Exploring Perspectives Towards the Gambling Industry and Its Marketing Strategies Among Young People in Western Australia.

ISSUE ADDRESSED: The gambling industry utilises a range of strategies to attract and retain customers and limit meaningful gambling reform. Industry marketing strategies have demonstrated appeal to young people; however, little is known regarding how young people perceive and engage with gambling and industry marketing strategies in a Western Australian context. Young people's perspectives are vital to effectively respond to the harmful impacts of such commercial determinants on health and social outcomes.

METHODS

Constructivist Grounded Theory guided data collection and analysis of online group interviews with 25 young people aged 12 to 17 years old residing in Western Australia. Eligible participants received parent or caregiver consent, had lived in WA for at least 5 years, had access to technology, and able to communicate in English.

RESULTS

Five key themes were constructed regarding young people's perspectives towards gambling and industry marketing strategies in Western Australia: exposure to gambling marketing is pervasive and inescapable in multiple environments; industry appeal to young people through culturally valued identities; gambling is normalised and embedded in the everyday; corporate power and government reciprocity protects commercial gambling interests; personalising responsibility for preventing gambling harms.

CONCLUSION

This research provides further evidence about young people's everyday exposure to gambling and the need for comprehensive approaches to protect them from industry marketing. SO WHAT?: Findings reinforce the ubiquity of young people's exposure to gambling and the highly engaging and sophisticated tactics used by industry to engage young people in their harmful products. Researchers, advocates, practitioners and policymakers can use these findings to further advocate for increased restrictions on children's exposure to gambling marketing.