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International Journal of Mental Health and Addiction

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Open Access 01-02-2018 | Original Article

Alcohol Drinking and Low Nutritional Value Food Eating Behavior of Sports Bettors in Gambling Advertisements

Authors: Hibai Lopez-Gonzalez, Ana Estévez, Susana Jiménez-Murcia, Mark D Griffiths

Published in: International Journal of Mental Health and Addiction | Issue 1/2018

Abstract

The prevalence of sports betting advertising has become a major concern for gambling regulators, particularly since the legalization of online gambling in many European jurisdictions. Although the composition of gambling advertisement narratives has received some limited attention, nothing is known regarding how betting advertisements (often referred to as “adverts” or “commercials”) might be associating gambling with other potentially risky behaviors. The present paper examines the representation of alcohol drinking and low nutritional value food eating in sports betting advertising. By means of a mixed-methods approach to content analysis, a sample of British and Spanish soccer betting adverts was analyzed (N = 135). The results suggest that betting advertising aligns drinking alcohol with sports culture and significantly associates emotionally charged sporting situations such as watching live games or celebrating goals with alcohol. Additionally, alcohol drinking is more frequent in betting adverts with a higher number of characters, linking friendship bonding and alcohol drinking (especially beer) in the context of sports gambling.

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Title: Alcohol Drinking and Low Nutritional Value Food Eating Behavior of Sports Bettors in Gambling Advertisements
Authors: Hibai Lopez-Gonzalez
Ana Estévez
Susana Jiménez-Murcia
Mark D Griffiths
Publication date: 01-02-2018
Publisher: Springer US
Published in: International Journal of Mental Health and Addiction / Issue 1/2018
Print ISSN: 1557-1874
Electronic ISSN: 1557-1882
DOI: https://doi.org/10.1007/s11469-017-9789-0

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