Exposure to and consequences of gambling marketing communication for vulnerable groups: a multi-method approach

Since the 1st of July 2023, there is a ban on untargeted advertising. Given the opportunities for online advertising and sponsorship that remain allowed and the way gambling companies have operated at the edge of what is legally possible in recent years, this project focuses on marketing communication for (online) gambling.

Objective
We aim to map out the amount and types of gambling advertisements people in the Netherlands are exposed to. We particularly focus on vulnerable groups such as youth, young adults, (former) gambling addicts, and people with a low socioeconomic status. Additionally, we provide insight into the effects of gambling advertisements on these vulnerable groups.

Approach
The current project employs a multi-method approach combining various innovative methods. Three sub-objectives are addressed in different sub-projects:

The first sub-project aims to provide rich insights into the exposure to marketing communication and the perceptions and consequences of this exposure for vulnerable groups. For this research, we will use a qualitative interview method.

The second sub-project aims to provide insights into the exposure to and the types of tactics used in gambling advertisements on specific online social media platforms and to clarify how vulnerable the targeted groups are. For this sub-project, we will use data donation via social media.

The third sub-project aims to provide a 360-degree overview of all marketing communication and link this to direct and long-term consequences in terms of gambling behavior, attitudes, and the normalization of gambling.

Expected Results
The insights from this project can be used to monitor the effectiveness of regulations, decide whether (further) regulation of gambling marketing is needed, and develop more effective treatment and prevention measures for gambling addiction.

Features

Project number:
10450022310004
Duration: 50%
Duration: 50 %
2024
2026
Related funding round:
Project lead and secretary:
dr. H.A.M. Voorveld
Responsible organisation:
Universiteit van Amsterdam