ABSTRACT
This chapter examines the marketisation of online gambling exploring both the ways in which Internet gambling is represented and the implications these representations hold for consumers. The data presented in this chapter demonstrates how email advertisements by online gambling operations contain three principal meta-narratives that collectively serve to construct online gambling as a 'safe risk'. By contrast, how online gambling operations collect, use and protect customers' personal information, as well as their fraud, cheating and collusion measures, were largely absent in the promotional materials examined in this chapter. Consequently, operators are unlikely to feel that it is commercially beneficial to bring such issues to the attention of the consumer, instead focusing on the thrills and excitement attached to online gambling as a safe risk. Promoting winning outcomes is essential if gambling organisations are to continue to be successful in marketing online gambling to consumers as a safe risk that merely simulates danger and warrants voluntary exposure.
