Profit Before People: The commercial determinants of health and lessons from the tobacco epidemic (2023)

Gambling involves betting or risking something of value on an event with an uncertain or chance outcome. It is defined as participation in games, bets, or lotteries. 62

There is growing concern about gambling-related harms in the UK, where the gambling market is one of the largest and most accessible in the world. 63

Statistics indicate that in 2022 there will be nearly 2500 operators in the gambling market, with revenues of £14. 1 billion in the year to March 2022. 64

It is estimated that 60% of the profits of the online gambling industry come from around 5% of gamblers who are classified as “problem gambling” or “risky gambling”. 65

In recent years, the availability of gambling has increased, both in person and online. Although there are some regulations on gambling advertising, children are constantly exposed to gambling advertising, which may normalize gambling and predict future gambling. Opportunities to gamble are present on most high streets and, with the proliferation of the internet, in virtually every home. Based on existing evidence, it is fair to say that the commercial gambling industry has become one of the most innovative health-harming industries in recent years. 66 It is not surprising that the commercial gambling industry operates in a similar way to other health-harming industries such as tobacco. This includes delaying or avoiding regulation, developing innovative products and promotions, appealing to new markets, co-opting research and knowledge production, and co-opting “public health” responses through corporate political activism. 67 There is ample evidence that gambling has significant adverse health and social effects not only on the individuals who gamble but also on their families and communities. 66 Gambling harm is a public health issue because it is associated with harm to individuals, their families, those close to them, and the wider society, and it can create and exacerbate inequalities. 63 The Gambling Act 2005 was harmful from the start, as it aimed to make the UK the centre of the online gambling industry, and required regulators and local authorities to “seek to permit” gambling, while defining people as a problem, not a product. 68 To date, the UK's approach has been to work with the industry and encourage it to adopt "responsible" business practices, rather than introducing legislation to regulate the industry.

However, we must not forget that gambling is maintained and promoted by a powerful global industry, whose methods not only make gambling more widespread but also shape thinking about appropriate policy responses to the health effects of gambling products. The above approach ensures that the gambling industry is seen as a legitimate policy actor, and that regulators have a legal obligation to consult with the industry when planning the governance of its practices and products. 68

By defining people as the problem, the Gambling Act 2005 shifted the responsibility and implied that the problem could be addressed through public education and treatment for those who cannot or will not gamble responsibly. The gambling industry provided room for itself to step in, and it did this easily, by becoming the main funder of research, education and treatment. However, despite more than 40 years of industry funding research, there is little quality research on public health approaches to prevent gambling harm. The current system maintains the status quo, condoning harm and making the industry appear part of the solution 68.

The political will of governments to enact policies and laws to address harmful industries can have a transformative impact on people's health and well-being 66 . This can be seen in the approach to tobacco, showing that a public health approach can try and be successful in protecting current and future generations from a predatory industry.

In England, the North East has the highest number of gamblers at risk of developing gambling harms (4. 9%). Although these harms refer to disorders rather than diseases that directly cause illness or death, there is evidence that gambling can have significant negative effects on health and wellbeing.

Harmful gambling is also associated with increased crime. Despite this, current policy responsibility for gambling is held by the Department for Digital, Culture, Media and Sport, not the Department for Health and Social Care, which has confirmed that gambling is not considered a public health problem in the current legal framework.

Other impacts include:

The leading causes of death associated with gambling harms are suicide and domestic homicide/suicide. The severity of gambling, increased losses and unmanageable debt predict greater suicidal tendencies.

Gambling addiction is often serious, affecting not only gambling addicted patients but also close people, especially partners. Gambling is associated with a decrease in concentration and late work, and eventually leads to retirement, demoted and dismissed. Bankruptcy, housing issues, and homeless are also related to gambling. Financial damage also has a negative effect on human relationships, mental hygiene, and criminal behavior.

Suicide

Gambling damage is related to social support and a decline in family function. Gambling is associated with quarrel, human tension, and home abuse. Not only the relationship with close people, but also the wider friendship network is adversely affected.

Financial harm

Experienced gambling addiction states that he has experienced shame, guilt, loneliness, sleep disorders, and a decrease in sel f-esteem. Similarly, close people have reported negative emotions and lack of sleep.

Relationships

Approximately 7%of British people have been adversely affected by other gambling. There are many people affected by women. Of the affected people, partners / spouses accounted for 48 %, followed by parent gamblers (41 %) and child gamblers (38 %).

Mental Health

Groups that are susceptible to gambling include alcohol, drug abuse, those who have mental health problems, and criminal groups. There are also many gambling addiction for unemployed people and those who live in unfair areas. Groups, which are the most socially economical and disadvantaged positions in England, have the lowest gambling participation rate, but have the highest levels of gambling and gambling harm. Therefore, gambling is related to health gaps and has worsened the health gap. Young people are a group with high illness and high illness, and being a young and male is a strong prediction factor that causes a problem with gambling. Young men with low social and economic status are particularly vulnerable. Gambling of children and young people is associated with worse mental hygiene, especially anxiety and depression. Determining gambling as an individual choice is a typical tactic adopted by Ti, causing victims' accusations and stigma, and conflicts with the experience of service users. Gambling harm may be experienced throughout the scope of gambling involvement/ participation. Therefore, it is necessary to have a grou p-level intervention focusing on a wide range of har m-related determination factors related to gambling environment, gambling products, and gambling. < SPAN> Gambling addiction is often serious, affecting not only gambling addicted patients, but also familiar people, especially partners. Gambling is associated with a decrease in concentration and late work, and eventually leads to retirement, demoted and dismissed. Bankruptcy, housing issues, and homeless are also related to gambling. Financial damage also has a negative effect on human relationships, mental hygiene, and criminal behavior.

Affected others

Gambling damage is related to social support and a decline in family function. Gambling is associated with quarrel, human tension, and home abuse. Not only the relationship with close people, but also the wider friendship network is adversely affected.

Vulnerable groups

Experienced gambling addiction states that he has experienced shame, guilt, loneliness, sleep disorders, and a decrease in sel f-esteem. Similarly, close people have reported negative emotions and lack of sleep.

References

Approximately 7%of British people have been adversely affected by other gambling. There are many people affected by women. Of the affected people, partners / spouses accounted for 48 %, followed by parent gamblers (41 %) and child gamblers (38 %).

Recall and awareness of gambling advertising and sponsorship in sport in the UK: a study of young people and adults

Groups that are susceptible to gambling include alcohol, drug abuse, those who have mental health problems, and criminal groups. There are also many gambling addiction for unemployed people and those who live in unfair areas. Groups, which are the most socially economical and disadvantaged positions in England, have the lowest gambling participation rate, but have the highest levels of gambling and gambling harm. Therefore, gambling is related to health gaps and has worsened the health gap. Young people are a group with high illness and high illness, and being a young and male is a strong prediction factor that causes a problem with gambling. Young men with low social and economic status are particularly vulnerable. Gambling of children and young people is associated with worse mental hygiene, especially anxiety and depression. Determining gambling as an individual choice is a typical tactic adopted by Ti, causing victims' accusations and stigma, and conflicts with the experience of service users. Gambling harm may be experienced throughout the scope of gambling involvement/ participation. Therefore, it is necessary to have a grou p-level intervention focusing on a wide range of har m-related determination factors related to gambling environment, gambling products, and gambling. Gambling addiction is often serious, affecting not only gambling addicted patients but also close people, especially partners. Gambling is associated with a decrease in concentration and late work, and eventually leads to retirement, demoted and dismissed. Bankruptcy, housing issues, and homeless are also related to gambling. Financial damage also has a negative effect on human relationships, mental hygiene, and criminal behavior.

Method

Gambling damage is related to social support and a decline in family function. Gambling is associated with quarrel, human tension, and home abuse. Not only the relationship with close people, but also the wider friendship network is adversely affected.

Results

Experienced gambling addiction states that he has experienced shame, guilt, loneliness, sleep disorders, and a decrease in sel f-esteem. Similarly, close people have reported negative emotions and lack of sleep.

Conclusion

Approximately 7%of British people have been adversely affected by other gambling. There are many people affected by women. Of the affected people, partners / spouses accounted for 48 %, followed by parent gamblers (41 %) and child gamblers (38 %).

Background

Gambling advertising in the UK

Groups that are susceptible to gambling include alcohol, drug abuse, those who have mental health problems, and criminal groups. There are also many gambling addiction for unemployed people and those who live in unfair areas. Groups, which are the most socially economical and disadvantaged positions in England, have the lowest gambling participation rate, but have the highest levels of gambling and gambling harm. Therefore, gambling is related to health gaps and has worsened the health gap. Young people are a group with high illness and high illness, and being a young and male is a strong prediction factor that causes a problem with gambling. Young men with low social and economic status are particularly vulnerable. Gambling of children and young people is associated with worse mental hygiene, especially anxiety and depression. Determining gambling as an individual choice is a typical tactic adopted by Ti, causing victims' accusations and stigma, and conflicts with the experience of service users. Gambling harm may be experienced throughout the scope of gambling involvement/ participation. Therefore, it is necessary to have a grou p-level intervention focusing on a wide range of har m-related determination factors related to gambling environment, gambling products, and gambling.

66. Thomas, S. et al (2023). In order to compete with the commercial gambling industry, global public health measures are required. Health Promotion International, 2023, 38, P. 1-8 PUBMED: In order to compete with the commercial gambling industry, global public health measures are required (display new windows)

The impact of gambling ads displayed during sporting events on young people is an important issue in public health. Australia has been conducting a wide range of research, but in the UK, the understanding of the problem is still limited.

A mixture was conducted for 71 family groups consisting of 99 young people (8-16 years old) and 71 adults recruited in six locations in southern London, UK (May to July 2018). ) Interviewe r-supported surveys investigated the recall and awareness of the Sports Betting brand using interviews and magnet placement board activities developed in Australia. Quantitative data was analyzed using description statistics, and qualitative data was interpreted using the subject analysis method.

Less than half of young people (n = 46, 46 %) and more than tw o-thirds of adults (n = 49, 71 %) were at least one gambling brand without being prompted. Like young people who often watch soccer on television, boys have a significant brand recall rate than girls. Almost tw o-thirds (n = 63, 63 %) of young people (n = 63, 63 %) are correctly placed next to one or more shirts, sponsors and magnets, and 30 % (n = 30) are three or more. The sponsor magnet was placed correctly next to the supporting soccer team. For less than tw o-thirds of adults (n = 44, 62 %), one or more shirts, sponsors and magnets were correctly placed next to the corresponding soccer team. Young people remembered gambling ads on TV (n = 78), technology / screen (n = 49), and sports teams (n = 43). Adults remembered that they saw advertisements on TV (n = 56), technology / screen (n = 37), sports stadium (n = 34), and gambling fields (n = 34). More than thre e-quarters of young people (74 out of 95, 78 %) and 86 % of adults (59 out of 69) believed that betting was a normal part of sports.

The impact of gambling advertising, promotions, and sponsorship on young people

In order to reduce the exposure of gambling ads for young people, British policy proprietors will examine a comprehensive approach that is applied in tobacco regulations for advertising in all forms, including promotion and sponsorship. Should be.

The impact of gambling advertisements displayed during sporting events is being recognized by international research communities as an important public health problem for youth [1, 2, 3]. Many of the research on the impact of gambling advertisements on young people is being conducted in Canada and Australia, but the UK (Britain) still has a limited understanding of the problem.

Gambling advertisements in the UK have been increasing rapidly since the Gambling Act 2005 was enforced in 2007. The number of "spots", which advertise gambling on television, increased from 152, 000 in 2006 to 1. 39 million in 2012. Gambling companies spend more on advertising. In 2015, gambling companies spent 118. 5 million pounds on television ads, increasing 46 % from 2012. In 2018, bookmaker Paddy Power estimates that advertising costs in the sports betting market have increased at a rate of 19%per year.

1. Director of gambling advertisements in the UK is the responsibility of Digital, Culture, Media, and Sports (DDCMS), OFCOM, and the British Gambling Committee. Gambling operators also shall also comply with advertising practical norms managed by the Advertising Standards Bureau (ASA) (BCAP-British Broadcasting Advertising Code, CAP-outside the UK Broadcasting and Direct & Promotion Marketing). Businesses are also creating industry code for socially responsible advertising ([7], page 25). The ASA code, especially the gambling ad, should not be particularly likely to appeal to children and young people, especially by reflecting or associating the youth culture [8]. Focus on restrictions.
2. In the UK, most gambling advertisements (excluding bingo) are banned before the broadcast time at 9:00 pm, but sports betting can always be advertised during live sports. Furthermore, as in other areas such as Australia, advertising regulations are not applied to sponso r-free promotions such as shirts and signboards. [10] According to a recent survey of soccer games aired in Sky Sports and BBC, most of the advertisements (29 of the 30 gambling brands, 57 unique brands overall) are for online gambling. Most of them were found on the dynamic building board beside the soccer pitch.
3. As gambling advertisements on the impact of youth, the sponsorship relationship between sports organizations and gambling companies is also changing. The Soccer Association (England's Association Football General Association) has finished a sponsor contract with Radbrokes in 2017, and the England Premier League (EPL) has not demanded sponsors since the 2016-17 season. However, in the 2018-19 season, 9 out of 20 EPL teams and 17 teams of championships were gambling companies as shirts.
4. Research has demonstrated that sponsor's advertising has a strong impact on young people's consciousness, attitude, and consumption intentions to unhealthy products such as tobacco, alcohol, and gambling [2, 13, 14, 15, 15, 16, 17]. In recent research in New Zealand and Australia, gambling sponsorship in sports [18], young people's gambling brands [3, 19], the impact and impact of gambling advertisements on attitude and decisio n-making for gambling [20 ], It is investigating a reminiscence of gambling advertisements of young people in different times and different media channels [21]. According to these studies, young people, especially sports fans, have a high recall rate of gambling brand names, seeing gambling ads in multiple media channels (including social media), and messages in the advertising campaign. It has been demonstrated that gamblin g-related risks may be reduced and that gambling is recognized as a normal or common part of sports [2, 19, 21]. 。 Research has also suggested that young and adults want to strengthen their advertising measures to protect young people from being exposed to advertising of these products. [21, 22]. With the growing social interest in the impact of gambling advertisements on youth, sponsorship relationships between sports organizations and gambling companies are also changing. The Soccer Association (England's Association Football General Association) has finished a sponsor contract with Radbrokes in 2017, and the England Premier League (EPL) has not demanded sponsors since the 2016-17 season. However, in the 2018-19 season, 9 out of 20 EPL teams and 17 teams of championships were gambling companies as shirts.
5. Research has demonstrated that sponsor's advertising has a strong impact on young people's consciousness, attitude, and consumption intentions to unhealthy products such as tobacco, alcohol, and gambling [2, 13, 14, 15, 15, 16, 17]. In recent research in New Zealand and Australia, gambling sponsorship in sports [18], young people's gambling brands [3, 19], the impact and impact of gambling advertisements on attitude and decisio n-making for gambling [20 ], It is investigating a reminiscence of gambling advertisements of young people in different times and different media channels [21]. According to these studies, young people, especially sports fans, have a high recall rate of gambling brand names, seeing gambling ads in multiple media channels (including social media), and messages in the advertising campaign. It has been demonstrated that gamblin g-related risks may be reduced and that gambling is recognized as a normal or common part of sports [2, 19, 21]. 。 Research has also suggested that young and adults want to strengthen their advertising measures to protect young people from being exposed to advertising of these products. [21, 22]. As gambling advertisements on the impact of youth, the sponsorship relationship between sports organizations and gambling companies is also changing. The Soccer Association (England's Association Football General Association) has finished a sponsor contract with Radbrokes in 2017, and the England Premier League (EPL) has not demanded sponsors since the 2016-17 season. However, in the 2018-19 season, 9 out of 20 EPL teams and 17 teams of championships were gambling companies as shirts.

Methods

Approach

Research has demonstrated that sponsor's advertising has a strong impact on young people's consciousness, attitude, and consumption intentions to unhealthy products such as tobacco, alcohol, and gambling [2, 13, 14, 15, 15, 16, 17]. In recent research in New Zealand and Australia, gambling sponsorship in sports [18], young people's gambling brands [3, 19], the impact and impact of gambling advertisements on attitude and decisio n-making for gambling [20 ], It is investigating a reminiscence of gambling advertisements of young people in different times and different media channels [21]. According to these studies, young people, especially sports fans, have a high recall rate of gambling brand names, seeing gambling ads in multiple media channels (including social media), and messages in the advertising campaign. It has been demonstrated that gamblin g-related risks may be reduced and that gambling is recognized as a normal or common part of sports [2, 19, 21]. 。 Research has also suggested that young and adults want to strengthen their advertising measures to protect young people from being exposed to advertising of these products. [21, 22].

Young people's perceptions of gambling sponsorship have also been explored, compared to their perceptions of junk food and alcohol sponsorship. In an Australian study of 85 young people aged 5–12 years, three-quarters were able to correctly identify at least one shirt sponsor related to a food, alcohol, or gambling company [23]. In Australia, efforts are underway to remove gambling sponsorship from professional sports, with Victorian teams in the Australian Football League signing a charter with the Victorian Responsible Gambling Foundation committing to refusing sponsorship from gambling companies [24]. In the UK, concerns about the potential impact of gambling advertising on young people have been raised by the media [5, 25], but little research has been conducted in this jurisdiction.

Sampling and recruitment

The following study aimed to contribute to the international literature on the impact of gambling advertising by investigating how young people and adults recall gambling brands advertised and promoted within UK sport. The study was guided by five research questions:

1. To what extent do youth and adults recall sports betting brands?

2. Can youth and adults implicitly recall sponsorship relationships between gambling brands and teams playing in the EPL?

Data collection

3. To what extent do youth and adults perceive gambling as a normal part of sport?

4. Where, if at all, do youth and adults see gambling advertising?

5. What changes would youth and adults like to see in the current regulation of gambling advertising?

Adapting an Australian-developed methodology [3, 17, 23], this study used a mixed-methods approach to explore youth and adults’ recall of sports betting brands, their implicit recall of sponsorship relationships between gambling brands and teams playing in the EPL, where youth and adults see gambling advertising, the extent to which youth and adults perceive gambling as a normal part of sport, and what, if any, changes would youth and adults like to see in the current regulation of gambling advertising.

In order to evaluate the implicit connection between adults and young people against the professional sports team and the sponsor, this study referred to the research of Pettigrew et al. [17], Bestman et al. I did. For other questions, a more traditional investigation slip was used. In consideration of the fact that young people are involved and sports betting for children under the age of 18 is illegal, the Goldsmith University Human Research Ethics Committee (GoldSmiths 1365) has received hig h-risk ethical approval. .

In this study, we were looking for a sample for the convenience of a family group consisting of at least one year to 16 years old, at least one parent or caregiver. The age group is used in similar research, indicating the time when young people can recognize gambling marketing and understand the persuasive intentions of marketing. [3] Young people were recruited from May to July 2018 in six locations in southern London. During this period, it was held outdoors and was selected for events where young people and accompanying adults with various backgrounds, including people with different levels of involvement and interest in soccer, gather. The events include young people's football tournaments operated by Junior Football Club, three community festivals, family car boot sales, and elementary school family camp events. In Australian research, major sports events are used as major survey locations for data collection, but all the EPLs, championships, and leagu e-one teams are based in London we approached. I couldn't reproduce it because I refused to enter the stadium to implement or did not respond to the request. < SPAN> In order to evaluate the tying of adults and young people to the professional sports team and its sponsors, this study showed Pettigrew and others [17], Bestman et al. I referred to the research. For other questions, a more traditional investigation slip was used. In consideration of the fact that young people are involved and sports betting for children under the age of 18 is illegal, the Goldsmith University Human Research Ethics Committee (GoldSmiths 1365) has received hig h-risk ethical approval. .

In this study, we were looking for a sample for the convenience of a family group consisting of at least one year to 16 years old, at least one parent or caregiver. The age group is used in similar research, indicating the time when young people can recognize gambling marketing and understand the persuasive intentions of marketing. [3] Young people were recruited from May to July 2018 in six locations in southern London. During this period, it was held outdoors and was selected for events where young people and accompanying adults with various backgrounds, including people with different levels of involvement and interest in soccer, gather. The events include young people's football tournaments operated by Junior Football Club, three community festivals, family car boot sales, and elementary school family camp events. In Australian research, major sports events are used as major survey locations for data collection, but all the EPLs, championships, and leagu e-one teams are based in London we approached. I couldn't reproduce it because I refused to enter the stadium to implement or did not respond to the request. In order to evaluate the implicit connection between adults and young people against the professional sports team and the sponsor, this study referred to the research of Pettigrew et al. [17], Bestman et al. I did. For other questions, a more traditional investigation slip was used. In consideration of the fact that young people are involved and sports betting for children under the age of 18 is illegal, the Goldsmith University Human Research Ethics Committee (GoldSmiths 1365) has received hig h-risk ethical approval. .

In this study, we were looking for a sample for the convenience of a family group composed of at least one, between the age of eight and 16, and at least one parent or caregiver. The age group is used in similar research, indicating the time when young people can recognize gambling marketing and understand the persuasive intentions of marketing. [3] Young people were recruited from May to July 2018 in six locations in southern London. During this period, it was held outdoors and was selected for events where young people and accompanying adults with various backgrounds, including people with different levels of involvement and interest in soccer, gather. The events include young people's football tournaments operated by Junior Football Club, three community festivals, family car boot sales, and elementary school family camp events. In Australian research, major sports events are used as major survey locations for data collection, but all the EPLs, championships, and leagu e-one teams are based in London we approached. I couldn't reproduce it because I refused to enter the stadium to implement or did not respond to the request.

Up to 15 undergraduate and graduate researchers (GW and ND were training and supported) at each event. In addition, senior colleagues (ND, GW, RC, or MW) were constantly present, managing the problem and answering questions. Under the sunshade of each event, a stand with three sets of two white boards was installed, and the blackboard displayed information about research, noting our passer s-by. He also called out to adults with children, provided information about research in writing and verbal, and called for participation. As we approached the stand, both adults and young people were urged to ask questions before participation. The consent was filled out by all adults, including the responsibilities of young people. The young people added oral consent to receive explanations about the research and confirm that they agreed to participate. At the interview, researchers clearly clarified both adults and young people that they could always withdraw their consent for any reason. Especially the recruitment of a 1 5-yea r-old and 1 6-yea r-old young man had some difficulties. This is because they tend to participate in the event without adults, so they cannot obtain the consent of their parents, and they are out of the research.

• The young people received a 5-pound Amazon ticket, a small bag of sweets, and a soccer sticker as a sign for participation. The sticker chose the Panini World Cup 2018 series without gambling sponsors so that the gambling logo was not included.
• Prior to collecting data, all researchers had a tw o-hour training session (including pilots on the questionnaire). In addition to this training, briefing was performed at the start of each data collection site so that all researchers could fully understand their roles. The answer was that the ND and GW checked the quality and consistency after the activity was suspended and after each data collection period. < SPAN> Up to 15 undergraduate and graduate researchers (GW and ND were training and supported) at each event. In addition, senior colleagues (ND, GW, RC, or MW) were constantly present, managing the problem and answering questions. Under the sunshade of each event, a stand with three sets of two white boards was installed, and the blackboard displayed information about research, noting our passer s-by. He also called out to adults with children, provided information about research in writing and verbal, and called for participation. As we approached the stand, both adults and young people were urged to ask questions before participation. The consent was filled out by all adults, including the responsibilities of young people. The young people added oral consent to receive explanations about the research and confirm that they agreed to participate. At the interview, researchers clearly clarified both adults and young people that they could always withdraw their consent for any reason. Especially the recruitment of a 1 5-yea r-old and 1 6-yea r-old young man had some difficulties. This is because they tend to participate in the event without adults, so they cannot obtain the consent of their parents, and they are out of the research.
• The young people received a 5-pound Amazon ticket, a small bag of sweets, and a soccer sticker as a sign for participation. The sticker chose the Panini World Cup 2018 series without gambling sponsors so that the gambling logo was not included.
• Prior to collecting data, all researchers had a tw o-hour training session (including pilots on the questionnaire). In addition to this training, briefing was performed at the start of each data collection site so that all researchers could fully understand their roles. The answer was that the ND and GW checked the quality and consistency after the activity was suspended and after each data collection period. Up to 15 undergraduate and graduate researchers (GW and ND were training and supported) at each event. In addition, senior colleagues (ND, GW, RC, or MW) were constantly present, managing the problem and answering questions. Under the sunshade of each event, a stand with three sets of two white boards was installed, and the blackboard displayed information about research, noting our passer s-by. He also called out to adults with children, provided information about research in writing and verbal, and called for participation. As we approached the stand, both adults and young people were urged to ask questions before participation. The consent was filled out by all adults, including the responsibilities of young people. The young people added oral consent to receive explanations about the research and confirm that they agreed to participate. At the interview, researchers clearly clarified both adults and young people that they could always withdraw their consent for any reason. Especially the recruitment of a 1 5-yea r-old and 1 6-yea r-old young man had some difficulties. This is because they tend to participate in the event without adults, so they cannot obtain the consent of their parents, and they are out of the research.

The young people received a 5-pound Amazon ticket, a small bag of sweets, and a soccer sticker as a sign for participation. The sticker chose the Panini World Cup 2018 series without gambling sponsors so that the gambling logo was not included.

Approach to analysis

Prior to collecting data, all researchers had a tw o-hour training session (including pilots on the questionnaire). In addition to this training, briefing was performed at the start of each data collection site so that all researchers could fully understand their roles. The answer was that the ND and GW checked the quality and consistency after the activity was suspended and after each data collection period.

After agreeing to the research, he asked young people and adults on social population statistical characteristics, such as age, gender, and ethnicity. Adults also requested the postal code so that the diversity of the sample could be evaluated using the standards of IMD [26]. IMD (Index of Multiple Deprivation) [26] was used as a proxy indicator of social and economic background calculated from postal code data provided from the participating adults. IMD is a relative level of 10 %, which indicates the most blessed 10 % of Ingland, with income, employment, health status, disability, education, housing, and crime. It is a scale of the integrated regional level.

Adults asked if they had recently participated in gambling as an indicator of gambling behavior (the ethical guidelines were not under 16 years old). In order to know the degree of approach and contact with young people's gambling acts, he asked, "How many adults you know and gamble in sports?" Next, we asked all the participants how many gambling brands could be listed. Later, he separated young people and adults to participate in implicit recall activities.

Results

Sample characteristics

EPL has 20 clubs. In the 2017-18 season, nine team shirts were sponsored by gambling brands. A sponsor team of four gambling and four gambling shirts was selected for magnet board activities. This means that when choosing a control brand (10 in total) other than gambling, we had to choose some additional team sponsors from the championship. In order to balance the selection, one sponsor team of shirts other than gambling, which was demoted from the Premier League in 2016 (Aston Villa and Norrhe City), and two sponsorship teams other than gambling (Wigan Athletic and Bristol) chose Leeds, a sponsor team of the same size.

Participants presented a whiteboard with eight EPL team logo (2017-18 season). These logos were randomly arranged vertically from top to bottom. Four of them have a team shirt with gambling sponsors (Crystal Palace, Everton, Stoke City, Westham), and the four teams had shirts with no n-gambling sponsors (Arsenal, Chelsea, Chelsea. Leicester City, Manchester United).

At the bottom of the board, a randomly arranged brand logo was placed. These 23 logo include eight matching teams (each of MANBETX, Sportpesa, Betway, Bet365, EMIRATES, YOKOHAMA TYRES, KING POWER, Chevrolet) 8, Unibet, 32 Red , OPE, Ladrokes, and other EPE and championship team sponsors (AIA, Inter Sport, American Express, Standard Chartered, Lancer Scott, Palm, AVIVA, Includes Virgin Media) I was.

The main difficulties when choosing a magnet board activity logo include secondary sponsorship, especially "Betting partner", stadium partner, shirt sleeve (newly adopted from 2017 season), and a banner on the ground. It was that many companies used. For example, Radbrokes is not a shirt sponsor, but is the official betting partner of many EPL clubs, and the club has been listed as a sponsor. As a result, Radbroks' logo appears on many grounds and official events (for example, backgrounds used at press conferences). We have decided to include the Radbroks logo to investigate how such a sponsor relationship is interpreted.

The "projection method" was used, and the participants were not directly asked about the team and sponsor matching, but were asked to place the brand magnitude as much as they wanted ([3], 2], 2, 2. page). Participants asked why the magnet was placed in that way, and this information was recorded. Later, the participants were given four golden stars with a magnet, and by placing the stars next to each star, they were prompted to show their favorite teams and their favorite brands. Each board was given a unique identifier, and the board was taken for later analysis.

Sports betting brand recall

After the magnet board activity, the participants combined the following individual questions and the free format questions:

Do you remember watching betting and brand logo during sports games?

What do you think about watching betting ads during sports matches?

Implicit recall of sponsorship

Do you think your bet is a normal part of sports?

Do you want to change the how to betting advertising during sports games?

Such a question was made after the magnet board activity, which reduces the impact of this activity that can give other activities. The participants then asked where they had seen the betting company ads. At first, he was asked using an image board with 12 types of options, such as TV screens, computer screens, betting shop windows, and signboards.

Rationale for magnet placement

Before the collection of data, a grid line was drawn on the whiteboard so that researchers could be objectively evaluated the distance between the magnet and the team logo. In order to create comparative data, the analysis of the layout, intervals, and proximity with the box was analyzed in Australian research [32]. All data was checked and cleaned before code. The main adjustment was a small change in the wording of qualitative data.

The quantitative data was analyzed using IBM Statistical Program for Social Science (SPSS) 22. 0. The relevant kai tw o-square test is to determine whether there is a significant difference in a different group of young people (based on age and gender) to implicitly reminiscent of human relationships and answers to survey questions. Used for. Watching sports on television, gambling advertising, recalling gambling brands, and evaluating the relationship with the attitude toward gambling on sports, the frequency of watching various sports on TV and adults. I asked from "I don't see it at all" to "always / as much as possible". Based on this data, the category of soccer fans who watch soccer "always / as frequently as possible" on TV was identified and called "Super Fan."

The qualitative answer was moved to data management software NVIVO and analyzed by theme. The interpretation of the data was led by ND, and after several reconsideration, the second researcher checked all coding. All the author regularly held a meeting to discuss the theme that appeared. In this paper, a qualitative answer is mainly used to complement quantitative data. < SPAN> Such questions were made after the magnet board activity, which reduces the impact that this activity could be on other activities. The participants then asked where they had seen the betting company ads. At first, he was asked using an image board with 12 types of options, such as TV screens, computer screens, betting shop windows, and signboards.

Before the collection of data, a grid line was drawn on the whiteboard so that researchers could be objectively evaluated the distance between the magnet and the team logo. In order to create comparative data, the analysis of the layout, intervals, and proximity with the box was analyzed in Australian research [32]. All data was checked and cleaned before code. The main adjustment was a small change in the wording of qualitative data.

Most preferred (starred) brands

The quantitative data was analyzed using IBM Statistical Program for Social Science (SPSS) 22. 0. The relevant kai tw o-square test is to determine whether there is a significant difference in a different group of young people (based on age and gender) to implicitly reminiscent of human relationships and answers to survey questions. Used for. Watching sports on television, gambling advertising, recalling gambling brands, and evaluating the relationship with the attitude toward gambling on sports, the frequency of watching various sports on TV and adults. I asked from "I don't see it at all" to "always / as much as possible". Based on this data, the category of soccer fans who watch soccer "always / as frequently as possible" on TV was identified and called "Super Fan."

The qualitative answer was moved to data management software NVIVO and analyzed by theme. The interpretation of the data was led by ND, and after several reconsideration, the second researcher checked all coding. All the author regularly held a meeting to discuss the theme that appeared. In this paper, a qualitative answer is mainly used to complement quantitative data. Such a question was made after the magnet board activity, which reduces the impact of this activity that can give other activities. The participants then asked where they had seen the betting company ads. At first, he was asked using an image board with 12 types of options, such as TV screens, computer screens, betting shop windows, and signboards.

Recall of gambling advertising in different media environments

Before the collection of data, a grid line was drawn on the whiteboard so that researchers could be objectively evaluated the distance between the magnet and the team logo. In order to create comparative data, the analysis of the layout, intervals, and proximity with the box was analyzed in Australian research [32]. All data was checked and cleaned before code. The main adjustment was a small change in the wording of qualitative data.

The quantitative data was analyzed using IBM Statistical Program for Social Science (SPSS) 22. 0. The relevant kai tw o-square test is to determine whether there is a significant difference in a different group of young people (based on age and gender) to implicitly reminiscent of human relationships and answers to survey questions. Was used. Watching sports on television, gambling advertising, recalling gambling brands, and evaluating the relationship with the attitude toward gambling on sports, the frequency of watching various sports on TV and adults. I asked from "I don't see it at all" to "always / as much as possible". Based on this data, the category of soccer fans who watch soccer "always / as frequently as possible" on TV was identified and called "Super Fan."

The qualitative answer was moved to data management software NVIVO and analyzed by theme. The interpretation of the data was led by ND, and after several reconsideration, the second researcher checked all coding. All the author regularly held a meeting to discuss the theme that appeared. In this paper, a qualitative answer is mainly used to complement quantitative data.

Perceptions of the normalisation of gambling in sport

A total of 99 young people and 71 adults participated in the study. The majority of young people (n=71, 72%) were aged 8–11 years (mean=10. 42, sd=2. 218) and the majority of adults (n=28) were aged 36–45 years (mean=43. 93, sd=9. 625). Two-thirds of the young people who participated were boys (n=66, 67%) and two-thirds of the adult participants were women (n=47, 66%). The majority of adults (n=63, 89%) were parents of the young people who participated, the rest were grandparents or other caregivers.

By postcode, approximately one-third of the young people (n=31, 31%) and adults (n=23, 32%) were from the top 20% of the most deprived areas according to IMD. Just under half of young people (n=44, 44%) and 39% of adults (n=28) were black or minority ethnic (BME).

The majority of young people (n=79, 80%) played football regularly, with just over half (n=55, 55%) playing multiple times a week or as part of a team. The majority of adults (n=44, 62%) and three-quarters of young people (n=74, 75%) said they watched football more than any other sport, and more than a quarter of adults (n=20, 28%) and a third of young people (n=33, 33%) said they watched football "always/as often as possible". The majority of young people (n=82, 83%) and two-thirds of adults (n=47, 66%) said they supported a football team.

Seven adults (10%) said they had bet money on sports in the last week. Nearly three-quarters of adults (n=52, 73%) and more than half of young people (n=54, 55%) said they knew adults who gamble on sports (Table 1).

Table 1. Sample characteristics

Table 2 shows data on recall of betting brands. Just under half of young people (n=46, 46%) and more than two-thirds of adults (n=49, 71%) were able to name at least one gambling brand without prompting. Fourteen young people (n=14, 14%) and one-third of adults (n=25, 33%) were able to name three or more gambling brands without prompting (children range 0-5, mean 0. 96; adults range 0-6, mean 1. 92).

Attitudes towards the advertising of betting during sport

Table 2. Recall of betting brands

The boys had a significant recall rate of gambling brands compared to girls (p 0. 02). In addition, young people classified as "Super Fans" were significantly more likely to have one or more brands compared to other young people (p = 0. 01). The brands that young people most remembered were BET365 (n = 30), followed by Betway (n = 18). The top brands for adults were Ladbrokes (n = 25) and William Hill (n = 24).

Almost tw o-thirds of youth (n = 63, 63%) placed one or more shirts, sponsors and magnets right next to the corresponding soccer team. Less than on e-third (n = 30, 30 %) has three or more shirts, sponsors and magnets right next to the corresponding soccer team. Young people, classified as Super Fans, have a significant probability of placing a sponsor next to the correct team compared to other young people. More than half of the "super fan" (n = 17, 52 %) could put three or more shirts, sponsors and magnets right next to the corresponding soccer team (Table 3). For boys, an average of 2. 11 shirts and magnets, girls were able to place 0. 73 shirts and magnets on average, right next to the corresponding soccer team. Tw o-thirds of adults (n = 44, 62%) have just placed one or more shirts, sponsors and magnets next to the corresponding soccer team. Women are 0. 89 games less than men (3. 17 games).

Table 3 Table memories of sponsors

Both young and adults, the top three teams of EPL, Arsenal (Adult N = 39, Youth N = 49), Manchester United (Adult N = 23, Youth N = 42), Chelsea (Adult N = 18, Youth N = 31) ) The correct sponsors were placed most often. One in five young people (n = 20, 20 %) is correctly placed next to the compatible team with one or more gambling logo (range 0 to 4, average 0. 32). In adults, it was 28 % (n = 20, range 0 to 3, average 0. 37).

Participants were asked to explain how they decided to put the magnet, and the answers were coded into eight themes. The top two themes of the youth were recognized as a shirt sponsor (n = 27, 27 %), or as a team sponsor (n = 24, 24 %). The sponsorship between the shirt and the team was also the most commonly used when super fans explain magnets (n = 12, 36 % for these two themes). A 8-yea r-old boy explained:

I often watch soccer, so I saw what the sponsor of the shirt was, somehow remembered it, imagined it, and put it next to the team.

On e-fifth (n = 20, 20 %) young people used "random" positioning. The reasons for this were much more than the young age groups and girls than the high age, boys, and super fans. Adults often placed brand magnets as team sponsors (37 %, n = 26) or shirt sponsors (n = 11, 15 %). The random arrangement was on e-fifth (n = 14, 20 %) of adults (Table 4) (Table 4).

Attitudes towards harm reduction strategies

Table 4 Brand Magnet Reason for placement

A quarter of young people (n = 25, 25%) placed a star next to the gambling brand. The gambling brands that the young people had most stars were BET365 (n = 10) and Betway (n = 10). The reason why young people chose a brand that would make stars was the familiarity of the brand. For example, a 1 5-yea r-old girl chose BET365 as a star because he knew. The 1 3-yea r-old boy chose BET365, saying that he was the "most common brand I've heard."

In adults, 20 % are gambling brands (n = 14). The most startered gambling brands were BET365 (n = 5) and Ladbrokes (n = 5). As a reason for choosing a brand to attach a star, "I thought it was Everton's sponsor, so I put Radbrokes on the star" (3 3-yea r-old female Everton fan), "I put on a company I bet on the star" (33 years old male). "I put two brands I know best on the star: Intersport and Ladbrokes," said a 4 1-yea r-old woman.

Even if it was not urged, young people saw gambling advertisements mostly on TV (n = 45), followed by the backing venue (n = 15), technology / screen (n = 14). He said that he could not enter a gambling hall in the UK, but had seen an ad in the "store window". After seeing the image board in a place where gambling advertisements are likely to be, the place where young people have seen gambling advertisements are overwhelmingly many TVs (n = 78), followed by technology. It was a screen (n = 49) and a sports team (n = 43).

Adults remembered that they were not prompted to see gambling ads on TV (n = 43), technology/ screen (n = 16), and sports teams (n = 16). Even after looking at the location image board, the TV is the most frequent place (n = 56), followed by technology/ screen (n = 37), sports stadium (n = 34) and betting venue (n = 34 ) Was ranked third (Table 5).

Table 5. Adults and Youth Recall Where They Saw Gambling Advertisements

Discussion

More than three-quarters of youth (n=74, 78% of 95 responses) believe that gambling is a normal part of sports. 72% of youth (n=68, 95 responses) believe that betting on sports is normal for adults, while 13% (n=12, 94 responses) believe that it is normal for youth. In response to the question, "How many people under the age of 16 do you think bet on sports?", just over half (n=49) answered "no," while about half (48%) believed that at least some people gamble at different levels ("one or two," n=22, "a few," n=19, "a lot," n=4). Nearly three-quarters of youth (n=68, 93 responses, 73%) believed that 16- and 17-year-olds bet illegally on sports. When asked how many 16- and 17-year-olds bet on sports, 6 answered "one or two," 37 answered "a few," and 25 answered "a lot." When discussing the normalcy of sports betting, young people often mentioned informal betting with friends or betting as a way to support a team:

It's normal for under-18s to bet with friends. I bet £2 on Man U with other young people. (Male, 13 years old)

If you like football, it's part of hoping your team will win. (Male, 8 years old)

The majority of adults (n=59 of 69 responses, 86%) believe that gambling is a normal part of sports. Nearly three-quarters thought that betting on sports is normal for adults (n=50 of 70 responses, 71%) and 20% thought it was normal for young people (n=14 of 70 responses). While most adults thought it was unusual for young people to bet on sports, three-quarters (75%) thought 16- and 17-year-olds bet on sports to some extent (n=53; “one or two” n=7, “a little” n=31, “a lot” n=15), and 45% thought under-16s did the same (n=32; “one or two” n=6, “a little” n=20, “a lot” n=6). Many adults specifically noted how widespread and accepted sports betting has become, especially in relation to soccer:

It has become associated with sports, especially soccer” (48-year-old woman)

Betting has been accepted for a long time. Betting shops have to be dark and foreign, i. e. unknown places, unattractive, without celebrity advertising” (48-year-old man).

Young people's opinions on betting advertisements during sports were mixed: 31% (n=31) were "negative", 27% (n=23) were "positive", 23% (n=23) were "neutral" and 18% (n=18) were "not sure". Reasons for young people's negative attitude towards betting advertisements during sports included:

Limitations

It makes you want to spend money and you end up penniless. It's addictive. (13-year-old male)

Conclusions

Some kids may be inspired by watching sports and want to bet. (13-year-old female)).

References

1. Young people who were positive towards betting advertisements during sports showed a mistaken perception that betting is a risk-free way to win money. Comments included: "You get money when you win" (11-year-old boy), "I like it. I want to win money" (8-year-old boy), "It's good to get a lot of money" (8-year-old boy). They also associated betting with supporting a team: Sponsorship is good because it supports the club" (11-year-old boy).
2. The majority of adults (51%, n = 36) had a negative opinion of betting ads during sports. One 48-year-old woman commented:
3. It's annoying. It doesn't send a good message and shouldn't be associated with something my son likes.
4. A fifth of adults (n = 15, 21%) were neutral and almost a fifth (n = 13, 18%) were positive about betting ads during games:
5. I don't mind companies advertising.
6. The majority of adults (n = 57, 80%) and young people (n = 56, 62%) thought that betting ads during sports games influence young people's betting behavior. TV ads were perceived as the most influential by both adults (n = 38) and young people (n = 30), with adults ranking "social media" (n = 22) and young people ranking "technology/screens" (n = 24) in second place:
7. Most young people see ads on TV. 9 year old male
8. More young people are using gadgets and mobile phones, ads keep popping up, they think the bet is good and then they will spend a lot of money” (13 year old male)
9. Adults mentioned the intrusiveness of gambling ads on social media. Some also expressed concern about TV ads that they feel appeal to children:
10. Because it attracts young people's attention with funny dances, celebrities, and funny music. It catches young people's interest and is memorable. (Female, 29 years old)
11. When asked which forms of advertising should be banned, adults (n = 26) and young people (n = 18) mostly chose television advertising. When asked what specific changes they would like to see in advertising, the top two choices were "remove sports betting ads on social media" (adults n = 41, young people n = 38) and "remove sports betting ads during TV matches aired before 9pm" (adults n = 39, young people n = 36).
12. This study is the first step in a process to address the lack of evidence on young people and gambling advertising in the UK, using methods developed in Australia. The Australian study demonstrated that more than three-quarters of young people could name at least one gambling brand ([3], p. 4), whereas in this study just under half of young people could. However, this comparison should be interpreted with caution. The Australian study was purposefully targeted at sports fans and participants, whereas our study surveyed a broader community sample of youth and adults. A more direct comparison might be “superfans,” of whom over two-thirds could name at least one gambling brand. As in the Australian study, our study also showed that older children were able to name more brands than younger children. However, while the Australian study demonstrated little gender difference in recall of gambling brands [3], our study found that boys had significantly higher recall than girls, with 8-year-old boys able to name three brands. In addition to these findings, a recent report by the Gambling Commission [27] found that problem gambling among boys (2. 0%) was higher than problem gambling among girls (1. 3%), suggesting that a gendered approach to harm prevention may be justified, such as looking more closely at the relationship between gender, football support/play, and gambling behavior/attitudes ([28] Impress).
13. As with the results of unonfigible brands, young people (super fans) who often watch soccer on television tended to place sponsors next to the right team, compared to other young people. In fact, more than half could correctly place three or more shirts sponso r-magnets next to the compatible EPL team. Like Betting brand's no n-suggested recall, boys and men are correctly matching sponsors and teams rather than girls and women, which gives the gender of involvement with soccer, and to implicit perceptions and actions. We are asking again about the impact.
14. Through a survey, a qualitative answer from young people has shown that some young people are confused the support of the brand and the team. Bet 365 has owned Stoke City since 2012, and Betway has sponsored Westham since 2015. Crystal Palace is the closest EPL stadium from the survey, and no one reminded me of a shirt sponsor (gambling brand MANBETX) at the start of the survey. In addition, only three adults and seven children were correctly matched the team and the shirt sponsor correctly. However, in recent surveys, BET365 was the most advertised brand in the BBC EPL soccer broadcast, and BETWAY was the most advertised brand on the Sky TV EPL broadcast. Clubs and leagues that want to spread products for families are to stop sponsoring with gambling companies as well as in Australia [24] and Ireland [30], following the example of Luton Town [29]. You should consider. < SPAN> As the result of unhearded brands, young people (super fans) who often watch soccer on TV tend to place sponsors next to the right team compared to other young people. Ta. In fact, more than half could correctly place three or more shirts sponso r-magnets next to the compatible EPL team. Like Betting brand's no n-suggested recall, boys and men are correctly matching sponsors and teams rather than girls and women, which gives the gender of involvement with soccer, and to implicit perceptions and actions. We are asking again about the impact.
15. Through a survey, a qualitative answer from young people has shown that some young people are confused the support of the brand and the team. Bet 365 has owned Stoke City since 2012, and Betway has sponsored Westham since 2015. Crystal Palace is the closest EPL stadium from the survey, and no one reminded me of a shirt sponsor (gambling brand MANBETX) at the start of the survey. In addition, only three adults and seven children were correctly matched the team and the shirt sponsor correctly. However, in recent surveys, BET365 was the most advertised brand in the BBC EPL soccer broadcast, and BETWAY was the most advertised brand on the Sky TV EPL broadcast. Clubs and leagues that want to spread products for families are to stop sponsoring with gambling companies as well as in Australia [24] and Ireland [30], following the example of Luton Town [29]. You should consider. As with the results of unonfigible brands, young people (super fans) who often watch soccer on television tended to place sponsors next to the right team, compared to other young people. In fact, more than half could correctly place three or more shirts sponso r-magnets next to the compatible EPL team. Like Betting brand's no n-suggested recall, boys and men are correctly matching sponsors and teams rather than girls and women, which gives the gender of involvement with soccer, and to implicit perceptions and actions. We are asking again about the impact.
16. Through a survey, a qualitative answer from young people has shown that some young people are confused the support of the brand and the team. Bet 365 has owned Stoke City since 2012, and Betway has sponsored Westham since 2015. Crystal Palace is the closest EPL stadium from the survey, and no one reminded me of a shirt sponsor (gambling brand MANBETX) at the start of the survey. In addition, only three adults and seven children were correctly matched the team and the shirt sponsor correctly. However, in recent surveys, BET365 was the most advertised brand in the BBC EPL soccer broadcast, and BETWAY was the most advertised brand on the Sky TV EPL broadcast. Clubs and leagues that want to spread products for families are to stop sponsoring with gambling companies as well as in Australia [24] and Ireland [30], following the example of Luton Town [29]. You should consider.
17. Studies have shown that young people interact with the marketing of adult products, including cigarettes, alcohol, and gambling, causing normalization, which may affect both consumption intentions and actual consumption. [2, 31, 32]. Our survey results are very similar to the results of Australia's research, which indicated that the majority of young and adults recognized that gambling is becoming a normal part of sports. [33] Due to the similarities in these surveys and other surveys, policy proprieters use the principles of "logic based on parallel evidence" [13], while waiting for research in the UK to conduct research. It is suggested that it is useful to use Australia evidence as a guideline for public health prevention. It is difficult to predict how the recognition that betting is a normal part of sports will affect young people's future consumer behavior. However, it has been suggested that the number of parallel evidence from other judicial jurisdictions is increasing. For example, a study conducted in Australia found that young people who watch sports on television tend to say that they want to gamble when they grow up.
18. In our survey, most of the youth said he had seen gambling ads on television. This is the same as the Gambling Commission (Gambling Commission) for 2881 people, 11-16 years old in the UK, and 80 % of 11-16 years old have seen gambling ads. [35] 39 % said he had seen it more than once a week. The results of these surveys are questioning the validity of existing regulations, including the monitoring area at 9:00 pm, and the exception of the exception of sports betting companies that allow sports betting companies to advertise. In the UK, the ban on advertisements during sports broadcasts, including some bookmakers, is widely proposed and supported [25], but this time, young people are in various media, sports, and land environments. It suggests that this measure alone may not be enough to significantly reduce exposure to gambling advertisements reported. Recent studies on EPL soccer broadcasting by BBC and SKY revealed that most of the ads were displayed on a dynamic buildingboard surrounding the pitch. [36]
19. Despite the ban on gambling advertising in youth media since 2007, a survey of 2881 11-16 year olds conducted by the Gambling Commission found that 70% of young people had seen gambling ads on social media and 66% on other websites [35]. The figures were lower for our participants, likely due to the inclusion of younger children in our sample. Still, half of young people said they had seen gambling ads on screens or technology, and more than a third had seen them on social media. This suggests that simply changing regulations on gambling ads during TV commercial breaks may not be enough to prevent young people from being exposed to gambling ads. A recent study in Australia examined the effectiveness of new rules banning gambling ads during live sports broadcast on television before 8:30 p. m. and found that young people continued to watch live sports on television after 8:30 p. m. and were exposed to gambling ads on other channels, including social media [21]. The survey highlighted the need for an urgent and comprehensive regulatory response to address the various channels and mechanisms that the gambling industry may use to promote its products.
20. The survey suggested that gambling advertising on television and social media is a concern for some young people and adults. Both groups felt that advertising influenced young people's behavior, citing the intrusiveness of gambling ads and their ability to grab attention through a variety of techniques, including the use of celebrities and sports figures, humor, and catchy music. The content of advertising in the UK and its impact on young people in particular were raised as concerns and further research was warranted, as is already happening in Australia.[2]
21. The small number of 14-16 year olds in this study reflects the difficulty of recruiting young people in this age group because they tend to attend events with their peers and not with adults. We collected data during the FIFA World Cup, when football and gambling advertising was particularly intense. As a result, young people may have been exposed to more advertising. Further research at different times during the football season may help understand whether the amount of advertising accompanying important events was a factor in our findings and, if so, how it influenced young people's and adults' responses. We expected that the magnetic board activity might trigger recall of gambling brands and asked participants to recall as many brands as possible before engaging in the task. However, it is possible that the magnetic board activity influenced responses to subsequent questions. If this study were to be repeated, counterbalancing the order of tasks and questions could be considered.
22. Young people in the UK are exposed to gambling advertising through a variety of media and through sponsorship and promotions as well as advertising. Although a partial ban on television advertising during live sporting events has been proposed and widely supported in the UK,[25] our data suggest that this single measure may not be sufficient to significantly reduce youth exposure to gambling advertising. Policymakers should consider a comprehensive approach that takes into account all forms of advertising, including promotion and sponsorship, such as that applied in tobacco control. Policymakers should also consider how recent changes in Australia have been, or have not been, successful in reducing youth exposure to gambling advertising.
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Acknowledgements

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Funding

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Availability of data and materials

Gambling, alcohol, sports sponsorship patterns by food companies: Internet survey. BMC public health. 2006; 6 (1): 95 https://doi. org/10. 1186/1471-2458-6-95. ArticlePubmedGoogle Scholar

Author information

Authors and Affiliations

1. NYEMCSOK C, THOMAS SL, Bestman A, Pitt H, Daube M, Cassidy R. Recognition and perception of gambling ads, and intentions to sports gambling. Jbehav AddDict. 2018; 7 (4) https://doi. org/10. 1556/2006/2006/20018. 128ofcom. . OFCOM. org. UK/ABOUT-OFCOM/LATEST/Media/Media-RELEASES/2013/OFCOM-PUBLISHES-RESEARCH-ON-TELEVLING-ADVERTS.
2. Pitt H, Thomas Sl, Bestman A. Initiation, Influence, and Impact: ADOLESCUSS THE MARKETING OF GAMBLING DURING AUSTRIAN Porting Matches. BMC Public Health. 2016; 13 (16): 967. https://doi. org /10. 1186/s12889-016-3610-Z. ArticleGoogle Scholar

1. Thomas S, Bestman A, Pitt H, Cassidy R, McCarthy S, Cowlishaw S, Daube Advertising on Traditional and Social Media Platforms: A Study of 11-16-Yea r-OLDS IN Australia. Harm Reduct J. 2018; 15: 51 https://doi. org/10. 1186/s12954-018-0254-6. ArticlePubmedGoogle Scholar