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Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysis

Journal Article


Abstract


  • Issue addressed: Concerns have been raised about the expansion of sports bettingmarketing and the impact it may have on children’s gambling attitudes and behaviours.This study aimed to investigate the content of Australian betting advertisements toidentify if they contained specific attention strategies that have been identified bytobacco, alcohol and gambling researchers as having particular appeal to children.Methods: An interpretative content analysis of 91 advertisements from 11 corpo-rate bookmakers was conducted. A search of specific attention strategies that mayappeal to adults, but also have been demonstrated in the public health literature ashaving particular appeal for children was used to develop a coding framework. Thisframework was then applied to analyse the advertisements. Descriptive statisticswere used to generate quantitative data and qualitative illustrations were used toprovide examples of the strategies found within the advertisements.Results: On average there were 7.6 attention strategies found per advertisement.The most common attention strategies were music (n = 80), voiceovers (n = 79) andcatchy slogans (n = 78). There were some attention strategies that related specifi-cally to betting, such as technology, and risk-reducing promotions.Conclusion: This research has demonstrated that the content of betting advertise-ments contains attention strategies that, based on the research findings from otherareas of public health, may have particular appeal for children.So what? This research provides important evidence which could encourageresearchers, regulators and policy makers to consider changes to current advertisingregulations, to ensure children are protected from the potentially engaging andharmful attention strategies present in betting advertisements.

Authors


  •   Pitt, Hannah (external author)
  •   Thomas, Samantha L. (external author)
  •   Bestman, Amy (external author)
  •   Randle, Melanie
  •   Daube, Mike (external author)

Publication Date


  • 2018

Citation


  • Pitt, H., Thomas, S. L., Bestman, A., Randle, M. & Daube, M. (2018). Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysis. Health Promotion Journal of Australia, Online first 1-9.

Number Of Pages


  • 8

Start Page


  • 1

End Page


  • 9

Volume


  • Online first

Place Of Publication


  • United Kingdom

Abstract


  • Issue addressed: Concerns have been raised about the expansion of sports bettingmarketing and the impact it may have on children’s gambling attitudes and behaviours.This study aimed to investigate the content of Australian betting advertisements toidentify if they contained specific attention strategies that have been identified bytobacco, alcohol and gambling researchers as having particular appeal to children.Methods: An interpretative content analysis of 91 advertisements from 11 corpo-rate bookmakers was conducted. A search of specific attention strategies that mayappeal to adults, but also have been demonstrated in the public health literature ashaving particular appeal for children was used to develop a coding framework. Thisframework was then applied to analyse the advertisements. Descriptive statisticswere used to generate quantitative data and qualitative illustrations were used toprovide examples of the strategies found within the advertisements.Results: On average there were 7.6 attention strategies found per advertisement.The most common attention strategies were music (n = 80), voiceovers (n = 79) andcatchy slogans (n = 78). There were some attention strategies that related specifi-cally to betting, such as technology, and risk-reducing promotions.Conclusion: This research has demonstrated that the content of betting advertise-ments contains attention strategies that, based on the research findings from otherareas of public health, may have particular appeal for children.So what? This research provides important evidence which could encourageresearchers, regulators and policy makers to consider changes to current advertisingregulations, to ensure children are protected from the potentially engaging andharmful attention strategies present in betting advertisements.

Authors


  •   Pitt, Hannah (external author)
  •   Thomas, Samantha L. (external author)
  •   Bestman, Amy (external author)
  •   Randle, Melanie
  •   Daube, Mike (external author)

Publication Date


  • 2018

Citation


  • Pitt, H., Thomas, S. L., Bestman, A., Randle, M. & Daube, M. (2018). Do betting advertisements contain attention strategies that may appeal to children? An interpretative content analysis. Health Promotion Journal of Australia, Online first 1-9.

Number Of Pages


  • 8

Start Page


  • 1

End Page


  • 9

Volume


  • Online first

Place Of Publication


  • United Kingdom