Jamie is a Psychology PhD student working in collaboration with the University of South Wales conducting research funded by GambleAware. The focus of this project relates to the development of harm reduction interventions for bespoke risk environments in the changing landscape of gambling and gaming. Jamie is a member of the Addictions Research Group (ARG) at USW. Jamie has previously conducted research into the psychological effects of embedded gambling promotion within football alongside the recall and awareness of gambling sponsorship within sports amongst children, young people and adults. Currently, Jamie is focusing on the perceptions and experiences of young adults in relation to gambling advertising within the UK alongside a review of operator advertising strategies from a public health perspective. Future research will aim to develop methods for consumers to mitigate gambling-related harm associated with such advertising.
Orchid ID: https://orcid.org/0000-0001-5001-4126
‘It’s basically everywhere’. Young adults’ perceptions of gambling advertising in the UK
*Aims*: Unlike jurisdictions such as Australia, limited research has focused upon the perceptions and reported effects of gambling advertising within the unique gambling environment of the UK. Previous literature has placed an emphasis upon advertising perception and effect amongst children and young people. Given that the transition from childhood to adulthood is a gradual process, research involving young adults is warranted. The current study aimed to address this research gap by exploring the self-reported attitudes and experiences of young adults towards gambling advertising within the UK.
*Methods*: An online qualitative survey was conducted with 62 young adult gamblers in the UK. The survey investigated the place, meaning, and influence of gambling advertising within the lives of the participants. Demographic data were analyzed using descriptive statistics, with qualitative data interpreted using inductive thematic analysis techniques.
*Results*: Three themes were identified. Firstly, young adults were highly cognizant of UK gambling advertising strategies. Second, young adults were able to describe the influence of gambling advertising including its normalizing effect and proliferation of misleading messages. Finally, young adults perceived that current harm-minimization strategies, including responsible gambling messages, were ineffective. Many were supportive of increased regulation of gambling advertising.
*Conclusions*: The findings indicate that young adults are aware of the potential risks associated with gambling advertising and are supportive of regulatory reform. It is important that the views and perspectives of young adults are fully considered by regulators and policy makers in the UK, particularly as they are a potential target demographic for the industry.