Role of Gambling Media Exposure in Influencing Trajectories Among College Students

Red Light or Green Light? Netflix Series' Squid Game Influence on Young Adults' Gambling-Related Beliefs, Attitudes and Behaviors, and the Role of Audience Involvement

Media exposure for dark consumption products mostly shows glamorized and positive portrayals, rarely showing the negative consequences of consuming those products. However, the Netflix series Squid Game addresses the issue of gambling in its most extreme forms and shows the negative consequences related to it in a shocking manner, which begs the question whether watching the series could act as a preventive tool to increase risk perceptions, de-normalize gambling and reduce gambling behavior. A pre-registered survey study (N = 271) examined whether watching the Netflix series Squid Game affected young adults' (18 to 35 years old) gambling intentions and play behavior through risk perceptions, subjective norms and attitudes toward gambling, and what role audience involvement plays. Although the results show that watching Squid Game increased young adults' subjective norms of gambling (i.e. belief that significant others approve of the behavior in question) and further increased their positive attitudes toward gambling and gambling intention, the study also found an important impact of audience involvement. Audiences who were more involved with the series saw greater risks of gambling and perceived gambling to be less common. This resulted in more negative attitudes toward gambling and further less gambling intention and more motivation to change gambling behavior due to watching Squid Game.

The Potential Harm of Gambling Streams to Minors

Video games are designed to attract the attention of a potentially diverse audience. One of the most popular video game-related content distributor sites is Twitch, which provides daylong access to all kinds of gaming-related content through independent content creators. This platform, compared with YouTube (the world's popular video-based content distributor), has one important difference. Namely, it dominantly provides real-time video content sharing (ie, streaming). The total audience of gaming live streaming in 2021 was approximately 810 million gamers worldwide, expected to grow to 921 million in 2022. While most of the viewers are adults, 17% of male viewers and 11% of female viewers are minors, between 10 and 20 years of age.1 Risk assessment in this field is still missing, while some dangers are presumably related to the type of content shared. As gambling-related videos draw more and more viewers, the possible risk of age-inappropriate content access has appeared. Future research and policy making should consider exploring this area to protect young consumers.

Relationships Between Exposure to Different Gambling Advertising Types, Advertising Impact and Problem Gambling

People with gambling problems report more exposure and impact from gambling advertising, although less is known regarding the role of specific advertising types. Data on gamblers (n = 5830, 48.5% women, mean age = 44.27) was collected from a general population cross-sectional survey in Norway (32.7% response rate). We examined if problem gambling was associated with perceived advertising impact (on gambling involvement, awareness, and knowledge) or exposure (via internet, TV, retail outlet, newspaper, and direct advertising). We also investigated if advertising exposure was associated with advertising impact. ANOVAs revealed that problem gambling was associated with increased perceived advertising impact on gambling involvement (ω² = 0.09, p < .001) and awareness of gambling (ω² = 0.04, p < .001). Reported exposure to direct advertising increased linearly with problem gambling level (ω² = 0.04, p < .001), whereas we found small/no differences in exposure to other types of advertising. Multiple regressions revealed that among advertising types, internet advertising was the strongest predictor of perceived advertising impact on gambling involvement (β = 0.1, p < .001). TV advertising was the strongest predictor of advertising impact on knowledge of gambling forms and operators (β = 0.28, p < .001) and awareness of gambling (β = .05, p < .05). Future studies should elucidate how different subtypes of internet advertising impact gambling involvement. Clinicians should assess clients' experiences with direct advertising and devise interventions for coping. Researchers should be aware that internet and direct advertising allow for more tailored content compared to other advertising types.

[Spanish adaptation of the Gambling Advertising Impact Scale for adolescents]

La presión mediática de publicidad de apuestas ha alcanzado niveles preocupantes. Constituye un riesgo para la salud mental de los jóvenes y adolescentes al promover una actitud favorable hacia las apuestas, una mayor frecuencia de juego y una percepción de mayor accesibilidad. En la actualidad no se dispone de un instrumento capaz de evaluar el impacto de la publicidad de apuestas.

Objetivo

Adaptar y validar la Escala de Impacto de Publicidad de Apuestas (IGAS, Impact of Gambling Advertising Scale).

Diseño

Investigación instrumental. La escala IGAS fue traducida del inglés garantizando su equivalencia lingüística, conceptual y métrica. A continuación, se comprobaron las propiedades psicométricas.

Emplazamiento

Comunidad Valenciana (España).

Participantes

1.724 adolescentes con una media de 16,52 años (DT = 0,759).

Intervención Se administró un cuestionario autoaplicado en formato de papel en una única medida.

Principales medidas

Impacto de la publicidad, severidad e intención de apostar, y accesibilidad.

Resultados

La consistencia interna y la fiabilidad dos mitades fueron buenas, α de Cronbach = 0,782 y 0,70, respectivamente. El análisis factorial confirmatorio concluyó que la versión española reproduce la original de tres dimensiones. Los análisis de la validez convergente mostraron relaciones directas y significativas con diferentes aspectos de la conducta de juego, y otros factores predictores.

Conclusión

La versión adaptada de la IGAS es una medida fiable y válida para la evaluación del impacto de la publicidad en adolescentes. La escala es un instrumento útil para el diagnóstico del nivel de riesgo y la evaluación de intervenciones preventivas.

Online Peers and Offline Highs: An Examination of Online Peer Groups, Social Media Homophily, and Substance Use

Research indicates that youths are particularly susceptible to peer influence and that identifying with substance using peer groups predicts substance use. Today, youth spend more time interacting with distal peer groups via the Internet and have increased access to online drug cultures. Theoretically, this should have important implications for substance use. This study employs a nationally representative sample of U.S. youth (n = 1212), ages 15-25 years old, to examine whether online peer group identification and social media homophily predict substance use. Results indicate that online belonging and social media homophily are associated with some forms of substance use. While these factors were not significantly associated with regular marijuana or alcohol use among those who had initiated use, they predicted regular stimulant and opioid use among substance users. This suggests that online peer groups may promote progression into more problematic forms of substance use. Additional analyses of adolescent and young adult subgroups revealed important similarities and differences among the groups. The findings imply several directions for future research, and suggest that prevention policies and programs should continue to consider the role of online peers, and the Internet generally, in substance use initiation, escalation, and prevention.

Gambling Marketing Strategies and the Internet: What Do We Know? A Systematic Review

Background: The gambling industry has developed many types of gambling on Internet in recent years. Gambling is a social activity for a majority of the world population, but problem gambling (PG) can emerge. The trajectories of gamblers from initiation to PG development are influenced by many variables, including individual and environmental variables and also variables linked to the gambling characteristics. Marketing has been reported to influence gamblers' perceptions and behaviors, but this is not as clear for digital marketing. Digital gambling marketing is broad, ranging from the marketing of gambling websites to communication and advertising on the social media and networks. The objective of this article was to fill this gap by conducting a systematic literature review in order to answer the following questions: (1) What are the strategies of digital gambling marketing? (2) What is the effect of this exposure on gambling representations, intentions and practices? Method: A systematic review was conducted following the PRISMA guidelines on Pubmed database (Medline) from February 2020 to March 2020 and Scopus. Existing papers published between January 2000 and February 2020 were identified by searching with this algorithm: ((("internet"[MeSH Major Topic] OR (communications[All Fields] AND media[All Fields])) OR ("social media"[MeSH Terms] OR ("social"[All Fields] AND "media"[All Fields]) OR "social media"[All Fields])) AND "gambling"[MeSH Major Topic]) AND ("marketing"[MeSH Terms] OR "marketing"[All Fields]), in title, keywords or abstract. Results: Ninety-one candidate studies were selected, 21 studies were selected for the systematic review. Sport appeared as a specific target of online gambling marketing. A growing range of platforms for online sport betting and the development of strategies on the social media were identified. Regarding content, a systematic association between sport and gambling was highlighted. Vulnerable populations, such as young people, appeared to be at high risk of exposure to gambling marketing. Conclusion: Little data is available on the strategies of digital gambling marketing or on exposure to it. Sport could be the first target for future research to understand how the industry is targeting specific populations, and what influence these strategies could have on PG development.

Predictors of gambling and problem gambling in Victoria, Australia

In 2016, the gambling habits of a sample of 3361 adults in the state of Victoria, Australia, were surveyed. It was found that a number of factors that were highly correlated with self-reported gambling frequency and gambling problems were not significant predictors of gambling frequency and problem gambling. The major predictors of gambling frequency were the degree to which family members and peers were perceived to gamble, self-reported approval of gambling, the frequency of discussing gambling offline, and the participant's Canadian Problem Gambling Severity Index (PGSI) score. Age was a significant predictor of gambling frequency for certain types of gambling (e.g. buying lottery tickets). Approximately 91% of the explainable variance in the participant's PGSI score could be explained by just five predictors: Positive Urgency; Frequency of playing poker machines at pubs, hotels or sporting clubs; Participation in online discussions of betting on gaming tables at casinos; Frequency of gambling on the internet, and Overestimating the chances of winning. Based on these findings, suggestions are made as to how gambling-related harm can be reduced.

Neural correlates of proactive and reactive motor response inhibition of gambling stimuli in frequent gamblers

We used functional magnetic resonance imaging to examine whether motivational-salient cues could exert a differential impact on proactive (the restrain of actions in preparation for stopping) and reactive (outright stopping) inhibition. Fourteen high-frequency poker players, and 14 matched non-gambler controls, performed a modified version of the stop-signal paradigm, which required participants to inhibit categorization of poker or neutral pictures. The probability that a stop-signal occurs (0%, 17%, 25%, 33%) was manipulated across blocks of trials, as indicated by the color of the computer screen. Behavioral analyses revealed that poker players were faster than controls in categorizing pictures across all levels of proactive motor response inhibition (go trials). Brain imaging analyses highlighted higher dorsal anterior cingulate cortex activation in poker players, as compared to controls, during reactive inhibition. These findings suggest that, due to their faster rates of stimulus discrimination, poker players might have recruited more cognitive resources than controls when required to stop their response (reactive inhibition). Nevertheless, no main effect of stimulus type was found, on either proactive or reactive inhibition. Additional studies are, therefore, needed in order to confirm that investigating the dynamics between reactive and proactive inhibition offers a discriminative analysis of inhibitory control toward motivational-salient cues.

The role of social and cognitive factors in individual gambling: An empirical study on college students

Most of the studies on the determinants of individual gambling behaviour rely on cognitive theories. In our study, we argue that, besides cognitive factors, several social factors might play an important role as well. We analyse data from an ad hoc webmail survey conducted on about 2000 undergraduate students enrolled in a large public university in the Northern Italy in the academic year 2012-13. Using a variety of statistical techniques (standard regression models, boosted regression trees and structural equations models), we show that social variables affect both participation in gambling in the past year and latent gambling propensity. In particular, controlling for several proxies for individual cognitive ability and understanding of probability, gambling propensity is positively affected by the degree of gambling in the social surrounding (parents, peers, neighbourhood) and the acceptability of gambling activities to the individual. Moreover, in our sample of college students the role of social factors appears to be larger than that of cognitive factors, and this is consistent across different types of models and specifications.

An Exploratory Study of Gambling Operators' Use of Social Media and the Latent Messages Conveyed

Advertisements for gambling products have historically been restricted due to their potential to normalize gambling and contribute to excessive gambling behaviours among vulnerable populations. However, social media enables gambling operators to promote products and brands with fewer constraints than in traditional forms of media. This study investigated how social media is used by gambling operators to promote gambling activities including an analysis of the latent messages that are conveyed. A representative sample of major land-based and online gambling venues and operators, including casinos, clubs, hotels, lottery and wagering operators (n = 101), was obtained. Websites and social media profiles of gambling operators were audited to investigate the types of social media used, content of promotions, and prevalence of responsible gambling messaging. The results showed that Facebook and Twitter were the dominant platforms used, most commonly by casinos and online wagering operators. A key finding was that online gambling operators included gambling content in conjunction with related news and events, as well as unrelated content, as way of normalizing gambling within a broader social context. Unlike land-based gambling promotions, responsible gambling information tended not to feature in operators' posts and profiles. The key messages propagated in social media gambling promotions were positively framed, and tended to encourage gambling using a range of cross-promotional tactics to emphasize the winning aspect of gambling. The implications of freely accessible and pervasive gambling promotions via social media are discussed with respect to the general community as well as vulnerable populations.

Associations between national gambling policies and disordered gambling prevalence rates within Europe

Policymakers and other interested stakeholders currently are seeking information about the comparative effectiveness of different regulatory approaches to minimising gambling-related harm. This study responds to this research gap by exploring associations between gambling policies and disordered gambling prevalence rates. We gathered information about gambling policies for thirty European jurisdictions and past-year prevalence rates for disordered gambling for twelve of these jurisdictions. We present policy trends and prevalence rates and then describe the level of association between policy and prevalence. We observe one statistically significant association between policy and prevalence: rates of sub-clinical (i.e., Level 2) disordered gambling were higher within environments that mandated less strict regulation of advertising for online gambling. Finally, we discuss the implications of our research in the context of the current process regarding the pan-European regulation of gambling. Our findings do not offer evidence for certain assumptions made in the past by the European judiciary.

Online Poker Gambling Among University Students: Risky Endeavour or Harmless Pastime?

This study aims to describe online poker gambling patterns and associated problems in a representative sample of university students. The study sample consisted of 366 past-year online and offline poker gamblers and was drawn from a larger survey sample of full-time undergraduate students (N=2,139) randomly selected across four university campuses in Montreal, Canada. The questionnaire included self-reported measures of poker gambling patterns and problems, negative consequences of gambling, drinking problems, and illicit drug use. Online poker was found to be associated with problem gambling, over-spending and debt, as well as problems with university studies, interpersonal relationships, and illicit drug use. Given the propensity of university students to adopt risky behaviours, on-campus prevention programs are warranted in the midst of the online poker craze, especially given that online gambling remains unregulated. Detection tools should be available for students to recognize critical shifts in their gambling habits from a leisure activity to a risky endeavour.

Predicting and understanding undergraduate students' intentions to gamble in a casino using an extended model of the theory of reasoned action and the theory of planned behavior

Given that current television programming contains numerous gambling portrayals, it is imperative to understand whether and to what extent these gambling behaviors in media influence individuals' beliefs, attitudes, and intentions. This study explores an extended model of the theory of reasoned action (TRA) by including gambling media exposure as a distal, mediating and mediated factor in predicting undergraduate students' intentions to gamble in a casino. Findings show that the extended model of TRA clearly indicates that the constructs of gambling media exposure, prior gambling experience, and level of gambling addiction contribute to the prediction of undergraduate students' casino gambling intentions. Theoretical implications of gambling media effects and practical implications for public policy are discussed, and future research directions are outlined.

Examining the presence of problem gambling awareness messages on college counseling center websites

College students are more at-risk for developing a gambling problem than the general adult U.S. population. Information behavior and information seeking theories, as well as empirical evidence, indicate that one resource that may provide guidance for students dealing with this issue is the college counseling center website (CCW). This study addressed the presence and nature of problem gambling messages on CCWs. As a random sample, 203 CCWs were selected to assess how frequently they provided any information about problem gambling, as well as the specific types of communications CCWs offered on this topic. Results showed that CCWs rarely included any messages about problem gambling. Specifically, only 15% of all CCWs contained information about problem gambling. Furthermore, messages about problem gambling were presented significantly less frequently than messages involving alcohol abuse, substance abuse, depression, anxiety/stress, and psychological struggles with food. Given the prevalence of problem gambling among college students, as well as the value that college students place on information provided on CCWs, it is important that these sites offer more information concerning this issue.

Wins, winning and winners: the commercial advertising of lottery gambling

This study analyzed a sample of 920 lottery ads that were placed or played in Atlantic Canada from January 2005 to December 2006. A content analysis, involving quantitative and qualitative techniques, was conducted to examine the design features, exposure profiles and focal messages of these ads and to explore the connections between lottery advertising and consumer culture. We found that there was an "ethos of winning" in these commercials that provided the embedded words, signs, myths, and symbols surrounding lottery gambling and conveyed a powerful imagery of plentitude and certitude in a world of potential loss where there was little reference to the actual odds of winning. The tangible and emotional qualities in the ads were especially inviting to young people creating a positive orientation to wins, winning and winners, and lottery products that, in turn, reinforced this form of gambling as part of youthful consumption practices. We concluded that enticing people with the prospects of huge jackpots, attractive consumer goods and easy wins, showcasing top prize winners, and providing dubious depictions that winning is life-changing was narrow and misleading and exploited some of the factors associated with at-risk gambling.