We would also support the development of sustained and adequately funded public education programmes to complement the legislative approaches already suggested for policy makers. These programmes should be developed independent of the gambling industry and related interests, emphasise the harms associated with their products, and expose approaches used by the industry. There is encouraging evidence on the value of mass media campaigns in addressing a range of public health problems , and the findings from this study should assist in providing ทางเข้า lsm formative research for the development of such campaigns related to gambling. In addition to this, further research should also seek to explore the influence of marketing on the betting attitudes and behaviours of other population subgroups, including female sports fans, and younger populations, such as children and adolescents.Finally, it is important to consider the study limitations. First, a recruitment criterion for the study was that participants wagered on two of Australia’s major football codes (NRL or AFL). Despite participants having gambled on a range of products, the results of our study may not be generalisable to young men who bet on other sports, horses, or sporting events (e.g. Tennis). Second, the sample was skewed towards young men who were educated and living in more affluent socio-economic neighbourhoods. Finally, in this study, we did not aim to diversify the sample with regard to ethnicity.This research suggests that marketing plays a strong role in the normalisation of gambling in sports and in encouraging gambling consumption intentions and behaviours. For the young men in our study, the emotional investment in the game, and the ways in which they ‘consume sport’, for the most part, now included betting on the match. In aligning gambling with culturally valued entities, and pushing numerous incentivisation strategies through ubiquitous marketing channels, the gambling industry is influencing not only individuals’ gambling risk perception but also the level to which they engage in gambling. This is problematic as there is an absence of overarching cultural and organisational structures to restrict sports betting promotions. There is now a clear industry presence in non-gambling and community settings. Policy makers must begin to consider the lag between evolving gambling landscapes and sophisticated marketing strategies used by the gambling industry (and sporting codes) to promote gambling products, and effective harm reduction measures in order to protect populations from gambling harm.
Contributors described the purpose of sponsorship promotions between industry and sporting codes as making a symbolic alignment between gambling and sports. Especially, members explained the reliance of two of Australia’s major sporting codes—the AFL and NRL—on gambling revenue via sponsorship interactions. Some commented this built gambling “more built-in” into matches, with sporting codes and teams taking part in an active purpose within the advertising of betting. Many individuals explained the best way in which implicit endorsement of betting by groups and codes contributed for the normalisation of gambling:Each and every staff is sponsored by a gambling company. It’s on each individual advertisement crack on Television set. I primarily watch the NRL and it’s greatly promoted with the NRL. – 29 years., PGSI 2.Members described the refined ways in which advertising for sports activities betting had also develop into embedded within just sports activities-based commentary right before And through sporting matches, in addition to in athletics-centered entertainment exhibits. As an example, some participants described how commentators spoke about the efficiency of gamers and groups by an “odds lens”. Other people stated that betting “language” was now A part of the overall sports commentary surrounding the match, with commentary for the duration of breaks in Engage in overwhelmingly centered on gambling—“at half time they don’t mention the game, They simply speak about the odds”.Other individuals explained how broadcasters would cross to some bookmaker for the odds of the sport—not merely over the match end result but also on person players and distinct studies affiliated with the game. Some stated that this transformed the terminology and discourse affiliated with the match, with bookmakers and sporting activities commentators encouraging supporters to perspective the match by way of a gambling lens:You observe a game of footy and they often will cross for the [bookmakers] and ‘these are definitely the chances’. When they bring about up the groups on Fox Footy, they say ‘effectively it’s the Crows and the ability’. And just how they establish the favorite isn’t by stating ‘these fellas will be the favourites’, they show the chances. –24 several years., PGSI 3.