ABSTRACT
This chapter focuses on how gambling is advertised and promoted in the modern era of gambling liberalisation. Among the main conclusions are: gambling marketing has exploded in size and uses a wide range of marketing strategies; winning is the central motive for gambling and adverts continuously highlight wins, winning and winners; gambling and sport are increasingly aligned; the importance of skill is overemphasised; there is often an appeal to masculinity; celebrities are much used. Online gambling sites are often highly sophisticated and players are attracted by various ‘free bet’ and bonus offers, expert tips or training or easy payment options. Two general conclusions about modern gambling promotion are highlighted. One is the increased exposure of children and young people to gambling advertising. The other is how gambling is promoted in ways which not only use all the tricks of the advertising trade but which also try to give a false impression of what engaging in modern forms of gambling really entails – depicting gambling as a low-risk/high-control pastime, full of fun, with a good prospect of winning money. The reality – a high likelihood of losing money and the danger of addiction – is concealed.
