The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The majority of these studies were conducted in either the UK or Australia two jurisdictions that have unique and particularly liberal gambling environments. Twenty-five studies were included in the review. MethodsĪ rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising. However, there is limited data on this rapidly evolving phenomenon. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. Gambling advertising is well-funded and has become increasingly sophisticated in recent years.
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