Spelreklam och spelberoende - Statens folkhälsoinstitut

summary 13
identity as a gamester. The study supports the assessment previously made
by the author, i.e. that gambling advertising to a small extent contributes to
problem gambling.
Advertising seems to have an influence on problem gamblers primarily
by reminding them of gambling, either their preferred types of games or in
general. The typical form of influence is the following: A problem gambler
thinks about something other than gambling and happens to see gambling
advertising. This makes him or her think about gambling and feelings associated
with playing are aroused, thereby igniting a desire to gamble. Thus,
advertising primarily appears as a quite uncomplicated trigger of impulses
to gamble. This form of influence is what can be expected according to
neurobiological models of gambling addiction.
The impulse to gamble may be perceived in various ways. Often the feelings
are conflicting, a mix of aversion and desire. Several of the persons
interviewed told that the thought occurred to them that, if they were to
gamble, they might be luckier than in the past. However, the participants in
the study did not often point out specific messages in gambling advertising
that had a greater impact on them than other messages. Some mentioned
advertising for jackpots and “extra money in the pot”. Such advertising
suggests that playing is extra profitable at the moment and entices with
multi-million wins. It reinforces the illusion that it is easy to win, either by
being lucky in games of chance or by being a skilful gambler. For the
problem gambler chasing losses, jackpot advertising entices with a golden
opportunity to recoup all that has been lost and much more. Advertising in
such a way relates to some of the patterns of thought and behaviour regarded
as typical of problem gambling.
Not surprisingly, a combination of games with a high risk of problem
gambling and massive advertising has the most tangible negative impact. In
Sweden, such a combination is present in advertising for betting on sports
and horse races, and for Internet poker and casinos. Usually it is advertising
of the problem gambler’s preferred game that constitutes the strongest
temptation by reminding them of the game. However, some of the persons
interviewed said that advertising for other kinds of games could influence
them as well. For instance, Internet poker advertising may entice a person
to visit a casino, and advertising for a lotto jackpot may motivate a person
to bet more heavily than usual on the horses.