Awareness and prevention
This research report is an analysis of gambling advertising and warning messages on advertising perceptions
This research report is an analysis of gambling advertising and warning messages that focused on the following questions:
It was found that the regulation of the promotion of gambling is typically motivated by concerns around the inappropriate targeting of gambling advertising, particularly to children.
However, this is impeded by a focus on industry self-regulation and inconsistencies in regulation across states and territories.
And though warning messages about gambling are often mandated by legislation, there is limited guidance on what should be included in these warnings.
The research suggests that positively framed warning messages may be more effective for moderate risk gamblers, while negatively framed approaches may have more resonance among problem gamblers.
This study was funded by the foundation’s Grants for Gambling Research program.
Johns, R, J, Dale, N, Lubna Alam, S & Keating, B, 2017, Impact of gambling warning messages on advertising perceptions, Victorian Responsible
Gambling Foundation, Melbourne