Youth Oriented Advertising in Ireland’s National Lottery: A Quantitative Content Analysis of Advertisements
DOI:
https://doi.org/10.54103/2282-0930/30498Keywords:
Gambling, Lottery;, children, adolescents, Ireland, advertisingAbstract
Background: Gambling on the National Lottery in Ireland peaked recently at an annual gross spend of over €1 billion. There is ample evidence of underage participation in the lotto. Youth participation in gambling is associated with problematic gambling in adulthood. A recent examination of the National Lottery’s website identified child-friendly Halloween themed advertising.
Objectives: This research sought to investigate National Lottery advertisements to identify potentially child and youth-oriented marketing.
Methods: Quantitative content analysis of 127 video advertisements hosted on the National Lottery YouTube website were examined, using a pre-constructed six item framework.
Results: There was evidence relating to three of the six categories of content examined. In total 21.3% (n=27) of the videos examined made direct use of signs, symbols, themes, drawings, fictitious characters, or real people of primary or particular appeal to children. A total of 6.3% (n=8) of the videos examined included children, while 0.8% (n=1) featured adolescent, juvenile, or loutish behaviour.
Conclusions: Child-friendly marketing is present in National Lottery advertising. A more robust assessment of all National Lottery marketing materials is required. The Gambling Regulation Act, 2024, should be extended to oversee all gambling in Ireland, including the National Lottery. A public health approach to gambling is required across all state agencies and the Government.
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Appendix 1
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https://www.youtube.com/watch?v=upiWINzB_-k&list=PLf_rtIzFiefd6_FB0UF6kRP-Dfyt7N3Ps&index=6
https://www.youtube.com/watch?v=Vr-dEdhWhjw&list=PLf_rtIzFiefd6_FB0UF6kRP-Dfyt7N3Ps&index=2
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https://www.youtube.com/watch?v=pbL2lQyCQkA&list=PLf_rtIzFiefc0OvWhl4dfCkanV_eeHFC1&index=36
https://www.youtube.com/watch?v=ZVAnc3AlS4g&list=PLf_rtIzFiefc0OvWhl4dfCkanV_eeHFC1&index=33
https://www.youtube.com/watch?v=IjukoQQK1Bg&list=PL1812C775291CB82C&index=5
https://www.youtube.com/watch?v=pyYbLNEgl0s&list=PLf_rtIzFiefc0OvWhl4dfCkanV_eeHFC1&index=7
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