Abstract:

Gambling represents 2.5% of the Spanish GDP, and the investment in television advertising of online gambling is concentrated in 18 advertisers. The objective of this research is to determine compliance with the Code of Conduct for Commercial Communication of Gambling Activities by performing a content analysis using 24 variables applied to a sampling of 60 advertisements broadcast on television, and also to consider the health risks of online gambling to vulnerable groups. Of the advertisements studied, 90% do not include the "play responsibly" logo, 78.33% do not show the "self-exclusion" logo, and 11.67% do not have the "+18" logo. Even though behaviour related to irresponsible gambling is shown in the advertising, and there is an excessive use of welcome bonuses, the main noncompliance affects gender equality.

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