Chapter 5: Minors and gambling advertising
‘Isn’t there always a hot girl in or around advertisements’ (14, male) Advertising restrictions’ removal led to a natural but phenomenal expansion of gambling advertising. While claims that the commercial marketing of gambling products leads to harms are strongly contested, the UK legislation implicitly accepts that commercial stimulation of gambling amongst minors is undesirable. Their exposure is limited by requiring the industry to advertise in a manner that is ‘socially responsible’ and does not appeal to minors, and by timing and placement restrictions. This chapter provides a synthesis of existing data to prove that while the existing framework restrains the industry from acute exploitation of vulnerable persons, it does not effectively protect minors. Existing principles fail to eliminate the possibility of emotive appeal, do not address all advertising techniques, and still rely on the transmission theory that does not necessarily correspond to how minors receive, construct and react to such advertisements.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.