By Thomas, S. L., Randle, M., Bestman, A., Pitt, H., Bowe, S. J., Cowlishaw, S., & Daube, M.
Gambling has quickly emerged as an important global public health issue. With new technologies used to develop high intensity gambling products and promotions aimed at driving consumption, public health organisations and researchers, community groups, and politicians have argued for a range of regulatory and education measures aimed at reducing gambling harm. However, there has been limited research seeking to understand community perceptions of the harms associated with gambling products and environments, and the level of community support for strategies designed to prevent and reduce gambling harm.
Thomas, S. L., Randle, M., Bestman, A., Pitt, H., Bowe, S. J., Cowlishaw, S., & Daube, M. (2017). Public attitudes towards gambling product harm and harm reduction strategies: an online study of 16–88 year olds in Victoria, Australia. Harm Reduction Journal, 14, 49. https://doi.org/10.1186/s12954-017-0173-y
By Amy Bestman, Samantha Thomas, Melanie Randle and Hannah Pitt
This research sought to explore whether children’s visual and auditory exposure to Electronic Gambling Machines (EGMs) in community clubs contributed to shaping their attitudes towards these types of potentially harmful gambling products. This research also examined children’s knowledge of EGM behaviours in adults within their social networks.
Hannah Pitt, Samantha L. Thomas, Amy Bestman, Mike Daube and Jeffrey Derevensky.
Background: Harmful gambling is a public health issue that affects not only adults but also children. With the development of a range of new gambling products, and the marketing for these products, children are potentially exposed to gambling more than ever before. While there have been many calls to develop strategies which protect children from harmful gambling products, very little is known about the factors that may influence children’s attitudes towards these products. This study aimed to explore children’s gambling attitudes and consumption intentions and the range of consumer socialisation factors that may influence these attitudes and behaviours.
Methods: Children aged 8 to 16 years old (n = 48) were interviewed in Melbourne, Australia. A semi-structured interview format included activities with children and open-ended questions. We explored children’s perceptions of the popularity of different gambling products, their current engagement with gambling, and their future gambling consumption intentions. We used thematic analysis to explore children’s narratives with a focus on the range of socialising factors that may shape children’s gambling attitudes and perceptions.
Results: Three key themes emerged from the data. First, children’s perceptions of the popularity of different products were shaped by what they had seen or heard about these products, whether through family activities, the media (and in particular marketing) of gambling products, and/or the alignment of gambling products with sport. Second, children’s gambling behaviours were influenced by family members and culturally valued events. Third, many children indicated consumption intentions towards sports betting. This was due to four key factors: (1) the alignment of gambling with culturally valued activities; (2) their perceived knowledge about sport; (3) the marketing and advertising of gambling products (and in particular sports betting); and (4) the influence of friends and family.
Conclusions: This study indicates that there is a range of socialisation factors, particularly family and the media (predominantly via marketing), which may be positively shaping children’s gambling attitudes, behaviours and consumption intentions. There is a need for governments to develop effective policies and regulations to reduce children’s exposure to gambling products and ensure they are protected from the harms associated with gambling.
Pitt, H., Thomas, S. L., Bestman, A., Daube, M., & Derevensky, J. (2017). Factors that influence children’s gambling attitudes and consumption intentions: lessons for gambling harm prevention research, policies and advocacy strategies. Harm Reduction Journal, 14, 11. https://doi.org/10.1186/s12954-017-0136-3