What is the impact of sports‐related gambling advertising on gambling behaviour? A systematic review

Background and Aims

Gambling is a public health issue and widespread advertising of gambling products may contribute to gambling harms. Sports-related gambling advertising includes advertising around sports games or for sports betting products. This review aimed to provide the most systematic and up-to-date review of the literature on the association between sports-related gambling advertising and gambling behaviour.

Methods

A systematic literature search of quantitative studies up to 13 February 2024 was undertaken following PRISMA guidelines. Inclusion criteria were quantitative studies published in the English language exploring the association between sports-related gambling advertising and gambling behaviour. Traditional database searches (Medline, Scopus, PsychInfo, Web of Science, CINAHL and The Cochrane Library) were undertaken alongside citation, author and website searches. Studies were narratively synthesised, and the overall quality of the evidence was assessed using the Mixed Methods Appraisal Tool (MMAT).

Results

Twenty-two studies were included in this review covering traditional, digital, direct, embedded, inducement and aggregate advertising. The majority (n = 16) of research was undertaken in Australia on adult populations. Results suggest that sports-related gambling advertising is associated with increases in perceived, intended and actual frequency of (n = 6 studies) and expenditure on (n = 3) gambling, unplanned or unintended gambling (n = 2), the likelihood of gambling (n = 2), the likelihood of using a sponsor's product (n = 2) and, in some cases, the complexity or riskiness of bets placed (n = 2). Studies suggest that the self-reported effect may be more pronounced in higher-risk gamblers (n = 7). Preliminary evidence suggests that specific inducements which reduce the riskiness or cost of gambling appear to be particularly influential (n = 3). Limitations of the evidence base include the lack of standardised measures and use of observational designs.

Conclusions

Exposure to sports-related gambling advertising appears to be associated with increased gambling behaviour for a wide range of advertising media. This association may be more pronounced in higher-risk gamblers who are already at increased risk of harm.