Young people and their exposure to gambling marketing through media and sport on the island of Ireland: CRN - UCD CHilD-RC ANNUAL CONFERENCE 2024

Aphra Kerr; P J Kitchin; John O'Brennan; Tugce Bidav; Erin McEvoy; Eamonn Sullivan

Abstract

Background:
This study explored media use, sport consumption and perceptions of gambling-related harm amongst young people across the island of Ireland.

Aims and Objectives;
This project aimed to understand how sports media consumption exposes young people across the island of Ireland to harmful communications from the gambling industry.

Research Design;
This was a multi-phase study. Phase 1 involved focus groups with 70 young people aged 14-24 exploring their exposure, attitudes and understanding of gambling marketing. Phase 2 used a media content analysis of gambling marketing strategies across transnational live sports broadcasts on television and social media content to explore the quantity, source, and ways in which gambling marketing targets young people. Thematic analysis was used in both phases to organise the data and create themes.

Results
Our findings demonstrate the strategic use of sport media by gambling operators to target youth to build brand awareness. Further we reveal an extremely high level of youth gambling exposure to commercial gambling messages and references, without sufficient counterbalancing messages as to risks and harms.

Original language	English
Publication status	Published (in print/issue) - 5 Dec 2024
Event	Children's Research Network ANNUAL CONFERENCE - University College Dublin, Dublin, Ireland Duration: 5 Dec 2024 → 5 Dec 2024 https://www.childrensresearchnetwork.com/

Conference

Conference	Children's Research Network ANNUAL CONFERENCE
Abbreviated title	CRN - UCD CHilD-RC
Country/Territory	Ireland
City	Dublin
Period	5/12/24 → 5/12/24
Internet address	https://www.childrensresearchnetwork.com/

Funding

Funders
Higher Education Authority North South Research Programme

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 12 Responsible Consumption and Production

Keywords

gambling
gambling marketing
gambling harm
CDOH
Ireland
Northern Ireland
Public Health
youth
young people
children
sport

Access to Document

Presentation Slides 5th December Kerr et alFinal published version, 2.23 MBLicence: CC BY-NC-ND

1 Commissioned report
1 Article

CODE RED: Young People and their Exposure to Gambling Marketing through Media and Sport on the island of Ireland
Kerr, A., Kitchin, P. J., O'Brennan, J., Bidav, T. & McEvoy, E., 4 Oct 2024, 36 p.
Research output: Book/Report › Commissioned report

Open Access
File
Understanding mediated sports consumption by Irish children: A qualitative study exploring their exposure and understanding of gambling marketing, risks and harms.
Kitchin, P. J., McEvoy, E., Kerr, A. & O'Brennan, J., 11 Sept 2024, (Published online) In: BMC Public Health. 24, 1, p. 1-13 13 p., 2478.
Research output: Contribution to journal › Article › peer-review

Open Access
File
4 Link opens in a new tab Citations (Scopus)

125 Downloads (Pure)

Code-Red: Young People and their Exposure to Gambling Marketing through Media and Sport on the island of Ireland
Kerr, A., Kitchin, P., O'Brennan, J., Bidav, T. & McEvoy, E.
16/10/24
1 Media contribution
Press/Media: Expert Comment

An exploration of the lived experiences of Irish women, their journeys through gambling and the impacts of gambling marketing
McEvoy, E. (Author), Kitchin, P. (Supervisor) & Gallagher, D. (Supervisor), May 2025
Student thesis: Doctoral Thesis

Cite this

@conference{2b90fd91e57f4aeb9961e08b04f56611,

title = "Young people and their exposure to gambling marketing through media and sport on the island of Ireland: CRN - UCD CHilD-RC ANNUAL CONFERENCE 2024",

abstract = "Background: This study explored media use, sport consumption and perceptions of gambling-related harm amongst young people across the island of Ireland. Aims and Objectives; This project aimed to understand how sports media consumption exposes young people across the island of Ireland to harmful communications from the gambling industry. Research Design; This was a multi-phase study. Phase 1 involved focus groups with 70 young people aged 14-24 exploring their exposure, attitudes and understanding of gambling marketing. Phase 2 used a media content analysis of gambling marketing strategies across transnational live sports broadcasts on television and social media content to explore the quantity, source, and ways in which gambling marketing targets young people. Thematic analysis was used in both phases to organise the data and create themes. Results Our findings demonstrate the strategic use of sport media by gambling operators to target youth to build brand awareness. Further we reveal an extremely high level of youth gambling exposure to commercial gambling messages and references, without sufficient counterbalancing messages as to risks and harms. ",

keywords = "gambling, gambling marketing, gambling harm, CDOH, Ireland, Northern Ireland, Public Health, youth, young people, children, sport",

author = "Aphra Kerr and Kitchin, \{P J\} and John O'Brennan and Tugce Bidav and Erin McEvoy and Eamonn Sullivan",

year = "2024",

month = dec,

day = "5",

language = "English",

note = " Children's Research Network ANNUAL CONFERENCE, CRN - UCD CHilD-RC ; Conference date: 05-12-2024 Through 05-12-2024",

url = "https://www.childrensresearchnetwork.com/",

}

TY - CONF

T1 - Young people and their exposure to gambling marketing through media and sport on the island of Ireland

T2 - Children's Research Network ANNUAL CONFERENCE

AU - Kerr, Aphra

AU - Kitchin, P J

AU - O'Brennan, John

AU - Bidav, Tugce

AU - McEvoy, Erin

AU - Sullivan, Eamonn

PY - 2024/12/5

Y1 - 2024/12/5

N2 - Background: This study explored media use, sport consumption and perceptions of gambling-related harm amongst young people across the island of Ireland. Aims and Objectives; This project aimed to understand how sports media consumption exposes young people across the island of Ireland to harmful communications from the gambling industry. Research Design; This was a multi-phase study. Phase 1 involved focus groups with 70 young people aged 14-24 exploring their exposure, attitudes and understanding of gambling marketing. Phase 2 used a media content analysis of gambling marketing strategies across transnational live sports broadcasts on television and social media content to explore the quantity, source, and ways in which gambling marketing targets young people. Thematic analysis was used in both phases to organise the data and create themes. Results Our findings demonstrate the strategic use of sport media by gambling operators to target youth to build brand awareness. Further we reveal an extremely high level of youth gambling exposure to commercial gambling messages and references, without sufficient counterbalancing messages as to risks and harms.

AB - Background: This study explored media use, sport consumption and perceptions of gambling-related harm amongst young people across the island of Ireland. Aims and Objectives; This project aimed to understand how sports media consumption exposes young people across the island of Ireland to harmful communications from the gambling industry. Research Design; This was a multi-phase study. Phase 1 involved focus groups with 70 young people aged 14-24 exploring their exposure, attitudes and understanding of gambling marketing. Phase 2 used a media content analysis of gambling marketing strategies across transnational live sports broadcasts on television and social media content to explore the quantity, source, and ways in which gambling marketing targets young people. Thematic analysis was used in both phases to organise the data and create themes. Results Our findings demonstrate the strategic use of sport media by gambling operators to target youth to build brand awareness. Further we reveal an extremely high level of youth gambling exposure to commercial gambling messages and references, without sufficient counterbalancing messages as to risks and harms.

KW - gambling

KW - gambling marketing

KW - gambling harm

KW - CDOH

KW - Ireland

KW - Northern Ireland

KW - Public Health

KW - youth

KW - young people

KW - children

KW - sport

M3 - Abstract

Y2 - 5 December 2024 through 5 December 2024

ER -

Young people and their exposure to gambling marketing through media and sport on the island of Ireland: CRN - UCD CHilD-RC ANNUAL CONFERENCE 2024

Abstract

Conference

Funding

UN SDGs

Keywords

Access to Document

Fingerprint

Research output

CODE RED: Young People and their Exposure to Gambling Marketing through Media and Sport on the island of Ireland

Understanding mediated sports consumption by Irish children: A qualitative study exploring their exposure and understanding of gambling marketing, risks and harms.

Press/Media

Code-Red: Young People and their Exposure to Gambling Marketing through Media and Sport on the island of Ireland

Student theses

An exploration of the lived experiences of Irish women, their journeys through gambling and the impacts of gambling marketing

Cite this