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The effect of gambling marketing and advertising on children, young people and vulnerable adults - Interim Synthesis Report

Author: Ipsos MORI Published: July 2019
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Summary

This interim synthesis report by Ipsos MORI, commissioned by GambleAware, examines the exposure, tone and content of gambling advertising and marketing in the UK.

Topics covered

  • volume and frequency of gambling advertising across different media channels
  • themes and content used in gambling marketing
  • exposure and appeal to children, young people and vulnerable groups
  • compliance with existing regulations and codes of practice

Key findings

The research found high levels of gambling advertising. While there was limited evidence of gambling ads directly targeting children, young people and vulnerable adults reported high exposure.
Overall, the findings raise concerns about the impact on children and vulnerable groups, though further research is needed to determine actual effects on behaviour.

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