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Maybe I notice them now because we're indoors more, but it feels like the gambling industry's really trying to coin in on the lockdown. Until earlier this week, she saw the ads on television and radio too. Now it seems to her that they are appearing in greater numbers online, overwhelming her as she scrolls through online shopping sites.

But soon, the guilt and shame led to more sinister thoughts. It's only me and the tree that will get hurt. Gambling charities are concerned that social isolation, boredom, personal conflict and financial insecurity during lockdown may drive more people to consider gambling, and prompt recovering addicts to relapse. One in five who've not gambled in past 4 wks, likely to in next 4 wks. One in 10 who've not gambled in past year, likely to in next 4 weeks. One in five gamblers who have not gambled in the last four weeks say they are likely to gamble in the next four weeks, and one in 10 who have not gambled at all in the last year say they are likely to turn to gambling in the next four weeks," he said.

It is concerned that people slipping into a gambling habit feel unable to call the helpline in front of their family or housemates. But Gordon Moody Association, a charity that helps seriously addicted gamblers, has registered more calls to its helpline than ever before. And for our residential support programme, we've got a growing waiting list of more than 20 people, which we've never had before," says chief executive Matthew Hickey.

The charity has also seen a spike in the number of women requesting support, who are primarily drawn to online games such as bingo. Recovering addict Tony, who served a three-year prison sentence after stealing from his employer to feed his habit, says that his tweets about gambling mean that he regularly receives targeted ads. Like Kelly, he feels that he is being baited by gambling companies with ads that nudge him to take a spin on the roulette wheel or have a go on the slots.

GamCare operates the National Gambling Helpline , providing information, advice and support for anyone affected by gambling problems - advisers are available 24 hours a day on Freephone or via web chat. Gordon Moody Association provides advice, education and therapeutic support to problem gamblers, as well as an intensive residential treatment programme - for more information visit the website or call Without any limits set, you're prey for the industry.

Before lockdown, Kelly and Tony would attend regular meetings with other recovering addicts in their areas to share experiences, and help each other to resist the temptation to relapse. They are now able to take part in similar sessions held online, but these - often attended by large numbers of people they have never met - are not as effective, they say.

We, and other charities, are boosting availability of online services to help people isolated in their homes. Gordon Moody Association says it is also continuing one-to-one phone mentorship but is unable to offer new places on its week residential rehab programme until the lockdown ends - which is why the waiting list is growing. Support workers are also encouraging addicts to subscribe to services that block targeted advertising and urging problem gamblers to protect their financial assets.

In a letter to its investors last month, online casino company said: "The board recognises that, with people spending more time at home and with potentially increased stress from economic uncertainty, 's vigilance on safe gambling and preventing gambling-related harm is even more important than ever.

The latter study also found that problem gamblers reported a stronger impact from advertising slogans about big jackpots than non-problem gamblers. It is likely that advertising messages that connect with risk factors for problem gambling—such as cognitive errors regarding the chances of winning, ideas that gambling is an easy way to make money, or using gambling as an escape from personal troubles—are more harmful than other messages Binde a ; McMullan and Miller ; Schottler Consulting However, this has not yet been demonstrated in empirical studies.

Nevertheless, ethical codes and regulations of gambling advertising typically prohibit such advertising messages e. In summary, self-report methods have been used in numerous studies of the impact of gambling advertising, but there are questions regarding the ability of respondents to accurately recall to what extent they have been exposed to advertising and how they are influenced by it.

It has been concluded, however, that data from self-reporting become more valuable when answers from various types of gamblers and regarding various forms of advertising are compared, i. The study reported here is of such a comparative kind. The dataset analyzed was wave four in the epidemiological track EP4 of the Swedish longitudinal gambling study Swelogs.

The main objective of Swelogs was to longitudinally and prospectively analyze factors relating to the prevalence and incidence of problem gambling. The first wave of Swelogs EP1 was conducted in — A random but stratified selection from the Swedish National Register of the total population, consisting of 15, individuals between the ages of 16 and 84, were contacted. Slightly more than individuals participated in the first wave.

Register data on demographic and socioeconomic variables pertaining to the respondents were obtained from Statistics Sweden. Details on the Swelogs study design and methodology have been published elsewhere Romild et al.

EP4 data were collected in The longitudinal design of Swelogs means that the participants in EP4 came from a randomly selected sample of the adult Swedish population and that the individuals had all chosen to repeatedly participate in the study. The original sampling strategy included oversampling of young people and groups with estimated elevated risk of gambling problems, but these are also the groups with higher attrition, and by the time of EP4 all participants were aged 22 or older and the proportions of socio-demographic variables, used for stratification, among the remaining respondents had shrunk towards the proportions in the population.

Men were more likely to participate in Swelogs initially, but attrition was slightly higher among men than among women in waves 3 and 4. Three questions in the EP4 interview concerned self-perceived negative influence of gambling advertising. The questions were formulated ad hoc to elicit information about aspects of gambling advertising of interest in a public health perspective.

As far as we know, there is currently no evaluated or widely used instrument or questionnaire for measuring perceptions of and attitudes to gambling advertising, although the Effects of Gambling Advertising Questionnaire EGAQ has been used, in full or part, in at least three studies Derevensky et al. Questions similar to the NIGA questions—i.

The timeframe of the query was the past year. Gambling advertising might stimulate people to gamble moderately within reasonable limits or choose one gambling service or offer rather than another. Such harmless—at least in the short-term perspective—influence of gambling advertising was not of interest in the public health perspective of the EP4 study. Because of the ad-hoc nature of the NIGA questions, they should not be considered to be a psychometric instrument, which would have required the operationalization of concepts and thereafter verification of validity and reliability.

However, we performed an exploratory factor analysis, which showed that the NIGA questions are related to one single factor. Factor loadings principal components ranged between 0. The parallel model assumption, suggesting equal variances for all items, was rejected. The strongest item is the third question regarding influenced in general by gambling advertisements, without which the alpha estimate is reduced to 0.

Inter-item correlations range between 0. The EP4 data can be analyzed either weighted—that is, statistically adjusted to resemble the population in general—or unweighted. In this article, unweighted data were used, but all significance tests were confirmed with weighted data. Therefore, we could only perform a cross-sectional analysis and not a prospective one. In order to facilitate the analysis, the responses were merged Fig. The results presented in Fig. Advertising for bonuses is only made by gambling companies without a license in Sweden because no licensed company is allowed to offer bonuses.

We investigated this kind of advertising more in detail. Thus, bonus advertising made by online companies without a license in Sweden seems to have been perceived by a relatively large number of those who were customers of such companies to have a negative influence. The distribution of perceived negative influence of gambling advertising in relation to PGSI score is shown in Fig.

Of the past-year gamblers studied here, 2. One-fifth It should be noted that the n -values are very small in some of the cells, and thus the exact proportions within the cells might be affected by random errors. Gender, country of birth, and education were not significantly associated with NIGA in this regression model. However, the crude and unadjusted odds ratios showed that being male, being born outside of Europe, and having higher education were significantly associated with NIGA.

These relationships disappeared in the regression analysis because they were secondary to the significant factors in the model. Our first research question was: how common is it that gamblers report negative influence of gambling advertising? Our second research question was: what characterizes those who report negative influence from gambling advertising? This finding is in line with results from previous studies.

Gambling advertising may contribute to problem gambling, and problem gamblers are more sensitive to advertising impact than non-problem gamblers. This result is consistent with observations from a previous study Binde That study reviewed research on the perceived impact of gambling advertising and found that the higher the average problem gambling score in the study populations, the greater the impact.

We found a strong association between NIGA and self-imposed limits on the amount of time and money spent on gambling. About 1 in 3 of those who reported repeated NIGA had set such limits. The most likely reason for this association is that exposure to gambling advertising gave these individuals hard to resist impulses to gamble and therefore was detrimental to their efforts to keep gambling within what they considered to be reasonable limits.

As far as we know, this is the first quantitative investigation that shows that gambling advertising in this way maintains or risks maintaining already existing gambling problems. This result can be interpreted as indicating that being middle aged, gambling problematically, gambling often, and gambling on heavily advertised and risky forms of gambling is the characteristic profile of the individual reporting NIGA. Although in raw numbers males, those born outside of Europe, and people with higher education are overrepresented among those who report NIGA, the regression analysis showed that these variables were secondary to the gambling behavior variables.

The only enigmatic result in this study is the overrepresentation of people with a higher education among those who report NIGA. We speculate that this might be caused by such people being more active and informed gambling consumers than others and being more interested in taking advantage of offers and acquiring various benefits. This might make them more attentive to advertising offers, and also more disappointed, and likely to report their disappointment in a survey like the Swelogs EP4, if the offers have made them gamble more than they had intended, presumably without having won or otherwise benefited satisfactorily from the offers.

With regard to our third research question—the impact of different kinds of advertising—we found that advertising for big jackpots was more often reported to have a negative influence than the other two kinds of advertising mentioned in the questionnaire. While many types of gamblers are likely to be attracted by having the chance to hit a big jackpot, problem gamblers might be especially vulnerable to this advertising message.

They might have a desperate hope that winning big would allow them to solve the economic problems caused by heavy gambling and to recoup their losses. Furthermore, as one interviewee in a qualitative study on gambling advertising impact said, jackpot advertising might more generally stimulate one to excessive gambling:.

Because relatively few Swedes were, at the time of the study, customers of foreign-based gambling companies without licenses in Sweden, advertising for bonuses in online gambling—which is made only by these companies—was not mentioned as often as jackpots. This relatively high figure indicates that such advertising is quite problematic for a specific segment of online gamblers who are attracted by sports betting offers, as well as online casino and slots, which in Sweden are not offered by licensed operators.

How concerned should we be by the findings of this study? On the one hand, very few gamblers perceived themselves to be repeatedly negatively influenced by gambling advertising. Among the few who did, this study cannot tell how harmful that influence was. There is no evidence in this study that gambling advertising in mass media substantially contributes to gambling problems.

In Sweden in with a population close to 10 million , there were about , moderate risk and problem gamblers. This means that tens of thousands of these were repeatedly influenced by gambling advertising to gamble more often and for more money than they intended. This adverse consequence should not be neglected. Among these people, gambling advertising worsens problems and adds to the harm caused by excessive gambling.

The strength of this study is the relatively large population-based sample with more than respondents, a reasonably high response rate, and reliable socio-demographic registry variables from Statistics Sweden. The questions in the survey were carefully chosen to capture as accurately as possible the self-perceived negative influence of gambling advertising. A limitation of the study is that NIGA is a self-report variable. This suggests that most respondents had an idea of how much time and money they are willing to spend on gambling and that almost all believed that they could judge if advertising had made them spend more than that.

Nevertheless, some respondents might have been unaware of gambling advertising having a negative influence on the extent of their gambling because the advertising only gave them subtle cues and suggestions. Furthermore, the NIGA questions are not a psychometric instrument. Little is known about their validity and reliability, except for the results of our exploratory factor analysis, which showed that the NIGA questions are related to one single factor.

However, should such a psychometric instrument be developed, the results of this study might be of value. Another limitation of the study is that because Swelogs EP4 was the fourth wave in a longitudinal study, the sample was not fully representative of the Swedish population. In addition, respondents were only asked about two specific types of advertising in addition to gambling advertising in general.

Preferably, the questions should have included many types of gambling advertising, messages, and inducements Hing et al. It is possible that some people with gambling problems exaggerate the influence of gambling advertising on their behavior because they feel anger over the way gambling companies promote their products.

However, a qualitative study of 25 Swedish problem gamblers found no relationship between attitudes towards gambling advertising and self-perceived negative advertising influence Binde Future research should study the self-perceived negative influence of gambling advertising more in depth by exploring its associations with variables such as the media channels through which promotional messages are sent and attitudes towards gambling and gambling advertising. Of specific interest would be marketing in social media, which is used by gambling companies in order to reach potential and existing customers in a more direct and personal way e.

This study has several policy implications. Gambling companies—in particular online operators who have no physical venues that provide a point of contact with existing or potential customers—rely heavily on advertising and other forms of promotion to recruit customers and stimulate sales. The stiff competition in the online market means that investing heavily in advertising is a must for most companies.

Gambling companies and regulatory authorities should take measures to prevent advertising and promotions targeting or reaching people who have a problem with gambling. For example, online gambling companies that use behavioral tracking tools should stop sending commercial messages to customers who are indicated as having risky or problematic gambling behavior.

As to the content of advertising, special restraint and moderation should be shown when formulating promotional messages about big jackpots and bonuses. Although the effectiveness of social marketing and public education seems to be low to moderate in preventing harmful gambling Williams et al.

Abarbanel, B. Gambling games on social platforms: How do advertisements for social casino games target young adults? American Psychiatric Association. Diagnostic and Statistical Manual of Mental Disorders 5th ed. Washington, DC: Author. Google Scholar. Binde, P. Selling dreams—Causing nightmares? On gambling advertising and problem gambling.

Journal of Gambling Issues, 20, — Spelreklam och spelberoende: En intervjustudie [Gambling advertising and problem gambling: An interview study]. Exploring the impact of gambling advertising: An interview study of problem gamblers.

International Journal of Mental Health and Addiction, 7 4 , — Gambling advertising: A critical research review. London: The Responsible Gambling Trust. Gambling in Sweden: The cultural and socio-political context. Addiction, 2 , — A bibliography of empirical studies on gambling advertising 1st ed. Gothenburg, Sweden: OnGambling. Bjerg Kommunikation. Help note: Guidance on the rules for gambling advertisements. Clarke, D. Key indicators of the transition from social to problem gambling.

International Journal of Mental Health and Addiction, 4 3 , — Clemens, F. Exposure to gambling advertisements and gambling behavior in young people. Journal of Gambling Studies, 33 1 , 1— Clotfelter, C. Selling hope: State lotteries in America. State lotteries at the turn of the century.

Durham, NC: Duke University. Davison, W. The third-person effect in communication. Public Opinion Quarterly, 47 1 , 1— Derevensky, J. An empirical study examining the impact of gambling advertisements on adolescent gambling attitudes and behaviors. International Journal of Mental Health and Addiction, 8 1 , 21— Ferris, J.

Ottawa: Canadian Centre on Substance Abuse. Retreived from: www. Fridberg, T. Pengespil og spilleproblemer i Danmark — [Gambling and gambling problems in Denmark —]. Fried, B. Adolescent gambling: Temperament, sense of coherence and exposure to advertising. Gainsbury, S. Exposure to and engagement with gambling marketing in social media: Reported impacts on moderate-risk and problem gamblers.

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A case in point is the situation in Nevada where, even at the state level, the law prohibits both players and Internet operators from engaging in online betting. Yet, little is done to enforce the prohibition in the state, which is among the top 10 states in terms of online players. In fact, the world's largest poker site, PartyPoker.

This leads us to the issue of advertising for online gambling. Online gambling firms have been filling the void for many well-known media outlets that have been struggling to keep up with advertising revenue over the past few years. Thus, online gambling ads have been appearing on more mainstream Web sites and competing with the most popular industries, including retail, financial services and travel, for advertising space on such well-known portals as Yahoo and Excite.

Even so, the DOJ has maintained that Internet gaming advertisements, like online gaming itself, are illegal and that "anyone carrying them could be charged with aiding and abetting. The DOJ has made good on its claims of illegality by issuing subpoenas to many well-known media outlets to stop them from running ads for online gaming.

The most recent group of subpoenas were handed out on April 12 to Esquire magazine in regards to an eight-page insert billed as the "Gentleman's Guide to Poker" and sponsored by BoDog Poker. The insert includes a photo of BoDog's CEO, Calvin Ayre, along with an exhortation to join him online at the tables to see "why the world is playing poker at Bodog. A similar insert appears in the May issue and another was planned for the June issue; however, reports say that Hearst Publishing, which publishes the magazine, is considering pulling the ads.

The subpoenas are the first reported legal action of this nature since the U. Attorney's office in the Eastern District of Missouri carried out a grand jury investigation into the advertising practices of the online gambling industry starting in mid and lasting well into The subpoenas issued in the original investigation, resulted in such media outlets as Clear Channel, Infinity Broadcasting and Discovery Networks having to end longstanding relationships with Internet gaming advertisers for fear of being subjected to indictments by the DOJ.

Despite the DOJ crackdown on advertising of online gambling, and its contention that it will be able to maintain restrictions on Internet gambling following the WTO ruling, the irony remains that 60 percent of all offshore gambling dollars comes from Americans. Similarly, about 70 to 85 percent of online poker players are believed to be Americans. Therefore, despite the illegality of Internet gambling and advertising of Internet gambling in the U.

The situation in Canada is similarly unclear as there are few gaming cases that provide clear-cut guidelines regarding online gaming and advertising. Generally, and subject to a number of restrictions, Canadian laws allow provincial governments to conduct and manage lotteries and games of chance that are operated on or through a computer, such as Internet casinos; however, in most circumstances, there is criminal liability in Canada for anyone running an online gaming operation. As for advertising of online gaming services, the position taken by Canadian authorities has been that it is illegal.

However, there are some who dispute this position, but needless to say there are not many media outlets who would risk criminal prosecution to test the validity of this position. Studies show that Internet gambling will continue to grow exponentially in the future.

In fact, according to industry research, in , online gambling will be the largest industry in Europe in terms of online entertainment. Such strong growth data has convinced many, including some U. For example, early this month, the British Parliament passed new legislation to regulate online gambling. Under this new legislation, online casinos will be allowed to operate from Britain for the first time while a new commission, and a body of some investigators, will be established to regulate the industry.

The British move to regulate is a precedent that should be followed by both U. The simple reality is that online gaming is here to stay -- the only question is whether governments such as that of the U. Differing Interpretations Conversely, Antigua, the tiny Caribbean country that licenses the gambling firms in question, is equally adamant that the decision will still allow its online gaming operators to enter the U. Media Outlets' Revenue A case in point is the situation in Nevada where, even at the state level, the law prohibits both players and Internet operators from engaging in online betting.

Get Permission to License or Reproduce this Article. Most Popular Newsletters News Alerts. I'm not sure. Now, in the modern world, these changes remain and have evolved to include technological advancements. Hereunder are some of the top gambling and gaming trends for online and real casinos in and the top statistics which may impact the entire casino industry:.

Cryptocurrencies will continue to dominate the gambling industry, with many online platforms accepting the crypto this year. Many people enjoy and prefer these transactions from deposits, withdrawals, and gameplay in Bitcoin and other digital currencies because of security and anonymity. Traditional payments will still remain an option for the biggest gambling sites, but now, cryptocurrencies are slowly replacing these old methods because many just prefer being anonymous and untraceable, especially with something as sensitive as gambling.

On top of that, the added security of crypto makes consumers feel more at ease because identity theft and hacking are minimized. Thus, crypto has grown to become the prime and preferred choice for many gamers, and it will continue to be this way for the forthcoming years. Because cryptos brought to the gambling world anonymity and it is virtually untraceable because people do not tie in their personal information with this digital currency, this has allowed many players from around the world to access and play online gambling games in localities that originally restricted and outlawed.

Imagine that there has been a rise in online gambling sites in places that have banned physical casinos because of the protection accorded by cryptocurrency. To illustrate, a country like Taiwan with strict regulations is now seeing a rapid growth of online gambling sites which take cryptocurrencies as a mode of payment. Sites like Online Casino TW engage Taiwanese players to peruse and enjoy gaming through a variety of online casinos that accept Bitcoin. This growing demand will keep improving over the next couple of years as online casinos grow confident to promote and expand in these areas.

Tapping this under-served market is now given primary concern because of the large volume of possible revenue that can be taken from these markets. With every person having their mobile device, both mobile and social gaming have a huge impact on the online gambling world.

There has been an increase in people choosing to use their phones for gaming. As a result, there have been an increase in F2P free-to-play types of game products worldwide. While F2P games do not make direct profits and income and are seen as more for entertainment, revenue can still be made in other ways. Often players pay a small fee to upgrade their favorite game to access certain features. They also willingly pay a minimal amount when they buy different kinds of virtual offerings and game products for the improvement of their gaming experience.

This shows that people are willing to spend on entertainment, and even something deemed as free, is not totally free at all. Both online and casino operators are hard at work to leverage this data to their advantage because these F2P players are potential clients, and they have strength in numbers, which one tapped will boost revenue in massive proportions.

Players show preference over online casinos that show a realistic real live casino from their homes. Thus, more online casinos are using this information to gain leverage for the benefit of their online sites. On top of that, they beef up the same angle in the brick-and-mortar casino as well.

For instance, the use of dynamic, lively dealers in games like Blackjack and Baccarat are popular with online casinos, and many real casinos concentrate their efforts on providing engaging dealers on the casino floor. Ever since the casino industry started, consumers have always been drawn to dealers who possess quick wit and charm. There is just something about this human interaction that makes it tempting for people to play more and stay longer.

With advanced technology, dealers look real and just as engaging online. Virtual Reality or VR is another nifty invention that paves the way for a more immersive casino experience. With more VR accessories readily available to the general public, the push for VR-based casinos to evolve is on the horizon and is only a matter of time before everyone has easy access to these virtual reality casinos from the comforts of their own home.