Pitt Hannah, Thomas Samantha L, Bestman Amy, Randle Melanie, Daube Mike
Centre for Population Health Research, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Vic., Australia.
School of Management, Operations and Marketing, University of Wollongong, Wollongong, NSW, Australia.
Health Promot J Austr. 2018 Dec;29(3):265-273. doi: 10.1002/hpja.12. Epub 2018 Jan 3.
Concerns have been raised about the expansion of sports betting marketing and the impact it may have on children's gambling attitudes and behaviours. This study aimed to investigate the content of Australian betting advertisements to identify if they contained specific attention strategies that have been identified by tobacco, alcohol and gambling researchers as having particular appeal to children.
An interpretative content analysis of 91 advertisements from 11 corporate bookmakers was conducted. A search of specific attention strategies that may appeal to adults, but also have been demonstrated in the public health literature as having particular appeal for children was used to develop a coding framework. This framework was then applied to analyse the advertisements. Descriptive statistics were used to generate quantitative data and qualitative illustrations were used to provide examples of the strategies found within the advertisements.
On average there were 7.6 attention strategies found per advertisement. The most common attention strategies were music (n = 80), voiceovers (n = 79) and catchy slogans (n = 78). There were some attention strategies that related specifically to betting, such as technology, and risk-reducing promotions.
This research has demonstrated that the content of betting advertisements contains attention strategies that, based on the research findings from other areas of public health, may have particular appeal for children. SO WHAT?: This research provides important evidence which could encourage researchers, regulators and policy makers to consider changes to current advertising regulations, to ensure children are protected from the potentially engaging and harmful attention strategies present in betting advertisements.
人们对体育博彩营销的扩张及其可能对儿童赌博态度和行为产生的影响表示担忧。本研究旨在调查澳大利亚博彩广告的内容，以确定其中是否包含烟草、酒精和赌博研究人员所确定的对儿童具有特殊吸引力的特定吸引策略。
对11家企业博彩公司的91则广告进行了解释性内容分析。通过搜索可能吸引成年人但在公共卫生文献中也已证明对儿童具有特殊吸引力的特定吸引策略来制定编码框架。然后应用该框架对广告进行分析。使用描述性统计来生成定量数据，并使用定性例证来提供广告中发现的策略示例。
每则广告平均发现7.6种吸引策略。最常见的吸引策略是音乐（n = 80）、画外音（n = 79）和朗朗上口的口号（n = 78）。有一些吸引策略专门与博彩相关，例如技术和降低风险的促销活动。
本研究表明，博彩广告的内容包含基于其他公共卫生领域研究结果可能对儿童具有特殊吸引力的吸引策略。那又如何？：本研究提供了重要证据，可鼓励研究人员、监管机构和政策制定者考虑对现行广告法规进行修改，以确保儿童免受博彩广告中存在的潜在引人入胜且有害的吸引策略的影响。
