Advertising in Traditional Media and Gambling Behaviours in Young Adults
The proliferation of gambling advertising across various media formats raises urgent concerns about its potential impact on gambling behaviours. With the growing use of and investment in digital advertising, traditional advertising channels, once central to communication strategies, have assumed an...
Spremljeno u:
| Izdano u: | URI:https://journals.openedition.org/cs, |
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| Glavni autori: | , , |
| Format: | Article ou chapitre numérique |
| Jezik: | Anglais |
| Izdano: |
Comunicação e sociedade
2026
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| Teme: | |
| Online pristup: | Accès Université d'Orléans et IFPM |
| Sažetak: | The proliferation of gambling advertising across various media formats raises urgent concerns about its potential impact on gambling behaviours. With the growing use of and investment in digital advertising, traditional advertising channels, once central to communication strategies, have assumed an increasingly peripheral role in debates over advertising effects. This study aims to address that gap by examining perceived exposure to gambling advertising in traditional media and point-of-sale promotion. The analysis focuses on EuroMillions and Scratchcards, two of the most popular forms of gambling in Portugal, drawing on a representative sample of young adult gamblers. The objective is to understand the player profiles for each of these gambling modalities and to what extent exposure to traditional media advertising and point-of-sale communication is associated with the frequency of participation in these games. Although Scratchcards and EuroMillions attract relatively similar player profiles, some differences persist, particularly in terms of gender and age. The results indicate that television remains the main source of perceived gambling advertising exposure among young adult gamblers, with significant gender- and age-related differences in perceived exposure to radio ads, outdoor advertising, and point-of-sale promotions. Furthermore, EuroMillions players who report higher exposure to radio and point-of-sale advertising show a slightly increased tendency to engage in more frequent gambling practices. This study contributes to broader, critical reflection on the effects of gambling advertising on a vulnerable group, highlighting the need to include traditional media advertising in the ongoing public health and gambling regulation policy debate. |
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