Gambling promotion counter-advertising produces scepticism

A recent study conducted in the UK has shed light on consumer resistance to gambling promotions and marketing, revealing that counter-advertising measures may foster long-term scepticism and avoidance of gambling products.

Led by the School of Psychology at Swansea University, and published in The Conversation on February 5, this research aimed to assess the effectiveness of counteracting gambling promotions to combat the persuasive strategies commonly employed by operators. Jamie Torrence, a lecturer at Swansea University, elaborated on the objectives of the study, emphasizing the need to educate consumers about the influence of gambling marketing tactics.

The study involved 1,200 participants who were educated on various persuasive techniques employed in the gambling industry, including the benefits of framing gambling positively, promotional offers, and targeted advertising strategies. Additionally, the researchers evaluated participants based on their Problem Gambling Severity Index (PGSI) scores, which predict an individual’s likelihood of engaging in risky gambling behaviors.

Utilizing elements of ‘inoculation theory’, the study exposed participants to less harmful content regarding gambling promotions to build a natural resistance, akin to the way vaccines prepare the immune system to fight off disease.

Five Key Marketing Strategies Identified as Persuasive

Researchers identified five primary advertising strategies employed by the gambling industry that proved particularly persuasive. These included:

• Demographic Targeting: Ad campaigns tailored specifically to address various demographic groups based on age, sex, and gambling behavior.
• Gambling Integrated into Sports: Promotions that embed gambling messages into sporting events and broadcasts to increase exposure.
• Positive Portrayals of Gambling: Advertisements that depict gambling in a favorable light, often downplaying risks.
• Affiliate Marketing: Utilizing influencers and affiliates to reach broad audiences with endorsements that create a perception of safety and enjoyment.
• Promotional Offers: Special offers like sign-up bonuses and “free bets” that mask complex conditions with intricate language, potentially misleading consumers.

According to the research paper, the economic value of such promotions is frequently obscured by complicated terminology and strict conditions that are challenging to comprehend. It noted, “Despite the lack of clarity, promotional offers appear to be particularly influential, facilitating impulsive and riskier betting behaviors among those exposed to them.”

The impact of promotional strategies was evident, with up to 21% of gamblers ceasing their engagement with promotions just one month after the intervention was introduced. This suggests that extended or repeated educational interventions could effectively counteract the persuasive elements within gambling marketing.

In the course of the study, participants displayed heightened levels of scepticism towards gambling advertisements after viewing a 7.2-minute video aimed at informing them about these marketing strategies. Notably, this scepticism persisted to a certain extent at a follow-up one month later.

The participant pool included 1,200 UK-based gamblers aged 18 to 29. Half received the inoculative video, while the other half viewed a control video focused on healthy eating. The intervention video prominently featured a voiceover that elaborated on the identified marketing strategies and highlighted their potential risks.

The study assessed participants’ resistance to gambling promotions through three metrics: scepticism, persuasion knowledge, and disengagement from promotional offers. While the data indicated a decline in scepticism and persuasion knowledge scores after one month, researchers noted that the results may have been affected by the singular exposure to the intervention. Other successful inoculation campaigns typically employ frequent exposure for greater efficacy.

In light of the findings, researchers advocate for extended studies that utilize prolonged exposure to the intervention videos. They also suggest creating shorter formats specifically tailored for social media platforms, which are increasingly influential in shaping consumer perceptions.

The researchers concluded that these inoculative gambling interventions should be further refined and utilized to enhance measures aimed at mitigating the potential harms associated with gambling. Recent studies into problem gambling behaviors are gaining traction, as evidenced by a report released last week by the UK Gambling Commission, which indicated that specific gambling formats are linked to heightened risks. The report assessed players’ frequency of play and socio-economic backgrounds to analyze the connection between gambling types and risky behaviors.