The impact of exposure to wagering advertisements and inducements on intended and actual betting expenditure: an ecological momentary assessment study
Open accessAbstract
BACKGROUND AND AIMS: Research suggests that a large proportion of regular sports and race bettors experience harm related to their gambling. In Australia, people who bet regularly are targeted by a proliferation of different forms of inducements and advertising - many of which are believed to encourage excessive betting and erroneous perceptions of risk. However, scant research has examined the impact of marketing messaging to this group, which is also limited to cross-sectional or qualitative designs. We aimed to determine whether exposure to wagering advertisements and inducements influenced intended betting expenditure, actual betting expenditure, and spending more than intended. METHODS: We report on an ecological momentary assessment study, measuring regular exposure to 20 different forms of marketing, as well as wagering spend from 318 race bettors and 279 sports bettors. Up to 15 assessments per participant were conducted over 3 weeks (mean = 11.46, median = 14), yielding 6,843 observations for analysis. RESULTS: Exposure to advertising and inducements was reliably linked to a greater likelihood of betting, higher intended and actual betting expenditure, and spending more than intended. "Push" messaging and inducements that convey the impression of reduced risk (stake-back inducements and multibet offers) were particularly influential, as well as brands promoted during events and advertisements on betting websites/apps. DISCUSSION AND CONCLUSIONS: Given that a large proportion of regular sports and race bettors experience problems, restrictions on these forms of marketing are advisable. These findings suggest that this is particularly important for marketing that is "pushed" to gamblers or that suggests reduced risk.
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Literature related to EMA for GD is scarce and focuses on studying the influence of contextual factors on intention to gamble and gambling behaviour.
“Literature related to EMA for GD is scarce and focuses on studying the influence of some contextual factors (e.g., gambling advertisement exposure) on the intention to gamble and gambling behaviour (Browne et al., 2019; Russell et al., 2018b).”
From Efficacy of an internet-based psychological intervention for problem gambling and gambling disorder: Study protocol for a randomized controlled trial (2021) · cites this paper as Browne et al., 2019
The Methods section (page unavailable) confirms that this EMA study measured wagering-advertisement exposure alongside intended and actual betting behaviour. The Introduction describes research on the effects of wagering advertising as scarce, but does not establish that EMA literature on gambling disorder generally is scarce. (LLM, conf=0.82)
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Torrance, J., John, B., Greville, J., O’Hanrahan, M., Davies, N., & Roderique‐Davies, G. (2021) · Figshare · doi:10.6084/m9.figshare.14411177
Torrance, J., John, B., Greville, J., O’Hanrahan, M., Davies, N., & Roderique‐Davies, G. (2021) · Figshare · doi:10.6084/m9.figshare.14411180
Hing, N., Rawat, V., Lole, L., Tulloch, C., Dittman, C. K., Rockloff, M., & Browne, M. (2026) · International Journal of Mental Health and Addiction · doi:10.1007/s11469-025-01625-9 · Cited by 2 · see citing works
Self-citationDiego, G. A., Liendo, M., Mendo, L., & Estévez, A. (2026) · International Gambling Studies · doi:10.1080/14459795.2026.2681975
Eberle, N., & Fauth‐Bühler, M. (2026) · Suchttherapie · doi:10.1055/a-2861-0377
Will the House Settlement Affect College Athlete Mental Health? You Can Bet on It.
Roberts, C. E., Lorenz, A., & Battle, C. (2026) · Advances in Psychiatry and Behavioral Health · doi:10.1016/j.ypsc.2026.04.002
Bush‐Evans, R., England, H., Arden-Close, E. J., Bolat, E., & Wang, R. (2026) · International Gambling Studies · doi:10.1080/14459795.2026.2708667
Sportsbook Promotions and the Growth of Parlay Wagering
Borghesi, R., Salaga, S., & Mondello, M. J. (2026) · Journal of Gambling Studies · doi:10.1007/s10899-026-10562-8
Vitošević, J., Radoičić, J., Filipović, M., Vitošević, B., Sterkowicz-Przybycień, K., Popović, M., Milovanović, S., & Purenović-Ivanović, T. (2026) · Sustainability · doi:10.3390/su182010457
- Authors
- Browne, M., Hing, N., Russell, A. M. T., Thomas, A., & Jenkinson, R.
- Affiliations
- Central Queensland University (AU)
- RMIT University (AU)
- Monash University (AU)
- Corresponding author
- Browne, Matthew
- Venue
- Journal of Behavioral Addictions
- Publisher
- Akademiai Kiado Zrt.
- Published
- 2019-03
- Volume
- 8
- Issue
- 1
- Pages
- 146-156
- ISSN
- 2062-5871 (ISSN-L)
- 2063-5303
- PMC
- PMC7044597
- OpenAlex
- W2933542008
- Cited by
- 77
- References
- 34
- Citations by year
- 2026: 11 · 2025: 14 · 2024: 12 · 2023: 12 · 2022: 9 · 2021: 9 · 2020: 6 · 2019: 4
- FWCI
- 8.18
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Locations
- Journal of Behavioral Addictions (publishedVersion)
- PubMed Central (publishedVersion, cc-by-nc)
- PubMed (publishedVersion)
- Repository of the Academy's Library (Library of the Hungarian Academy of Sciences) (acceptedVersion)
- Acquire (CQUniversity) (submittedVersion, cc-by-nc)
- RMIT Research Repository (RMIT University Library) (submittedVersion)
- Own your potential (DEAKIN) (submittedVersion)
- Figshare (submittedVersion, cc-by-nc)
- Figshare (submittedVersion, cc-by)
- Figshare (submittedVersion)
- Topics
- Social Sciences › Psychology › Clinical Psychology › Gambling Behavior and Treatments
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Health Sciences › Medicine › Epidemiology › Substance Abuse Treatment and Outcomes
- Keywords
- gambling advertising, sports betting, ecological momentary assessment
- MeSH terms
- Direct-to-Consumer Advertising, Ecological Momentary Assessment, Adolescent, Adult, Aged, Aged, 80 and over, Gambling, Humans, Male, Middle Aged, Risk-Taking, Marketing, Young Adult
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