An Ecological Momentary Assessment and Content Analysis to Unravel Flemish Young Adults’ Exposure to and Contents of Gambling Marketing Communications

Abstract

This study aims to examine Flemish young adults’ exposure to gambling advertising, and which individual characteristics might explain this gambling advertising exposure. In addition, we examine the variety of advertising formats and strategies used to target young adults, and the harm reduction messages and age indications implemented in those ads. This article reports on the results of an ecological momentary assessment conducted among Flemish young adults (N = 81) between 20 and 31 years, and a subsequent content analysis performed on the collected ads. Results show that the young adults from our sample were mainly exposed to digital gambling ads, especially sponsored ads on social media and ads for sports betting. Furthermore, gambling behaviour was a signif icant predictor of gambling advertising exposure. The respondents were also exposed, albeit to a limited extent, to ads from illegal gambling operators. Only slightly more than half of the ads included a harm reduction message or age indication.