Literature Review; Content Analysis of Gambling Advertising and a Frequency Analysis of Sports Sponsorship)

INSTITUTE FOR SOCIAL MARKETING University of Stirling Stirling FK9 4LA Scotland Telephone: +44 (0) 1786 467390 Email: [email protected] The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People Report 1 presenting findings from desk based research (literature review; content analysis of gambling advertising and a frequency analysis of sports sponsorship) Nathan Critchlow, Martine Stead, Crawford Moodie, Richard Purves, Philip Newall, Gerda Reith, Kathryn Angus, Amber Morgan and Fiona Dobbie February 2019 Prepared for GambleAware ISM Institute for Social Marketing Contents ACKNOWLEDGEMENTS ...................................................................................................... i CHAPTER 1: BACKGROUND .............................................................................................. 1 1.1 Study Rationale ......................................................................................................... 1 1.2 Research Aim, Objectives, Questions ........................................................................ 2 1.3 Research Design ....................................................................................................... 3 CHAPTER 2: LITERATURE REVIEW ................................................................................... 5 2.1 Methods..................................................................................................................... 5 2.1.1 Search Strategy .................................................................................................. 5 2.1.2 Data Extraction and Synthesis ............................................................................ 6 2.2 Results ...................................................................................................................... 7 2.2.1 Descriptive Overview of Included Studies............................................................ 7 2.2.2 Gambling Advertising Content ............................................................................. 8 2.2.3 Perceptions of Gambling Advertising ................................................................. 11 2.2.4 Effects of Marketing on Gambling Behaviour ..................................................... 12 2.3 Summary of Key Findings ........................................................................................ 13 CHAPTER 3: AN IN-DEPTH CONTENT ANALYSIS OF PAID-FOR GAMBLING ADVERTISING IN THE UNITED KINGDOM ....................................................................... 15 3.1 Introduction .............................................................................................................. 15 3.2 Methods................................................................................................................... 15 3.2.1 Design ............................................................................................................... 15 3.2.2 Sample of Gambling Advertising ....................................................................... 15 3.2.3 Content Measures ............................................................................................. 16 3.2.4 Piloting the Codebook and Inter-rater Reliability ................................................ 22 3.2.5 Data Analysis .................................................................................................... 22 3.3 Results .................................................................................................................... 23 3.3.1 Characteristics of the Advertising ...................................................................... 23 3.3.2 Design and Content Features of Advertising ..................................................... 23 3.3.3 Content and Messages in Detail ........................................................................ 37 3.3.4 Consumer Information and Messaging .............................................................. 46 3.3.5 Information Presented About the Gamble and Associated Offers ...................... 53 3.3.6 Messages Suggested about Gambling Behaviour and Outcomes ..................... 64 3.4 Summary of Key Findings ........................................................................................ 85 CHAPTER 4: FREQUENCY ANALYSIS: SPORTS SPONSORSHIP .................................. 87 4.1 Introduction .............................................................................................................. 87 4.2 Methods................................................................................................................... 87 4.2.1 Design ............................................................................................................... 87 4.2.2 Selection of Broadcasts..................................................................................... 87 4.2.3 Defining Gambling Marketing References ......................................................... 88 4.2.4 Codebook Variables .......................................................................................... 89 4.2.5 Data Analysis .................................................................................................... 90 4.3 Results .................................................................................................................... 90 4.3.1 Boxing ............................................................................................................... 90 4.3.2 Football ............................................................................................................. 91 4.3.3 Rugby Union ..................................................................................................... 94 4.3.4 Tennis ............................................................................................................... 95 4.3.5 Formula 1 .......................................................................................................... 96 4.4 Summary of Key Findings ........................................................................................ 96 CHAPTER 5: DISCUSSION ................................................................................................ 98 5.1 Summary of Key Findings ........................................................................................ 98 5.2 Future Directions for Research and Policy ............................................................... 99 5.3 Strengths and Limitations ...................................................................................... 102 5.3.1 Literature Review ............................................................................................ 102 5.3.2 Content Analysis ............................................................................................. 102 5.3.3 Sports Sponsorship ......................................................................................... 104 5.4 Conclusion ............................................................................................................. 104 REFERENCES ................................................................................................................. 105 List of Tables Table 3.1: Sample of gambling advertising creatives........................................................... 16 Table 3.2: Codebook section two: Content and design features .......................................... 17 Table 3.3: Codebook part three: Content and messaging in detail in gambling advertising .......................................................................................................................... 18 Table 3.4: Codebook section four: Ethical practice in gambling advertising ......................... 19 Table 3.5: Codebook section five: Information presented about the gamble and offers ....... 20 Table 3.6: Codebook section six: Messages suggested about gambling behaviour and outcomes, including items from existing self-regulatory codes of conduct .................... 21 Table 3.7: Codebook section two: Content and design features in gambling advertising .......................................................................................................................... 25 Table 3.8: Codebook section three: Content and messages in detail ................................. 37 Table 3.9: Codebook section four: Visibility of ethical practice features ............................... 47 Table 3.10: Codebook section five: Information about the bet or gamble ........................... 54 Table 3.11: Codebook section six: Messages suggested about gambling behaviour and outcomes ..................................................................................................................... 65 Table 4.1: The sample of television and radio broadcasts captured in 2018, by sport ......... 88 Table 4.2: Summary of gambling references in boxing broadcast ....................................... 91 Table 4.3: Summary of gambling references in television and radio football broadcasts ......................................................................................................................... 93 Table 4.4: Summary of gambling references in the rugby broadcast ................................... 95 Table 4.5: Summary of gambling references in tennis broadcast ........................................ 96 List of Figures Figure 2.1: PRISMA .............................................................................................................. 6 Figure 2.2: Research design ................................................................................................

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