Exploring the Impact of Gambling Advertising on Children: A Comprehensive Review

Despite strict legal prohibitions against minors engaging in gambling activities, contemporary data reveal a concerning trend: children and adolescents are frequently exposed to gambling-related content and advertisements. Advertising, in particular, plays a central role in introducing minors to the world of gambling. This comprehensive review aims to examine existing research on gambling advertisements targeting individuals under the age of 21. Drawing from a meticulous keyword search conducted on Web of Science, this chapter synthesizes insights from 31 scholarly publications. It highlights the pervasive presence of gambling advertisements in the daily lives of minors, ranging from exposure during sporting events to encounters on various social media platforms. Notably, minors exhibit a remarkable ability to recall gambling brands, underscoring the effectiveness of these marketing efforts. This exposure also significantly influences minors’ attitudes toward gambling and their subsequent gambling behaviors, emphasizing the pivotal role of their environment. While regulatory measures are gradually emerging to shield minors from the impact of gambling advertising, the rapidly changing landscape of targeted marketing necessitates a more adaptable approach. In conclusion, this chapter not only provides a comprehensive overview but also offers valuable recommendations for future research endeavours in this critical area.