches analysed (2018) ..................................................... 31 Figure 5.1: Percentage of gambling adverts captured by participant diary exercise over a two-week period 34 Figure 5.2: Number of gambling ads served by avatar type (September – October 2018) ................................. 38 Figure 5.3: Percentage of those aged 11-24 who engaged with each type of gambling marketing in the last month (May - July 2019)................................................................................................................................................. 39 Figure 6.1: Examples of adverts judged as plausibly having appeal directly to children and young people ... 49 Figure 6.2: Example of adverts containing features that may