Please use this identifier to cite or link to this item:
Appears in Collections:Economics Journal Articles
Peer Review Status: Refereed
Title: Gambling marketing from 2014 to 2018: A literature review
Other Titles: Gambling marketing: A literature review
Author(s): Newall, Philip W S
Moodie, Crawford
Reith, Gerda
Stead, Martine
Critchlow, Nathan
Morgan, Amber
Dobbie, Fiona
Keywords: gambling advertising
gambling promotion
sports betting
Issue Date: Jun-2019
Citation: Newall PWS, Moodie C, Reith G, Stead M, Critchlow N, Morgan A & Dobbie F (2019) Gambling marketing from 2014 to 2018: A literature review [Gambling marketing: A literature review]. Current Addiction Reports, 6 (2), pp. 49-56.
Abstract: Purpose of review: Legislation and technology have led to unprecedented changes in the frequency and content of gambling marketing in many countries. We build upon previous reviews by exploring research on gambling marketing from between 2014 and 2018. Recent findings: Most literature reviewed was from the UK or Australia, with three key findings identified. First, gambling marketing is highly targeted and ubiquitous around sport, with the most popular strategies being: increasing brand awareness, advertising complex financial incentives for participation, and advertising complex betting odds. Second, perceptions of gambling advertising, particularly among vulnerable groups (e.g., children, problem gamblers) appear to be influenced by this targeted content. Third, emerging research suggests that awareness of gambling marketing is associated with more frequent and riskier gambling behaviour. Summary: The reviewed literature suggests that gambling marketing is targeted and influences how gambling is perceived, and that it may affect gambling-related behaviours.
DOI Link: 10.1007/s40429-019-00239-1
Rights: © Springer Nature Switzerland AG 2019 This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (, which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Files in This Item:
File Description SizeFormat 
Newall2019_Article_GamblingMarketingFrom2014To201.pdfFulltext - Published Version406.88 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.