Protecting children and young people from contemporary marketing for gambling

Samantha Thomas, May C.I. Van Schalkwyk, Mike Daube, Hannah Pitt, Darragh McGee, Martin McKee

Research output: Contribution to journalArticlepeer-review

18 Citations (SciVal)


Around the world, children are being exposed to intensive marketing for gambling products. This normalizes perceptions that gambling is essentially a harmless form of entertainment, despite mounting evidence of the harms it causes. Young people and their parents are supportive of strategies to protect children from being exposed to gambling marketing. Yet existing regulatory efforts are inconsistent and inadequate, and have not protected children from exposure to the many forms of marketing now being developed and exploited by the gambling industry. We outline existing knowledge about strategies used by the gambling industry to market its products, with a specific focus on the potential impact of gambling marketing on young people. We provide a definition of gambling marketing and outline the different forms of promotion that are currently used to market gambling, current regulatory responses, and the impact of marketing on children and young people. We then argue that a comprehensive public health approach to gambling is urgently required, which must include effective action to limit the influence of marketing for gambling products, while recognizing that it is never possible to insulate children entirely from their reach.

Original languageEnglish
Article numberdaac194
Pages (from-to)1-14
JournalHealth Promotion International
Issue number2
Early online date18 Mar 2023
Publication statusPublished - 30 Apr 2023

Bibliographical note

This paper was part of an ARC Discovery Grant (DP190100695) exploring the normalisation of gambling.


  • advertising
  • children
  • determinants of health
  • public health
  • youth gambling

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health


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