Department of Psychology, Sociology and Philosophy, University of Leon, Facultad de Educación, Campus de Vegazana, s/n, Leon 24071, Spain.
Department of Psychology, Addictive Behaviors Research Group, University of Oviedo, Plaza Feijoo, s/n, Oviedo 33003, Spain.
Public Health. 2024 Sep;234:170-177. doi: 10.1016/j.puhe.2024.06.025. Epub 2024 Jul 16.
Online platforms have transformed gambling into a daily activity for many, raising concerns about its potential harm. Notably, marketing strategies play a crucial role in influencing gambling behaviors and normalizing gambling. This study aims to explore the relationship between monthly marketing expenditure by the gambling industry, the online amount of money bet, and the number of online accounts (active and new) in Spain. A secondary goal is to assess the impact of marketing restrictions under the Spanish Royal Decree 958/2020 on the relationship between marketing and online gambling behavior.
Longitudinal study.
Data covering January 2013 to December 2023. Dependent variables included: new accounts, active accounts, gambler deposits, and the total money bet. Independent variables included: expenditure on advertising, bonuses, affiliate marketing, and sponsorship. A Seasonal Autoregressive Integrated Moving Average (SARIMA) model was employed to assess marketing's impact on online gambling behavior.
Findings show that investment in advertising (P ≤ 0.025), promotions (P < 0.001), and sponsorships (P ≤ 0.004) significantly increase the number of new and active accounts, deposits, and total money bet. For instance, it has been estimated that, for every €1 invested in bonuses and sponsorship, gamblers deposit €1.6 and €4 into their accounts, respectively. Moreover, the Spanish law regulating gambling advertising has seemingly weakened the link between marketing expenditure and gambling behavior, with the notable exception of bonuses, where the impact has intensified.
These results underline the importance of ongoing monitoring and regulation of gambling behavior in Spain, emphasizing the need for strict adherence to regulations.
在线平台使赌博成为许多人的日常活动，引发了对其潜在危害的关注。值得注意的是，营销策略在影响赌博行为和使赌博正常化方面发挥着关键作用。本研究旨在探讨西班牙博彩业每月营销支出、线上投注金额以及线上账户数量（活跃和新增）之间的关系。次要目标是评估西班牙皇家法令 958/2020 对营销与线上博彩行为之间关系的限制措施的影响。
纵向研究。
涵盖 2013 年 1 月至 2023 年 12 月的数据。因变量包括：新增账户、活跃账户、赌客存款和总投注金额。自变量包括：广告、奖金、联盟营销和赞助支出。采用季节性自回归综合移动平均（SARIMA）模型评估营销对线上博彩行为的影响。
研究结果表明，广告（P≤0.025）、促销（P<0.001）和赞助（P≤0.004）的投资显著增加了新增和活跃账户、存款和总投注金额。例如，据估计，每投资 1 欧元用于奖金和赞助，赌客分别存入 1.6 欧元和 4 欧元到他们的账户中。此外，西班牙的博彩广告监管法规似乎削弱了营销支出与博彩行为之间的联系，但奖金除外，其影响有所加剧。
这些结果强调了西班牙对博彩行为进行持续监测和监管的重要性，强调了严格遵守法规的必要性。
