ArticleBMC public health2016
Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia.
Article in BMC public health, 2016. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 31 papers, 1 of them a synthesis that pooled it.
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Who cites it
31 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Gambling Marketing Strategies and the Internet: What Do We Know? A Systematic Review.Frontiers in psychiatry · 2021Pooled it
- Effects of inducements on sports gambling and decision-errors: An experimental study.Journal of behavioral addictions · 2025Trial
- The effect of television advertising on gambling behaviour: a quasi-experimental study during the 2022 Qatar FIFA World Cup.Addictive behaviors reports · 2026Article
- Help-seeking for gambling problems following expansion of Ontario's online gambling market and legalization of single-event sports betting.CMAJ : Canadian Medical Association journal = journal de l'Association medicale canadienne · 2026Article
- A Content Analysis of Alcohol Marketing on Instagram: Examining Its Contribution to an Australian Aquatic Alcogenic Environment.International journal of environmental research and public health · 2026Article
- Gambling advertising regulation in Ghana: what do we know and where to next?Journal of public health policy · 2025Review
- How did the 'whistle-to-whistle' ban affect gambling advertising on TV? A live football matching study.Addiction research & theory · 2025Article
- Towards Understanding Contemporary Gambling Advertising in Sub-Saharan Africa.Public health challenges · 2024Article
- Understanding mediated sports consumption by Irish children: a qualitative study exploring their exposure and understanding of gambling marketing, risks and harms.BMC public health · 2024Article
- The Relevance of Marketing in Sports Betting Perceptions and Behaviors Across Different age Groups.Journal of gambling studies · 2024Review
- Exploring the Precipitating Events and Gambling-Related Activities that Prompt Problem Gamblers and Spouses/Cohabitants to Contact a Gambling Helpline.Journal of gambling studies · 2024Article
- The symbolic consumption processes associated with 'low-calorie' and 'low-sugar' alcohol products and Australian women.Health promotion international · 2023Article
- Gambling-like Features in fan Tokens.Journal of gambling studies · 2023Article
- The Gambling Behaviour and Attitudes to Sports Betting of Sports Fans.Journal of gambling studies · 2022Article
- Conceptualising emotional and cognitive dysregulation amongst sports bettors; an exploratory study of 'tilting' in a new context.PloS one · 2022Article
- Risk and protective factors for the development of gambling-related harms and problems among Australian sexual minority men.BMC psychology · 2021Article
- Emergent gambling advertising; a rapid review of marketing content, delivery and structural features.BMC public health · 2021Review
- A Cross-Cultural Study of Weekly Sports Bettors in Australia and Spain.Journal of gambling studies · 2020Article
- A Literature Review and Gap Analysis of Emerging Technologies and New Trends in Gambling.International journal of environmental research and public health · 2020Review
- Gender Differences in Problem Gamblers in an Online Gambling Setting.Psychology research and behavior management · 2020Article
Corrections and comments
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundSince 2008, Australia has seen the rapid emergence of marketing for online and mobile sports wagering. Previous research from other areas of public health, such as tobacco and alcohol, has identified the range of appeal strategies these industries used to align their products with culturally valued symbols. However, there is very limited research that has investigated the tactics the sports wagering industry uses within marketing to influence the consumption of its products and services.
methodThis study consisted of a mixed method interpretive content analysis of 85 sports wagering advertisements from 11 Australian and multinational wagering companies. Advertisements were identified via internet searches and industry websites. A coding framework was applied to investigate the extent and nature of symbolic appeal strategies within advertisements.
resultsTen major appeal strategies emerged from this analysis. These included sports fan rituals and behaviours; mateship; gender stereotypes; winning; social status; adventure, thrill and risk; happiness; sexualised imagery; power and control; and patriotism. Symbols relating to sports fan rituals and behaviours, and mateship, were the most common strategies used within the advertisements. DISCUSSION/
conclusionsThis research suggests that the appeal strategies used by the sports wagering industry are similar to those strategies adopted by other unhealthy commodity industries. With respect to gambling, analysis revealed that strategies are clearly targeted to young male sports fans. Researchers and public health practitioners should seek to better understand the impact of marketing on the normalisation of sports wagering for this audience segment, and implement strategies to prevent gambling harm.
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