An Exploratory Study of Gambling Operators' Use of Social Media and the Latent Messages Conveyed - PubMed (original) (raw)

An Exploratory Study of Gambling Operators' Use of Social Media and the Latent Messages Conveyed

Sally M Gainsbury et al. J Gambl Stud. 2016 Mar.

Abstract

Advertisements for gambling products have historically been restricted due to their potential to normalize gambling and contribute to excessive gambling behaviours among vulnerable populations. However, social media enables gambling operators to promote products and brands with fewer constraints than in traditional forms of media. This study investigated how social media is used by gambling operators to promote gambling activities including an analysis of the latent messages that are conveyed. A representative sample of major land-based and online gambling venues and operators, including casinos, clubs, hotels, lottery and wagering operators (n = 101), was obtained. Websites and social media profiles of gambling operators were audited to investigate the types of social media used, content of promotions, and prevalence of responsible gambling messaging. The results showed that Facebook and Twitter were the dominant platforms used, most commonly by casinos and online wagering operators. A key finding was that online gambling operators included gambling content in conjunction with related news and events, as well as unrelated content, as way of normalizing gambling within a broader social context. Unlike land-based gambling promotions, responsible gambling information tended not to feature in operators' posts and profiles. The key messages propagated in social media gambling promotions were positively framed, and tended to encourage gambling using a range of cross-promotional tactics to emphasize the winning aspect of gambling. The implications of freely accessible and pervasive gambling promotions via social media are discussed with respect to the general community as well as vulnerable populations.

Keywords: Advertising; Gambling operators; Internet marketing; Public health; Responsible gambling; Social media; Social networking.

PubMed Disclaimer

Similar articles

• Exposure to and engagement with gambling marketing in social media: Reported impacts on moderate-risk and problem gamblers.
  Gainsbury SM, King DL, Russell AM, Delfabbro P, Derevensky J, Hing N. Gainsbury SM, et al. Psychol Addict Behav. 2016 Mar;30(2):270-6. doi: 10.1037/adb0000156. Epub 2016 Feb 1. Psychol Addict Behav. 2016. PMID: 26828642
• A Content Analysis of Gambling Operators' Twitter Accounts at the Start of the English Premier League Football Season.
  A Killick E, D Griffiths M. A Killick E, et al. J Gambl Stud. 2020 Mar;36(1):319-341. doi: 10.1007/s10899-019-09879-4. J Gambl Stud. 2020. PMID: 31377917 Free PMC article.
• Gambling advertising on Twitter before, during and after the initial Australian COVID-19 lockdown.
  Russell AMT, Hing N, Bryden GM, Thorne H, Rockloff MJ, Browne M. Russell AMT, et al. J Behav Addict. 2023 May 16;12(2):557-570. doi: 10.1556/2006.2023.00020. Print 2023 Jun 29. J Behav Addict. 2023. PMID: 37192017 Free PMC article.
• [Internet gambling: what are the risks?].
  Bonnaire C. Bonnaire C. Encephale. 2012 Feb;38(1):42-9. doi: 10.1016/j.encep.2011.01.014. Epub 2011 Apr 8. Encephale. 2012. PMID: 22381723 Review. French.
• Emergent gambling advertising; a rapid review of marketing content, delivery and structural features.
  Torrance J, John B, Greville J, O'Hanrahan M, Davies N, Roderique-Davies G. Torrance J, et al. BMC Public Health. 2021 Apr 14;21(1):718. doi: 10.1186/s12889-021-10805-w. BMC Public Health. 2021. PMID: 33849493 Free PMC article. Review.

Cited by

• Online communities come with real-world consequences for individuals and societies.
  Oksanen A, Celuch M, Oksa R, Savolainen I. Oksanen A, et al. Commun Psychol. 2024 Aug 2;2(1):71. doi: 10.1038/s44271-024-00112-6. Commun Psychol. 2024. PMID: 39242910 Free PMC article. Review.
• Keeping you connected or keeping you addicted? Weekly use of social media platforms is associated with hazardous alcohol use and problem gambling among adults.
  Savolainen I, Oksanen A. Savolainen I, et al. Alcohol Alcohol. 2024 Mar 16;59(3):agae024. doi: 10.1093/alcalc/agae024. Alcohol Alcohol. 2024. PMID: 38619423 Free PMC article.
• Two for the GOES: Exploring Gambling Outcome Expectancies Scores Across Mixed and Offline-Only Gamblers in Relation to Problem Gambling Risk Status.
  Richardson AC, Flack M, Caudwell KM. Richardson AC, et al. J Gambl Stud. 2024 Jun;40(2):571-585. doi: 10.1007/s10899-023-10234-x. Epub 2023 Jun 27. J Gambl Stud. 2024. PMID: 37369871 Free PMC article.
• Gambling operators' social media image creation in Finland and Sweden 2017-2020.
  Lindeman M, Männistö-Inkinen V, Hellman M, Kankainen V, Kauppila E, Svensson J, Nilsson R. Lindeman M, et al. Nordisk Alkohol Nark. 2023 Feb;40(1):40-60. doi: 10.1177/14550725221111317. Epub 2022 Nov 24. Nordisk Alkohol Nark. 2023. PMID: 36793482 Free PMC article.
• Social media use and abuse: Different profiles of users and their associations with addictive behaviours.
  Tullett-Prado D, Stavropoulos V, Gomez R, Doley J. Tullett-Prado D, et al. Addict Behav Rep. 2023 Jan 21;17:100479. doi: 10.1016/j.abrep.2023.100479. eCollection 2023 Jun. Addict Behav Rep. 2023. PMID: 36748081 Free PMC article.

References

1. 1. Int J Adolesc Med Health. 2010 Jan-Mar;22(1):3-38 - PubMed
2. 1. Addiction. 2008 Apr;103(4):580-90 - PubMed
3. 1. BMC Public Health. 2009 Feb 06;9:51 - PubMed
4. 1. Subst Use Misuse. 2011;46(7):889-92 - PubMed
5. 1. Can J Psychiatry. 2007 Oct;52(10):657-65 - PubMed

Publication types

MeSH terms

LinkOut - more resources

• Full Text Sources

  • Springer

• Medical

  • MedlinePlus Health Information