School of Social and Political Sciences, University of Glasgow, Adam Smith Building, Bute Gardens, Glasgow G12 8RT, United Kingdom; Faculty of Public Health and Policy, London School of Hygiene and Tropical Medicine, 15-17 Tavistock Place, London WC1H 9SH, United Kingdom.
Institute of Social Marketing and Health, University of Stirling, Stirling FK9 4LA, United Kingdom.
Addict Behav. 2022 Dec;135:107440. doi: 10.1016/j.addbeh.2022.107440. Epub 2022 Jul 25.
In 2020, the British Government initiated a review about whether to introduce stricter controls on gambling marketing. We examine: (i) what proportion of regular sports bettors and emergent adult gamblers report that marketing has prompted unplanned spend; and (ii) what factors are associated with reporting that marketing had prompted unplanned spend.
Data are from two British non-probability online surveys with: (i) emerging adults (16-24 years; n = 3,549; July/August 2019) and (ii) regular sports bettors (18+; n = 3,195; November 2020). Among current gamblers, logistic regressions examined whether reporting that gambling marketing had prompted unplanned spend (vs never) was associated with past-month marketing awareness, past-month receipt of direct marketing (e.g., e-mails), following gambling brands on social media, and problem gambling classification.
Almost a third of current gamblers reported that marketing had prompted unplanned gambling spend (sports bettors: 31.2 %; emerging adults: 29.5 %). Escalated severity of problem gambling was associated with reporting that marketing had prompted unplanned spend in both samples, in particular those experiencing gambling problems compared to those experiencing no problems (sports bettors: OR = 17.01, 95 % CI: 10.61-27.27; emerging adults: OR = 11.67, 95 % CI: 6.43-21.12). Receipt of least one form of direct marketing in the past month and following a gambling brand on at least one social media platform was also associated unplanned spend among sports bettors and emerging adults.
Among emerging adults and regular sports bettors, increased severity of gambling problems, receiving direct marketing, and following gambling brands on social media are associated with reporting that marketing has prompted unplanned spend.
2020 年，英国政府启动了一项关于是否引入更严格的赌博营销控制措施的审查。我们研究了：（i）有多少定期赌博者和新兴成年赌徒报告说营销活动促使他们进行了非计划性支出；以及（ii）哪些因素与报告营销活动促使他们进行了非计划性支出有关。
数据来自于两项英国非概率在线调查，其中包括：（i）新兴成年人（16-24 岁；n=3549；2019 年 7/8 月）和（ii）定期赌博者（18 岁以上；n=3195；2020 年 11 月）。在当前赌徒中，逻辑回归检验了报告赌博营销活动促使他们进行了非计划性支出（与从未有过相比）是否与过去一个月的营销意识、过去一个月收到的直接营销（如电子邮件）、在社交媒体上关注赌博品牌以及赌博问题分类有关。
近三分之一的当前赌徒报告说营销活动促使他们进行了非计划性的赌博支出（赌博者：31.2%；新兴成年人：29.5%）。赌博问题严重程度的加剧与两个样本中报告营销活动促使他们进行了非计划性支出有关，尤其是与没有问题的赌徒相比，有问题的赌徒（赌博者：OR=17.01，95%CI：10.61-27.27；新兴成年人：OR=11.67，95%CI：6.43-21.12）。过去一个月至少收到一种形式的直接营销，以及在至少一个社交媒体平台上关注一个赌博品牌，也与赌博者和新兴成年人的非计划性支出有关。
在新兴成年人和定期赌博者中，赌博问题严重程度的增加、收到直接营销以及在社交媒体上关注赌博品牌与报告营销活动促使他们进行了非计划性支出有关。
