€¦ · Web viewThe current study explores the effects of marketing, advertising and sponsorship of major gambling activities within New Zealand. This exploratory study involved

ContentsEXECUTIVE SUMMARY.............................................................................................................................................6

SECTION 1: LITERATURE ON THE MARKETING, ADVERTISING AND SPONSORSHIP OF GAMBLING PRODUCTS AND SERVICES..............................................................................................................................................................42

SECTION 2: GLOBAL SCAN OF GUIDELINES AND CODES RELATING TO GAMBLING MARKETING AND ADVERTISING............................................................................................................................................................................. 55

SECTION 3: QUALITATIVE RESEARCH EXPLORING IMPACTS OF GAMBLING MARKETING AND ADVERTISING.........78

SECTION 4: QUANTITATIVE RESEARCH EXPLORING IMPACTS OF GAMBLING MARKETING AND ADVERTISING....129

APPENDICES.......................................................................................................................................................170

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Tables and figuresTABLES

Table 1. Frequency of viewing gambling advertising and the influence of gambling advertising on gambler spending – weighted overall results (February-April 2011)...........................................................................9

Table 2. Major types of marketing and advertising of gambling within New Zealand – Major approaches and channels......................................................................................................................................................32

Table 3. Mix of qualitative focus groups for the qualitative research stage (11 focus groups, N=74)..................36

Table 4. Types of advertising stimulus materials used to stimulate discussion during qualitative focus groups. .37

Table 5. Study participants in the quantitative study (N=400, February-April 2011)...........................................39

Table 6. Analysis of possible vulnerabilities of problem gamblers and theoretical linkages to gambling advertising..................................................................................................................................................44

Table 7. Noteworthy descriptions of practices under the Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) – Queensland, Australia......................................................................57

Table 8. Examples of unacceptable advertising practices for Hotels, Clubs and Casinos - Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) – Queensland, Australia............................59

Table 9. Examples of unacceptable advertising practices for Lotto and TAB - Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) – Queensland, Australia............................................62

Table 10. Advertising requirements for gambling across Australian states and territories...................................67

Table 11. How lotto advertising influences consumers – examples identified from review of lotto advertising materials.....................................................................................................................................................91

Table 12. How scratch ticket advertising influences consumers – examples identified from review of scratch ticket advertising materials.........................................................................................................................96

Table 13. How TAB advertising influences consumers – examples identified from review of TAB advertising materials...................................................................................................................................................102

Table 14. How casino advertising influences consumers – examples identified from review of casino advertising materials...................................................................................................................................................109

Table 15. Suggestions from focus group participants about how to create ‘safer’ gambling environments.......121

Table 16. Awareness that EGM profits are distributed to charitable causes in NZ – results by ethnicity (N=400, February-April 2011).................................................................................................................................130

Table 17. Awareness of where EGM profits are distributed in NZ – results by ethnicity (N=400, February-April 2011).........................................................................................................................................................130

Table 18. Views about display of trust logos to indicate sponsorships – results by ethnicity (N=400, February-April 2011)................................................................................................................................................131

Table 19. Whether gamblers choose to play EGMs at venues owned by particular trusts – results by ethnicity (N=194, February-April 2011)...................................................................................................................131

Table 20. Playing EGMs as a justification for giving money back to the community – results by risk for problem gambling (N=194, February-April 2011)...................................................................................................132

Table 21. Influence of pokies signage on unplanned pokies play – results by risk for problem gambling (N=194, February-April 2011).................................................................................................................................132

Table 22. Overall influence of pokies signage on spending – results by risk for problem gambling (N=239, February-April 2011).................................................................................................................................133

Table 23. Views about the appropriateness of pokies advertising signage – results by risk for problem gambling (N=194, February-April 2011)...................................................................................................................133

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Table 24. Views about the appropriateness of pokies advertising signage – results by ethnicity (N=194, February-April 2011).................................................................................................................................134

Table 25. Frequency of visits to online gambling sites for gamblers exposed to online gambling advertising - results by risk for problem gambling (N=316, February-April 2011).........................................................136

Table 26. Frequency of viewing lotto/Instant Kiwi advertising - results by risk for problem gambling (N=386 lotto players and N=319 scratch ticket players, February-April 2011)..............................................................137

Table 27. Frequency of viewing lotto advertising by media channel - results by risk for problem gambling (N=386 lotto players, February-April 2011)..............................................................................................137

Table 28. Influence of lotto advertising on unplanned purchasing by media channel – results by risk for problem gambling (N=386 lotto players, February-April 2011)...............................................................................138

Table 29. Advertising messages recalled which led lotto players to purchase unplanned lotto tickets – results by risk for problem gambling (N=89, February-April 2011)...........................................................................138

Table 30. Reasons why lotto players purchase lotto tickets – results by risk for problem gambling (N=386, February-April 2011).................................................................................................................................140

Table 31. Overall influence of lotto advertising on spending – results by risk for problem gambling (N=386, February-April 2011).................................................................................................................................140

Table 32. Influence of lotto jackpots and prize configurations on likelihood of ticket purchasing – results by risk for problem gambling (N=386, February-April 2011)................................................................................141

Table 33. Influence of lotto slogans on likelihood of ticket purchasing – by risk for problem gambling (N=386, February-April 2011).................................................................................................................................142

Table 34. Influence of scratch ticket slogans on likelihood of ticket purchasing – by risk for problem gambling (N=319, February-April 2011)...................................................................................................................143

Table 35. Influence of ethnic celebrities in advertising on likelihood of ticket purchasing – results by ethnicity (N=400, February-April 2011)...................................................................................................................144

Table 36. Overall influence of scratch ticket advertising on spending – results by risk for problem gambling (N=319, February-April 2011)...................................................................................................................144

Table 37. Advertising messages recalled which led scratch ticket players to spend more than they wanted to spend on scratch tickets – results by risk for problem gambling (N=72, February-April 2011).................145

Table 38. Frequency of viewing TAB advertising - results by risk for problem gambling (N=157, February-April 2011).........................................................................................................................................................146

Table 39. Frequency of viewing TAB advertising by media channel - results by risk for problem gambling (N=157, February-April 2011)...................................................................................................................146

Table 40. Influence of TAB advertising on unplanned betting by media channel – results by risk for problem gambling (N=157, February-April 2011)...................................................................................................147

Table 41. Advertising messages recalled which led TAB punters to place unplanned bets – results by risk for problem gambling (N=44, February-April 2011).......................................................................................148

Table 42. Influence of TAB slogans on likelihood of betting - results by risk for problem gambling (N=157, February-April 2011).................................................................................................................................149

Table 43. Overall influence of TAB advertising on spending – results by risk for problem gambling (N=157, February-April 2011).................................................................................................................................149

Table 44. Gambler perceptions of casinos – results by ethnicity (N=400, February-April 2011)........................150

Table 45. Frequency of viewing casino advertising – results by risk for problem gambling (N=217, February-April 2011).........................................................................................................................................................150

Table 46. Frequency of viewing casino advertising by media channel – results by risk for problem gambling (N=217, February-April 2011)...................................................................................................................151

Table 47. Influence of casino advertising on overall spending on casino gambling in past year – results by risk for problem gambling (N=217, February-April 2011).....................................................................................151

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Table 48. Advertising messages recalled which led casino gamblers to unplanned casino gambling – results by risk for problem gambling (N=68, February-April 2011)...........................................................................152

Table 49. Gambler awareness of host responsibility programs – by risk for problem gambling (N=400, February-April 2011)................................................................................................................................................154

Table 50. How well host responsibility programs are promoted – by risk for problem gambling (N=400, February-April 2011)................................................................................................................................................154

Table 51. Gambling advertising which should not be permitted in New Zealand – results by risk for problem gambling (N=60, February-April 2011).....................................................................................................155

Table 52. Awareness that complaints about gambling advertising can be made – results by ethnicity (N=400, February-April 2011).................................................................................................................................156

Table 53. Most harmful type of gambling advertising – results by ethnicity (N=400, February-April 2011).......156

Table 54. Why advertising of specific gambling activities was seen as harmful – results by activity (N=91, February-April 2011).................................................................................................................................157

Table 55. Gambling advertising seen as culturally offensive or inappropriate – results by ethnicity (N=231, February-April 2011).................................................................................................................................160

Table 56. Gambling advertising seen as generally inappropriate – results by risk for problem gambling (N=95, February-April 2011).................................................................................................................................161

Table 57. Frequency of seeing advertising – results by gambling activity participation (February-April 2011). .163

Table 58. Variables adding to the prediction of advertising awareness (results of stepwise multiple regression analysis showing partial correlations).......................................................................................................164

Table 59. Variables adding to the prediction of advertising influence (results of stepwise multiple regression analysis showing partial correlations).......................................................................................................165

Table 60. Awareness of gambling advertising – comparative results – results by risk for problem gambling (February-April 2011)................................................................................................................................169

Table 61. Overall influence of gambling advertising on spending – comparative results – results by risk for problem gambling (February-April 2011)..................................................................................................169

FIGURES

Figure 1. Comparison of the likelihood to buy a lotto ticket – non-problem versus moderate risk/problem gamblers (N=386, February-April 2011).....................................................................................................10

Figure 2. Awareness of gambling advertising and promotions within New Zealand (N=1973, Gaming and Betting Activities Survey 2007 – Health Sponsorship Council).................................................................................45

Figure 3. Percent of gamblers engaging in informal social marketing of gambling opportunities with family or friends - overall results (February-April 2011)...........................................................................................135

Figure 4. Percent of gamblers who had viewed advertising on the internet about gambling - overall results (N=400, February-April 2011)...................................................................................................................136

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The marketing, advertising and sponsorship of gambling products and services within

New Zealand

Prepared by Schottler Consulting Pty Ltdfor the New Zealand Ministry of Health

ABSTRACT

The current study explores the effects of marketing, advertising and sponsorship of major gambling activities within New Zealand. This exploratory study involved conduct of focus groups and a survey of gamblers to identify how marketing and advertising approaches may impact gambler perceptions of gambling and motivations to gamble. As part of focus groups, a diverse range of gambling marketing and advertising materials from within New Zealand were reviewed. In addition, a literature review and scan of international marketing and advertising codes was undertaken. Based on major insights from the research, the key characteristics of harmful marketing and advertising were identified. Effects were similarly explored from both a general community perspective and from the perspective of people of Maori, Pacific and Asian backgrounds.

Key words – Marketing, advertising, sponsorship, gambling, New Zealand,

problem gambling, culture

Published March, 2012

Acknowledgements:

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Sincere thanks is extended to staff of the New Zealand Problem Gambling Foundation, Te Herenga Waka o Te Ora Whanau and the

Ministry of Health New Zealand for theirvalued support and input during this research.

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Executive summaryReport purpose

The current report presents key findings of exploratory research examining the marketing, advertising and sponsorship of gambling products and services within New Zealand. The Ministry of Health recognises the marketing, advertising and sponsorship of gambling as key issues with potential to affect public health within New Zealand.

However, while some past research has examined the effects of advertising of other potentially harmful products on consumers, very little research has explored the effects of gambling marketing and advertising on the attitudes and behaviours of gamblers. There is a particular need to better understand and explore how advertising may affect at-risk gamblers and whether advertising approaches within New Zealand could be further enhanced for improved consumer protection.

As an exploratory study, the research was broad in focus and aimed to inform a diverse range of research questions. Given the limited available prior research, the study does not attempt to present a definitive or fully conclusive position on all effects of gambling advertising. Indeed, in this very early stage of research, it is important to recognise that many effects are difficult to define and quantify, and in some cases, will still remain unanswered.

However, the study has been instrumental in identifying a range of important insights into the possible effects of gambling marketing and advertising and has provided a strong foundation for further research into the topic. For this reason, key findings should be considered indicative, rather than definitive.

Methodology

The current study was primarily a qualitative study. The methodology, however, included:

A literature review on the marketing, advertising and sponsorship of gambling products and services

A global scan of guidelines and codes relating to gambling and general marketing and advertising(including a scan of codes in Asian and Pacific nations)

Conduct of 11 focus groups with gamblers to explore the effects of gambling marketing and advertising(including review of New Zealand gambling advertising materials in groups to stimulate discussion)

Conduct of a quantitative survey of 400 gamblers using an online research panel to further explore the effects of gambling marketing and advertising in a convenience sample of non-problem and at-risk gamblers(This also included sampling of New Zealand Europeans, Maori, Pacific and Asian gamblers)

Issues examined in the study

In recognition of the limited research conducted on the topic of marketing, advertising and sponsorship of gambling products and services, the Ministry of Health developed a range of very broad research questions, whilst recognising that not all questions could be answered in a single study. The current research aimed to inform as many of the research questions as possible, within the constraints of the research methodologies.

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Specific areas of enquiry which formed a focus for the current study included the following key research topics:

The relationship between awareness of gambling marketing and advertising and gambling behaviour

The impacts of gambling marketing and advertising on public views and attitudes about gambling

The types of gambling marketing and advertising with potential to cause consumer harm

The special impacts of large scale lotto jackpots including ‘Must Be Won’ (and similar) promotions

Public views on the acceptability and impacts of gambling advertising which targets specific cultures

The types of marketing and advertising activities which may create ‘safer’ gambling environments

International guidelines and codes highlighting ‘good practice’ in the advertising and marketing of gambling

For the purpose of the study, marketing, advertising and sponsorship of gambling was defined to include any promotional activities that may be utilised to sell or raise awareness of gambling products and services.

The New Zealand context

Specific aspects of gambling marketing and advertising which were relevant to the New Zealand context and were of research interest in the study included:

Poker machine signage – while promotion of jackpots and pokies is not permitted within New Zealand, pokies signage (e.g., ‘pokies lounge’) is permitted outside gaming machine venues (pubs and clubs are referred to as non-casino gaming machine venues). Pokies signage was considered a type of advertising for the purpose of the current study

Lottery products – lotto and scratch ticket (Instant Kiwi) advertising are two major types of gambling for which advertising is permitted within New Zealand. A special type of promotion called a ‘Must Be Won’ lotto promotion was also a point of research interest. These are major jackpot draws (typically over $10 million) for which there is a guaranteed jackpot winner. Lotto and scratch tickets are widely available in New Zealand including through convenience stores (e.g., called ‘dairies’ in New Zealand), supermarkets, newspaper stores and lotto outlets (Refer the survey in Appendix B for the major distribution channels)

TAB – horse race and sports betting advertising are permitted within New Zealand and were considered as part of the study. TAB is promoted through TAB outlets and a diverse range of channels including the TAB internet site, radio, TV, pubs and similar (Refer the survey in Appendix B for the major distribution channels). Sports commentators also talk about sports odds before and during sports events (including discussion of live odds). Accordingly, these aspects were considered types of marketing and advertising

Casino – In New Zealand, there are six casinos with the major casino located in Auckland. Marketing and advertising relating to casino-based gambling (especially pokies and table games) were points of focus of the study, along with general ‘entertainment-related’ casino promotions (e.g., general casino TV advertising)

Gaming trust logos and branding – In New Zealand, gaming machine profits are earned and distributed by gaming machine societies or ‘trusts’ (as they are termed). If a charitable cause or sports team receives funding, it is often a requirement of trusts that funding recipients display logos/branding to indicate

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that funding was received by the trust. This was considered a subtle type of gambling marketing or advertising in New Zealand, as its appropriateness has generated considerable debate. Trust funding of sports teams could also be considered a subtle type of sponsorship strategy. ‘Trust sponsorship’ is the term used in the report to describe the way trusts award and distribute grants to community causes (i.e., trust logos show an implicit association between a sporting team and a certain trust). As such, it should not be viewed in the same way as a traditional sponsorship arrangement

Findings of the New Zealand Health Survey 2006/07 highlight that the most popular gambling activities in New Zealand (in the previous 12 months - for people aged 15yrs and over) are lotto (55% participation), scratch tickets (27%), non-casino gaming machines (pokies in pubs/clubs) (10%), track betting (9%), casino gaming machines (8%) and sports betting (5%).

Within New Zealand, people of Maori, Pacific and Asian backgrounds are the three main ethnicities and cultural groups (For the purpose of reporting, non-ethnic people are referred to as ‘New Zealand Europeans’). As the Indigenous people of New Zealand, the Treaty of Waitangi (signed in 1840) provides special protections for Maori. However, findings of the 2006-07 New Zealand Health Survey suggest that problem gambling disproportionately affects both Maori and people of Pacific backgrounds (with prevalence rates of 1.7% for each ethnicity). In comparison, problem gambling prevalence rates for New Zealand Europeans and Asian people were respectively 0.2% and 0.1%.

Given the importance of Maori within New Zealand and the diversity of cultures within the country, one aspect of the study involved examining gambling marketing and advertising from a Maori, Pacific and Asian perspective. It should be recognised, however, that this is only a general study at this stage, given that very little is known about the effects of gambling marketing and advertising. However, where possible, some cultural aspects have been noted and gambling advertising codes relating to different cultures were also reviewed.

As with all exploratory research, findings should once again be considered indicative, rather than definitive.

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MAJOR STUDY FINDINGSWhat effect does advertising, marketing and sponsorship of gambling have on public views about the desirability of gambling?

Findings of research highlight that advertising and marketing play a significant role in increasing the attractiveness of gambling opportunities to consumers. Without advertising, it would also be likely that many gambling products and activities would not be successful, as it plays a major role in driving the consumer urge to gamble.

At a general level, gambling advertising and marketing serves to:

Make gamblers aware of new gambling promotions or opportunities Encourage gamblers to ‘try’ new gambling products and services Remind gamblers about their positive past experiences in gambling Encourage gamblers to reflect on how their life may change as a result of a win in

gambling(particularly in lotto)

Increase the perception that certain types of gambling are fun, exciting or glamorous (e.g., casinos, race days at the track) and;

In cases where gamblers have previously won in gambling, marketing and advertising reminds people of past winning experiences

The only type of advertising which was not reported to increase the attractiveness of gambling was pokies venue signage (i.e., directional signage such as ‘Pokies Lounge’). While not a traditional type of advertising, pokies signage was reported to remind existing players about the availability of pokies and to stimulate existing player interest in entering venues to ‘experience’ new machines. Problem and at-risk gamblers also reported some level of unplanned play due to pokies signage. However, analysis of survey findings indicates that this behaviour is probably infrequent and not the major cause of gambling problems (although it does affect some gamblers to some degree).

In relation to sponsorship of gambling by poker machine trusts, findings indicated that: Gamblers have a limited understanding of the nature of trusts, how trusts operate

and how trustsdistribute revenue within New Zealand

Trust sponsorship plays a limited role in a gambler’s choice of gaming machine venue (e.g., only 8% of gamblers indicated that they at least ‘sometimes’ chose to play at a specific venue owned by a particular trust)

As gambler knowledge about trusts is rudimentary at best, there is limited evidence to suggest that trust sponsorship of charitable causes (e.g., sports) increases the attractiveness or appeal of gambling

What effect does advertising, marketing and sponsorship have on gambling spending?

Results of a survey of gamblers highlight that the most frequently viewed types of gambling advertising within New Zealand are lotto advertising, casino advertising followed by Instant Kiwi advertising. In comparison, TAB advertising is the least frequently viewed type of gambling advertising.

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While the influence of advertising on participation was not directly measured in the study, the influence of advertising on gamblers spending more than they wanted to on gambling activities was examined. This was seen as a more useful measure of the true influence of gambling advertising (as all advertising clearly influences participation).

For New Zealand gamblers overall, results showed that most forms of gambling advertising had only a relatively conservative influence on gamblers spending more than they wanted to on gambling. While all effects were relatively small, casino advertising was reported to have the largest effect, followed by lotto advertising and pokies advertising (pokies signage). In comparison, scratch ticket and TAB advertising had the lowest overall level of influence.

Overall results are summarised in Table 1.

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Table 1. Frequency of viewing gambling advertising and the influence of gambling advertising on gambler spending –

weighted overall results (February-April 2011)

Gambling activity BaseFrequency of

viewing advertising(1=not at all,

5=very frequently)Base

Influence of advertising on the gambler spending

more than they wanted to spend on gambling

(1=not at all, 4=significant influence)

Lotto advertisingLotto

players (N=386)

3.2 Lotto players (N=386) 1.4

Casino advertisingCasino

gamblers (N=217)

2.7Casino

gamblers (N=217)

1.5

Instant Kiwi advertising

Scratch ticket

players (N=319)

2.7Scratch ticket

players (N=319)

1.1

Pokies advertising signage

Club/pub pokies players(N=194)

2.1Pub/club/

casino pokies players(N=239)

1.2

TAB, racing or sports betting advertising

TAB punters(N=157)

1.8 TAB punters(N=157) 1.1

Question: How often have you seen the following types of advertising in the past 12 months? (1=not at all, 5=very frequently). If any, how much influence do you feel that this gambling advertising had on you spending more than you wanted to spend in the past 12 mths?

Is there a relationship between gambler awareness of advertising and problem gambling?

Findings of research highlight that participating in a gambling activity may ‘prime’ gamblers to be more aware of gambling advertising. Supporting this, results of the survey of gamblers showed that respondents participating in a gambling activity reported seeing gambling advertising significantly more frequently than those who did not participate in the activity. Qualitative research also supported this trend – e.g., You have to be interested in gambling to see the ads. If you don’t do TAB, you don’t tend to notice the ads.

In addition, a relationship between awareness and risk for problem gambling was identified. While the direction of effects cannot of course be determined by the current research, based on players participating in the gambling activity, findings showed that:

moderate risk and problem gamblers reported seeing more pokies venue signage than low risk gamblers (p<.05)

moderate risk and problem gamblers reported seeing more TAB advertising than non-problem gamblers (p<.05)

moderate risk and problem gamblers reported seeing more casino advertising than non-problem gamblers (p<.05)

Interestingly, however, differences between non-problem and moderate risk/problem gamblers were not statistically significant for lotto advertising (including for both general

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draws and jackpots) and for scratch ticket advertising. While this may in part be due to sampling characteristics, it may also be because lotto and scratch ticket advertising are quite pervasive across New Zealand and are also not typically linked to gambling problems.

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Findings also showed an association between risk for problem gambling and the reported influence of gambling advertising on gamblers spending more than they wanted to on gambling. Specifically, based on a scale where 1=no influence and 4=a significant influence, findings showed that the influence of:

pokies signage was greater for moderate risk/problem gamblers than non-problem gamblers (p<.05) (mean=1.7 versus 1.1)

lotto advertising was greater for moderate risk/problem gamblers than non-problem gamblers (p<.05) (mean=2.1 versus 1.6)

scratch ticket advertising was greater for moderate risk/problem gamblers than non-problem gamblers (p<.05) (mean=1.8 versus 1.3)

TAB advertising was greater for moderate risk/problem gamblers than non-problem gamblers (p<.05) (mean=1.6 versus 1.1)

casino advertising was greater for moderate risk/problem gamblers than non-problem gamblers (p<.05) (mean=1.8 versus 1.1)

What are the effects of marketing of large lottery jackpots?

Findings of qualitative and quantitative research highlight that gamblers focus primarily on the size of cash prize when evaluating the attractiveness of a lotto draw. The larger the cash prize, the higher the consumer attraction to purchase lotto tickets (Figure 1). Moderate risk and problem gamblers were also significantly more likely to purchase a ticket for all tested prize configurations, compared to non-problem gamblers (p<.05).

Figure 1. Comparison of the likelihood to buy a lotto ticket – non-problem versus moderate risk/problem gamblers

(N=386, February-April 2011)

The quantitative study of gamblers also showed that:

there was a slightly larger gap between moderate risk/problem gamblers and non-problem gamblers at the three higher jackpot sizes (mean gap of 0.5 at $10m, $20m and $36m), compared to the lower jackpot sizes (mean gap of 0.4 at $1m and $5m) – while further research would be needed to explore effects, this may suggest that the attractiveness of big jackpots is disproportionately larger for higher risk segments

when gamblers were asked about their likelihood of purchasing lotto tickets based on different advertising slogans, moderate risk/problem gamblers were

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significantly more motivated to purchase tickets upon hearing all slogans, compared to non-problem gamblers (p<.05)

‘Must be Won’ was by far the most powerful of all tested slogans in influencing gamblers to purchase a lotto ticket (mean=3.8 versus means of 2.3 to 2.8 for other tested slogans)

the gap between non-problem and moderate risk/problem gamblers for the ‘Must be Won’ slogan was the smallest of all slogans, possibly indicating that the slogan has a relatively more consistent effect for all risk segments (mean=0.3)

the slogan ‘Trump up your life’ and a ‘Winner’s Story’ promotion outlining how a lotto win fixed financial worries produced the largest gaps between non-problem and moderate risk/problem gamblers (each a mean=0.6) – this may highlight that such messages are more powerful in encouraging at-risk gamblers to purchase lotto tickets (respective means=2.3 and 2.8)

relative to non-problem gamblers, moderate risk and problem gamblers were more likely to report unplanned purchases of lotto tickets due to advertising across most advertising channels including via TV, dairies, pharmacies, paper stores, shopping centres, train stations, internet, newspapers/magazines, bus shelters and supermarkets (each p<.05) - the largest gaps between risk segments, however, related to dairies, shopping centres and supermarkets (a mean gap of 0.7), possibly highlighting that such channels may present increased risk for higher risk segments. Qualitative research similarly highlighted a view that placing lotto in supermarkets was particularly ‘risky’ as some at-risk gamblers would be tempted to purchase a ticket prior to food – e.g., I don't like the idea of lotto at supermarkets. People will buy tickets before they buy food. They should only put them on the way out, so people can buy their food first

relative to non-problem gamblers, moderate risk and problem gamblers were more likely to report buying a lotto ticket to ‘feel better about life’ and because they wanted to ‘make a large purchase’ (p<.05) – this may suggest that advertising which focuses on such topics may resonate more with higher risk segments

While quantitative results suggested that many gamblers would be likely to purchase a lotto ticket for ‘Must be Won’ promotions, findings also indicated that at-risk gamblers would be particularly at-risk of spending more than they could afford on lotto purchases. This is also reflected in some at-risk gambler comments in the qualitative research – e.g., Advertising definitely makes me spend more money. When the Powerball or Big Wednesday is up to $30 million or whatever, I'm definitely buying more tickets. You go to places like Manukau which has won in the past and people line up. You spend more than you can afford, as it's the big one.

A review of literature on lotteries also highlights that:

Kearney (2005) found that lottery spending is primarily financed by a reduction in non-gambling expenditure (i.e., general household budgets)

Guryan and Kearney (2008) found that following a ‘win’ in a lotto store, ‘winning stores’ can experience a 12-38% relative sales increase and that this effect can remain stable for up to 40 weeks, with total sales increasing proportionately to the jackpot size. In addition, effects were found to be larger in areas with more economically disadvantaged communities

How do marketing and promotional strategies influence gambling behaviour and create possible harm?

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As part of the research, qualitative focus groups with gamblers were used to review and discuss a comprehensive range of gambling advertising stimulus materials from across New Zealand. The purpose of discussions was to identify how advertising materials may influence gambler perceptions and behaviours and create possible harm.

Based on findings of the qualitative research, a conceptual model was developed to summarise possible risks of gambling advertising. The model outlines the major types of gambling marketing and advertising which were seen by gamblers to present some level of risk or potential for harm based on a review of actual NZ gambling advertising materials.

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While further research is clearly needed to fully understand and possibly also quantify some effects, major themes across all materials in summary were that gambling marketing and advertising has potential to create risk or lead to harm when:

1. There is low informed consent about what is being purchased – Findings showed that many NZ gambling advertising offers were misinterpreted by gamblers, as prize values shown in gambling advertising were not always those ‘on offer’. This typically occurred in cases where advertising:

Presented ‘prize pools’ rather than the distribution of specific prizes available

Did not fully articulate the assumptions of prizes (e.g., did not show how prize values were derived and on what assumptions they were based)

Presented prizes inaccurately (e.g., holidays when only cash was available to buy a holiday)

Did not clearly outline conditions associated with winning prizes (e.g., including more detailed pricing or entry conditions)

Presented the ‘best’ possible prize outcome, rather than ‘typical’ or ranges of possible outcomes

Used words such as ‘guaranteed’ in spite of the possibility that actual prize values may not be won or would only be won under certain conditions

Presented ‘prizes still available’ without information on prizes available 2. Advertising content reinforces problem gambling risk factors - Advertising

materials which reinforce superstitions about gambling were found to have potential to lead to harm. It is also likely that harm for problem and at-risk gamblers is greater, due to the tendency of such groups to hold these misperceptions. Advertising which reinforced superstitions included concepts such as ‘lucky’ lotto stores, ‘lucky’ poker machines, referencing luck generally, referencing lotto wins during holidays and suggestive luck-oriented phrases (e.g., 'On a roll')

3. Content reinforces that gambling is non-random or is influenced by ‘expertise’ - Advertising using words, phrases or terms such as expertise, expert, smart and successful were found to reinforce the misperception that gambling is expertise-based (and non-random) or that gambling outcomes can be influenced or controlled (and should thus not be used unless skill applies)

4. Odds information is presented in a way which is not understood by gamblers - Advertising which presented odds in certain ways confused some gamblers. For instance, some gamblers were reported to buy three tickets if a draw says ‘1 in 3 tickets will win’, as they believed that this implies a guaranteed or ‘highly likely’ win

5. Advertising which pressures gamblers or encourages ‘on the spot’ decisions - Advertising approaches prompting gambling decisions 'on the spot' were considered higher-risk forms of advertising due to the ‘pressure’ they place on gamblers. Such approaches were seen as having potential to lead to poorly considered decisions to gamble and for this reason, were likely to pose some level of risk to all gamblers (and particularly problem and at-risk gamblers). This included use of advertising words such as ‘hurry’, ‘quick’, ‘beat the odds’, ‘Don’t miss your chance’, ‘Be a good mate’ and even pressure from sports commentators during live sporting events (e.g., ‘talking up’ live odds)

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6. Advertising which encourages bravado or creates a perception of ego/status - Advertising which encouraged bravado and perceptions of status from gambling or encouraged gamblers to question their self-worth (e.g., Do you stack up? Fortune favours the bold) was seen as a potentially harmful form of gambling advertising. This is because such statements challenge gambler emotions or encourage risk taking and may thus not lead to more rational or informed decisions about gambling

7. Advertising offers which encourage repeat visits in a short time frame - Advertising offers with very short time frames to claim ‘free offers’ or discounts were seen as potentially harmful to all gamblers and particularly to problem and at-risk gamblers. These included casino advertising offers such as free points, free car parks and food and beverage offers with short time frames to claim offers

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8. Advertising offers which require gamblers to stay in a venue for long periods - Advertising offers such as ‘free prize draws’ which required consumers to remain in a venue for some time were seen as having potential to harm gamblers (and particularly problem and at-risk gamblers) if the period between entry and the prize draw is lengthy. While a maximum length to avoid harm cannot be determined from qualitative research, this highlights that the structure of draws should be considered in the future from a gambling risk perspective

9. Advertising claims about gambling are presented which cannot be verified - Some advertising offers were identified with extreme claims which were difficult for consumers to prove and were possibly also incorrect. Using such approaches was seen as presenting risk to all gamblers, as claims were unable to be evaluated and advertising did not contain information to allow consumers to independently assess claims

10. Advertising makes gambling look ‘cheap’ and ‘affordable’ - Any gambling advertising promoting 'low-priced' offers were frequently seen as ‘cheap and affordable’ gambling opportunities by people of low-income backgrounds. Such offers tended to convey that little money was needed to generate large amounts of money or winnings. As problem gamblers are by definition 'spending more than they can afford', they are effectively vulnerable to this type of advertising. Use of words such 'only’ (e.g., only $2 to win $10,000) also reinforced the perception that the betting or gambling offer is ‘cheap and affordable’. Advertising offers providing 'free money' (e.g., free $20 to gamble with) also appealed to lower-income gamblers and may potentially pose risk in a similar way

11. Advertising uses words which suggest that gambling may be an ‘investment’ - Advertising words which equate gambling to ‘investments’ were reported to give gamblers the misperception that money can be made from gambling. Examples included words such as ‘invest’, ‘returning’ and ‘share’

12. Advertising contains stories which financially vulnerable people relate to - Any winners’ stories (or similar advertising) which detail how people went from ‘hardship to prosperity’ from winning in gambling (e.g., lotto) were reported to appeal to more vulnerable people (particularly people of lower-income backgrounds or those experiencing financial difficulties). Such groups identified with the people described in the stories and this increased the effect of the advertising (and the appeal of gambling). This implies that stories depicting hardships should be avoided in advertising to protect more vulnerable consumers (e.g., including avoidance of words such as redundancy, mortgages, financial difficulties or other hardships which more vulnerable people may relate to)

13. Advertising uses other forms of gambling as part of promotions - gambling advertising depicting gambling activities was reported to particularly appeal to at-risk gamblers due to their fixation on gambling. This included use of themes such as card games and casino games in advertising of other types of gambling products. As problem gamblers play many gambling activities, advertising using gambling themes was also reported to pose particular risk to this segment

14. Advertising phrases are not consistent with responsible gambling - Advertising phrases suggesting continuous or irresponsible gambling were seen by gamblers to encourage such behaviour (e.g., ‘Bet anytime or anywhere’). This implies the need to ensure that future advertising slogans and straplines do not contradict the principles of responsible gambling

15. Offers present very low value inducements as an incentive to gamble - Very low value inducements to gamble (e.g., $2 free chip) were seen to pose more risk to gamblers than the value of the inducement. This implied that gambling advertising offers should be evaluated in terms of their potential risk to gamblers, balanced alongside the value of the inducement from a consumer perspective

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How do marketing and promotional strategies influence gambling behaviour for different types of gambling products?

Qualitative discussions with gamblers in focus groups highlighted a range of advertising effects for different gambling product lines. While effects are fully detailed in qualitative reporting, major effects in summary are as follows:

Pokies advertising – Some at-risk gamblers viewed signage advertising pokies as leading to unplanned gambling. Pokies signage facing oncoming pedestrians was seen as increasing the potential for unplanned gambling in at-risk gamblers (although pokies signage was not seen as the ‘cause’ of problem gambling)

Lotteries advertising – In addition to the effects of ‘Must be Won’ promotions as previously described, several other interesting effects of lotto advertising were identified. These included:

Promoting prizes alongside cash led some gamblers to believe that there were ‘increased odds’ of winning (which may not always be the case) (leading to larger spending)

Promoting stores selling winning tickets led some gamblers to incorrectly believe in the concept of ‘lucky stores’ and this reinforced the misperception that winning is not random

Advertising large prize values led some gamblers to believe that exact prizes promoted can be won. There was often misunderstanding that amounts were just ‘prize pools’

Some lotto products were found to not clearly identify ticket costs and misled gamblers about what needed to be purchased to obtain certain offers

Promotion of low priced lotto games offering high-returns were seen as harmful for gamblers with financial difficulties (as they were inferred to be ‘cheap’ or ‘affordable’ products)

Game designs offering gamblers a chance to win with a number ‘either side’ of a target number (e.g., Bullseye) were seen to offer a better chance of winning – in this respect, the game design appeared to undermine gambler understanding of how odds work

Winners’ Stories promoting scenarios where gamblers went from hardship to prosperity appealed more to people in similar financial difficulties (and reinforced ticket purchasing)

References to winning lotto during holidays had a similar effect to the ‘lucky store’ effect – i.e., people would buy tickets on holiday thinking that it would increase their chance of winning

Scratch ticket advertising – a range of advertising effects were reported in scratch ticket advertising with some potential to harm gamblers including the following:

Some gamblers misunderstood advertising stating that ‘1 in 3 tickets win’ and would buy three tickets on the basis that a win would be guaranteed or highly likely

Consumers reported a need for more information on ‘still available’ Instant Kiwi prizes in the context of purchasing to allow more informed decisions about whether tickets should be purchased (i.e., remaining prizes should be identified if the promotion says - ‘prizes still to be

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won’) – In addition, the word ‘still’ led some gamblers to infer that this meant that major prizes had not been won

Advertising of some scratch ticket products led gamblers to misunderstand the nature of prizes available (e.g., a scratch ticket promoting a holiday as a prize was reported to be only cash to buy a holiday; ‘live a little for 20 years’ led consumers to believe that the prize would be supplied annually for 20 years)

Gamblers became confused about the price of some scratch ticket promotions and highlighted the need for clearer information on ticket pricing in advertising (e.g., fun packs)

Advertising words such as ‘Hurry’ and ‘Quick’ were reported to place pressure on gamblers to purchase tickets without thinking and this was seen as potentially harmful

Using gambling games to promote scratch tickets was seen as a ‘risky’ practice, with potential to entice ‘heavy’ gamblers to buy tickets (e.g., poker card game depicted in advertising)

Use of the word ‘free’ in advertising was reported to focus gamblers and led some gamblers to overlook ticket pricing (and other important information)

Advertising promoting prize pools – rather than exact prizes to be won – confused gamblers and most believed that prize values presented were specific prizes (i.e., gamblers missed that amounts were only prize pools)

Encouraging risk taking in advertising was seen as inappropriate - Such as encouraging gamblers to believe that ‘being bold’ brings good fortune (e.g., Fortune favours the Bold)

TAB advertising – A range of advertising effects were noted in TAB advertising with potential to present risk or harm to gamblers including the following effects:

Sports commentators were reported to implicitly ‘advertise’ odds during sports commentaries and many gamblers saw this as high-pressure advertising (also creating perceptions that ‘expert’ recommendations are being made) (especially on TV and radio)

‘Talking up’ live odds was seen to increase the risk of unplanned gambling/impulse betting(and some gamblers were confused about whether this was an advertisement or independent ‘expert’ recommendation)

Advertising promoting low entry price betting with the potential to ‘win big’ was seen as harmful for low income gamblers – including at-risk gamblers

Use of words likening punting to ‘investments’ (e.g., for a $8 investment…) or ‘Returning’ (e.g., A $10 multi returning $8,000) were seen as inappropriate, as they implied that money can be made from gambling

Use of words such as ‘smart’, ‘successful’ in advertising was seen as inappropriate, as it gave gamblers the impression that skill is used to increase the success of gambling

Advertising free $20 incentives to set-up TAB accounts was seen as a risky practice for low-income gamblers and potentially harmful

Free TAB account top-ups were seen as less harmful, as they were directed to people already with a TAB account (i.e., people who had made an informed decision to gamble)

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Advertising focusing on entertainment or the experience of punting was seen as far less harmful than advertising focusing on punting as a way to ‘make money’

Advertising words - ‘How to bet like an expert’ - were seen to convey that skill is used to make money from betting (contributing to myths about gambling)

Social marketing approaches in advertising such as – ‘Be a good mate’ were seen as inappropriate, as they were seen to pressure gamblers

Advertising the strapline – ‘Beat the odds’ – was seen to encourage gamblers to believe that odds can be beaten with skill

Advertising promoting ‘guaranteed’ prize values frequently confused gamblers and led to the impression that prize values would definitely be won (in reality, this may not be the case unless a single punter correctly Picked 6)

Many TAB advertisements were seen as needing further information about the assumptions of prizes promoted (e.g., Guaranteed Pick 6 - based on a single punter Picking 6 or ‘Free bets’ – explaining how free bets are attained and conditions; Harness Jewels - $5 share – should explain the share in more detail)

Advertising which promoted the highest possible return – rather than typical or possible ranges of returns – led punters to believe that prizes would be won

Mobile betting advertising the potential to bet ‘Anyway, Anytime’ was seen to encourage continuous betting and was not seen to be in the spirit of responsible gambling

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Casino advertising – A range of advertising effects were noted in casino advertising with potential to present risk or harm to gamblers including the following effects:

Advertising promoting low cost gambling offers was seen as potentially harmful for low income gamblers – including at-risk gamblers (e.g., pokies ‘Cent City’ promotions give the promotion that ‘cheap’ or ‘affordable’ pokies are available)

Advertising of some casino prize draws was seen as misleading, as large prize values would be advertised without mentioning that the prize value was a prize pool (e.g., win $30,000 means to a consumer that $30,000 is the prize, however, in reality this could be a total prize pool; Win $80,000 daily may imply a prize pool, but gamblers assume that a single prize of $80,000 is available daily)

Advertising of bravado and status were seen as inappropriate and potentially harmful in gambling advertising

Advertising which plays on gambler egos was seen as inappropriate and as having potential to create harm (e.g., ‘Do you stack up?’)

Promotions for free prize draws which required gamblers to stay in casinos for hours were viewed as having potential to harm both recreational and at-risk gamblers - gamblers also advocated the need for casinos to better inform gamblers about conditions of draws

Advertising via Facebook and the web was seen as needing further controls to prevent risk

Advertising ‘Guaranteed’ prizes was reported to have similar effects to ‘Must be Won’ prizes in lotto in that they attracted stronger gambler interest

Gamblers raised concern over the possible harms of ‘Happy Hour’ promotions in the context of gambling advertising (due to the risk of alcohol)

Advertising which promoted ‘Don’t miss your chance’ was seen as inappropriate, as it was seen as pressuring gamblers to gamble

Free offers which must be redeemed within 24hrs or very short periods were seen as creating harm, as gamblers would visit the casino the next day to claim the offer

Free gambling chip giveaways were seen as potentially harmful to low income and at-risk gamblers, as were offers requiring consumers to match expenditure

Very low value inducements (e.g., $2 free chip) to gamble were seen as creating harm, as the value of the offer was too low to balance the risk to consumers

Advertising words such as ‘On a roll’ were seen to create the impression in at-risk gamblers that winning would be likely

Pitching poker tournaments like a sport was seen to increase consumer appeal (e.g., ‘poker champs’ promotions) – there was also seen to be a need for clearer information on total expenditure required to play in poker tournaments

Promoting ‘lucky’ poker machines was seen to contribute to gambling superstitions

Using superlatives in poker machine advertising without reference to return to player information was seen as misleading (e.g., ours are ‘bigger, better and go off more often’)

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Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and created high interest from gamblers

Casino advertising promoting entertainment and fun was seen as more appropriate and lower risk than advertising which focuses on ‘making money’ from gambling

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What cultural issues and effects have implications for gambling advertising?

As part of the research, discussions were held with people of Maori, Pacific and Asian backgrounds about the use of cultural elements in gambling advertising. This included both focus group discussions and a survey of approximately 100 people of each ethnicity. Key findings of the research included:

Maori, Pacific and Asian gamblers were not able to identify any current approaches to gambling advertising within New Zealand which they felt were culturally inappropriate or offensive – this was seen to be largely due to current industry self-regulation

Gambling advertising which was seen as posing risk to Maori and Pacific people was seen to include any advertising approaches which:

Portray Maori or Pacific celebrities in advertising Stereotype any particular ethnicities in advertising Reinforce common misperceptions that people of lower educational

backgrounds may hold about gambling (e.g., advertising playing on notions of luck and superstition as an example)

Tell stories of lower income people winning in gambling (e.g., Winners’ Stories which implicitly suggest that gambling can address hardship or improve lifestyles)

Maori and Pacific gamblers reported vulnerability of Maori and Pacific communities to ‘low-priced’ gambling offers, as these were seen to promote perceptions that gambling is ‘cheap and affordable’ or ‘a way to make money’

The high availability of poker machines in Maori and Pacific communities was seen as a type of ‘advertising’ which presents clear risk to people living in those communities

People of Asian backgrounds were not strongly opposed to gambling advertising in the context of Chinese New Year, as most promotions were seen to relate to broader entertainment

Quantitative survey results showed that using ethnic celebrities in gambling advertising (with lotto used as a ‘pretend’ gambling activity) makes the message appeal more to specific ethnicities used and a significant effect was identified for people of Maori, Pacific and Asian backgrounds (p<.05)

A multivariate analysis of the predictive power of different variables on the overall influence of gambling advertising (in leading people to spend more than they wanted to spend on gambling) showed a number of trends. While associations naturally do not imply causality, interesting exploratory trends included:

For lotto - risk for problem gambling was the best predictor of the influence of lotto advertising. In addition, struggling with financial issues added to the prediction of lotto advertising influence. Being Maori also decreased likelihood of lotto advertising influence and being Asian increased the likelihood of lotto advertising influence

For Pokies - the key variable related to the influence of pokies advertising was being at higher risk for problem gambling. No other variables added to the prediction of pokies advertising influence

For TAB - A similar trend applied to TAB punting. Risk for problem gambling was the largest predictor of the influence of TAB advertising. In addition, being Asian added to the influence of TAB advertising over and above a gambler’s risk for problem gambling

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For casino gambling – while risk for problem gambling was again a predictor, so was playing table games at the casino more frequently. In addition, being Maori was associated with a reduced effect of casino advertising, while being of Pacific background increased the effect of casino advertising.

Overall, findings highlight that risk for problem gambling is a strong and consistent predictor of the influence of lotto, pokies, TAB and casino advertising and being of a lower financial situation is also a consistent predictor of increasing effects of lotto advertising (although is only a moderate predictor in terms of partial correlation size). This latter result requires further research, however, may reflect that lotto players of lower financial situation may be influenced to buy lotto tickets as a means to improving their finances.

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What approaches to marketing and advertising may help create ‘safer’ gambling environments?

As gambling marketing and advertising has potential to pose some level of harm to gamblers (and particularly to problem and at-risk gamblers), ways to create ‘safer’ gambling environments were explored as part of the study.

Key findings included: Marketing and advertising codes to reduce the potential for harm from advertising

were identified in a number of jurisdictions. Standards identified included innovative content in the form of ‘standards’ to:

Protect problem and at-risk gamblers – including standards such as requirements for no sounds of gaming machine operation or coin drops in ads

Protect vulnerable community groups – these emphasized the need to protect not only ethnic groups, but also a range of other vulnerable groups including minors and young people, the unemployed, people with mental illness, people with financial difficulties, refugees, minority groups and low socioeconomic areas

Preserve and protect cultural values – including standards to protect sacred objects and places or objects of religious significance

Protect general consumers – including standards to ensure high-levels of ‘informed consent’ in advertising information

Prevent harmful sponsorships – including standards such as no sponsorship messages during sports programs or bulletins

Prevent community offence to advertising – including a general standard to ensure that prevailing community standards are not offended through advertising

Encourage responsible gambling – including standards for ‘responsible gambling’ messages to be placed at the end of any advertising (including on print materials) to balance the effects of gambling advertising

Marketing and advertising codes identify many innovative advertising standards with possible relevance to the media channels used in gambling advertising. In particular, findings showed that:

Restrictions are often placed on when advertising can occur by channel – for TV, the common trend was to avoid ‘prime time’ and ‘children’s TV time’. For radio, restrictions were typically placed on advertising during peak listening periods (e.g., mornings)

A best practice requirement for radio advertising was also to clearly distinguish advertisements and sponsorships by mentioning to listeners when advertisements commenced and ended (e.g., in the context of sports commentaries on radio)

Advertising must occur only through media channels where the viewing audience is 75% adults or greater (with application to every possible channel whether TV, radio, cinema, promotional events or other media channels)

While very few gambling sponsorship policies have been developed internationally, some principles have been developed as a precautionary measure to avoid harm. This included no sponsorship of sports teams by gambling providers when players are under 18

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years and no branding of gambling providers on children’s replica sports clothes

While most gamblers had some idea that complaints can be made about advertising, there is currently limited understanding of precise complaints channels and current gambling advertising standards within New Zealand

Gamblers held a view that promotion of host responsibility programs is currently limited within New Zealand and many gamblers additionally do not understand how host responsibility programs operate

An experimental study by Lee et. al (2008) provides some evidence that problem gambling harm-mimimisation advertising has some potential to ‘balance’ the effects of gambling advertising

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Gaming machine venue signage appears to have received limited attention in most advertising codes. However, some jurisdictions have outlined requirements relating to the size of venue signage, the types of signs permitted (e.g., only directional signs, no freeway billboards) and in New South Wales (Australia), gaming machine signs have also been completely prohibited

In terms of other possible approaches to improving gambling advertising, some jurisdictions have also proposed research to test the effects of gambling advertising on at-risk gamblers and have developed tools to measure the risk of gambling advertising as part of business practices

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Possible future guidelines for application to New Zealand gambling advertising

Based on a review of gambling and general advertising codes internationally, themes from codes with possible future application to gambling marketing and advertising within New Zealand are summarised in the following table. The current code for gambling advertising in New Zealand is also described in detail in Box 1 on page 45.

Theme/principle Advertising standards identified across codes reviewed(which could be applied to gambling)

General consumer protectionGeneral consumer protection – informed consent

Must not mislead consumers about the odds of winning Must not suggest that skill can influence winning in games of

chance Must contain information on prizes on offer and the chance

of winning prizes (especially in lottery games) Must avoid expressions that may lead to misunderstandings,

by refraining from the use of unclear words or content Must contain the rules of gambling Must not make claims related to winning that are not based

on fact, are unable to be proven or are exaggerated

Winners must be encouraged to seek financial advice about managing winnings (especially in lottery games)

Advertisements must not promote an ‘excessively aspirational lifestyle’

General consumer protection – media channel related

Must not be presented during ‘prime time’ TV viewing (e.g., evenings)

Must not be presented during peak hours for radio listening (e.g., mornings)

Radio advertisements must be clearly distinguished from sponsorships or advertising such as by identifying the beginning and end of segments

General consumer protection – Preventing pressure to gamble including social pressures

Gambling providers must not verbally urge non-gambling customers to buy gambling products

Must not promote gambling as a means of enhancing social standing or employment, social or sexual prospects

Must not challenge or dare a person to playGeneral consumer protection – Preventing impulse gambling

Advertising displays at points-of-sale must have on or within sight clearly visible problem gambling warning signage

General consumer protection – Consumer privacy

Must not publish winners’ names unless prior consent is obtained

General consumer protection – Code and regulatory compliance

Must comply with advertising codes of ethics and/or codes of practice

Must not procure, incite or encourage a person to commit an offence

Protection of vulnerable groupsProtection of vulnerable groups – general guidelines

Must not be directed at vulnerable groups - these are frequently defined as:

Minors The unemployed People with mental illness People with financial difficulties Refugees Ethnic groups

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Minority groups Low socioeconomic areas

Must not suggest that gambling is a strategy for financial betterment

Should not stereotype any groups (e.g., women, religions, sexual stereotypes)

Must not promote gambling as a means of funding routine household purchases or costs of living (e.g., mortgage repayments, rent, education) or as a way of relieving financial difficulties

Must not appeal primarily to Culturally and Linguistically Diverse (CALD) communities or target the particular vulnerabilities of these communities

Protection of young people - minors

Must not be designed to appeal to people under 25 years (or use imagery of younger people)

Must not be directed at minors or appeal to minors (typically under 18 years)

Must not be presented during children’s television viewing hours

Actors in advertising should not look young Must not contain sponsorships with companies which sell

products appealing to children or young people

Protection of cultural valuesProtection of cultural values - general guidelines

Must not contain information that may reinforce cultural superstitions

In general advertising codes, the following guidelines were also identified:

Advertisements should not make any irrelevant references to any name, incident, concept or religious significance

Advertising should not insult or defame any religion or disrespect a sacred person, place or thing

Advertisements should not contain statements or suggestions which may offend religious, political, sentimental or racial susceptibilities of any community

Advertisements must not identify or typecast racial or cultural groups

Preventing offence to community standardsPrevailing community standards - general guidelines

Must not offend prevailing community standards

Protection of at-risk and problem gamblersProtection of at-risk and problem gamblers – risk management guidelines

Must not be directed at or provided to excluded persons Must not contain sounds of gaming machine operation

including coin drops(in the case of TV or radio advertising)

Must not focus exclusively on gambling where there are other activities

Must not promote inducements that could lead to problem gambling or exacerbate gambling problems

Must not show external signs of winning paid Inducements where provided must be of a conservative

value (e.g., not over $10), be able to be used for services

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other than gambling and have reasonable validity periods (e.g., not less than 30 days)

Must not require players to gamble high amounts to receive inducements (e.g., $10 maximum is reflected as a guideline)

People must not be required to gamble more than $10 for a specific period of time in order to receive an inducement, obtain a prize or enter a draw

Must contain information on player/problem gambling help services

Entrants in promotional prize draws greater than $1,000 must not be required to attend draws to win the prize

Encouraging responsible gamblingMinimising risk of alcohol in context of gambling

Must not promote the consumption of alcohol alongside or during gambling

Alcohol (including vouchers) must not be offered for free or at discounted prices as an inducement to gamble

Responsible gambling messaging

Must contain gambling harm-minimisation messages and/or direct consumers to gambling information and/or include a responsible gambling message

These may include a final message or frame at the end of advertising

Print communications must contain ‘responsible drinking’ messaging

SponsorshipsSponsorships relating to gambling or harmful products

While most jurisdictions do not have gambling sponsorship guidelines or policies, some sponsorship standards relating to other harmful products reflect the following guidelines (particularly, in relation to alcohol):

No sponsorships during sports programs or bulletins No advertising messages from sponsors during

sports broadcasting Advertising or sponsorships must be only in target

audiences which contain at least 75% adults (across all media channels)

Advertising is not permitted within 100m of schools No sponsorship of sports team is permitted if players

are under 18 No branding on children’s replica sporting clothes

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Discussion of key findings and insightsFindings of the current study have identified a range of important insights into the possible effects of gambling marketing and advertising. While the exploratory nature of the study and methodologies used should be always considered as part of study limitations, a number of findings provide insight into the ways in which advertising may influence gambling attitudes, perceptions and behaviours.

Overall effects of gambling marketing and advertising

One of the major overall insights from the study is the finding that marketing and advertising are not reported to have a major influence on gamblers spending more than they want to spend on gambling. This is reflected in relatively conservative ‘influence ratings’ by gamblers. While this may represent an attempt by gamblers to appear that they are fully ‘in control’ of their own behaviour, it may also suggest that gambling advertising is only one of many factors that influences gamblers spending more than they want to on gambling.

The relationship between advertising awareness and risk for problem gambling presents an interesting ‘connection’ with possible future policy relevance. It is particularly interesting that moderate risk and problem gamblers were more likely to be aware of pokies, TAB and casino advertising (relative to lower risk gamblers), but were not necessarily any more aware of lotto and scratch ticket advertising. This may of course be due to the very pervasive nature of lotto and scratch ticket advertising or possibly due to the existing linkage between pokies, TAB and table games to problem gambling. However, it does imply some level of ‘connection’ between gambling risk and certain types of gambling advertising and points to the need to consider this association in the context of advertising.

In addition, the finding that moderate risk and problem gamblers reported a relatively greater influence of most types of gambling advertising (including pokies, lotto, scratch ticket, TAB and casino advertising) also highlights the need to consider how advertising appeals to higher-risk segments during the design of advertising campaigns.

Advertising of large lottery jackpots

Findings of the study revealed a number of useful insights about the effect of large lotto jackpots and ‘Must be Won’ lotto promotions. In particular, findings highlighted that ‘Must be Won’ promotions are likely to have a large effect on all gamblers and not just problem and at-risk gamblers. The very powerful effect of such promotional slogans may imply the need for all gamblers to be encouraged to reflect on their spending in the context of ‘Must be Won’ lotto advertising.

While further research is needed, some findings of the study also suggested the potential for ‘Must be Won’ promotions at very high jackpot sizes to have a much greater effect on moderate risk and problem gamblers, compared to non-problem gamblers. This may imply the need for further research into how jackpot sizes can be best structured to limit risk to higher-risk gamblers. Although it should also be acknowledged that this gap was only marginally greater for the higher risk segments.

The potential impact of lotto advertising on lower-income gamblers is similarly of policy interest. Findings in particular showed that people in vulnerable financial situations may be more influenced by lotto advertising and in some cases, are more likely to respond to certain types of advertising. In particular, research suggested that slogans which highlight the potential for ‘life improvements’ post-lotto (such as ‘Trump up your life’) and Winner’s stories showing how people addressed financial worries with a lotto win may appeal to the more financially vulnerable segments of the community.

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In addition, the finding that moderate risk and problem gamblers show an inclination to buy tickets to ‘feel better about life’ may also highlight the need to ensure that lotto advertising does not inadvertently show how lotto can improve people’s lives too significantly. This is also a difficult issue, given that this is frequently a theme of lotto advertising.

Research into ‘counterfactual thinking’ provides an interesting theoretical basis which may also explain these effects. That is, people of lower income have a greater gap between ‘what is’ and ‘what could be’, implying that advertising may have greater potential to pose risk to lower income gamblers.

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Findings also showed that certain lotto sales channels may present greater risk to moderate risk and problem gamblers, relative to non-problem gamblers. This included the sale of lotto through dairies, shopping centres and supermarkets. This may be because such channels are more likely to lead to ‘unplanned’ purchases and hence possibly unaffordable ‘impulse buys’.

While such channels are obviously also very convenient for many shoppers, they may raise some issues for higher-risk segments and warrant further research attention - particularly also because qualitative comments by gamblers identified this as an issue. In addition, placement of lotto within supermarkets may also be a further area of research and especially in relation to where lotto sales points should ideally be placed to reduce harm. In this context, it is noteworthy that one advertising standard had a requirement for all ‘point-of-sale’ displays to include problem gambling warning signage as a means of reducing the potential for such locations to lead to unplanned purchasing.

Better practice in gambling advertising – overall themes

While most gamblers broadly see that New Zealand has a reasonably ‘well-balanced’ approach to gambling advertising (and particularly by world standards), an actual review of recent gambling advertising materials in focus groups identified a range of areas for improvement for each type of gambling advertising.

While this is not to suggest that gambling advertising in New Zealand is extremely harmful, the identified improvements - if implemented - may assist to further reduce the potential for harm. It is also noteworthy that many of the issues identified by gamblers in focus groups were also reflected in international gambling advertising codes and standards.

This further implies the potential to refine current approaches to reduce the potential for harm. In this context, it should be considered that many approaches used by the New Zealand gambling industry have probably not been ‘deliberately’ crafted to create harm, however, may have evolved without knowledge of risk factors. This is arguably also because there is limited research on the effects of gambling advertising and much of the research is fragmented, with very few comprehensive research studies.

It is intriguing that many of the ‘issues’ in current gambling advertising extend well beyond just advertising techniques which increase risk for problem gamblers. Indeed, a major theme concerned the need for improved levels of ‘informed consent’ in gambling advertising by ensuring that gambling offers are accurately and clearly described for the benefit of general consumers. Clear delineation of prize pools versus actual prizes, in particular, emerged as an issue. Indeed, the reaction of gamblers to a prize pool of $80,000 would be quite different to a single first prize of $80,000.

Advertising offers placing subtle ‘pressure’ on gamblers were similarly identified as a future area for advertising improvement. Examples of this were found across many types of New Zealand gambling advertising materials. It is also apparent, that while use of bravado and status in advertising is not permitted in many gambling advertising codes, some examples of advertising using this technique were identified in New Zealand materials.

Advertising offers which make gambling appear cheap or affordable also emerged as having potential to appeal to many low-income groups within New Zealand. One of the most interesting advertising effects related to the presentation of TAB betting offers pitched as ‘Only a $X bet is needed to win (a large amount)’. Using such techniques was found to particularly appeal to moderate risk and problem gamblers. This may have implications for all types of gambling advertising including promotions which make gambling offers appear as low-cost or affordable.

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With a precautionary principle in mind, it could be argued that all higher risk practices identified in the current study should be avoided in gambling advertising. Moreover, such standards could also be reflected in a future New Zealand gambling advertising code.

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Better practice in gambling advertising – gambling product-related themes

In addition to general themes, a number of product-specific gambling advertising issues emerged from the study which may benefit from future policy consideration. The first is pokies signage. While pokies signage as with all forms of advertising was not found to significantly affect higher risk segments, findings suggested that such segments were still disproportionately affected by signage, relative to non-problem gamblers. This may highlight the need to ‘fine-tune’ the display of signage on a precautionary principle and on the basis that pokies are known to cause significant gambling harm.

As in other jurisdictions, policy considerations could be given to restricting the display of signs, the size of signs or even the display of signage facing oncoming pedestrians. In this context, it could be argued that not being able to see signs from a distance (e.g., when walking along a street) may assist some problem gamblers unable to refrain from the temptation of gambling. For instance, signage could be placed in windows of pubs and clubs, rather than facing oncoming pedestrians.

Some emerging issues of relevance to specific types of gambling advertising were also identified. While TAB advertising is not the most frequently seen type of gambling advertising in New Zealand, research highlights an emerging issue that promotion of live sports odds is becoming increasingly pervasive on New Zealand TV and radio. This may highlight the need for some pre-emptive controls in these areas, as gamblers believe that such advertising may encourage risky betting practices. Having radio and TV commentators announce when advertising is occurring (such as the beginning and the end of any advertising segments) should arguably be the minimum first step to ensure that there is no confusion over what is advertising versus commentary and discussion.

The practice of having experts ‘talk up’ odds should similarly be considered in the context of whether such a practice increases the impression that gambling is ‘expertise-based’ rather than random. In addition, avoiding language such as expert (and similar) is important.

Given the effect of ‘Must Be Won’ promotions, it would also seem prudent to conduct research to examine whether responsible gambling slogans could be incorporated into future lotto advertising to encourage potential consumers of lotto to reflect on the affordability of their spending. In addition, taking care in advertising to ensure that gamblers are not given the impression that lotto stores can be ‘lucky’, that prize pools and offers are clearly identified and that Winners’ stories do not reference themes which may appeal to low income groups. This may particularly help to avoid consumers overspending during ‘Must Be Won’ promotions.

Another interesting finding related to the promotion of ‘lucky’ lotto stores. The lucky store effect may contribute to superstitions about gambling and is arguably a practice which should be avoided as it appears to encourage beliefs that lotto is non-random. While it could also be argued that many consumers realise this, the practice would not be permitted if a true ‘best practice’ approach to advertising design was adhered to. Reported line-ups outside winning lotto stores in South Auckland suburbs may also validate that this effect is real.

As scratch ticket advertising was found to contain a range of miscellaneous areas for improvement, these should also be considered in future advertising practices. In particular, ensuring that advertising words which may ‘hurry’ consumers do not present risk and that there is always clear informed consent in all advertising offers. While the low cost nature of scratch tickets did not emerge in research discussions as a key advertising issue, given the finding that promoting low-priced offers (leading to large prizes) may appeal to people with financial difficulties, this may be a further area to attune to in future scratch ticket advertising (as this is essentially the nature of scratch tickets).

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A number of practices have also been identified of relevance to casino advertising. Of particular interest is the issue of inducements to gamble and free prize draws. While free inducements are used across the world in advertising, care needs to be taken to ensure that sufficient time to claim inducements is given to gamblers and that any free prize draws do not require patrons to remain in casinos for excessively long periods of time.

Ensuring that all inducements are not tokenistic is a further consideration. For instance, a $2 free chip could be argued to present more risk to a potential gambler (in leading to the consumer to start gambling) than the value of the advertising offer. While specific monetary values for inducements are not able to be determined from the current research, this is clearly an area in need of future research attention – i.e., when do inducements become harmful to both consumers and at-risk gamblers.

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The current study has also identified strong community support for gambling advertising which focuses less on the benefits of winning or making money from gambling and focuses more on advertising which emphasizes gambling for leisure or general entertainment. This could also be incorporated into a greater range of future gambling advertising promotions across all types of gambling.

Cultural issues in gambling advertising

The role of culture in gambling advertising has also emerged as a key issue for future policy and research consideration. Findings of the research highlighted that Maori and Pacific people, in particular, believed that low cost gambling advertising offers can present risk to Maori and Pacific communities, as such offers may be seen as a way to obtain money to address financial difficulties. In addition, research showed that advertising featuring different ethnicities would appeal more to people of those same ethnicities (and people of non-NZ European backgrounds cautioned that advertising should not feature ethnic celebrities for this reason).

When ethnicity was analysed as a predictor of advertising influence, some interesting results emerged. Risk for problem gambling was consistently the best predictor of advertising influence and ethnicity only added to the prediction for a select number of activities.

For lotto advertising, being Asian increased the influence of lotto advertising, but being Maori reduced the influence. In addition, being of a poor financial background added to the influence of lotto advertising. This may explain why lotto advertising has a large effect on Maori and Pacific communities. It may not be the effect of culture per se, but is possibly because lotto advertising is more appealing to people in vulnerable financial situations.

While the reason for the result for Asian people is unclear, the possibility of a cultural influence of lotto advertising cannot be discounted. Adaval, Jiang and Cho (2009) mention, for instance, the cultural origin of luck in Asian communities. Alternative explanations, however, may be that Asian people are particularly attracted to lotto or perhaps are unfamiliar with lotto advertising (implying that advertising has a greater effect).

For pokies signage, findings showed that ethnicity had no effect on the influence of advertising and it was only risk for problem gambling that increased the effect of pokies signage. This may further highlight the need to consider pokies advertising signage in the future from a problem gambling risk perspective.

A similar trend was identified for TAB advertising. Risk for problem gambling was consistently the best and main predictor of TAB advertising influence. Although being Asian added to the prediction over and above risk for problem gambling. Once again, this may be due to familiarity with racing in Asian cultures or possibly a cultural influence, as racing has been found to be quite popular in many Asian countries.

The other notable effect related to factors that influence casino advertising. This is the only gambling advertising which was influenced by the frequency of playing at the casino and risk for problem gambling. In addition, being a person of Pacific background increased the effect of casino advertising above and beyond other factors. While reasons for this result are unclear, it may be because casinos hold particular attraction to Pacific people. In this context, the finding that Pacific people were more likely to see casinos as a ‘high-class gambling opportunity’, compared to NZ Europeans may explain this trend. Accordingly, this may imply a need to design casino advertising offers in a way which does not specifically ‘target’ or attract people of Pacific background (e.g., food offers which offer culturally-relevant foods).

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While Maori, Pacific and Asian gamblers were not able to identify ‘culturally offensive’ examples of gambling advertising within New Zealand, this does not mean that precautions should not be taken to prevent such practices occurring in the future. In particular, advertising codes and standards could be further developed to incorporate many of the standards from other jurisdictions to protect cultural values of all communities. For instance, this could include standards to prevent use of sacred objects in advertising or even references in advertising to culturally sacred places. While this does not imply that practices such as advertising during Chinese New Year should be ‘banned’, it encourages all ethnicities to feel empowered to raise concern over any particular advertising practices used (e.g., to the relevant advertising authority). Even standards to protect vulnerable groups in the community like the financially stressed may also help protect Maori and Pacific people in an indirect way and could be considered for future gambling advertising codes.

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Creating ‘safer’ gambling environments

One important final issue of prime relevance in the current study relates to how best to develop safer gambling environments. While improvements to advertising are one important method, a number of other strategies were also identified in the research.

Most notably, the many innovative standards developed for gambling and general advertising, as identified in the current research, have great potential application to New Zealand. This includes not only standards to protect cultural values and vulnerable community segments, but also standards to guide the use of media during advertising. The requirement for audiences to be 75% adults or greater for any gambling advertising is a particularly useful ‘universal’ standard with potential application to all channels used in advertising. Accordingly, these standards could be reviewed and potentially incorporated into the next New Zealand gambling advertising code.

While there was limited evidence in the current study to suggest that trusts increase the appeal of gambling, the potential for longer terms effects which cannot easily be detected by research is plausible. While adopting blind trusts as suggested by Maher et. al (2006) may be a useful measure, the overarching issue is that the community and trust recipients would still be aware that money was coming from gambling. Perhaps an alternative may be to ensure that all teams receiving trust money are educated about the risks of problem gambling and that simple measures are implemented to prevent the association developing in young children. One example may be to remove trust logos from display – either on all sports teams apparel or children’s sports teams. This may help reduce the potential for an association to develop over time.

Probably the most promising area for future research is development of responsible gambling messages which could be used in the context of gambling advertising. A particular focus needs to be placed on the types of messages that may help ‘balance’ the potentially harmful effects of gambling advertising. Research by Lee at al (2008) which identified some potential for harm-minimisation advertising to balance the effects of gambling advertising, is noteworthy in this context. In particular, research needs to examine which specific messages may assist to ensure that gamblers take a ‘balanced’ approach to all forms of gambling and particularly during ‘peak’ gambling periods such as ‘Must be Won’ jackpot draws and major casino and TAB promotions.

Conclusion

While this research has identified a diverse range of areas and issues for future policy and research consideration, it must be remembered that this study is only a ‘starting point’ for much further research into the topic. Indeed, as the research was very exploratory in nature, there is potential to conduct much further research into each of the identified effects of advertising. This could include research to quantify many of the noted effects and to prioritise effects in terms of potential harm. From this perspective, the current study has opened a diverse range of important research topics - which if addressed - will go a long way to furthering understanding of the many complex effects of gambling advertising.

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IntroductionThe current report presents key findings of exploratory research examining the marketing, advertising and sponsorship of gambling products and services within New Zealand. The Ministry of Health recognises the marketing, advertising and sponsorship of gambling as key issues with potential to affect public health within New Zealand.

However, while some past research has examined the effects of advertising of other potentially harmful products on consumers, very little research has explored the effects of gambling marketing and advertising on the attitudes and behaviours of gamblers. There is a particular need to better understand and explore how advertising may affect at-risk gamblers and whether advertising approaches within New Zealand could be further enhanced for improved consumer protection.

Within this context, the current research involved both qualitative and quantitative research components. As an exploratory study, the research was broad in focus and aimed to inform a diverse range of research questions. Given the limited available prior research, the study does not attempt to present a definitive or fully conclusive position on all effects of gambling advertising. Indeed, in this very early stage of research, it is important to recognise that many effects are difficult to define and quantify, and in some cases, will still remain unanswered. However, the study has been instrumental in identifying a range of important insights into the possible effects of gambling marketing and advertising and has provided a strong foundation for further research into the topic.

Specific areas of enquiry which formed a focus for the current study included the following key research topics:

The relationship between awareness of gambling marketing and advertising and gambling behaviour

The impacts of gambling marketing and advertising on public views and attitudes about gambling

The types of gambling marketing and advertising with potential to cause consumer harm

The special impacts of large scale lotto jackpots including ‘Must Be Won’ (and similar) promotions

Public views on the acceptability and impacts of gambling advertising which targets specific cultures

The types of marketing and advertising activities which may create ‘safer’ gambling environments

International guidelines and codes highlighting ‘good practice’ in the advertising and marketing of gambling

Background to the current study

The Ministry of Health is responsible for problem gambling research within New Zealand. The marketing, advertising and sponsorship of gambling was prioritised by the Ministry as part of a broader Research Strategy (2005-2010) to build a stronger evidence base on how to prevent and address gambling harm. The Research Strategy is also a commitment under the Strategic Plan - ‘Preventing and Minimising Gambling Harm 2004-2010’ – and responds to legislative requirements of the Gambling Act 2003. Research priorities identified in the Research Strategy were:

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Marketing: Investigation of the impact of gambling marketing, advertising, and sponsorship on gambling perceptions and behaviour both internal and external to gambling venues

Venue Characteristics: Investigate how venue characteristics (e.g., layout, jackpot structures, noise, lights) influence gambling and problem gambling behaviour

Game Characteristics: Investigate how game characteristics (e.g., pay-offs, play speed, near miss type features, jackpots) influence gambling and problem gambling behaviour

Pop-up (PIDS): Investigation into the effectiveness and impact on Electronic Gaming Machine pop-ups for creating a safe gambling environment and reducing the incidence of EGM-based problem gambling

The current study thus responds to the first research priority.

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Regulations relating to gambling marketing and advertising within New Zealand

A range of standards and regulations currently apply to the marketing and advertising of gambling products and services within New Zealand. These include requirements defined under a Code developed by the New Zealand Advertising Standards Authority (ASA) (Box 1) and a range of specific regulatory requirements which either directly or indirectly relate to advertising more generally under the Gambling Act 2003 (Box 2).

The role of the Advertising Standards Authority is to self-regulate advertising within New Zealand. Advertising Codes of Practice provide rules by which all advertisements in all media should comply. Members of the public can then complain about any advertisements believed to breach the Code. An independent Advertising Standards Complaints Board (ASCB) also hears and makes decisions on complaints and a further right of appeal is available on some grounds to the Advertising Standards Complaints Appeal Board (ASCAB). Members of the ASA are requested to be bound by decisions on complaints. Based on analysis of 434 complaints made to the ASA about advertising from January to September 2011 (based on a review of web site complaints), only 4 were about gambling advertising and all were rejected due to the nature of complaints (e.g., matters did not breach advertising codes).

Box 1. Code for Advertising Gaming and Gambling (New Zealand Advertising Standards Authority) (Originally made June 1, 2001)Principle 1 - Advertisements should comply with the laws of New Zealand.1(a) Advertisements should comply with the restriction on the sale of various gaming products and particularly age restrictions. The laws of New Zealand have various age restrictions for different gambling activities. Attention is drawn to the Racing Act 2003 and the Gambling Act 2003.Principle 2 - Advertisements should observe a high standard of social responsibility.2(a) Advertisements should not be directed at minors, have strong or evident appeal to minors, nor portray minors participating in activities in which they are under the legal age. Minors may appear in situations in which they would be naturally found (e.g., a family meal), provided there is no direct or implied suggestion that they will participate in the gaming.2(b) Advertisements should not promote reliance on gaming as a means of relieving a person's financial or personal difficulties.2(c) Advertisements should not encourage consumers to participate excessively or beyond their means.2(d) Advertisements should not state or imply a promise of winning nor portray unrealistic outcomes.2(e) Advertisements should not exaggerate the connection between the gaming activity and the use to which profits may be put.Principle 3 - Advertisements should not by implication, omission, ambiguity or exaggerated claim mislead or deceive or be likely to mislead or deceive consumers, abuse the trust of or exploit the lack of knowledge of consumers, exploit the superstitious or without justifiable reason play on fear.3(a) Winning claims should be factual and able to be proven. The chances of winning or the size of the prize should not be exaggerated.3(b) Advertisements should not state or imply that a player's skill can influence the outcome of a game unless the skill can affect the outcome of the game.

Key provisions relating to gambling advertising in the Gambling Act 2003 and associated regulations prohibit the promotion of gaming machine jackpots other than in a casino or in a non-casino gaming machine venue and prohibit any promotion within New Zealand of gambling based overseas. The New Zealand Lotteries Commission and the New Zealand

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Racing Board (which owns the TAB brand) are the only organisations permitted to run online gambling within New Zealand and then only offering a limited range of products.

It is also worth noting that in New Zealand only corporate societies (referred to in this report as trusts) may be licensed to operate gaming machines in non-casino venues (Class 4 gambling) and then only to raise money for community purposes. Societies' costs must be actual and reasonable and necessary for the conduct of gambling. Section 52(1)(d) of the Gambling Act 2003 requires the Department of Internal Affairs (DIA) to refuse a licence unless it is satisfied that a society will maximise its return to community purposes and minimise its operating costs. In practice, these provisions mean that the promotion of pub and club poker machines is largely restricted to signage outside venues indicating that there are machines at the venues, newspaper lists of grants which societies have made for community purposes and various forms of grant acknowledgement (such as billboards at sports grounds and naming rights for sports events, including horse races).

The New Zealand Lotteries Commission has a statutory role to maximise the profits from lotteries through advertising, subject to ensuring that risks of problem gambling and underage gambling are minimised. To support this role, the New Zealand Lotteries Commission has developed Responsible Marketing guidelines under the New Zealand Lotteries Responsible Play Code of Practice (Box 3). These set a range of national standards for all lottery related marketing and advertising.

Box 2. Provisions in the Gambling Act 2003 (and associated regulations) which relate to marketing and advertising of gambling within New ZealandSection 9(2)(b) Gambling Act 2003Remote interactive gambling is prohibited (but this does not include gambling operated by the Lotteries Commission and the TAB).Section 16(1) Gambling Act 2003 - Advertising overseas gambling prohibitedA person must not publish or arrange to publish, in New Zealand, an overseas gambling advertisement.Section 121 Gambling Act 2003 - Casino brandingOnly the following persons may use in their branding the word casino, or any other word or get-up, in a way that conveys the impression that a place is a casino and accessible to the public:

The holder of a casino licence that is not suspended: A person granted temporary authority to operate a casino under section 187

Section 238 Gambling Act 2003 - Functions of Lotteries CommissionThe functions of the Lotteries Commission are:

to promote, organise, and conduct New Zealand lotteries for the purpose of generating profits for distribution by the New Zealand Lottery Grants Board, or for a community purpose for which a special purpose lottery is promoted under section 245:

to maximise profits so generated, subject to ensuring that the risks of problem gambling and underage gambling are minimised

Section 313 Gambling Act 2003 - Regulations relating to harm prevention and minimisationThe Governor-General may, by Order in Council, make regulations for a variety of purposes relating to the prevention and minimisation of harm. This can include prescribing codes requiring the advertising of any form of gambling, or of gambling venues, to be responsible.Regulations 9 and 10 of the Gambling (Harm Prevention and Minimisation) Regulations 2004These regulations prohibit any advertising of gaming machine jackpots other than inside a casino or non-casino gaming machine venue and prohibit such advertising of inside these venues being visible or audible outside the venue. The regulations also prohibit use of any words similar to the word ‘jackpot’ or other similar branding being used to imply that there is a gaming machine jackpot at a venue.

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Racing Act 2003 - (Part 6B: inserted, on 19 September 2003, by section 374 of the Gambling Act 2003 - 2003 No 51)The Governor-General may, by Order in Council, make regulations for all or any of the following purposes:Prescribing codes requiring the advertising of racing betting, sports betting, racecourses, and Board venues to be responsible

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Box 3. Responsible marketing under the New Zealand Lotteries Responsible Play Code of PracticeNZ Lotteries endeavours to ensure that the marketing of its products:

Targets people of legal playing age Is in accordance with codes of conduct specified by the Advertising Standards Authority Is not false, misleading or deceptive Does not implicitly or explicitly misrepresent the probability of winning a prize Does not give the impression that buying lottery entries is a reasonable strategy for

financial betterment Does not include misleading statements about odds, prizes or chances of winning Does not offend prevailing community standards Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups Does not depict or promote consumption of alcohol while buying a lottery entry As far as practicable, does not encourage problem gamblers to purchase its products Does not publish or cause to be published anything which identifies customers who have

won a prize without their prior consent and; Does not represent an irresponsible trading practice

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Key marketing and advertising channels for gambling within New Zealand

Like many countries in the world, New Zealand gambling products and services are promoted through a wide range of media and distribution channels. A summary of the major types of marketing and advertising for different gambling products within New Zealand is shown in Table 2. While not aiming to present all forms of promotion, the main types of advertising are outlined for major types of gambling within New Zealand (excluding housie, bingo and minor forms of gambling).

Table 2. Major types of marketing and advertising of gambling within New Zealand – Major approaches and channels

Type of gambling

Major types of marketing and advertising

Examples of promotions

Non-casino gaming machines

Promoted through street signage. No gaming machine jackpot promotions permitted that can be heard or seen outside a venue. Examples of signage include ‘Gaming Lounge’ or words such as ‘Pokies’. Many pubs also have trust signage outside promoting that the Trust owns the poker machines in the venue. Some clubs and pubs also mention the availability of pokies through online web or Facebook pages. Gaming machine trusts make grants to many sports clubs and other community groups across New Zealand and expect grants to be acknowledged by signage or logos.

Pokies lounge signage Signage at sports

events identifying trust sporting sponsorships

Trust signage indicating that gaming machines within the venue are owned by a trust

Print/TV promotions of trusts (e.g., newspaper lists of the grants made and incidental TV coverage of billboards and mention of gaming machine societies when they have naming rights for events)

Lotteries Lotto products (e.g., Big Wednesday, Keno) and Instant Kiwi scratch products are promoted through a diverse range of channels including supermarkets, diaries, newsagents and other vendors. Lottery tickets are also promoted online at www.my lotto .co. nz . Television and radio are both major forms of advertising.

High profile TV advertising

Highly-branded instant scratch ticket promotions

Bullseye game Weekly lotto

promotions including mega-jackpots

Winner’s Stories PR/media

Special promotions relating to special times of the year (e.g., Christmas)

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http://www.mylotto.co.nz/

Type of gambling

Major types of marketing and advertising

Examples of promotions

TAB (Racing/sports betting)

Racing and sports betting is promoted through stand-alone TAB outlets or outlets in pubs, clubs or other venues. Online betting is also promoted via www. tab .co. nz and through Facebook and You Tube. Television and radio are used for advertising including promotions through Radio Trackside, Radio LiveSport and TAB TV. Sports commentators also promote live odds during sports events. Racing clubs similarly use radio, TV, print and online media to promote race day events.

Special event promotions

Account top-ups Promotion of special

giveaways/prizes Printed form guides Newspaper promotions

Casinos TV, radio and print advertising are used to promote the country’s six casinos. The major casino is also located in an iconic tower and is supported by nearby large format style promotions. Similar to non-casino gaming machine promotions, no gaming machine jackpot promotions are permitted which can be heard or seen outside a casino. A Facebook site is used to promote upcoming events online.

TV and radio advertising

Printed/direct mail promotions

Special cultural promotionsfor cultural events (e.g., Chinese New Year)

Free gambling chip offers

Loyalty promotions – e.g., cheap meals and free parking

Special draws and prizes

Sponsorships of high-profile sporting teams and charities

Indirect gambling promotion - Gaming Trusts

In New Zealand, gaming trusts distribute gaming machine profits to charities and sports clubs. Some trusts require logos to be displayed to signify that trust money was distributed to a particular cause (e.g., sports team). In addition, banners are often displayed at sports events with trust branding. Outside gaming machine venues, trusts will also display their signage, to indicate that gaming machines in that venue are owned by a particular trust. This was considered as a subtle form of marketing for the purpose of the current study.

Trust signage outside gaming machine venues (e.g., sidewalk signs)

Trust logos on sports teamequipment and jerseys

Trust banners displayed at major sports events

Special requirements relating to television advertising in New Zealand

In addition a range of specific requirements pertaining to gambling marketing and advertising, special requirements are in place relating to advertising in Children’s Television (Box 4) (New Zealand Television Broadcasters’ Council) and a Code for People in Advertising has been developed (Box 5) (Advertising Standards Authority). Children’s Television programming prohibits the promotion of gambling or other harmful products

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http://www.tab.co.nz/

during children’s viewing hours. The Code for People in Advertising (Advertising Standards Authority) also ensures that any ethnicities or cultural groups are not degraded through advertising.

Box 4. Standards and codes pertaining to advertising to children within New Zealand

Code for Advertising to Children (Advertising Standards Authority)1(j) Advertisements to children should not promote gambling or gaming

Children’s Television Viewing Hours within New Zealand (New Zealand Television Broadcasters’ Council)Pre-school television programming times – No advertising permitted (any products/services)

(TV2) Monday to Friday – 8.35-9.35am (TV3) Saturday – 6.30-7am (Maori TV) Monday to Friday – 3.30-4.30pm and Saturday – 4-5pm

School-age Children’s Television Programming Times – Limited advertising permitted (excluding gambling)

(TV2) Monday to Friday – 7-8.35am and 3.30-5pm and Saturday – 7-10am (TV3) Monday to Friday – 3-4.30pm and Saturday – 7-9am (Maori TV) Monday to Friday – 4.30-6pm and Saturday – 5-6pm

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Box 5. Code for People in Advertising – Basic Principles (Advertising Standards Authority)1. Advertisements should comply with the laws of New Zealand. Attention is drawn to the

Human Rights Act 1993 and the New Zealand Bill of Rights Act 1990.2. Advertisements should not portray people in a manner which is reasonably likely to cause

serious or widespread hostility, contempt, abuse or ridicule.3. Advertisements should not portray people in a manner which, taking into account generally

prevailing community standards, is reasonably likely to cause serious or widespread offence on the grounds of their gender; race; colour; ethnic or national origin; age; cultural, religious, political or ethical belief; sexual orientation; marital status; family status; education; disability; occupational or employment status.

4. Stereotypes may be used to simplify the process of communication in relation to both the product offered and the intended consumer. However, advertisements should not use stereotypes in the portrayal of the role, character and behaviour of groups of people in society which, taking into account generally prevailing community standards, is reasonably likely to cause serious or widespread offence, hostility, contempt, abuse or ridicule.

5. Advertisements should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people in society to promote the sale of products or services. In particular people should not be portrayed in a manner which uses sexual appeal simply to draw attention to an unrelated product. Children must not be portrayed in a manner which treats them as objects of sexual appeal.

6. Humour and satire are natural and accepted features of the relationship between individuals and groups within the community. Humorous and satirical treatment of people and groups of people is acceptable, provided that, taking into account generally prevailing community standards, the portrayal is not likely to cause serious or widespread offence, hostility, contempt, abuse or ridicule.

The New Zealand context

Specific aspects of gambling marketing and advertising which were relevant to the New Zealand context and were of research interest in the study included:

Poker machine signage – while promotion of jackpots and pokies is not permitted within New Zealand, pokies signage (e.g., ‘pokies lounge’) is permitted outside gaming machine venues (pubs and clubs are referred to as non-casino gaming machine venues). Pokies signage was considered a type of advertising for the purpose of the current study

Lottery products – lotto and scratch ticket (Instant Kiwi) advertising are two major types of gambling for which advertising is permitted within New Zealand. A special type of promotion called a ‘Must Be Won’ lotto promotion was also a point of research interest. These are major jackpot draws (typically over $10 million) for which there is a guaranteed jackpot winner. Lotto and scratch tickets are widely available in New Zealand including through convenience stores (e.g., called ‘dairies’ in New Zealand), supermarkets, newspaper stores and lotto outlets (Refer the survey in Appendix B for the major distribution channels)

TAB – horse race and sports betting advertising are permitted within New Zealand and were considered as part of the study. TAB is promoted through TAB outlets and a diverse range of channels including the TAB internet site, radio, TV, pubs and similar (Refer the survey in Appendix B for the major distribution channels). Sports commentators also talk about sports odds before and during sports events (including discussion of live odds). Accordingly, these aspects were considered types of marketing and advertising

Casino – In New Zealand, there are six casinos with the major casino located in Auckland. Marketing and advertising relating to casino-based gambling (especially

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pokies and table games) were points of focus of the study, along with general ‘entertainment-related’ casino promotions (e.g., general casino TV advertising)

Gaming trust logos and branding – In New Zealand, gaming machine profits are earned and distributed by gaming machine societies or ‘trusts’ (as they are termed). If a charitable cause or sports team receives funding, it is often a requirement of trusts that funding recipients display logos/branding to indicate that funding was received by the trust. This was considered a subtle type of gambling marketing or advertising in New Zealand, as its appropriateness has generated considerable debate. Trust funding of sports teams could also be considered a subtle type of sponsorship strategy. ‘Trust sponsorship’ is the term used in the report to describe the way trusts award and distribute grants to community causes (i.e., trust logos show an implicit association between a sporting team and a certain trust). As such, it should not be viewed in the same way as a traditional sponsorship arrangement

Findings of the New Zealand Health Survey 2006/07 highlight that the most popular gambling activities in New Zealand (in the previous 12 months - for people aged 15yrs and over) are lotto (55% participation), scratch tickets (27%), non-casino gaming machines (pokies in pubs/clubs) (10%), track betting (9%), casino gaming machines (8%) and sports betting (5%).

Within New Zealand, people of Maori, Pacific and Asian backgrounds are the three main ethnicities and cultural groups (For the purpose of reporting, non-ethnic people are referred to as ‘New Zealand Europeans’). As the Indigenous people of New Zealand, the Treaty of Waitangi (signed in 1840) provides special protections for Maori. However, findings of the 2006-07 New Zealand Health Survey suggest that problem gambling disproportionately affects both Maori and people of Pacific backgrounds (with prevalence rates of 1.7% for each ethnicity). In comparison, problem gambling prevalence rates for New Zealand Europeans and Asian people were respectively 0.2% and 0.1%.

Given the importance of Maori within New Zealand and the diversity of cultures within the country, one aspect of the study involved examining gambling marketing and advertising from a Maori, Pacific and Asian perspective. It should be recognised, however, that this is only a general study at this stage, given that very little is known about the effects of gambling marketing and advertising. However, where possible, some cultural aspects have been noted and gambling advertising codes relating to different cultures were also reviewed.

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MethodologyThe current project involved both qualitative and quantitative research to examine the impacts of marketing and advertising of gambling products and services within New Zealand. Prior to conducting the major research stages, a series of sensing consultations was undertaken with a range of stakeholders across the gambling industry and the problem gambling services system. Consultations assisted to shape the research design and to identify issues for exploration in the main study. Research priorities were also discussed and agreed with the Ministry of Health.

In addition to sensing interviews, a comprehensive literature review was undertaken to identify useful topics to explore in the research, along with a review of global gambling advertising codes and standards. As major background components to the study, findings of both the literature review and global scan are also summarised in separate sections of the report.

Following a review of the nature and methodologies proposed for the research, the Ministry of Health Multi-Region Ethics Committee advised that the study did not require ethics approval. Key methodologies used in the study were:

Qualitative focus groups - 11 focus groups were conducted with non-problem and at-risk gamblers to explore effects of different types of gambling marketing, advertising and sponsorship within New Zealand

Quantitative survey – a quantitative survey of 400 New Zealand gamblers was undertaken using an online research panel to explore views and impacts of gambling marketing, advertising and sponsorship

Qualitative research

As the marketing and advertising of gambling is not well-understood from a research perspective, qualitative focus groups were used to discuss and explore the effects of gambling marketing and advertising with a broad cross-section of New Zealand gamblers. Focus groups were recruited by a fieldwork recruitment agency and included a mix of both non-problem and at-risk gamblers. In nine of the eleven groups, gamblers were screened as part of the recruitment procedure. This was to ensure that sufficient numbers of high-risk gamblers (particularly problem and moderate risk gamblers) could be recruited into groups to explore the effects of gambling marketing and advertising. In addition, two groups were conducted with people of Pacific backgrounds prior to the main study, with participants kindly recruited by a staff member of the Problem Gambling Foundation of New Zealand.

The mix of focus groups is shown in Table 3. While discussions centred on advertising relating to specific gambling activities within each group, in most cases, gamblers were able to discuss advertising for a broad range of gambling activities. This enabled a very comprehensive discussion of advertising relating to most types of gambling within New Zealand, whilst also permitting some ‘in-depth’ exploration of advertising issues relating to specific gambling activities.

In total, 74 participants took part in focus group discussions, with each group approximately 1.5hrs in length. Nine of the eleven groups were undertaken during June 2011 and two groups were undertaken as a scoping exercise during June 2010. Twenty participants were also recruited from an online panel. Each participant received a $70 gift voucher as an incentive for focus group participation. All groups were undertaken in Auckland and group specifications were agreed with the Ministry of Health.

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Table 3. Mix of qualitative focus groups for the qualitative research stage (11 focus groups, N=74)Type of focus group Description

Non-casino gaming machines

One general community group with a mix of gambling risk segments

One group with high-risk Maori gamblersTable games/casino gambling

One general community group with a mix of gambling risk segments

One group with high-risk Maori gamblers One group with high-risk Asian gamblers (playing

tables/EGMs)TAB/sports betting One general community group with a mix of

gambling risk segments One group with high-risk Maori gamblers

Lotto/Instant Kiwi One mixed community group with a mix of gambling risk segments

Mixed gambling activities

One group of high-risk Pacific gamblers playing multiple activities

Two groups of Pacific gamblers playing multiple activities

To enable an effective discussion of gambling marketing and advertising within focus groups, a comprehensive range of advertising stimulus materials was gathered to support the research. Advertising materials were collected for all major types of gambling activities within New Zealand and included a diverse range of examples of marketing, advertising and promotional materials. This also included examples of print, online and TV advertising and photos taken of gambling advertising within New Zealand. In addition, Sky City casino in Auckland kindly provided a very comprehensive set of print and TV advertising materials. In addition, casino advertising materials from other locations within New Zealand were also reviewed as part of focus groups.

Stimulus materials where practical were scanned and presented in a slide format to enable materials to be easily displayed and viewed during focus groups via a projector (including 90 slides of materials). A range of hard copy materials was also utilised including a comprehensive set of large format posters used in advertising over a number of years. These latter materials were gathered from a series of newspaper outlets within Auckland city which were happy to provide older posters no longer required for lotto or Instant Kiwi advertising.

While stimulus materials cannot be incorporated into the report for intellectual property reasons (as they are naturally the property of the gambling providers), a description of the major types of materials displayed and discussed during focus groups is presented in Table 4. In some groups, current advertising standards for gambling within New Zealand were also discussed and explored.

Table 4. Types of advertising stimulus materials used to stimulate discussion during qualitative focus groups

Type of focus group

Major types of advertising materials reviewed during discussions

Electronic gaming machines

Gambling trust signage examples outside gambling venues Gambling trust logos and related signage Signage showing trust sponsorships at sports events

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Type of focus group

Major types of advertising materials reviewed during discussions

(including sponsorship of Maori sports teams)TAB/sports betting

Race form advisory guides

Posters – sports and TAB Online advertising offers Free account top-up

offers Odds-on email

newsletter Mobile, txt and live

betting Major sports event

promotions

Examples of logos and advertising straplines

Big Winners You Tubeadvertising content

Hardcopy advertisingoffers from TAB outlets

Facebook/Twitter advertising

Race Club promotions andTV advertising, signage, logos

Table games/casinogambling (includingcasino EGMs)

Outdoor signage Newspaper print

advertising Facebook advertising Sports and charity

sponsorships Bus transport programs Poker tournament

advertising EGM advertising Bingo advertising Culturally-focused

promotions

On floor gaming promotions

Print gaming and prize draw promotions

Special offers and discounts

Free learn to play tables TV advertising Loyalty card offers Casino advertising

promoting TAB gambling at the casino

Lotto/Instant Kiwi Lotto/Instant Kiwi posters Examples of scratch

tickets showing branding approaches

TV advertising examples Straplines and slogans Winners’ Stories PR Event based promotions

Photos of advertising within lotto outlets

Lotto web site and online web promotions

Must be Won promotions Examples of mega

jackpots Online lotto games

To support the conduct of focus groups, protocols were developed to guide focus group discussions. As the research was very exploratory in nature (as it was also very unclear how participants would respond to advertising), protocols were only guiding in nature. The focus group protocol used for discussions is presented in Appendix A. Following conduct of focus groups, notes were thematically analysed to identify common themes and trends.

Quantitative research

The second major research methodology used in the study involved a quantitative survey of 400 New Zealand gamblers using an online market research panel. Online research panels are panels of respondents who have consented to take part in research studies.

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Based on panels, respondents are invited to take part in a specific study through an email invitation. Incentives in the form of points are awarded for participation.

The quantitative survey was conducted as an exploratory study to further examine a range of issues relating to gambling marketing and advertising on a quantitative basis. The survey was programmed during late 2010, with data collection between February and April 2011.

All participants in the study were residents of Auckland and were aged 18 years and older. The main screening criterion for the study was participation in at least one gambling activity in the previous 12 months. Approximate quotas were set for gender and age group for each ethnicity in the study. To permit an analysis of cultural issues in the context of gambling advertising, the sample included 97 gamblers of Maori background, 101 of Pacific background, 100 of Asian backgrounds and 102 of New Zealand European backgrounds. While targets of approximately 100 were set for each ethnicity, minor end samples varied slightly due to sampling.

While data was weighted by ethnicity, age and risk for problem gambling for overall trends (in line with the New Zealand population of gamblers), as a very exploratory study based on a panel methodology, findings should only be considered indicative, rather than definitive.

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Unweighted sample counts for quantitative study participants are in Table 5. All data analysis was performed using SPSS and Stata statistical packages and included both descriptive and multivariate statistical analyses. Analyses were selected on the basis of their ability to identify insights in data. Statistically significant results are also identified in the quantitative study. This is indicated through p<.05 and implies that the chance of a trend not occurring is unlikely. From a practical perspective, this may imply that results are noteworthy and that a trend may be present in data.

Table 5. Study participants in the quantitative study (N=400, February-April 2011)

Ethnicity segments

Sample (N) by risk for problem gamblingTotals

(N)Non-

problem gamblers

Low risk gamblers

Moderate risk

gamblersProblem gamblers

European - 18-29 18 12 7 3 40European - 30-49 19 11 5 7 42European - 50+ 4 9 5 2 20Maori - 18-29 12 7 11 8 38Maori - 30-49 13 12 10 4 39Maori - 50+ 6 6 5 3 20Asian - 18-29 10 8 15 7 40Asian - 30-49 10 9 16 5 40Asian - 50+ 7 10 2 1 20Pacific - 18-29 10 11 9 10 40Pacific - 30-49 10 5 15 11 41Pacific - 50+ 8 4 7 1 20Totals (N) 127 104 107 62 400

Key issues explored in the quantitative study included the following: Gambler views about trusts (which distribute gaming machine revenues)

Gambler awareness and understanding of trusts and views about trust sponsorships

The role of trust signage in attracting gamblers to gamble at specific gambling venues

Role of venue signage in leading gamblers to gamble more than they can afford

Lotto/Instant Kiwi advertising Awareness of advertising by distribution channel Overall influence of advertising on spending Effect of lotto advertising for different jackpot sizes Value of prizes versus cash in lotto advertising Effect of ‘Must be Won’ promotions Promotional effect of different types of advertising slogans Messages which encouraged people to spend more than they could afford

Racing and sports betting advertising Awareness of advertising by distribution channel Overall influence of advertising on spending Promotional effect of different types of advertising slogans Messages which encouraged people to spend more than they could afford

Casino advertising Perceptions of casinos as glamorous establishments Awareness of advertising by distribution channel Promotional value of different types of casino advertising offers

Host responsibility programs (designed to prevent gambling harm)

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Awareness of host responsibility programs Promotion of host responsibility programs

Gambler exposure to online gambling advertising Awareness of complaints channels for gambling advertising

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In cases where advertising offers and incentives were examined in research, examples used were frequently taken from recent gambling marketing and advertising within New Zealand. While due to the very exploratory nature of the study, specific hypotheses were not able to be developed for the research, some advertising promotions were tested in the study as they appeared to highlight some areas of ‘possible risk’, as identified through the literature review and global scan of advertising codes and standards.

Within this context, it should again be considered that the very limited prior research on gambling marketing and advertising only provides a broad indication of possible issues to explore. For this reason, an exploratory approach was not only pragmatic, but also useful in helping to identify possible effects of gambling marketing and advertising. This research may, however, provide a robust foundation for more hypothesis-driven research into the future.

Other methodologies

In addition to the key methodologies, the research also involved a review of national and international literature on the advertising, marketing and sponsorship of gambling and conduct of a review of international gambling advertising and general advertising codes and standards. The purpose of these work modules was to report findings with potential to further inform the possible characteristics of responsible advertising and marketing of gambling products and services. Findings of these work modules are also summarised in the current report.

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Report structureKey findings of the current report are presented in line with the major research deliverables. Following each section of the report, a number of summary insights are also captured. Major sections of the report are as follows:

SECTION 1: Literature on the marketing, advertising and sponsorship of gambling products and services

SECTION 2: Global scan of guidelines and codes relating to gambling marketing and advertising

SECTION 3: Qualitative research exploring impacts of gambling marketing and advertising

SECTION 4: Quantitative research exploring impacts of gambling marketing and advertising

Caveats relating to findings and interpretation of trends

As in all highly exploratory research, findings of the study should be considered indicative, rather than definitive. Limitations of the study should be considered in terms of the types of samples recruited, the generalisability of findings to all gamblers (and even the general public) within New Zealand, sample sizes and also the research methodologies (including use of an online panel to survey gamblers and focus group recruitment methods).

It should similarly be considered that some feedback provided by respondents may not be true or factual and in some cases, may even indicate a misunderstanding of different advertising offers. However, perceptions identified should also be considered as possibly valid perceptions of advertising and in some cases, misperceptions that have occurred through advertising interpretation (or misinterpretation).

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SECTION 1:Literature on the

marketing, advertising and sponsorship of

gambling products and services

The effects of marketing and advertising of gambling products and services is currently a very new and emerging area of scholarly research. Limited literature is available on the topic and relatively very little is understood about how marketing and advertising affects both recreational gambling and at-risk gambling behaviour.

Within this context, the following literature reviews summarises the major emerging insights from previous studies undertaken. Due to the very sparse nature of the available literature base, the effects of marketing and advertising in related fields are also reviewed. In addition, possible theoretical effects of marketing and advertising on at-risk gamblers are explored from a general research perspective and research is presented in line with the major types of gambling within New Zealand.

The literature review is structured as follows:

Theoretical context of marketing and advertising of gambling products and services

Research examining the impacts of gambling marketing, advertising and sponsorship

Key findings in summary

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Theoretical context of marketing and advertising of gambling products and servicesTheoretical vulnerabilities of problem gamblers to gambling advertising

At a general level, marketing and advertising are techniques designed to increase consumer consumption. In the context of gambling, they are designed to increase the level of attractiveness of gambling products and to lead consumers to regular purchasing of those products over time. While marketing and advertising are used in all fields, they present special challenges in being used to increase consumer consumption of gambling products and services. In particular, there is a challenge in trying to balance the need to effectively promote gambling opportunities (to ensure that they are commercially sustainable in the marketplace), whilst ensuring that advertising does not mislead and confuse consumers or adversely impact people experiencing gambling problems. This is also because problem gamblers have a number of vulnerabilities from a cognitive and behavioural perspective.

Grant et. al (2011), for instance, examined the cognitive antecedents of pathological gamblers and studied the decision making of gamblers in a ‘pretend’ gambling task (the Cambridge Gamble Task). The authors found that at-risk gamblers gambled a greater proportion of their points, made less rational decisions under conditions of ambiguity and were more likely to continue playing and become bankrupt. Findings pointed to an overall predisposition to risk taking and impulsivity and highlighted the inability of at-risk gamblers to use information to make logical decisions.

There is a relatively large body of literature which has also established that problem gamblers frequently hold false cognitive beliefs about gambling and make cognitive errors when evaluating the likelihood of winning in gambling (e.g., Ladouceur and Walker, 1996; Gilovich, 1983). Delfabbro and Winefield (2000) even identified a relationship between irrationality and bet size amongst non-problem gamblers and attributed this to the way in which small wins create an ‘illusion of control’ over gambling.

Wohl and Enzle (2002) similarly identified that people who felt ‘lucky’ were more likely to continue gambling, compared to people who were not feeling ‘lucky’. The relatively common trend for problem gamblers to feel ‘lucky’ is also one reason why cognitive behavioural therapy seeks to change such perceptions. However, feeling ‘lucky’ may imply the potential for advertising promoting luck to have a greater effect on problem gamblers. Research by Wohl et. al (2005) further emphasizes that beliefs in luck are a common barrier to problem gamblers seeking help and are more strongly associated with games of skill (e.g., poker) than games of chance (e.g., poker machines).

Hewig et. al (2010) examined neurological responses of problem gamblers to rewards and losses in a simulated gaming experiment. The authors found that problem gamblers made risky decisions, not because they were insensitive to losses, rather because they were ‘hyper-sensitive’ to rewards. This may thus imply the potential for problem gamblers to be particularly sensitive to advertising inducements which offer some level of reward. Theoretically, this could include incentives such as loyalty programs and inducements to gamble (e.g., free gambling chip offers).

The demographic profile of problem gamblers within New Zealand may also point to some potential vulnerabilities of problem gamblers to gambling advertising. In particular, findings of the 2006/07 New Zealand Health Survey highlighted a link between problem gambling and deprivation (especially for people living in NZDep2006 quintiles 4 and 5).

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This itself may highlight both an increased tendency for problem gamblers to experience financial hardship and some potential for such groups to be attracted to ‘low-priced’ gambling offers and incentives. Moreover, any level of financial hardship may potentially be associated with an increased desire to gamble to relieve financial problems.

Psychological correlates of problem gambling also raise other considerations. Wood and Griffiths (2008), for instance, identified that problems gamblers were more likely to gamble to ‘escape’, implying the potential for increased susceptibility to advertising which encourages consumers to ‘dream’ about escaping realities of life. The tendency to escape was also purported by the authors to be a factor in the continuation of problem gambling.

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Brevers et. al (2011) recently identified that problem gamblers exhibit an enhanced ability to process gambling-related information and that was said to be associated with their desire to gamble for arousal reasons. The fact that problem gamblers are more involved with gambling similarly points to the potential for increased awareness of gambling advertising.

Summary

Possible impacts of gambling advertising from a theoretical perspective are summarised in Table 6. While impacts are currently unknown, the analysis highlights a number of potential vulnerabilities of problem gamblers particularly with regards to gambling advertising.

Table 6. Analysis of possible vulnerabilities of problem gamblers and theoretical linkages to gambling advertising

What is knownabout problem gamblers?

Example literature

Possible theoretical impacts of gambling advertising

Problem gamblers may make less rational decisions under conditions of ambiguity and take more risks

Grant et. al (2011) Problem gamblers may have difficulty processing unclear advertising informationProblem gamblers may be more susceptible to advertising encouraging ‘risk taking’

Problem gamblers hold false cognitive beliefs about gambling and make cognitive errors

Ladouceur and Walker (1996)Delfabbro and Winefield (2000)

Problem gamblers may be more influenced by advertising which creates the perception that gambling outcomes can be ‘influenced’

Problem gamblers frequently belief in ‘luck’

Wohl et. al (2005)Wohl and Enzle (2002)

Problem gamblers may be more influenced by advertising promoting ‘luck’ or good fortune

Problem gamblers are hyper-sensitive to rewards

Hewig et. al (2010) Problem gamblers may be more influenced by advertising which offers the potential for rewards (e.g., free money, inducements or similar benefits)

Problem gamblers live in socioeconomically deprived areas of New Zealand

2006/07 New Zealand Health Survey

Problem gamblers may be more attracted to ‘low priced’ gambling advertising offers or free offersProblem gamblers may be more attracted to gambling advertising generally, due to its potential to relieve financial distress

Problem gamblers may gamble to ‘escape’

Wood and Griffiths (2008) Problem gamblers may be more influenced by advertising which encourages ‘escapism’(e.g., dreaming about winning)

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Research examining the impacts of gambling marketing, advertising and sponsorship While research into problem gambling points to a number of possible ‘theoretical’ effects of gambling advertising, relatively very little is known about the true impacts of the marketing and advertising of gambling products and services. It is quite clear, however, that promotion plays an important role in increasing consumer consumption of gambling and that without advertising, many gambling products and services may struggle to survive in the marketplace.

There have been relatively very few studies investigating the impact of marketing, advertising and sponsorship on gambling behaviour. There is also limited research on the types of advertising and promotion which may be most associated with problematic gambling behaviour and even ‘binge gambling’ in recreational gamblers. Within this context, the current section reviews available literature on gambling marketing and advertising to explore its impacts and effects on both recreational and at-risk gamblers. To help identify implications for gambling marketing and advertising within New Zealand, the literature review is structured around the major types of gambling within the country. Where possible, local research is also examined to identify possible impacts from a local perspective.

Awareness of gambling marketing and advertising in New Zealand

The 2006/07 Gaming and Betting Activities Survey (National Research Bureau, 2007) is one of few studies which explores some aspects of gambling advertising within New Zealand. This involved a quantitative study of 1,973 people and explored public views and awareness of gambling advertising within New Zealand. Findings of the study showed that 56% of people had seen advertising or promotion of gambling activities or venues in the previous three months (including sponsorships relating to gambling). Results showed that males were more likely to have seen advertising (62%), as were people aged 25-44 years (65%) and people of European and other (minor) ethnic backgrounds (61%). In this respect, it is noteworthy that general awareness of Maori, Pacific and Asian communities was lower at respectively 44%, 42% and 40%. However, when the number of gambling activities played was considered, a linear relationship for awareness emerged. In particular, awareness of gambling advertising was the highest in people who played four or more gambling activities (65%) (Figure 2).

Figure 2. Awareness of gambling advertising and promotions within New Zealand (N=1973, Gaming and Betting Activities

Survey 2007 – Health Sponsorship Council)

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Question: In the last three months, have you seen or heard any advertising or promotion, including sponsorships, for gambling activities or venues? (Base: New Zealanders aged 15 years and older)

When asked about the effects of advertising, 42% of New Zealanders (who had seen advertising) thought that it encouraged more people to gamble or to gamble more often in general. In addition, this view was held by 45% of Maori, 60% of Pacific people, 49% of Asian people and 40% of European/other ethnicity people. Differences by level of deprivation were also apparent, with the view held by 50% of people in high deprivation areas (8-10), compared to only 38% in low deprivation areas (1-3).

While such findings indicate relatively high public awareness of gambling advertising (and particularly high awareness in high deprivation communities and within gamblers who play multiple activities), it is noteworthy that awareness of gambling harm-minimisation advertising was a relatively much lower 35% of the wider community.

Impacts of gambling marketing and advertising – Poker machines

There is currently a paucity of research on the impacts of marketing and promotion of poker machines from a harm-minimisation perspective. While direct advertising of non-casino poker machines is typically not permitted in New Zealand, placement of ‘pokies’ signage outside venues is a subtle form of ‘advertising’ promoting the availability of poker machines.

A small number of commercial studies have examined the relationship between slot promotions and consumer behaviour. One study examining the marketing of slots in the US identified a positive relationship between prize money and consumer participation in slot promotions (e.g., Lucas and Bowen, 2002). The study found that, for every dollar increase in the cash prize, slot revenues increased by $15.56 (although this converted to a ‘profit’ of only $0.64 per unit increase, based on the proportion of ‘house wins’). A study by Liu Xiaoming and Wan Yim King (2011) also identified that jackpot size of slots was generally a factor which encouraged player participation and higher jackpots increased the attraction of slots to potential customers.

While there is limited research focusing on the effects of poker machine advertising from a harm-minimisation perspective, research from a range of fields identifies a number of

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possible influences. Morasco et. al (2007), for instance, examined the triggers of relapse in pathological gamblers who mostly cited poker machines as their preferred gambling activity. The study found that 37% of pathological gamblers cited ‘reminders’ of gambling (such as advertising signage) as a trigger in their relapse behaviour. Effects were amplified during periods of unstructured time and during negative emotional states such as depression or a bad day at work.

Wolfling et. al (2011) found that gambling related stimuli were perceived as significantly more ‘arousing’ by pathological gamblers (compared to controls) in a study of the effect of ‘cue’ exposure on gambling cravings. Results were used to conclude that gambling addiction is characterised and maintained through specific addiction-associated stimuli, as is said to occur for other forms of addiction (e.g., alcohol and drugs).

Hing and Haw (2010) identified venue factors which correlated positively with risk for problem gambling for player’s most frequent gambling venues. As 64% of players surveyed frequented pubs and clubs, gaming machines were a frequently played activity. Venue factors correlated with risk were described to include player views that venues conducted ‘external advertising’, and that venues ‘keep players informed about what’s on’. These variables were then considered potential ‘risk factors’ for problem gamblers.

While no prior studies have specifically identified the role of poker machine street signage in triggering problematic gambling behaviour within New Zealand, studies from other disciplines provide some indirect insights into the possible role of ‘cues’ in stimulating addictive behaviour. Conklin (2006), for instance, investigated the role of contexts in smoking without proximal cues. This study identified that even pictures of environments associated with smoking evoked urges to smoke in abstinent smokers.

Similar findings were identified for other addictive substances. For instance, Henriksen et. al (2008) found a direct relationship between the density of tobacco outlets and cigarette advertising around high schools and the prevalence of adolescent smoking. It was proposed that neighbourhoods with higher tobacco outlet density may promote smoking by making cigarettes not only more accessible, but also by increasing environmental ‘cues’ to smoke (i.e., a form of ‘advertising’).

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Pucci et. al (1998) similarly found that most youth exposure to cigarette advertising was not through large format outdoor billboards, rather was typically related to store-level promotions. Capella et. al (2011) conducted a meta-analysis of the effects of cigarette advertising in terms of its impact on smoking initiation, continuation and brand development. The study found a positive relationship between advertising and all three dimensions, highlighting that any form of advertising has powerful effects.

While pokies street signage is one of the few permitted forms of non-casino poker machine advertising within New Zealand, findings of reviewed studies highlight the potential for gaming machine lounge signage to have an effect on both the commencement of gambling in recreational players and in cueing unplanned play in at-risk gamblers. While promotion may be important for product sustainability, studies reviewed identify some potential for signage to act as a cue for problem gamblers and in triggering unplanned and undesired pokies play.

Impacts of gambling marketing and advertising – lottery style products

The New Zealand Health and Lifestyles Survey (Health Sponsorship Council, 2010) recently explored public awareness of lotto advertising. Quite astonishingly, virtually all the New Zealand population aged 15 years and older were aware of lotto advertising (99%), compared to only 56% of people for other types of gambling advertising. Of people who reported buying a lotto ticket in the previous 12 months, 43% were found to hold a view that they had spent more on lotto as a result of seeing advertising (e.g., lotto jackpots or prize draws). Asian gamblers (36%) were additionally found to be more likely than European/other gamblers (12%) to indicate increases in gambling on activities other than lotto, as a result of seeing lotto adverting.

Very few studies have examined the impacts of lottery promotions on consumer behaviour. However, most studies of lotto purchasing across the world identify that lottery sales vary inversely with the expected price of the lottery ticket and positively with the size of the jackpot (e.g., Beenstock and Haitovski, 2001; Forrest et al. 2002). Peel (2010) additionally proposed that jackpot size was the most significant determinant of purchasing volumes. This itself may also explain some of the mass hysteria and large buy-in associated with extremely large jackpots.

A recent study by Kearney (2005) points to possible sources of consumer spending on lotto products. This study investigated consumer behaviour in the context of US State Lotteries. The study found, through analysis of multiple lottery expenditure data, that household lottery spending is financed primarily by a reduction in non-gambling expenditure. In other words, lottery purchases are not funded by a reduction in expenditure on other forms of gambling or leisure, rather are funded by a reduction in general household budgets.

This was also supported by findings that the introduction of State Lotteries was associated with an average decline of $46 per month or 2.4% in household non-gambling expenditure. Low-income households were found to reduce non-gambling household expenditure by an estimated 2.5% (on average) and by 3.1% when State Lotteries included ‘instant games’ (such as instant scratch tickets). Households recorded significant declines in expenditures relating to food, rent, mortgage and other bills.

Some interesting demographic trends were similarly apparent. Low-income lottery players were found to be more likely to buy ‘instant games’, compared to higher income players (38% in the lowest income bracket, compared to 19% in the highest income bracket). Accordingly, findings overall highlight that lottery products may impact lower income households and lottery advertising which stimulates large volumes of ticket sales may be associated with reductions in general household expenditure.

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Felsher et. al (2004) conducted a study which showed that 39% of people aware of lottery advertisements were more likely to purchase lottery tickets. Zhang (2004) also examined impacts from an econometric perspective. This study found that a 1% increase in ad spending increased lottery ticket sales between 0.1% and 0.24%. It is also noteworthy in this context that Mizerski et al. (2004) found no effect from advertising on lottery sales, once lottery markets had matured. Binde (2007) also noted that no studies have been able to definitively link lotto advertising ticket sale increases to concomitant increases in problem gambling.

Stearns and Borna (1995) are two of very few authors, who have analysed the content of lottery advertising to examine its effects on purchasers. Authors of the study postulated that many aspects of lottery advertising were inherently deceptive. In particular, content analyses identified that many lotto advertisements contained information which could be inferred as promoting solutions to financial and job problems, posing potential harms to vulnerable consumers. McMullan and Miller (2009) also reported findings of a content analysis of lottery advertising undertaken in Canada. One finding was that most promotions advocated a very strong ethos of winning through words, signs and symbols, yet rarely conveyed the actual odds of winning. The authors concluded that enticing players to huge jackpots and providing dubious depictions that winning is ‘life-changing’ was narrow and misleading and may be linked to certain aspects of at-risk gambling behaviour.

Griffiths (2005) argued that advertising for lotteries is fast persuading people that gambling is normal and socially acceptable, implying that purchasing lotto tickets is being essentially ‘normalised’ through use of advertising. In particular, the author cited recent examples of UK advertising and quoted slogans which were designed to make people think they have a chance of winning the jackpot rather than portraying the odds. This included suggestive words such as ‘It could be you’, ‘Everyone’s a winner’ and ‘Think Lucky’. The key marketing tactic was described to involve making people believe that what is almost impossible, is within their grasp.

Wood and Griffiths (2004) study of adolescent gambling on the National UK lottery and scratch cards also illustrated how young people’s perceptions of gambling develop due to advertising prior to direct behavioural experience. Several other studies have also demonstrated the impact of lotto advertising on the inclination of young people to purchase lotto tickets (e.g., Derevensky and Gupta, 2001; Felsher et al. 2004).

Landman and Petty (2000) examined counterfactual thinking in the context of lotteries. This involves examining how people compare ‘reality’ with the prospect of ‘what could occur’ if they win lotto. It was generally proposed that lotto advertising increases the salience of counterfactual thoughts and the more it does this, the more effective the advertising. In the case of the ‘poor’, such thinking was also proposed as potentially harmful, as the ‘reality’ of low income people is much less positive than those in higher income brackets. Accordingly, one area of future research was seen to be the need for studies examining how advertising impacts lower socioeconomic groups.

Guryan and Kearney (2008) examined the phenomenon of ‘lucky stores’ in relation to lotto. The authors showed that, following a win in a store, a ‘winning store’ would record a 12-38% relative sales increase and that this effect can remain stable for up to 40 weeks. Total sales were also described to increase proportionate to the jackpot size and were generally larger in areas with more economically disadvantaged communities. This was attributed to both advertising and consumer beliefs in ‘lucky stores’. The promotion of ‘lucky stores’ by lotteries was in turn seen to contribute to the consumer fallacy that lotto winning is non-random. The study interestingly found that the ‘lucky store’ effect was also more common in communities with higher numbers of school non-completers and more elderly people. It was then inferred that this may have implications for future

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advertising policy, as it suggests that myths about gambling may be more prevalent in such populations.

Also relating to the myth of ‘luck’, Adaval, Jiang and Cho (2009) conducted a study investigating the influence of ‘feeling lucky’ on lottery ticket purchases. Study participants were from Asian backgrounds, where the concept of luck had a particular cultural origin. An experiment showed that priming Asian consumers with lucky numbers influenced both their perceptions of personal luck and the positive affect they reported. Exposing consumers to lucky numbers also influenced their estimates of how likely they were to win a lottery, their willingness to participate, their evaluations of different promotions and the amount of money they were willing to wager in different financial situations. Accordingly, results suggest that, if luck-inducing strategies are used in the marketing and promotion of lotteries, it is likely that these may influence consumer participation and purchasing.

Impacts of gambling advertising – Racing and sports betting

Based on gambling expenditure, following electronic gaming machines and lotto, racing and sports betting is currently New Zealand’s third most popular type of gambling activity. A recent study of advertising awareness in New Zealand also highlights that approximately 30% of people aged 15 years and older are aware of sports betting advertising and 28% are aware of advertising related to horse and dog racing (Health Sponsorship Council, 2010).

In spite of wagering becoming an increasingly popular activity worldwide, there is a paucity of research which has examined the marketing and advertising of wagering products. There is wide recognition from a marketing perspective, however, that online channels are now the most profitable for delivering wagering and that consumer attendance at track racing is waning.

A study by the New Zealand Racing Board (2011) also highlights that public perceptions of the racing industry may be improving within New Zealand, with a reported 5% increase in ‘positive perceptions’ from 2010 to 2011 (NZRB, 2011). However, in spite of some improvements, the study also showed that most consumer perceptions of racing were still lukewarm or negative (respectively, 37% and 43% in 2011).

Content of the same publication highlighted a strategy by the Racing Board to use charity cricket matches and donations of a new Ambulance as sponsorship strategies for the wagering industry. There is similarly comment that the 2011 study findings suggested that one in three people who placed their ‘first bet’ ever had done so at the track, implying a view that promoting track attendance was an important ‘stepping stone’ into new betting markets.

The market profile of sports bettors is currently not well-understood from a marketing perspective. Xiang and Mowen (2009), however, are amongst the very few authors to have studied the motivations of sports bettors. According to the authors, people seeking sports betting have the main motives of money, social contact and self-esteem. The group is also high in competitiveness, impulsiveness, low in agreeableness and high in emotional stability.

The trait of impulsiveness is particularly interesting in the context of internet-enabled mobile phone betting. While only a single provider of online racing and sports betting is available in New Zealand (the NZ TAB), the proliferation of the internet and internet-enabled mobile phones implies that any user, anywhere in the world, can be exposed to advertising of online betting services. Global revenue from ‘mobile-gambling’ is also predicted to reach more than US$27.5 billion by 2013 (Juniper Research, 2008), with ‘convenience’ cited as the major uptake driver.

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LaPlante et. al (2008) studied betting behaviour in the context of the promotion of live odds during sports matches (based on a sample of 46,339 sports bettors). Betting patterns of all users and patterns of the most involved betters (top 1%) were also examined. While for the full sample, there was generally high consistency in betting practices over time (with limited evidence that bets escalated dramatically), live action betting by the most involved bettors varied dramatically, possibly indicating some influence of high gambling involvement and the promotion of live odds. It was then concluded that the interplay of live betting and very involved punters warranted further research attention.

As no studies have examined the advertising of sports betting, some recent examples from other jurisdictions offer some indirect learnings. Within Australia, for instance, there has been significant debate during 2011 about the potential harm of displaying live odds during sports matches. This has been in part driven by the significant increase in the promotion of live odds during sports events, the spruiking of odds by commentators and the fear that this is normalising gambling in children. The Council of Australian Governments (COAG) have also decided to take action to reduce and control the promotion of live odds during sports by introducing a 12 month period for bookmakers to rein in the activity (or risk regulation by June 2012).

Concern about increasing exposure of the New Zealand population to sports betting is also warranted due to a recent change in advertising policy of the social marketing web site Facebook. In August 2011, Facebook announced a move to open up online gambling advertising on Facebook, as long as activities are legally permitted in countries in which they are being offered. This is also said to include ‘sports books’ and other forms of online gambling.

While very little is understood about the effects of racing and sports betting advertising, globally, there is an increasing number of available channels for online wagering. While market penetration of sports betting is still well under other forms of gambling within New Zealand, learnings from other jurisdictions point to a need to consider the impacts of both online advertising and promotion of live odds during sports events, as key areas for further research and policy attention.

Impacts of gambling advertising – Casinos and table games

The attraction of casinos as gambling venues is well-established in research literature. Several studies have additionally examined how advertising of casinos can affect young people’s motivation to participate in casino gambling. Giacopassi, Stitt and Nichols (2006), for instance, examined the attraction of casinos from a youth perspective in a study of 48 under-age casino attendees. Findings showed that one of the key motivators to attending casinos included ‘curiosity’, the perception that casinos were ‘exciting’ and due to the availability of alcohol (particularly the availability of ‘free drinks’). One of the most interesting findings was also that many young people were introduced to casinos by parents and were initially attracted to casinos through the availability of entertainment and meals. The authors then concluded that this trend was not surprising, given the frequent newspaper and television advertisements portraying casinos as glitzy, glamorous and exciting.

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The emotional responses of gamblers to casinos have also been found to be influenced by casino design. Finlay et. al (2007) are some of very few authors to experimentally study how gambler emotions are affected by different casino designs. This indirectly provides insight into how consumers perceive casinos from a marketing perspective. Findings of the study showed that casinos with a ‘playground’ design generated higher levels of pleasure and arousal in gamblers and higher levels of at-risk gambling intentions (relative to more conventional ‘gaming’ designs).

The consumer value of casinos as ‘entertainment’ precincts has also been researched from a marketing perspective. Suh and West (2010) showed, for instance, that attracting greater numbers of patrons to entertainment shows in casinos had a positive effect on casino restaurant food and beverage sales. Lucas and Kilby (2008) identified that offering sporting and theatrical shows at casinos was a common practice with the intent to attract patrons with varied gaming interests. Lucas (2004) also found that marketing of ‘special events’ had a positive effect on blackjack revenues. Lam et. al (2011) examined the impact of the ‘servicescape’ of casinos on patron intentions to revisit and found that, even after controlling for gambling outcomes, patrons who rated the physical environment as attractive, were more satisfied with their gaming experience. Accordingly, together, such findings highlight the value of entertainment generally in attracting patrons to casinos.

The influence of television and online advertising of poker (a casino table game) on perceptions of the attractiveness of gambling at casinos was investigated in a study by Lee et. al (2008). Researchers additionally measured participant awareness of problem gambling harm-minimisation advertising, to see how this ‘balanced’ the effect of pro-gambling advertising. Intentions to visit casinos were used as an outcome measure. Findings of the research showed that exposure to advertising about gambling led to positive attitudes towards gambling shows and advertisements and both elements led to the intention to gamble at casinos. In contrast, exposure to problem gambling harm-minimisation advertising led to negative attitudes towards gambling advertisements generally and gambling style TV shows. It was then proposed that advertising to ‘de-normalise’ gambling could be viewed as a strategy to counter the effects of gambling television shows and advertisements. However, as the predictive power of harm-minimisation advertising was lower than the effect of pro-gambling advertising, the authors advocated that future problem gambling campaigns needed to be made more effective.

Quinn (2001) advocated the actions that casinos should take to reduce pathological gambling in the US. While the author acknowledged the need for casinos to build profitable businesses, large jackpots, inducements and reducing artificial stimulation within casino precincts (e.g., exciting sounds and lights) were described as measures with potential to reduce the onset of pathological gambling. A further suggested measure involved banning of alcohol from gambling areas. The widespread practice of casinos giving people free ‘inducements’ was also discussed in terms of its impact on pathological gambling. Research by Pike and Quinn (1997) was also cited, as providing evidence of some harmful effects of inducements. This study showed that inducements provided by casinos to video poker players had led them to gamble longer and more often than they had planned. There was a further argument presented that casinos needed to provide more information to patrons about gambling to enable more informed decisions about play (e.g., the odds of winning). The use of other forms of entertainment at casino precincts was similarly criticised as a means of keeping people gambling longer and was cited as harmful, based on results of the previous 1997 study. On this basis, removing entertainment from casino precincts was recommended.

Impacts of gambling advertising – Sponsorships

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The issue of sponsorship of gambling is an important consideration in the context of gambling marketing and advertising. The prohibition on trusts requiring anything in return for grants from non-casino gaming machines limits the scale and nature of sponsorships by gambling providers within New Zealand. However, a range of ‘associations’ between gambling providers and sports imply some level of sponsorship benefits. Key examples include sponsorship of sports teams by casinos, naming rights conferred on gaming machine trusts by grant recipients such as sports clubs and similar arrangements.

McKelvy (2004) makes comment that many professional US sporting organisations have increasingly ‘loosened’ policies which previously prevented alliances between sports and gambling. The paper suggests that there is a growing need for more scholarly research to determine the effects that gambling sponsorship has on attitudes and behaviours of consumers.

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A key example of a factor driving the increase was described as the First Nation casino ownership trend in the US. As a result of this trend, it was reported that ‘Gambling has shed its image as a corrupting vice and has been reconstructed as a socially acceptable leisure activity’ (Claussen & Miller, 2001). Dyall (2007) similarly makes note that invitations to Maori to casino openings within New Zealand may have created the impression that gambling is ‘safe’ for Maori and the public more generally. While perhaps only a soft type of ‘association’, this example still illustrates the potential harm of ‘association’ with gambling.

The increasing popularity of sports wagering has also been emphasised as a potential risk, due to its ‘association’ with sport. While not a formal sponsorship arrangement, the ‘association’ between gambling and sport may pose some risks to sports bettors. Possibly reflecting this, a survey by ESPN (2003) (a sports media company) found that nearly two-thirds of people in their twenties saw sports betting as ‘no different’ from buying a lottery ticket and 41% saw internet sports betting as ‘perfectly harmless’.

Another concern is the potential effects that any form of sponsorship may have on attitudes and behaviours of both adults and adolescents. While research on gambling sponsorships is sparse, a number of learnings have emerged from other research disciplines – particularly in relation to alcohol and smoking.

Kropp et al. (1999), for instance, examined differences in attitudes between smokers and non-smokers and beer drinkers and non-drinkers in the US, Canada and Australia. Study findings suggested that attitudes towards beer sponsorship were more positive than attitudes towards tobacco sponsorships, a distinction that was attributed to the greater ‘social acceptability’ of drinking compared to smoking. In addition, McDaniel and Mason (1999) also found that smokers were more likely to have positive attitudes towards sponsorship by tobacco companies, suggesting that the same corollary may apply to gamblers and gambling-sport market alliances.

Historical learnings are also available. In New Zealand, Hoek et al. (1993) found that a single exposure to tobacco sponsorship reinforced smoking amongst young New Zealand male school-aged smokers, created more favourable attitudes towards smoking among non-smokers and increased non-smokers’ brand awareness. Accordingly, this may suggest that, similar to advertising for other products, sponsorship may increase the potential for engaging in gambling.

A study by O’Brien and Kypros (2008) found negative effects of sponsorship on sporting team members. Sporting teams received discounted or free alcoholic products from sponsors and had higher AUDIT (alcohol disorder screen) scores than those not receiving free products. The study then concluded that hazardous alcohol consumption was associated with alcohol sponsorship, thus highlighting potential impacts on sports people.

Monaghan et. al (2008) reviewed the marketing techniques used by gambling advertisers and their influence on young people. The authors proposed that youth are particularly impacted by gambling advertising including through sports sponsorships, promotional products provided by sponsors (e.g., t-shirts and hats) and celebrity ‘endorsements’. A key recommendation was that companies and trusts that generate revenue from gambling should be banned from promoting or advertising their name and logos on sports teams and events. Moreover, a further recommendation was that gambling companies should be restricted from utilising product endorsements from any individuals who may appeal to young people.

A study by Maher et. al (2006) examined the type of sponsorships in sporting clubs within New Zealand. Sports examined were selected to represent the most popular sports for young people across New Zealand. Sponsorship information was then obtained by

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examining sponsorships on sports club web sites and a total of 107 web sites were reviewed. Of the top ten sponsors, five were identified as gaming machine trusts. Gambling was also found to be associated with a range of specific sports. This include gambling sponsorship for 32% of touch football clubs, 23% of soccer clubs and 22% each of cricket and netball clubs. Across all sports clubs reviewed, gambling was associated with 19% of total sponsorships. The authors also advocated that, in spite of research suggesting the need for a ‘good fit’ in sponsorships (i.e., for products to be congruent with sports), the association of ‘unhealthy products’ such as gambling with sports like touch were inappropriate. This was also because touch was very popular with Maori and Pacific communities, both of which were vulnerable communities from a health promotion perspective. The relatively high proportion of naming rights agreements by gambling trusts was also described as a ‘problem warranting further investigation by policy makers’. Reducing brand awareness of trusts was also seen to be best addressed through creation of a ‘blind fund’ to ensure that sponsorship money was not able to be linked to a particular funding body. Accordingly, while the effects of trust sponsorships is unknown, this highlights the need for further research investigation.

Cultural issues in relation to gambling marketing and advertising

The use of culture to build market attraction to products and services is well-established in marketing literature. This may include approaches such as use of certain actors in advertising (e.g., actors of a specific ethnic background), references to objects or symbols with cultural relevance and promotions using languages of target audiences. Leach and Liu (1998), for instance, found that incorporating content in advertising that was congruent with ‘cultural values’ increases the attractiveness of advertising concepts. In addition, this approach was described as more effective if cultures were ‘collective’, rather than individualistic in focus (i.e., in the study, the effect was found to be stronger in Taiwanese culture, compared to the US). Kim and Waller (2003) found in a survey of 1,014 Asian students that advertising relating to ‘addictive products’ was also less acceptable amongst Asian countries than within New Zealand. The authors recommended that marketers needed to show due care in advertising products which may cause cultural offence.

Dahl et al. (2003) advocated a consumer-oriented perspective to conceptualising the nature of ‘offensive advertising’. Offensive advertising was conceived as anything which violates norms. This was described as any advertising which transgresses laws or customs, breaches moral or social codes or outrages moral or physical senses. This highlights the difficulty of precisely defining what is ‘offensive’ to different cultures from an advertising perspective.

The use of culture in advertising presents a range of considerations in the promotion of potentially harmful products and services. While problem gambling prevalence has been estimated at 0.2% within New Zealand European/other ethnic groups, it is estimated at 1.7% for both Maori and Pacific people and 0.1% for Asian people within New Zealand (2006/07 New Zealand Health Survey).

Dyall (2009) advocates that ethnic cultures should not be targeted in advertising. She also references the use of Maori culture in the early establishment of New Zealand casinos and advocates the need for all cultures to be given an opportunity to consider the impact of incorporating culture into promotional activity. There is also recognition that New Zealand’s current advertising code does not offer protection for Maori or any ethnic communities harmed by gambling within New Zealand.

A number of cultural-specific issues also need consideration in the context of gambling advertising. Chan (2000), for instance, noted many of the issues experienced by Asian migrants during settlement. These were described to include poor social support, cultural barriers and frequently, financial hardship. All issues were noted to perpetuate the

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intention to gamble and increasingly, the reliance on gambling as a leisure activity. The cultural relevance of ‘luck’ to Asian communities is also significant. Adaval, Jianga and Cho (2009), as previously reviewed, found that exposing Asian consumers to ‘lucky numbers’ influenced their estimates of how likely they would win a lottery and the amount they were prepared to wager. This illustrates one of many cultural issues which indicates how concepts in advertising such as ‘luck’ may negatively impact Asian people. The disproportionate concentration of gambling around Maori, Pacific and increasingly Asian communities within New Zealand also raises the issue of increased risk from an exposure perspective.

While the views of different cultural groups about gambling advertising within New Zealand are not well-understood, the preceding review clearly demonstrates the need to consider the acceptability and potential harm of using culture in gambling advertising within ethnic communities. In particular, there is a need to develop a clear understanding of the types of practices which are appropriate and acceptable and those which may be culturally unacceptable or offensive.

From this perspective, the current study aimed to explore the effects of gambling marketing and advertising from both a cultural and whole-of-community perspective. Within this context, the following sections of the report present key findings of qualitative and quantitative research with New Zealand gamblers.

As a purely exploratory study, the purpose of the research was not to propose specific hypotheses about likely advertising effects, rather was to explore and investigate the possible impacts of marketing and advertising of New Zealand gambling products and services. Prior to presenting findings of the research, however, a scan of advertising guidelines and codes was undertaken and findings of the scan are presented in the next section.

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Key findings in summaryPossible vulnerabilities of problem gamblers from a theoretical perspective

Research in the field of problem gambling identifies a number of possible vulnerabilities of problem gamblers to gambling advertising from a cognitive and behavioural perspective. In particular, research shows that problem gamblers:

May make less rational decisions under conditions of ambiguity and take more risks

Hold false cognitive beliefs about gambling and make cognitive errors Frequently believe in ‘luck’ Are hyper-sensitive to rewards May gamble to ‘escape’

In addition, problem gamblers live in socioeconomically deprived areas of New Zealand. Accordingly, such factors may need to be considered in the context of gambling advertising.

Awareness of gambling advertising

Research suggests that awareness of gambling advertising is likely to be higher in people who play a greater number of gambling activities. Moreover, the effects of gambling advertising may also be greater in higher deprivation communities. Relative to gambling advertising, however, community awareness of gambling harm-minimisation advertising has been found to be lower.

Possible effects of gambling advertising – pokies signage

While no studies have examined the role of pokies signage on gambling behaviour, research may suggest that some problem gamblers could be ‘cued’ to gamble upon seeing poker machine signage. In addition, signage may also potentially lead to unplanned play (i.e., relapse) in recovering problem gamblers.

Possible effects of gambling advertising – lottery products

Lotto advertising is the most well-known type of gambling advertising within New Zealand. There is some research to suggest that exposure to lotto advertising may influence lotto spending, although the effect has been shown to be lower in more ‘mature’ lotto markets.

In addition, research suggests that lottery sales may be positively related to the size of jackpots. While more research is needed to understand precise effects of lotto advertising, one study suggests that lotto purchases may be funded by general household expenditure, rather than more discretionary gambling expenditure.

Research examining content of overseas lotto advertising has also highlighted that some lotto advertising:

May be promoting lotto as a ‘solution’ to financial and job problems Conveys a strong ethos of winning, without odds information Frequently depicts lotto wins as ‘life changing’ Uses words and phrases to lead people to think they may win or experience ‘luck’

Other research suggests that ‘counterfactual’ thinking may explain some effects of lotto advertising. This involves people comparing reality with the prospect of ‘what could be’.

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In addition, research highlights some potential for this effect to be greater for ‘poorer’ people, given the larger gap between ‘what is’ and ‘what could be’ (through a lotto win).

The concept of ‘lucky stores’ appears to influence the sale of lotto tickets and may contribute to the common misperception that gambling wins are non-random. Moreover, research also suggests that this fallacy may be more prevalent in lower-income communities and that Asians particularly may be ‘primed’ with lucky numbers in lotto advertising.

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Possible effects of gambling advertising – Racing and sports betting

While research suggests that around 30% of New Zealanders are aware of TAB advertising, a review of literature identified very few studies on the topic. However, some research and international trends pointed to the need to consider the live promotion of sporting odds as a potential issue for future policy and research attention. A study into betting practices of sports punters online also highlighted that advertising live odds information may be associated with some level of ‘inconsistent’ betting practices (implying the possible risk of live odds to consumers).

Possible effects of gambling advertising – Casinos and table games

Research suggests that young people may be attracted to casinos based on the perception that the venues are ‘exciting’ and offer alcohol. One study similarly reported that young people are often introduced to casinos by parents, because they are also ‘general entertainment precincts’.

A further study suggested that, while gambling advertising was associated with an intention to gamble at casinos, it was also found that showing harm-minimisation advertising negated the appeal of gambling advertising.

The final research insight of relevance to casinos concerned the topic of ‘inducements’ to gamble (as frequently offered by casinos). One study showed that providing ‘inducements’ to gamble may be associated with people gambling longer and more often than they had planned.

Possible effects of gambling advertising – Sponsorships

A review of literature revealed a number of possible effects of gambling sponsorships. A US study proposed that sponsorships may make gambling a more socially acceptable leisure activity. Parallels to NZ were also drawn between invitations of Maori to casino openings and similar practices in the US in the context of First Nation casino ownership. Both practices were described as presenting some risk to those communities.

While no research has examined the effects of sports sponsorships by casinos within New Zealand, research into sponsorships in fields such as alcohol and smoking present some parallels to gambling. In particular, research suggests that sponsorships by gambling providers may help improve the social acceptability and appeal of gambling. Risks to sports teams were also identified, given the supply of alcohol by sponsors to sporting organisations.

Within New Zealand, a recent study showed that five of the top ten sponsors of sporting clubs were gaming machine trusts and that gambling was associated with 19% of total sponsorships. Risks for people of Maori and Pacific backgrounds were also identified in sponsorships, as a large percentage of sports preferred by such communities were found to be sponsored by gaming machine trusts.

Cultural issues in relation to gambling marketing and advertising

Literature on cultural aspects to gambling advertising was considered from a research perspective. Research suggests that incorporating content in advertising which is congruent with ‘cultural values’ may increase the attractiveness of advertising. Findings similarly suggested that this effect may be greater for ‘collective’ rather than ‘individualistic’ cultures (e.g. Asian people).

The issue of ‘offensive’ advertising was also considered from a cultural perspective. While it has been found to be very difficult to definitively identify culturally ‘offensive’ advertising, the violation of cultural or societal norms was generally identified as the common trend.

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One author reviewed advocated the need for all cultures to be given an opportunity to consider the impacts of incorporating culture into any advertising. In this respect, comment was made about New Zealand’s current advertising code not offering protection for Maori or other ethnic communities affected by gambling.

With respect to Asian communities, difficulties with cultural integration and isolation during migration were identified as possible risk factors which may indirectly make Asian people vulnerable to gambling advertising (as they may show increased reliance on gambling as a leisure activity).

Together, research highlights the need to consider the potential harm of using culture in gambling advertising within ethnically-diverse communities and to understand the types of practices which may be culturally unacceptable or offensive.

SECTION 2:Global scan of

guidelines and codes relating to gambling

marketing and advertising

In developing an understanding of the possible effects of gambling marketing and advertising, it is useful to review the experiences of other jurisdictions. Within this context, the following section of the report presents a range of guidelines and codes relating to the advertising of gambling, developed in other countries across the world. Guidelines and codes reviewed in this section were selected based on their level of innovation in protecting consumers from the harms of gambling or due to their uniqueness in overall design. All materials were identified through a global internet scan.

While searches for gambling advertising guidelines and codes were undertaken for a range of Pacific and Asian countries, very few were actually identified. This is in part because commercial gambling advertising in many Asian locations (e.g., Korea, China and Singapore) is currently prohibited and because gambling in many Pacific nations is very limited or non-existent (e.g., Tonga).

In spite of this, a range of useful and frequently innovative general

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advertising guidelines and codes were identified as part of the scan. Many useful insights with possible future application to gambling advertising guidelines and codes within New Zealand were also identified.

Within this context, the following advertising guidelines and codes relating to the marketing and advertising of gambling products and services are presented:

Queensland Responsible Gambling Advertising and Promotions Guideline - Queensland (Australia)

Responsible Gambling Mandatory Code of Practice - Tasmania (Australia)

A review of gambling advertising requirements in other Australian jurisdictions

Gambling Industry Code for Socially Responsible Advertising - United Kingdom

Advertising Code of Practice - Singapore Other highlights from advertising codes and guidelines Key findings in summary

Queensland Responsible Gambling Advertising and Promotions Guideline – Queensland (Australia)In Australia, the advertising of gambling and betting is regulated on a State and Territory basis. The Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) was developed as part of the Queensland Responsible Gambling Code of Practice and is possibly one of the most advanced Codes relating to the advertising of gambling products and services.

The Guideline applies to all types of gambling advertising and promotions in Queensland including electronic media, sponsorships, point of sale materials, displays, subscriber and free-to-air TV and any other materials designed to communicate with the public. Content of the Guideline is particularly designed to ensure that gambling advertising does not adversely impact people affected by gambling and that all advertising and promotion is delivered in a responsible manner. Guidelines are shown in Box 6.

It is interesting to note that the Queensland Responsible Gambling Code of Practice makes explicit the definition of ‘Responsible Gambling’ to include the ability of consumers to make ‘informed decisions about their participation in gambling’, a clear link to gambling marketing and advertising information. The Guidelines specifically outlines that:

Gambling can be advertised and promoted as a form of leisure and entertainment which a person must be prepared to pay for, with money spent on gambling being an ‘entertainment cost’

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Gambling can be advertised and promoted as fun and enjoyable if engaged in responsibly

Box 6. Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005)Commits the gambling industry to ensure that any advertising or promotion:6.1 Complies with the Advertiser Code of Ethics as adopted by the Australian Association of National Advertisers6.2 Is not false, misleading or deceptive6.3 Does not implicitly or explicitly misrepresent the probability of winning a prize6.4 Does not give the impression that gambling is a reasonable strategy for financial betterment6.5 Does not include misleading statements about odds, prizes or chances of winning6.6 Does not offend prevailing community standards6.7 Does not focus exclusively on gambling where there are other activities to promote6.8 Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups6.9 Does not involve any external signs advising of winnings paid6.10 Does not involve any irresponsible trading practices by the gambling provider6.11 Does not depict or promote the consumption of alcohol while engaged in the activity of gambling6.12 Has consent of persons prior to publishing/causing to be published anything which identifies a person who has won a prize6.13 Incorporates, where appropriate, positive responsible gambling messages

The Guidelines also outline how adherence to the Code of Practice is assessed. Specific reference is made to an assessment of whether the content, ‘tone’ and structure of the advertising is consistent with the ‘spirit’ of the Code of Practice and consideration is also given to the potential impact of ‘implicit messages’.

Other aspects considered include the target audience and advertising placement (including the media type selected and the time of airing) and the impact of advertising on a person with a gambling problem or at-risk of developing a gambling problem. In this respect, the Guideline is explicitly designed to prevent harm to people at-risk. The Guideline also presents an overview of indicators of possible risk, as identified through the Queensland Household Gambling Survey (2001). Based on the study findings, it is then outlined that gambling advertising should avoid images or messages which promote any of the identified risk factors for problem gambling.

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Specific practices under the Guidelines are also detailed. Most noteworthy are the following (Table 7):

Table 7. Noteworthy descriptions of practices under the Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) – Queensland, Australia

Specific practices under the Guidelines Description of requirementsPractice 6.3 - Advertising or promotion does not implicitly or explicitly misrepresent the probability of winning a prize

Responsible advertising and promotion will emphasise the fun and entertainment aspect of gambling and not imply an individual promise/guarantee of winning. Advertising and promotions will not encourage the public to gamble by directly or indirectly misrepresenting the probability of winning a prize. Winning will not be presented as the probable or likely outcome in each playing instance or session of play. Advertising and promotional campaigns which show winning should be shown with a balance of winning and non-winning play images.

Practice 6.4 - Advertising or promotion does not give the impression that gambling is a reasonable strategy for financial betterment

Responsible advertising and promotion will not promote gambling as an easy and automatic:

Alternative to employment or earning an income Financial investment Way of solving financial problems Way to achieve financial security

Practice 6.5 - Advertising or promotion does not include misleading statements about odds, prizes or chances of winning

Responsible advertising and promotion will not make false promises/ statements about the odds, prizes or chances of winning. This includes not suggesting that skill can influence games that are really games of chance. Luck should not be used in advertising or promotion in a manner that implies winning is a probable or likely outcome. It is not appropriate to promote a venue or an individual as possessing intrinsic luck.Because chance only determines the outcome of any game, the following statements are absolutely true and should be observed when advertising or promoting gaming machines:

There is no method or play pattern that can have any effect on whether a game is a winning or losing one

Machines do not ‘adjust’ to compensate for a string of losing games or for a string of winning games

It is not possible to predict outcomes of the next game.

Practice 6.6 - Advertising or promotion does not offend prevailing community standards.

Responsible advertising and promotion will reflect decency, dignity and good taste and adhere to prevailing community standards.

Practice 6.7 - Advertising or promotion does not focus exclusively on gambling where there are other activities to promote.

Responsible gambling advertising and promotion will ensure there is a balance between messages about gambling and other activities offered by the gambling provider. If the advertisement is part of a series of advertisements that make up a campaign, this balance must be reflected across the campaign.

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Specific practices under the Guidelines Description of requirementsPractice 6.8 - Advertising or promotion is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups.

MinorsAdvertising and promotion related to gambling will not appear in media directed primarily at minors. Media selection and placement of television advertising will be in accordance with the Commercial Television Industry Code of Practice adopted by the Federation of Commercial Television Australia (CTVA).Persons depicted as gamblers in advertising and promotion should not be, or appear to be, minors. Advertising and promotion should not contain symbols or language that is primarily intended to appeal to minors. The use of animation should be monitored to ensure characters are not associated with animated characters on children’s programs. Celebrities or other testimonials, that would primarily appeal to minors, should not be used.Vulnerable or Disadvantaged GroupsAdvertising and promotion is not directed primarily at vulnerable ordisadvantaged groups by linking social and financial betterment togambling. Disadvantaged persons may include persons lacking social or economic access, due largely to inadequate income, an inadequate standard of living in terms of housing, food, clothing and health care and lacking opportunities to fully participate in society through education, employment and social pursuits. Vulnerable persons may include persons at risk of harm or harmful patterns of behaviour due to external influences or internal susceptibilities.

Practice 6.9 - Advertising or promotion does not involve any external signs advising of winnings paid.

External signs include signage able to be viewed from any external part of a gambling provider’s premises. This also includes signage not on the premises, irrespective of where the sign is placed in relation to the premises, such as highway billboards. Further, external signs can be taken to include signs displayed inside premises, allowing viewing from any external viewpoint, for example, through a window or glass wall.Where web pages are passive, they should be considered as internal promotion and Practice 6.9 does not apply.

Practice 6.10 - Advertising or promotion does not involve any irresponsible trading practices by the gambling provider.

The Code of Practice defines irresponsible trading practices as:The offering of an inappropriate enticement to customers that is in conflict with the objective of maximising responsible gambling and minimising problem gambling.Irresponsible trading practices are actions designed to persuade an individual to gamble in an excessive and irresponsible manner by offering inappropriate inducements. Such inducements may involve individuals who are persuaded to gamble who, in the absence of an inappropriate inducement, would not have otherwise.

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Specific practices under the Guidelines Description of requirementsThis may result in individuals being persuaded to gamble for longer periods of time and in a more excessive and irresponsible manner than they otherwise would have done. Inappropriate inducements therefore have the potential to impact on people who are at risk of, or have, a gambling problem.

Practice 6.13 - Advertising or promotion incorporates, where appropriate, positive responsible gambling messages.

An example of a positive message is ‘Keep gambling enjoyable, gamble responsibly’.

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Advertising and promotional guidelines are also provided for hotels, clubs, casinos, TAB and lotto. The intent is to give providers an idea about how best to comply with the Guidelines and to avoid non-adherence to the Guidelines.

Examples of practices deemed unacceptable for hotels, clubs and casinos are shown in Table 8.

Table 8. Examples of unacceptable advertising practices for Hotels, Clubs and Casinos - Queensland Responsible Gambling

Advertising and Promotions Guideline (March 2005) – Queensland, Australia

Guidelines Unacceptable practices - Hotels

Unacceptable practices - Clubs

Unacceptable practices - Casinos

6.2 Is not false, misleading or deceptive

Advertisements or promotions that imply that people can exercise skill and control over the outcome of a certain game, where they cannot e.g., ‘Match your wits against...’

Any advertisement or promotion that is not based on fact e.g., ‘The hotel with the best odds.’

Advertising or promoting gambling products and services in a way that constitutes a breach of the advertising code of ethics, such as:

Promoting the misconception that there is a greater chance of winning at your club than at any other gambling venue in the local area

Portraying erroneous beliefs, through words and images and either explicitly or implicitly that gambling is ‘sexy’ or ‘macho’

Gambling advertisements that imply that players can win after losing many times. For example:

‘Your time to win is coming up’

‘Hang in there and you’ll win sooner or later’

‘Chances are … you’ll win sometime’

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6.3 Does not implicitly or explicitly misrepresent the probability of winning a prize

Statements, graphics or other content which may suggest that gambling can be a means of paying for household essentials e.g., education, groceries, utilities, rent or mortgage payments

Any promotional activity or advertisement with an undue focus on winning e.g., ‘WIN WIN WIN’

Using statements, graphics or images that could be interpreted either explicitly or implicitly as influencing the probability of winning a prize, such as:

‘the club has made winning easier’

‘WIN $$$ WIN $$$ WIN $$$$’

Using language or imagery that depicts:

Large wads of $100 notes in gambling advertisements and promotions

Lady jumping out of a gaming machine with a fist full of cash

6.4 Does not give the impression that gambling is a reasonable strategy for financial betterment

Statements, graphics or other content which may imply that gambling can be an alternative means of income e.g., ‘Buy that new boat with a flutter…’

Promoting gambling as a guaranteed and quick way to get rich or as a useful strategy for retirement savings

An advertisement or promotion which depicts someone giving up their job as a result of a big win at the casino

An advertisement or promotion which depicts someone as wealthy and successful and suggests that this wealth and success is a result of – or is linked to – their attendance at the casino

An advertisement or promotion which depicts someone paying off bills or school fees or loans with their gambling winnings from the casino

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6.5 Does not include misleading statements about odds, prizes or chances of winning

Any advertisement or promotion that is confusing or ambiguous to a regular patron.Any advertising or promotion which may misrepresent the chances of winning a prize (e.g., ‘Everyone will win’).Omitting terms and conditions or expiry dates from advertisements or promotional information.

Implying that the venue or a person is ‘lucky’ or has the necessary physical or mental attributes that could increase their chances of winning through the use of common fallacies/superstitious beliefs – e.g., the venue is ‘lucky’

Using language that may imply that customers could win the total jackpot possible.Supplying incorrect odds or supplying information in difficult to understand language.Refusing to supply odds of games to customers or making them difficult to access.

6.6 Does not offend prevailing community standards

Advertisements or promotions which:

are sexually explicit or provocative in nature

may offend people from different religious or ethnic backgrounds

are linked to alcohol or drugs

may offend minority groups

involve minors, or any person reasonably construed as being under 18 years, in any stage or aspect of gambling.

Communicating in words and images, either explicitly or implicitly, messages such as:

One’s social, financial or sexual success and general abilities can be attributed to gambling

It is okay for children to participate in picking numbers for races or other number type games

Gambling is more challenging or enjoyable if it is pursued with alcohol

Only certain people (e.g., minority groups) have a problem with gambling

Using images of minors gambling or picking numbers.Exceeding the relevant regulatory and advertising codes/guidelines (e.g., placing adult theme advertisements in general exhibition time slots)Suggesting that enhancement of one’s social, financial or sexual success and general abilities can be attributable to gambling.

6.7 Does not focus exclusively on gambling where there are other activities to promote

External advertisements which focus exclusively on gambling or are dominated by gambling.

Making gambling products and services the dominant part of any advertising or promotional campaign. External advertisements which focus exclusively on gambling.

Promoting gaming machines as the only entertainment activity available at a casino property.

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6.8 Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups

Any advertisement or promotion which contains graphics, imagery or text which would ordinarily attract minors or disadvantaged groups

Suggesting in words and images and either explicitly or implicitly that the following people are especially welcome to gamble at the club:

minors people who need

cash or have difficulties paying bills

unemployed

Use of celebrities or other testimonials that would primarily appeal to minors.

6.9 Does not involve any external signs advising of winnings paid

External signs that advise of winnings paid e.g., A-frame sign on footpath, banner on roof or advertisement stating ‘Payouts so far this month = $XXX,XXX’

Put signage outside the club or in an area that is visible from outside to show the major amounts won in a previous period, such as:

A-frame sign on footpath

banner on roof advertisement

stating payouts so far this month = $XXX,XXX

Advertising externally ‘coin out’ or ‘turnover’ as winnings paid.

For example, information on or in any media like:‘Major jackpots so far this year: $26,000; $28,000; $32,000; $52,000; $29,000’

6.10 Does not involve any irresponsible trading practices by the gambling provider

Irresponsible inducement linked to an advertisement e.g., ‘$5 free coins redeemable only in the gaming room’The offer of free or discounted alcohol for gambling patrons only(e.g. ‘gaming room happy hour’)The offer of a free meal only for gaming patrons e.g. free breakfast for gaming patrons before 10am.

Offering free or discounted alcohol for gambling patrons only (e.g., gaming room happy hour)

Offering customers improper inducements to gamble. Examples of irresponsible trading practices include offering free money, gaming machine credits or prizes conditional on increased or more intensive play.

6.11 Does not depict or promote the consumption of alcohol while engaged in the activity of gambling

Advertisements or promotions which suggest consumption of alcohol whilst engaged in a gambling activity.

Showing images such as alcohol being served at gaming machines and players holding a glass containing alcohol.

a) Using images of individuals drinking and gambling.b) Running a joint promotion with an alcohol supplier to promote the consumption of alcohol in association with gaming activities.

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6.12 Has the consent of the person prior to publishing or causing to be published anything which identifies a person who has won a prize

Publishing the details of a person who has won a prize without their express consent.

Ignoring requests by players to safeguard their privacy when they win a major prize.

Displaying a person’s identity/image without their consent and without their knowledge.

6.13 Incorporates, where appropriate, positive responsible gambling messages.

Using an irresponsible message in an advertisement or promotion (e.g., ‘More chances to win’).

Using responsible gambling messages in gambling advertising promotions in an ambiguous or misleading way, such as ‘play responsibly to win big’.

No examples outlined.

Examples of gambling advertising practices deemed unacceptable for lotto and TAB products are shown in Table 9.

Table 9. Examples of unacceptable advertising practices for Lotto and TAB - Queensland Responsible Gambling

Advertising and Promotions Guideline (March 2005) – Queensland, Australia

Guidelines Unacceptable practices - Lotto

Unacceptable practices - TAB

6.2 Is not false, misleading or deceptive

Advertising that implies that one person will win the entire Saturday Gold Lotto first division prize pool (e.g., ‘Play Lotto and win $22 million, as it is unlikely that one person will win the entire amount’). Issuing information about frequently drawn numbers without a plain English explanation as to the randomness of a gaming event.

Using language that may imply that customers may win the total jackpot amount if they select the correct outcome (First 4 or Footybet).

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6.3 Does not implicitly or explicitly misrepresent the probability of winning a prize

Using superstitious themes (such as ‘Luck of the Irish’ or ‘Black Friday’) or the word ‘lucky’ on Instant Scratch-Its tickets and in advertising and promotions in a manner that implies that winning is a probable or likely outcome.Golden Casket advertising and promotional campaigns showing only winning images. For example, all Instant Scratch-It campaign advertisements only featuring winning images and no advertisements focusing on the dreaming or enjoyment of play aspects.

Using language that ‘winning is easy’, ‘have a bet and win’ or ‘today is your lucky day’.

6.4 Does not give the impression that gambling is a reasonable strategy for financial betterment

Suggesting that lottery entries are an alternative to investment, e.g., ‘Would you like to invest your money in buying a lottery entry?’.Promoting gambling as an easy and automatic way to pay off bills.Using imagery and text in advertisements which imply that customers can relieve their personal, physical and financial pain and anguish by buying lotto entries.Using images and words such as ‘Play the lottery game and you can give up your job’.

Using language that would imply that winning at the TAB is another way to earn an income or winning at TAB may alter your living standards.

6.5 Does not include misleading statements about odds, prizes or chances of winning

Supplying incorrect odds or supplying information in difficult to understand language.

Advertising in a way that misleads or misrepresents the actual chance or odds or winning.

6.6 Does not offend prevailing community standards

Suggesting that enhancement of one’s social, financial or sexual success and general abilities can be attributable to gambling.

Use of images and words that are overtly sexual in nature.

6.7 Does not focus exclusively on gambling where there are other activities to promote

No examples provided. No examples provided.

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6.8 Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups

Conducting a direct mail campaign that specifically targets extremely disadvantaged areas - e.g., those areas that are known to exhibit unusually high levels of people who:

have a mental disability or illness

are unemployed are known to be having high

levels of financial difficulties

Sponsor/support clubs, organisations or schools that are made up of minors.

6.9 Does not involve any external signs advising of winnings paid


6.10 Does not involve any irresponsible trading practices by the gambling provider

Encouraging people to purchase unreasonably high levels of lottery products in order to win a promotion. An agency staff member aggressively pushing a customer to participate in gaming machine activity.

Offering customers improper inducements to bet.

6.11 Does not depict or promote the consumption of alcohol while engaged in the activity of gambling

Sponsorships or partnering of brands to specific alcohol related products such as joint Instant Scratch-It and beer promotions in an irresponsible manner.

Running a joint promotion with an alcohol supplier to mutually promote goods and services.

6.12 Has the consent of the person prior to publishing or causing to be published anything which identifies a person who has won a prize

Not ensuring that a winner who is elderly or whose first language is not English understands their rights to privacy when winning a major prize.

Taking footage of customers without their knowledge for advertising and promotional purposes.

6.13 Incorporates, where appropriate, positive responsible gambling messages.


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Special considerations for disadvantaged groups are also outlined under the Guidelines with examples of unacceptable practices provided. This includes a number of practices which are deemed unacceptable for disadvantaged groups (Box 7) and for Culturally and Linguistically Diverse (CALD) communities and for people who are mentally impaired (Box8).

Box 7. Examples of unacceptable practices for casinos – Socioeconomically disadvantaged groups

a) Sending correspondence or promotional material to gambling customers who are excluded or known to have formally requested that this information not be sent.b) Running promotions with the express purpose of attracting low income groups to come when they have moneyc) Entertainment opportunities for a particular group (e.g., seniors) that offer cheap entertainment that is conditional upon gambling.d) Gambling advertisements or promotions which appeal to the vulnerabilities of those from low socio-economic areas or those financially disadvantaged, by linking social and financial betterment to gambling.e) Depicting someone on a pension (e.g., disability pension due to a mental illness of physical disability) or someone on social security payments experiencing a significant improvement in their wealth and way of life as a result of their winning a jackpot at the casino.f) Targeting low socio-economic areas with advertising and promotional material which suggests that gambling is a reasonable strategy for financial betterment. For example: An advertisement or promotion which depicts someone giving up their job as a result of a big win at the casino. An advertisement or promotion which depicts someone as wealthy and successful and suggests that this wealth and success is a result of - or is linked to - their attendance at the casino.

(Source: Queensland Responsible Gambling Advertising and Promotions Guideline - March 2005)

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Box 8. Examples of unacceptable practices for casinos – Culturally and Linguistically Diverse Communities and Mentally Ill

a) Gambling advertisements or promotions which appeal primarily to Culturally and Linguistically diverse (CALD) communities which do not comply with the requirements of this Guideline. For example:

A gambling advertisement or promotion which contains implicitly misleading information—imagery, written or verbal—about the chances of winning major prizes which is published in magazines and newspapers primarily read by Vietnamese and Chinese speaking people

A gambling advertisement or promotion which suggests that the casino gaming machine area has been designed according to Feng-Shui principles, and so is “luckier” or more likely to result in more wins for players than other gaming areas not so designed.

b) An image on a gambling advertisement which shows someone engaging in a culturally superstitious behaviour—such as rubbing a Buddha statue for luck or using a ‘lucky’ colour—and suggesting that this resulted in their winning (Suggesting culturally specific superstitious practices are strategies that can be employed by people if they wish to improve their chances of winning at the casino.)

c) Gambling advertisements or promotions which appeal primarily to CALD communities which target the particular vulnerabilities of these communities. For example:

A gambling advertisement or promotion which depicts a CALD person engaging in some cultural superstitious practice like reading tea leaves, consulting an oracle or opening a fortune cookie and then depicting them winning at the casino as a result

Placing a promotion in a Vietnamese language newspaper or magazine which says that if you are Vietnamese and bring the coupon to the venue, you can receive $20 worth of free pokies credit.

d) Gambling promotional material sent to a person who has self-excluded from the venue.

(Source: Queensland Responsible Gambling Advertising and Promotions Guideline - March 2005)

Responsible Gambling Mandatory Code of Practice -- Tasmania (Australia)The Responsible Gambling Mandatory Code of Practice for Tasmania is a new Code of Practice which outlines a number of specific advertising requirements for gambling providers. Developed by the Tasmanian Gambling Commission, the Code of Practice will become effective from September 1, 2012.

Gambling licence holders must ensure that gambling advertising is conducted in a manner that takes account of the potential adverse impact that it can have on minors, people with gambling problems, people at-risk of developing gambling problems and the community.

The Code of Practice covers advertising relating to gaming machines, table games, keno, wagering (online and offline) and lotteries. It has a number of interesting requirements including not showing people under 25 years in advertising and not displaying any gaming machine sounds in advertising (Refer Box 9).

Box 9. Responsible Gambling Mandatory Code of Practice (Tasmania, Australia) – Gambling

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advertising requirements

All gambling advertising must: 1.1 Comply with the Code of Ethics adopted by the Australian Association of National

Advertisers 1.2 Be socially responsible and consistent with the expectation that gambling will be

conducted responsibly so as to minimise harm 1.3 Not be offensive or indecent in nature, and not offend prevailing community standards 1.4 Not be false, misleading or deceptive, including not misrepresenting the odds, the

probability of winning a prize, or the prizes that can be won 1.5 Not give the impression that gambling is a reasonable strategy for financial betterment

or enhancing social situation 1.6 Not challenge or dare a person to play 1.7 Not suggest that skill can influence games that are games of chance 1.8 Not show or promote the consumption of alcohol while engaged in the activity of

gambling. Any gambling advertising that shows the incidental consumption of alcohol in a gambling venue must reflect responsible customary behaviour and must be accompanied by a message which highlights the dangers of gambling whilst intoxicated

1.9 Not encourage or target people under 18 years of age to gamble 1.10 Not show people that are under 25 years of age in gambling advertising unless: a)

their appearance is incidental as part of a natural situation; and b) they are not located in a gambling venue; and c) there is no implication that the person will participate in gambling

1.11 Not be directed at vulnerable or disadvantaged groups, where people may not have a capacity to fully understand the information, such as refugees or people with intellectual disabilities

1.12 Not procure, incite or encourage a person to commit an offence 1.13 Include responsible gambling messages in all media advertising that incorporates the

name and telephone number for the Gambling Helpline, to a size and form as approved by the Commission

1.14 Not be directed at or provided to excluded persons 1.15 Not involve irresponsible trading practices 1.16 Not violate confidentiality relating to, or the privacy of, players without the consent of

the player 1.17 Not occur on television and/or radio between: a) 6:00am - 8:30am and 4:00pm -

7:00pm weekdays; and b) 6:00am - 8:30am and 4:00pm - 7:30pm on weekends. Exemptions are: a) advertising during a racing or sports broadcast; and b) advertising that focuses specifically on entertainment/dining facilities and does not depict gambling

1.18 Sounds associated with gaming machine operation must not be included in any television or radio advertising.

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In addition to general requirements for advertising, a specific section is also allocated to the topic of ‘inducements’ which are considered a type of gambling promotion (Box 10). Gambling licence holders must not provide inducements that may lead to problem gambling or exacerbate gambling problems. This includes persuading people to gamble when they wouldn’t gamble normally or gambling outside of normal gambling patterns.

Of particular note is the practice to set a limit on the size of monetary inducements offered to $10 and a requirement for vouchers to be redeemable for more than just gambling. A minimum validity period of 30 days is also set, presumably to avoid possible harms associated with repeat visits. However, there is acknowledgement that the requirement does not apply to ‘premium players’ (as defined by the Tasmanian Gambling Commission).

The other interesting requirement is that customers must not be required to personally attend monetary prize draws over $1,000, presumably also preventing excessive expenditure during waiting periods for major draws.

Box 10. Responsible Gambling Mandatory Code of Practice (Tasmania, Australia) – Requirements relating to inducements

2.1 Incentive-based sponsorship must not be offered

2.2 People must not be offered free vouchers (or tokens and the like) of a value greater than $10 which can be used for gambling purposes. This includes multiple vouchers at the same time where the combined value would exceed $10. Any voucher or token, regardless of the amount that it is issued for, must be redeemable for services other than just gambling, for example, accommodation, dining or entertainment. Any voucher offered, other than for a specific event, must be valid for a minimum period of 30 days. This practice does not apply to premium players as defined by the Commission.

2.3 People must not be offered free or discounted alcohol for consumption on the premises (including vouchers for the purchase of alcohol) as an inducement or a reward for gambling. This practice does not apply to private gaming areas at a casino, to players participating in a casino table gaming tournament or where alcohol is provided with food at a location outside of a gaming area.

2.4 People must not be required to gamble more than $10 for a specific period of time in order to receive an inducement, obtain a prize or enter a specific prize draw. This practice does not apply to premium players as defined by the Commission.

2.5 An entrant in a promotional prize draw, where the value of any individual prize is greater than $1000, must not be required to attend the draw in order to win a prize in that draw.

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A review of gambling advertising requirements in other Australian jurisdictionsA number of noteworthy requirements relating to gambling advertising are used in other jurisdictions of Australia. Table 10 highlights jurisdictions with more innovative approaches. These include both legislative approaches to gambling advertising regulation and advertising requirements under Gambling Codes of Practice.

Table 10. Advertising requirements for gambling across Australian states and territories

Jurisdiction Notable requirements across different Australian states and territories

NSW The Gaming Machines Regulation 2010 prohibits the display of any outdoor sign that advertises approved gaming machines (Part 3, Division 4, Clause 47). In addition, a registered club may only send promotional material that contains gaming machine advertising to club members if the:

member has expressly consented to receiving the promotional material and that consent has not been withdrawn

promotional material contains a statement to the effect that player activity statements are available on request

promotional material contains a problem gambling notice promotional material contains a statement to the effect that the

member may at any time withdraw his or her consent to receiving any further promotional material

promotional material includes information or advertising apart from gaming machine advertising

club keeps a written record of the member’s consent to receiving the promotional material

Advertisements for other gambling similarly have various controls. For instance: advertisements for wagering, lotteries and the Sydney casino must not

transgress community standards, encourage a breach of the law, or depict children

wagering products and the casino must not promote the consumption of alcohol while gambling

advertisements for wagering, lotteries and the casino must contain a number for Gambling Help

Victoria The Gambling Regulation Act 2003 states that a gaming machine operator (or person) must not publish or cause to be published any gaming machine advertising outside the gaming machine area of an approved venue. This refers to any form of advertising that promotes or is intended to promote the playing of gaming machines (excluding problem gambling and technical information). Displaying a gaming machine related sign is also not allowed. This refers to any sign (expressed in words, symbols or pictures) that:

draws attention to the availability of gaming machines for gaming or; uses terms or expressions often associated with gaming machines

However, outdoor directional signs (e.g., in car parks, building entrances) of 0.3m2 maximum are permitted under the Gambling Regulation (Signage) Regulations 2005, as exceptions to the above, as are general outdoor advertising signs (with the exception of those on freeways or arterial roads).

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All states/territories

The Australian Commercial Television Industry Code of Practice (2010) currently prohibits gambling advertising during children’s TV viewing hours. However, some exceptions apply and lotto advertising is currently one exception (and is allowed during Children’s TV hours) and has been recently recommended by the Australian Productivity Commission (2010) for review.

‘Except for a commercial broadcast in news, current affairs or sporting programs, a commercial relating to betting or gambling must not be broadcast in G classification periods Monday to Friday, nor on weekends between 6.00am and 8.30am, and 4.00pm and 7.30pm. A commercial relating to betting or gambling does not include a commercial relating to such things as Government lotteries, lotto, keno or contests’.

Northern Territory

The Northern Territory Code of Practice for Responsible Gambling (2003) states that advertising and promotions are to be delivered in an honest and responsible manner with consideration given to the potential impact on people adversely affected by gambling. Specific requirements include:

Advertisements must comply with the Advertising Code of Ethics and relevant Codes of Practice for television advertising

Advertising and promotions shall not be false or deceptive, particularly with respect to the chances of winning a prize and the return to player

Advertising, marketing and promotions must accurately detail prizes on offer and the game results available

No advertising produced by any gambling provider is to give the impression that gambling is a reasonable strategy for financial betterment

Advertising displays and point of sale material for gambling products must not be directed at minors, portray minors participating in gambling, or be set up in an area specifically to target minors

Advertising displays at the point of sale are to have on or within sight of them appropriate problem gambling warning signage in a clearly visible manner

Advertising of individuals’ winnings paid should only be displayed within the gambling provider’s premises

For Internet/Telephone Sports Bookmakers and Online Gaming Licensees: Advertising of winnings paid should only be displayed on the provider’s internet site

Gambling providers are not to verbally urge non-gambling customers to buy gambling products

For Internet/Telephone Sports Bookmakers and Online Gaming Licensees: Gambling providers are not to verbally urge non-gambling residents to buy gambling products

Western Australia As Western Australia only has pokies in a single casino, advertising guidelines have been developed for other gambling products. The Responsible Wagering Code of Practice (2009) outlines a number of advertising requirements. These are that advertising:

Is not false, misleading or deceptive, particularly in relation to winning Is in good taste, does not offend community standards and does not

involve or encourage minors to participate Does not broadcast during programs targeted specifically at children

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Does not depict or promote the consumption of alcohol while engaged in the activity of wagering

Does not give the impression that wagering is a responsible strategy for financial betterment

Does not offer inducements or promotions that encourage irresponsible or excessive wagering by a consumer

Prizes for competitions do not incorporate (1) cash in a form where it can be immediately reinvested (2) alcohol; or (3) betting vouchers or tickets to a value greater than $100

Avoids cooperative advertising with companies whose predominant products are children’s products/activities; and

Complies with legislative/regulatory requirements and advertising codes of practice

Australian Lottery Blocs Code of Practice

The Australian Lottery Blocs Code of Practice (March 2011) has been signed as an agreed Code of Practice for Lottery providers in many Australian jurisdictions. Requirements include:Advertising will be conducted in a responsible manner in according with relevant advertising requirements contained within lottery industry legislation, licences, acts and regulations. This includes:Advertising requirements

Advertising will not be false or misleading, particularly in relation to the chance of winning

Advertising will not be of an offensive or indecent nature Advertising will not be targeted to minors or people not of legal lottery

playing age Advertising will not be explicitly or exclusively directed at vulnerable or

disadvantaged groupsConsumer information requirements

To ensure players can make an informed choice about their participation in lottery games, information will be available regarding the prizes on offer and the chance of winning prizes

The relevant rules relating to the lottery games on offer will be made available to players

Information regarding player support services will be readily available Winners of major lotteries prizes will be encouraged to seek independen

t financial adviceabout managing their win

South Australia The South Australian Advertising (Authorised Interstate Betting Operators) Code of Practice (June 2009) outlines a number of requirements for gambling advertising which include that advertising:

is not directed at minors does not portray minors participating in gambling activities is not explicitly or exclusively directed at vulnerable or disadvantaged

groups (including recovering problem gamblers)

does not promote gambling as a means of funding routine household purchases or costs of living (including mortgage repayments and rent or education and clothing costs) or for relieving financial or personal difficulties

does not promote gambling as a means of enhancing social standing or employment, social or sexual prospects

does not make claims related to winning or the prizes that can be won - that are not based on fact; or that are unable to be proven; or that are

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Jurisdiction Notable requirements across different Australian states and territoriesexaggerated

does not state or imply that a player’s skill can influence the outcome of a gambling activity;

does not associate gambling with excessive alcohol consumption does not exaggerate the connection between the gambling activity and

the use to which the gambling provider’s profits may be put; and does not draw attention to any inducement to gamble

In addition, in relation to advertising on radio or television, gambling products must not be advertised during the following periods:(a) for radio advertising, between 6.00am and 8.30am, Monday to Friday (both days inclusive)(b) for television advertising, between 4.00pm and 7.30pm, Monday to Friday (both days inclusive)

The South Australian Gaming Machines Advertising Code of Practice also outlines interesting requirements relating to gambling advertising including:

The need to avoid sounds of gaming machines (including coin drops) The need to include sufficient information to allow a reasonably

informed person to understand the overall return to player

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Gambling Industry Code for Socially Responsible Advertising – United Kingdom

The Gambling Industry Code for Socially Responsible Advertising was published in August 2007 and was collectively developed in conjunction with the gambling industry. One stated objective of the Code is ‘protecting children and other vulnerable persons from being harmed or exploited by gambling’.

In the UK, permission to advertise gambling is restricted to operators licensed by the UK Gambling Commission. Operators must comply with advertising codes of practice which apply to all forms and media through which gambling services are advertised. All Codes cover both the content and placement of advertising to ensure that gambling advertising is socially responsible.

Areas covered by industry codes of practice relate to:

social responsibility messages display of gambleaware website broadcast media – messaging television advertising – watershed bans on children’s merchandising as part of sporting sponsorships

In the section of the Code ‘Social Responsibility Messaging’, there is a stated view that the case for having educational or warning messages in advertising of gambling is ‘not clear cut’. However, the Code errs on the side of caution and outlines a requirement for operators to include a common strap line or to direct consumers to a source of information about responsible gambling. For this purpose, the www.gambleaware.co.uk social marketing site is recommended (including in broadcast advertising) with a direction – ‘For more information and advice visit…’.

The decision to include additional educational messaging in gambling advertising is currently optional in the UK, however, it is recommended to include warnings such as the following as part of advertising:

Don’t let the game play you Bet with your head, but not above it Know your limit and play within it Please play responsibly Gamble for fun, not to win.

Promotion of operator licensing is also requested to assist consumers to identify legitimate forms of gambling. This includes use of words such as ‘Licensed by the Gambling Commission (Great Britain)’.

The Code similarly requires that new gambling products should not be advertised in television before the commonly accepted watershed time of 9pm. However, an exception is interestingly made for sports betting in recognition that most sports events would commence prior to this time.

In relation to sports’ sponsorship, there is also a requirement that advertising of adult-only gambling products or product suppliers should never be targeted at children (including allowing their logos or other promotional material to appear on any merchandising designed for use by children).

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http://www.gambleaware.co.uk/

To monitor compliance against the Code, a review group has been established comprising representatives from all gambling sectors to both monitor and review possible breaches of the Code, to receive complaints and where necessary, to seek advice from problem gambling experts on issues pertaining to the Code. If issues cannot be resolved, Government has a legislative power to make requirements legally enforceable.

Advertising Code of Practice - SingaporeThe Casino Control Act and Casino Control (Advertising) Regulations 2010 contain a number of regulations that were developed to support casino promotions associated with the new casino in Singapore. Regulations prohibit the publication and distribution of casino advertisements in Singapore, however, permit very limited advertising such as:

Use of directional signage The publication or dissemination of interviews or media releases given by a casino

operator, licensed special employee or licensed promoter to any print or broadcast media organization

The public acknowledgment of sponsorships by the casino operator The publication or distribution of any printed publication whose principal market is

not Singapore

Advertisements must also comply with the following specific conditions:

(a) the advertisement contains factual information only;

(b) the factual information in the advertisement is accurate and capable of being substantiated, and is not exaggerated, false, misleading or deceptive;

(c) the advertisement does not contain any information on the games played in a casino, the playing of games in a casino or the winnings of patrons of a casino, including any testimonial from any patron on his winnings from playing any game in a casino; and

(d) the advertisement does not contain any express or implied inducement, suggestion or encouragement to play any game in a casino.

This highlights a very strict approach to gambling advertising in Singapore. As advertising is generally not permitted, this has removed the need for specific codes and guidelines to assist the casino to develop advertisements. It is also interesting to note how Singapore is additionally protecting consumers in other jurisdictions through very strict advertising regulations.

Singapore’s radio advertising and sponsorship code also outlines an interesting general advertising guideline that relates to cultural issues in the country. Under the guideline:

Advertisements should not contain statements or suggestions that may offend the sensitivities of any racial or religious group, and should not depict any race or religion in a flippant, frivolous or inaccurate manner

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Advertisements should not make use of the beliefs or practices of any religion to sell products or services. This includes prayer excerpts and religious messages.

Radio advertising guidelines in Singapore (as developed by the Media Development Authority of Singapore) also outline the need to:

Clearly identify sponsored programs in radio advertising to allow listeners to distinguish between a radio program and a radio advertisement. For example, broadcasters should identify such advertisements at the beginning and at the end

Advertisements on contraception are not acceptable for broadcast, as radio reaches out to all audiences, including children

Broadcasters should not accept sponsorship from products, services and establishments that are not acceptable for advertising (e.g., tobacco products, contraceptive and casinos).

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Other highlights from advertising codes and guidelinesA number of special highlights from advertising codes and guidelines from across the world were also identified:

Advertising Code of Loto Quebec - One of the features of the Loto-Québec Advertising Code is that it does not target any ethnic or minority group in the promotion of its products. This also extends to sexual stereotypes, women and religions. In addition, it not only prohibits promotion of lotto to minors, but also prohibits use of symbols, language, gestures or voices in advertising (or related) which may appeal to minors. A further aspect is that the code requires that information be provided to players on the rules of games, the chances of winning and return rates and that harm-minimisation messages are presented in advertising

China Responsible Marketing Code – a new China Responsible Marketing Code has just been developed in early 2011. While gambling advertising in the country is not legally permitted, special parts of the new code point to a number of harm-minimisation principles. These are that:

Marketing communications should be distinguishable, legal, honest, truthful and decent. They should comply with good traditions of Chinese society, cultural norms and morality and show respect for different ethnicities, religions, genders, sexual orientation and vulnerable groups. The content of marketing communication should not encourage vulgarity, play on superstition, or promote unlawful or anti-social behavior, and should not be harmful to state and public interests

Descriptions, claims or illustrations relating to verifiable facts in a marketing communication should be capable of substantiation. Marketing communication should not abuse consumers’ trust and lack of experience or knowledge, such as by the malicious use of technical information, statistics, and fraudulent use of technical terms to imply a scientific basis for the efficacy of products where this does not exist

Marketing communication activities should adhere to the responsibility of protecting children and young people. They should not exploit their lack of experience or promote products, services and lifestyles that are unsuitable for children and young people in relevant media

Marketing communications for alcoholic beverages should enforce the promotion of responsible drinking and should not imply that it is acceptable to be drunk or that consumption of alcohol enhances performance in any manner or form. No alcohol communications should be aimed at or portray minors or pregnant women

Camelot Group (UK Lottery) - Camelot has two tools to assess the potential risk a lotto game can pose at the design stage. An evaluation occurs prior to product releases to protect consumers. If results show that a game poses ‘above-average’ risk, Camelot will either revise products or review additional factors, such as advertising and marketing to ensure that products do not cause harm. If this does not satisfactorily reduce the risk, Camelot will not launch games.

Harm-minimisation tools utilised are as follows:

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GAM-GaRD (developed by Nottingham Trent University) - this evaluates aspects of a game that could cause problems for vulnerable people. This includes ease of access to games, how often they can be played and jackpot size

Game Design Protocol (GDP) - assesses whether a game is of ‘above-average’ appeal to vulnerable groups (people under 16, low-income groups and people with addictive tendencies)

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Malaysian Advertising Code – While not specific to gambling, some interesting aspects to this general advertising code include the following guidelines:

Advertisements must not project and promote an ‘excessively aspirational lifestyle’

Promotions of any contests are prohibited (in addition to gambling generally)

Advertisements must not identify or typecast racial groups or genders with vocations, traditional values and backgrounds

Advertisements should not exploit the superstitious No advertisement should make any irrelevant references to any name,

incident, concept or religious significance No advertisement should contain statements or suggestions which may

offend the religious, political, sentimental or racial susceptibilities of any community

The Japan Advertising Agencies Association Corporation Code of Ethics – While not specific to gambling, one interesting aspect to this general advertising code is a guideline that advertising must ‘not work against sound social order or good customs of society’. The related ‘Creative Code’ additionally requires that ‘advertising must avoid expressions that may lead to misunderstandings by refraining from the use of unclear words or contents’ (which has interesting potential relevance to gambling advertising)

Advertising Codes of the Philipines - Advertising rules and guidelines for the Philippines are outlined in two codes: The Broadcast Code of The Philippines and The Standards of Advertising of the Advertising Standards Council. Under the Codes, advertising of only licensed lotteries is permitted. Results of lottery draws are allowed, but not tips or any information which may lead people to gamble. In addition, some advertising of casinos is permitted, but any gambling may not be shown.

Guidelines are also outlined for other potentially harmful products such as alcohol. These include:

Requirements to protect people under 18 years A prohibition on advertising which increases associations of desirability and

excess That abstinence from alcohol must never be presented in a negative light That alcohol drinking must not be shown in advertising That any actors must be 21 years or older and look adult ‘Drink Moderately’ must be shown in a separate frame at the end of

advertising

Hong Kong Advertising Code - There are two codes for advertising in Hong Kong - the Generic Code of Practice on Television Program Standards and the TV Advertising Code. In Hong Kong, gambling advertising is not permitted other than advertising for lotteries, football and horse racing (as authorised under the Betting Duty Ordinance). However, betting tips are strictly prohibited in any advertising(interesting in the context of the promotion of live odds in New Zealand)

Thailand Advertising Code – Thailand’s Advertising Code contains some advertising requirements to protect local culture. This includes guidelines that:

Care should be taken not to offend against or insult the King or heads of any other states


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In advertising of alcohol, advertisements of logos must convey a useful message promoting social values, worthwhile knowledge or cultural enhancements

Pakistan Code of Advertising Standards and Practice (1985) – While gambling advertising is prohibited, Pakistan’s advertising standards outline a number of requirements to protect cultural values. These include requirements to:

Craft advertisements mindful of social, aesthetic and moral values of the nation

Reflect in advertising modesty and simplicity in dress, manners and living habits

Respect Islam and all other religions Ensure advertising promotes peace with other nations and respects

national sentiments of any country or people

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Cook Island Internet Code of Media Practice – a media code of practice has been developed in the Cook Islands under local the Media Act 2004 to protect consumers from harmful internet advertising (which is seen to include gambling). Internet service providers are required to maintain standards in line with requirements of the Act. If internet gambling advertising is noted to cause harm to the community and the complaint is upheld by the Media Standards Council, internet service providers are required to remove content or must liaise with relevant overseas bodies to explore whether content can be removed

Ireland Alcohol Marketing, Communications and Sponsorship Codes of Practice – while few innovative sponsorship codes have been developed to manage gambling sponsorships, Ireland has developed a range of useful principles for alcohol sponsorship in the context of advertising. These include:

A complete prohibition on alcohol sponsorship during sports programs and bulletins

No advertising messages from sponsors during sports broadcasting Advertising for alcohol must only be placed by broadcasters in programs

with an adult audience profile of 75% or greater (This also applies to radio, television, print and cinema advertising)

Advertising of alcohol is not permitted within 100m of schools No alcohol advertising is allowed on bus shelters, taxis or train stations Alcohol companies may not sponsor any sporting competitions, leagues,

events or competitors (individual or team) of any form if participants are under 18 years of age or where audiences (attending or viewing via broadcast) have a profile of less than 75% of adults

Alcohol companies are not permitted to sponsor sports that focus on aggression (e.g., boxing)

Scotland’s Alcohol Sponsorship Guidelines – Scotland has a range of interesting guidelines on alcohol sponsorship including some requirements for sponsorship of alcohol events and for print advertising. They include requirements to:

Obtain historical (or anticipated, if a new event) demographics for any sponsored events. For associations with an alcohol brand, demographics must indicate that 75% of the event participants, audience and spectators are over 18 years

Not place alcohol branding on children’s replica sports shirts or clothing Ensure that all print point-of-sale communications carry prominent and

appropriate responsible drinking messaging. For example, the www.drinkaware.co.uk logo or a responsible drinking reminder

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Key findings in summarySome jurisdictions across the world have developed codes or standards for gambling advertising in recognition of the need to protect consumers and at-risk gamblers from a range of potential advertising harms. As many Asian and Pacific nations do not have gambling, however, most nations have not had to develop gambling advertising codes for consumer protection. Consequently, there are limited available guidelines relating to gambling advertising across these locations.

A review of international codes for gambling advertising highlights a range of standards to minimise the potential harm of gambling advertising on both the general public and at-risk gamblers. Codes generally do not provide activity-specific guidelines, rather propose a generic set of guidelines for all gambling products and services. In addition, some codes permit non-adherence to guidelines in the case of ‘premium players’ (e.g., casino high-rollers).

While codes vary, guidelines within codes highlight a range of common themes and principles. Advertising codes also recognise that advertising can be explicit or implicit and can include symbols, language, gestures and voices. General advertising codes from some Asian countries also highlight a range of standards relating to the protection of cultural values in advertising.

In summary, common themes across codes were that gambling advertising or advertising generally:


General consumer protectionGeneral consumer protection – informed consent

Must not mislead consumers about the odds of winning Must not suggest that skill can influence winning in games of

chance Must contain information on prizes on offer and the chance

of winning prizes (especially in lottery games) Must avoid expressions that may lead to misunderstandings,

by refraining from the use of unclear words or content Must contain the rules of gambling Must not make claims related to winning that are not based

on fact, are unable to be proven or are exaggerated

Winners must be encouraged to seek financial advice about managing winnings (especially in lottery games)

Advertisements must not promote an ‘excessively aspirational lifestyle’

General consumer protection – media channel related

Must not be presented during ‘prime time’ TV viewing (e.g., evenings)

Must not be presented during peak hours for radio listening (e.g., mornings)

Radio advertisements must be clearly distinguished from sponsorships or advertising such as by identifying the beginning and end of segments

General consumer protection – Preventing pressure to gamble including social pressures

Gambling providers must not verbally urge non-gambling customers to buy gambling products

Must not promote gambling as a means of enhancing social standing or employment, social or sexual prospects

Must not challenge or dare a person to play

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General consumer protection – Preventing impulse gambling

Advertising displays at points-of-sale must have on or within sight clearly visible problem gambling warning signage

General consumer protection – Consumer privacy

Must not publish winners’ names unless prior consent is obtained

General consumer protection – Code and regulatory compliance

Must comply with advertising codes of ethics and/or codes of practice

Must not procure, incite or encourage a person to commit an offence

Protection of vulnerable groupsProtection of vulnerable groups – general guidelines

Must not be directed at vulnerable groups - these are frequently defined as:

Minors The unemployed People with mental illness People with financial difficulties Refugees Ethnic groups Minority groups Low socioeconomic areas

Must not suggest that gambling is a strategy for financial betterment

Should not stereotype any groups (e.g., women, religions, sexual stereotypes)

Must not promote gambling as a means of funding routine household purchases or costs of living (e.g., mortgage repayments, rent, education) or as a way of relieving financial difficulties

Must not appeal primarily to Culturally and Linguistically Diverse (CALD) communities or target the particular vulnerabilities of these communities

Protection of young people - minors

Must not be designed to appeal to people under 25 years (or use imagery of younger people)

Must not be directed at minors or appeal to minors (typically under 18 years)

Must not be presented during children’s television viewing hours

Actors in advertising should not look young Must not contain sponsorships with companies which sell

products appealing to children or young people

Protection of cultural valuesProtection of cultural values - general guidelines

Must not contain information that may reinforce cultural superstitions

In general advertising codes, the following guidelines were also identified:

Advertisements should not make any irrelevant references to any name, incident, concept or religious significance


Advertisements should not contain statements or

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suggestions which may offend religious, political, sentimental or racial susceptibilities of any community

Advertisements must not identify or typecast racial or cultural groups

Preventing offence to community standardsPrevailing community standards - general guidelines

Must not offend prevailing community standards

Protection of at-risk and problem gamblersProtection of at-risk and problem gamblers – risk management guidelines

Must not be directed at or provided to excluded persons Must not contain sounds of gaming machine operation

including coin drops(in the case of TV or radio advertising)

Must not focus exclusively on gambling where there are other activities

Must not promote inducements that could lead to problem gambling or exacerbate gambling problems

Must not show external signs of winning paid Inducements where provided must be of a conservative

value (e.g., not over $10), be able to be used for services other than gambling and have reasonable validity periods (e.g., not less than 30 days)

Must not require players to gamble high amounts to receive inducements (e.g., $10 maximum is reflected as a guideline)

People must not be required to gamble more than $10 for a specific period of time in order to receive an inducement, obtain a prize or enter a draw

Must contain information on player/problem gambling help services

Entrants in promotional prize draws greater than $1,000 must not be required to attend draws to win the prize

Encouraging responsible gamblingMinimising risk of alcohol in context of gambling

Must not promote the consumption of alcohol alongside or during gambling

Alcohol (including vouchers) must not be offered for free or at discounted prices as an inducement to gamble

Responsible gambling messaging

Must contain gambling harm-minimisation messages and/or direct consumers to gambling information and/or include a responsible gambling message

These may include a final message or frame at the end of advertising

Print communications must contain ‘responsible drinking’ messaging

SponsorshipsSponsorships relating to gambling or harmful products

While most jurisdictions do not have gambling sponsorship guidelines or policies, some sponsorship standards relating to other harmful products reflect the following guidelines (particularly, in relation to alcohol):

No sponsorships during sports programs or bulletins No advertising messages from sponsors during

sports broadcasting Advertising or sponsorships must be only in target

audiences which contain at least 75% adults (across all media channels)

Advertising is not permitted within 100m of schools

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No sponsorship of sports team is permitted if players are under 18

No branding on children’s replica sporting clothes

Gaming machine venue signage appears to have received limited attention in most advertising codes. However, some jurisdictions have outlined requirements relating to the size of venue signage, the types of signs permitted (e.g., only directional signs, no freeway billboards) and in New South Wales (Australia), gaming machine venue signs have also been completely prohibited.

While sponsorship is reflected in some guidelines relating to children’s products and services, sponsorship has not been well-addressed in most gambling advertising codes. This may also reflect the limited available research on the topic. In addition, while culture is somewhat addressed through guidelines relating to vulnerable groups, the only areas reflected in gambling advertising codes relates to advertising which may encourage ‘cultural superstitions’. However, other general advertising codes offer some useful principles relating to the protection of cultural values.

In terms of other possible approaches to improving gambling advertising, some jurisdictions have also proposed either research to test the effects of gambling advertising on at-risk gamblers or have developed tools to measure the risk of gambling advertising as part of business practices. Accordingly, such practices may also present useful avenues for future consideration.

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SECTION 3:Qualitative research exploring impacts of gambling marketing

and advertisingA key part of research undertaken to examine the effects of marketing and advertising of gambling products in New Zealand involved conduct of eleven qualitative focus groups with a broad cross-section of gamblers (including mostly moderate risk and problem gamblers and some recreational gamblers). The purpose of focus groups was to qualitatively explore the potential impacts of marketing, advertising and sponsorship of gambling through review of a selection of gambling advertising stimulus materials.

The inventory of real life gambling advertising stimulus materials was reviewed during groups to generate discussion about possible impacts of gambling advertising. It should be considered that the qualitative research undertaken was very exploratory and findings should thus be considered indicative, rather than definitive. This was also a necessary and useful approach, given the very limited prior research available on the topic.

Findings of qualitative focus groups are structured as follows:

Awareness of gambling marketing and advertising within New Zealand

Impacts of gambling marketing and advertising – By major gambling activity

Public views on advertising targeting specific cultures Strategies for developing safer gambling environments Key findings in summary

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Awareness of gambling marketing and advertising within New ZealandRecall of gambling advertising

While commonsense and intuitive, findings of research highlight that the general public in New Zealand are most likely to attune to gambling advertising, if they already participate in the type of gambling being advertised. From this perspective, participation in gambling ‘primes’ people to be more inclined to notice advertising and in turn, to be more likely to respond to any possible impacts of gambling advertising.

In contrast, people who do not participate in certain forms of gambling are less likely to tune into advertisements and in many situations do not attune to advertising messages. For instance, as commented by one participant who did not participate in lotto - I switch off when lotto advertising is on, as I don't buy it. But I listen to scratch it advertising, as I buy it and it's catchy. Like that guy walking on air (Reference to recent scratch ticket advertising). Another comment related to TAB advertising - You have to be interested in gambling to see the ads. If you don't do TAB, you don't tend to notice the ads. Such comments, however, indicate that while advertising messages are not always actively processed, some latent awareness of all advertising still exists.

Discussions with gamblers highlight that lotto is by far the most well-known and pervasive form of gambling advertising in New Zealand. Many participants held the view that lotto and Instant Kiwi advertising are the main types of gambling within New Zealand that are more ‘aggressively’ advertised. In comparison, for other forms of gambling, there is seen to be relatively limited advertising and particularly conservative advertising by world standards. In particular, the previous removal of pokies jackpot advertising was seen to be the most significant change to gambling advertising in past years – When they stopped advertising jackpots, that was probably the most significant change anyone has made to gambling advertising in recent years. Apart from that, there’s not much around apart from lotto and Instant Kiwi advertising; Advertising jackpots outside venues was the main problem, but they are now a thing of the past.

Due to the relatively limited gambling advertising within New Zealand, most gamblers also believed that the general approach to advertising was well-balanced and conservative. From this perspective, most suggestions about ways to lessen the harm of advertising were seen to be more about ‘fine-tuning’ current approaches, rather than implementation of more fundamental or significant changes.

Comments highlighting the pervasiveness of lotto and Instant Kiwi advertising included:

The only advertising that comes to mind is Lotto and Powerball. It's all glittery and promotes a fantastic lifestyle. Like it's everything you want

Big Wednesday and Powerball jackpots are the ones you see most advertising for

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Every ad seems to be about lotto. They even had a lotto bus promoting prizes up to $5000. You had to scratch the bus and they went all over the North and South Island. That attracted a lot of attention. There doesn't seem to be much other advertising you see around

I think of Instant Kiwi advertising. TV ads and posters are everywhere Big Wednesday ads are on all the time You walk into a lotto shop and there are posters and flyers everywhere I think most advertising of gambling is from lotto. I see it on the TV all the time.

There's Big Wednesday and that sort of thing Instant Kiwi is another thing that has a fair amount of advertising I think lotto advertising is the heaviest (advertising) of all types of gambling Lotto and Big Wednesday are what I recall. Ads seem to be on all the time I just recall ads where people are dancing and are happy when they get a lotto

ticket Lotto is definitely the main type of advertising - especially Big Wednesday There's a lot of lotto and scratch-it advertising around The Instant Kiwi ads have been going for years You see advertising on Keno too. You see the draws and they remind you to play Lotto and Instant Kiwi are the big ones. Big Wednesday, Keno, Bullseye. They are

all advertised a lot these days I think lotto advertising is brainwashing. We're not a big enough country to have it

Saturday and Wednesday. It drives you nuts as it's on TV all the time

Those lotto draws with the big prizes lead people who don't buy tickets to purchase one. You see a lot of that

While advertising by the NZ Lotteries Commission (relating to products such as lotto, scratch tickets and keno) was by far the most commonly noticed type of advertising, a number of participants recalled increasing levels of advertising by the TAB and particularly in the context of sports betting. Many comments suggested that market awareness of TAB advertising was increasing and that the advertising of sports betting particularly was now seen to be more pervasive. Some types of advertising recalled appeared to be related to sports commentaries discussing odds (i.e., commentators talking up odds), rather than more ‘traditional’ forms of TAB advertising.

Comments included:

The TAB comes to mind. You also see a lot in the newspapers on the TAB. There's one ad on TV which says how to do bets. Like Banker bets and so forth. It lost me to be honest. They are usually on towards midnight

You see a lot more TAB advertising now than in the past. The Racing Channel talks up the odds all the time

TAB is promoted a fair bit now. I seem to be noticing more ads on that these days Sports betting advertising seems to be getting popular. They talk about predicting

the games. They discuss the odds and what they're like. I think it's called Sports Talk TV (Program on TVNZ)

There's a lot of advertising on sports betting these days. People are talking up the odds all the time

I see advertising on Trackside relating to the horses. You mainly see TV advertising for the big events

You see a bit of TAB advertising as well - like for betting on the rugby

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They are definitely marketing the TAB more to young people these days

As focus groups were undertaken in Auckland, advertising by Sky City casino was mentioned as a somewhat pervasive type of advertising. Discussions with focus group participants, however, indicated that TV advertising by the casino was seen as generally relating to entertainment, rather than gambling itself. However, it was clear that participants who recalled the advertising had developed somewhat of an association between the casino’s advertising and the availability of gambling at the casino. Comments were also made about the advertising promotions delivered by the casino in the context of the casino loyalty program:

Sky City does a lot of TV ads. But most ads are about entertainment at the casino Sky City ads remind of gambling at the casino, but they are generally about

entertainment at the casino precinct. I'm not sure really how much advertising on gambling exists in New Zealand.

There's only one-off deals advertised at the Sky City Hotel. It's fairly limited in my opinion

There are certainly no billboards with flashing lights in New Zealand. The only advertising is mostly in the casino

The Action Rewards program at the casino does a lot of advertising. They send you advertising offers for free car parks all the time

While pokies is a major form of gambling within New Zealand, it was interesting to note that not a single participant in focus groups mentioned signage relating to poker machines as a major type of ‘gambling advertising’. In this respect, it was apparent that other forms of promotion were relatively more pervasive and salient to most gamblers. It should also be noted in this context that advertising of non-casino pokies – other than general venue signage (e.g., pokies lounge or similar) – is generally not permitted under New Zealand law.

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Perceptions of what consumers consider as ‘harmful’ gambling advertising were also probed. There was a view that any type of advertising could be harmful for a ‘problem gambler’, given that they were already spending too much on gambling. Specific comments included:

Harmful advertising is advertising which brings people there who can't afford it. Or ads indicating that people can turn their luck around in life by gambling

If you're a problem gambler, any type of advertising can be risky and can draw you in. Anything is dangerous if shown to the wrong person

Summary insights – gambling advertising in New Zealand

Gamblers are more likely to attune to gambling advertising if they already participate in the activity

Lotto is the most well-known type of gambling advertising within New Zealand, with casino advertising also quite pervasive

Gamblers report increasing recall of TAB advertising – particularly sports betting and promotion of live sports odds (including by sports commentators)

Not a single gambler saw pokies signage as a major form of gambling ‘advertising’

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Impacts of gambling marketing and advertising – By major gambling activityGeneral impact of gambling advertising

Discussions with focus group participants clearly highlighted that advertising of gambling products played some role in both determining the attractiveness of products and in determining overall participation in gambling activities. As previously highlighted, however, it was also apparent that prior participation in activities was generally the most significant determinant of attuning to specific advertising messages. When describing the impacts of gambling advertising at a general level, most participants held a view that advertising served to reinforce views people already held about gambling activities and also helped build further interest and involvement in activities already played.

In comparison, it was relatively difficult for participants to identify circumstances when advertising had led to new products being tried. While this clearly does not imply that advertising does not attract new participants, this may imply that a range of other factors are probably more important in influencing product uptake, rather than advertising alone.

Examples of gambling advertising impacts at a general level were described as follows:

Pokies – as advertising of gaming machines is limited by regulation to general street signage, most participants reflected that advertising played a minimal role in their decision to play pokies. However, some at-risk gamblers made comment that they entered venues to play pokies without planning due to street signage

Lotto – as participation in lotto is high across the general population, advertising was reported to ‘remind’ people of upcoming draws and helped to remind people of the benefits of winning and how lives can change through winning

Instant Kiwi – most participants saw Instant Kiwi as an ‘impulse purchase’ which was typically made incidental to other purchasing. Advertising was seen to create interest in different types of scratch ticket games and reinforced the desire to win money and prizes

TAB – TAB advertising was generally seen to be related to major sports or racing events and advertising helped remind participants that such events were forthcoming. This included racing days at the track. While some non-TAB gamblers had noticed advertisements relating to ‘how to bet’ in recent months, there was comment that such advertising had created a perception that betting is quite complex and difficult

Casino – As Sky City advertising was seen as related to general entertainment, most existing participants would attune to advertising relating to ‘special offers’ at the casino precinct. This would include special restaurant deals, entertainment relating to special events and the like. In this context, advertising would only increase gambling in situations where participants attended the casino to experience events and offers

Impacts of gambling advertising by product line – Pokies

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As non-casino pokies advertising is largely limited to the display of street signage within New Zealand (e.g., ‘Gaming Lounge’, ‘Pokies’ signs outside venues), most comments about pokies advertising related to the impact of street signage on at-risk and recreational gambling behaviour. While non-problem gamblers were generally of the view that pokies signage was not harmful and had limited impact on gambling, at-risk gamblers reported some instances of being ‘tempted’ to gamble after seeing street signage. There was also a general view that pokies signage was relatively limited within New Zealand and far less pervasive than other types of gambling signage such as lotto - I can't even recall seeing any advertising on pokies, only lotto – you see that all the time.

It was reported that signs located on sidewalks (facing pedestrians) were more ‘tempting’ to at-risk gamblers than signs in pub or club windows which were relatively ‘less conspicuous’ unless people entered venues. This was also because sidewalk signs were often easily viewed while walking or driving along the street.

Comments made relating to pokies signage included:

I've gone in on the spur of the moment after seeing a pokies sign - the trigger is the sign. I've definitely spent more than I should have after seeing a sign. The sign lured me in there. It's happened a few times

Yeah I have [entered a venue to play pokies after seeing a sign]. I've walked past and have gone in and spent more than I can afford. I have bipolar disorder and I had a manic period and went in. I lost more than I should have spent

I've done it before. You go in and then you come out in an hour and a half and you've got no grocery money

If I don't see signs, I'd probably go straight past. It's those sidewalk signs when you're driving by that lead you in

For some at-risk gamblers, seeing signage also related to a desire to enter a pub or club to experience new types of pokies (i.e., new games which may be available). While signage was acknowledged as somewhat of a trigger for at-risk gamblers to gamble, there was also acknowledgement that advertising itself was not the ‘cause’ of the problem and that signage just made it ‘easier’ for at-risk gamblers to locate venues. Moreover, there was a strong view that the proliferation of venues with pokies in communities was by far the most significant factor in reinforcing harmful gambling:

If I'm by myself and I'm walking along and I see a sign with 'gaming lounge', I'll have a crack for sure. The advertising just makes it easier for me to see where they are. It saves you time finding them. When I was a problem gambler, I don't think advertising had anything to do with it for me. It was purely the closest venue and the number of available venues around my local area

Why is it that pokies, liquor stores and TABs are in the poorest areas. They shouldn't be handing out licences in these areas. That's the main issue. They need to look at it from a city planning point of view. They are never in Remuera. Gambling represents hope for something better in the people who can least afford it

I've been to some suburbs. You drive through and you go in to see if they have different machines. So the signs do it for me

Past experience was also mentioned as a much more significant factor than advertising – The signs only tell you that pokies are there, but once you know they are there, the signage doesn’t matter at all. There was similarly a general view that advertising was not the main determinant of gambling problems - I don't think advertising causes people to develop gambling problems. They typically have problems before the advertising.

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Discussions also focused on how clubs and pubs advertised the availability of pokies through other mechanisms – such as through printed or online advertising materials. There was a general view that most promotions were fairly limited and conservative (e.g., basic information about the availability of non-casino pokies at a pub or club) and this was attributed to self-regulation by venues which would fear possible repercussions by either the community or government - The RSAs tell you they've got meals and they've got poker machines, but they try to not go overboard, as most probably don’t want to get in trouble. Club and pub web sites appeared to also be infrequently viewed by most gamblers and when they were viewed, most were seen as fairly conservative - Some pubs and clubs have web sites, but most content is fairly discrete, so it doesn't worry me. They often just say they have pokies.

Colocation of machines with other entertainment activities was also seen to be a quasi form of ‘marketing’ in that it would effectively cross-sell gambling to people engaging in other activities who had not planned to gamble. One frequently mentioned example involved placement of pokies in bowling alleys - I see the machines when I'm down bowling, so I end up going in, even though I hadn’t planned to go, Keep pokies away from ten pin bowling alleys. I like going there, so I don't want the Government to get rid of it, but I see it's somewhat of an issue. It's just priming kids for gambling. They shouldn't put pokies around arcade games.

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Discussions also focused on whether changes to pokies signage may assist in preventing unplanned gambling in at-risk gamblers. There was a general view that some changes to signage placement could be potentially useful, if signs were not easily viewed when walking or driving along a street, such as placing small signs in windows (perpendicular to the sidewalk). Such an approach was seen to provide consumers with information that pokies were available in the venue, without making signs too visible from a distance. There was acknowledgement, however, that changes to pokies advertising would not have a major impact on problem gamblers, given that gambling at certain locations was a learned behaviour.

Comments about possible changes to signage to minimise harm included:

I don't think they should have any signs-out. If you're a gambler, you know that pokies are there

Even if you changed the sign to a smaller sticker, I'd look for that sticker. Then once you know they are there, you'll keep going

I don't see any difference between a pokies sign and a liquor store sign. You can't apply different rules to gambling

I've been to some suburbs. You drive through and you go in to see if they have different machines. So the signs do it for me

I don't think it matters if they have signs out there or not. People know where they are

Stick to the actual window and advertise gambling in smaller print. Put it in the window. No flashing signs

Don't put things on the edge of the pavement. It's too easy to see. But if it's in the windows, it's not in your face to tempt you

I think that the signs should be taken away. They've taken away a lot of cigarette advertising, so why not do it with the pokies

There was also reported to be some level of risk to minors with pokies signage being potentially confused with arcade gaming - I think the wording is wrong. My son saw the word 'gaming' as an 18 year old. He thought it was an arcade with games. Kids see those signs and that's what they think; (Another person) Yeah. I used to think that too. You see gaming and it didn't click it was a bar with pokies.

Poker machines were seen by gamblers to be implicitly marketed in many indirect ways. For instance, while there was currently a regulation that pokies must not be visible from outside venues, there was comment that in-venue exposure of machines to patrons was still a form of ‘advertising’ that pokies were available. This was reported to occur on trips to the bathroom and also when patrons heard jackpots being won. Comments included:

You may not be able to see the pokies from the street, but you can often hear them. Even when you go in for a meal

I go to the pub with dad for a couple of drinks and then get triggered to go when I walk past them in the venue. Sometimes it's also because I have coins in my pocket

Sometimes the trigger is hearing people go ‘Wahoo - 15 free spins'. Then you get tempted to go into the pokies room

In terms of other influences in venues, one at-risk gambler reported that ‘advertising’ about higher-prize draws would encourage more frequent gambling at a specific venue. While not a jackpot per se, it was apparent that higher money-based prize draws

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functioned very similar to the effect of larger pokies jackpot - I wish they didn't have the pokies at the clubs. Usually when the draw is $500 we're not that attracted, but when it goes up to $800, we end up going twice a week. So I hate that.

There was a general view of participants that any advertising showing pokies or promoting sounds made by pokies would attract people to play gaming machines. In this respect, there was a view that future advertising should avoid these elements to ensure that at-risk players were not ‘triggered’ to play pokies as a result of advertising.

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It was also interesting to note several comments made by participants, who recalled the recent social marketing campaign to respond to problem gambling in New Zealand. These participants reflected that hearing the pokies sound in the advertisements had triggered an emotional response which in turn had triggered the desire to gamble:

The only time I felt motivated to gamble from advertising was when I heard the anti-gambling advertisement. Those sounds of pokies make me want to play them

That advertising that says don't gamble makes me want to gamble at the pub. But not so much the casino ads

I think of that ad on TV with the click, click, click. That ad made me want to gamble

As gaming revenues are allocated by gaming machine societies (trusts) to charitable causes throughout New Zealand (including to sports clubs), the relationship between gambling and ‘sponsorships’ by trusts was explored during focus groups. In this context, it should once again be noted that trusts are required to allocated profits to authorised purposes (referred to as ‘charitable causes’ in the current report). This was also of interest, as it is frequently a requirement for many sports clubs to display that they received money from trusts as part of grants awarded (e.g., through display of trust logos). Accordingly, there is potential for some positive community perceptions of gambling to develop through trust ‘sponsorships’.

While distribution of pokies revenue to sports clubs is very common within New Zealand, discussions revealed that most gamblers had very limited knowledge of how pokies revenue was actually distributed. There was similarly limited knowledge about where money is distributed, if a gambler play pokies at a specific venue.

Gamblers with some awareness of distribution methods, however, frequently believed that money would return to ‘local suburbs’ and it was apparent that this was reinforced by trust signage, suggesting that pokies money would go to the ‘local area’. Several trust signs were used as stimulus materials to test for understanding, misperceptions and awareness.

Example comments reflecting some level of confusion or uncertainty included: What's Pub Charity? Does Pub Charity mean that they give it to the charities for pubs? I don't know

what it means I've seen NZCT. Doesn't it mean New Zealand Community Trust? I guess money

goes to the community, but whose community? I didn't really know where the money goes to be honest

I've seen the Lion Foundation sign. Isn't that the Lions Club? It looks like the Lion Red Beer to me

I recognise the Lion Foundation and I associate the sign with the pokies, but I'm not sure what it is. But it doesn’t make me think of any pokies in any really positive way. I just know there is some link

I think some money goes to sports clubs and some goes to the community. Like money goes to the Waikato or Auckland Council and they distribute the money. But I’m not 100% sure how it all works

I think sports clubs get the money Does the Lion Foundation act on behalf of the Lotteries Commission?

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I knew that it goes to the community, but I didn't realise that the trusts own the machines

I didn't really know about trusts and how they work, but I had seen the Lion Foundation sign before

The Lion Foundation donates vehicles to charity. You see vehicles saying thanks to the Lion Foundation

There was mention by most gamblers attending groups that trust signage play a very limited role in their choice of gaming machine venue and was not actively seen as an endorsement of gambling. This was also seen to be the case where trusts displayed their logo indicating sponsorship at sports events:

I don't think those signs promote gambling I'm not at all attracted to go into venues because of the signs, although I did

associate the Lion Foundation with the pokies The signs don't influence me at all I don't think having a sign saying that money goes to a charity is leading me or

anyone else to gamble. That's not the driver. People gamble because they want to

None at all. I go to the closest one and the one which is fastest to get to I don't think that having sponsorship signage at sports events is encouraging

gambling. You see the sign and you think of charities, but not gambling

My impression of the Lion Foundation is pretty positive, as they sponsored my rugby club. But I didn't know that the Lion Foundation was linked to the pokies

I sort of knew there was some association between the Lion Foundation and the pokies. But it was only a vague association. You see it in the pokies room

I went to a Lion Foundation book fair. I just went for the books. So it's the same issue with the pokies. People simply go there for the pokies, but I don't go there just because of the Lion signage

I don't think the way trusts promote themselves is harmful, as none of us know much about them. So their marketing must be fairly limited

Although there was mention by two participants that they chose to play at venues in their local area, as they believed that money would return to the local area specifically. One of these participants worked for a charity and hence had some prior knowledge about both trusts and how money was allocated – I choose pokies in my local area, as I know that money will go back to my community. Waitakere Licensing Trust is for Waitakere, so I try to play pokies there, so it goes back to the local area (Interestingly, the pubs in which machines are operated might be Waitakere Licensing Trust premises, but the Licensing Trust is not a gaming machine society and it does not own and operate the machines in these premises. Accordingly, this highlights some level of potential community confusion).

Display of a trust sidewalk sign as a stimulus which read that money is allocated to ‘good causes in your local community’ also elicited the following comments:

When I think of the term 'local community', I think it must go to my suburb. But the term local is quite vague

I would like to see more about where money is going. They should show more information during the TV ads

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It should be also noted that some trusts have adopted a policy of making grants largely to authorised purposes within the same area as the venues in which money is raised.

In spite of limited knowledge of trust money distribution practices, gamblers expressed interest in being able to access more information on how money from individual venues would be distributed. This was also seen as potentially allowing consumers some level of choice about where best to play gaming machines. Though it was apparent that such information would only be used by some consumers to choose a venue.

Comments included: I would look at the information on where money is going, but it wouldn't influence

where I play or my choice of club or pub

They never tell you who got what as a proportion of the total. They just say so and so got $10,000. You need more information on how money is divided up

Why don't they say our gambling machines support the SPCA or this or that rugby club. So then you know if you gamble there, this is where your money will go

It's hard to put information on signs, as there would be too many sponsorships. But they could list some of the organisations they sponsor

How about saying this trust gives 40% to sports and 10% to this or that Tell people that so many percent goes to different types of things - like schools or

sports. Then people will be able to play at venues knowing that their money will benefit children in their local area

I'd like to know where money is going. Especially on administration fees and how much is going to the community. And how they prioritise spending

I think they put information in the newspaper. But it's not very often. I think it may only be once a year, but it should be more often. They should put everything on a web site, so people know where the money is going

I'd like to know that all money from Ponsonby goes to the Ponsonby Rugby Club and when the money was allocated. That would be ideal

I don't think they should have the words charity and pokies together. It gives a misleading impression that you should play pokies to be good to charities

Comparisons were also made to how gaming revenues are allocated and structured within Australia (where clubs own gaming machines and machines at clubs generate money for specific clubs) - In Australia, they have surf clubs and people play at those and know the money goes there. If we started it here, it would change the whole dynamics. Families would start going to clubs they like. I'd probably be more likely to play at certain venues.

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Summary insights – Pokies advertising

Some at-risk gamblers viewed signage advertising pokies venues as leading to unplanned gambling

Pokies signage facing oncoming pedestrians (e.g., sandwich boards) is seen to increase the potential for unplanned gambling in at-risk gamblers

Pokies signage is not seen by at-risk gamblers as the ‘cause’ of problem gambling, however, is recognised as leading to some level of unplanned gambling

Small changes to pokies signage (i.e., placement in windows, rather than facing pedestrians) were seen to have some potential to reduce unplanned gambling by at-risk gamblers

Summary insights – Trusts

Gamblers have a limited understanding of how trusts operate in New Zealand

Trust branding plays a limited role in a gambler’s choice of gaming machine venue

Some gamblers play at local gaming machine venues as they believe that money will be returned to the local area – some trust signage has also reinforced this view

Trust sponsorship at sports and community events is not seen to promote or increase the attractiveness of gambling

Impacts of gambling advertising by product line – Lotto

As the most popular form of gambling in New Zealand, lotto advertising was generally seen as playing a major role in driving consumers to purchase lotto tickets. There was also a common view that advertising significantly increased the attractiveness of participating in lotto and that this was achieved in the way that advertising encouraged consumers to ‘dream’ about how winning would change their lifestyle. In this context, advertising was seen to give consumers ‘hope’ for a possible win and the benefits winning would bring. This was also a common perception of both recreational and at-risk gamblers. It was also emphasised that the drive to purchase tickets would be higher in people experiencing financial difficulties, as there was a greater motivation for such individuals to change their life. In this context, advertising for people with any financial difficulties was described as potentially harmful.

Comments highlighting how lotto advertising increases the attractiveness of lotto as a product included:

It's not the words they are using. It's the way they show that people can win this good lifestyle. They show you the cars and the boats. You see the person spinning the wheel. It makes you think that that gambling can make you happy

Lotto advertising makes you think it's part of your lifestyle. Like the bach at the beach, the new car and so on

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Advertising gives you hope. It's the dream of winning I think the Big Wednesday ads are a bit extreme. They show that one day life

sucks and the next you have five cars and the bach

The advertising grabs you. It shows you that you can change your life if you take part. It's the way they advertise the dreams and the cars

What would you do - It sets you on the train of thinking what you'd do. I don't think it's harmful though

I like prizes. With prizes, you think about the lifestyle they are associated with. If you don't have that lifestyle, you definitely desire it when you see the prizes

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There was mention that lotto signage along the street worked in conjunction with TV advertising to ‘remind’ consumers to purchase tickets - You see the blue and the coloured balls from the street. If I have money in my pocket and I see the sign, I go in and buy a ticket. Word-of-mouth was similarly reported to play a role in encouraging ticket purchasing, in that large draws tended to lead to people to talk about lotto and the dream of winning. This was also seen to increase the social acceptability of lotto ticket purchases by consumers:

People talk a lot when the big ones are on. Even people on the street you meet who you don't know. You dream of chucking in your job or whatever

The lotto jackpots lead people to talk. People talk about it like the weather. So it does make it more socially acceptable. Even the kids encourage me to buy a lotto ticket when the big prizes are on. Though it doesn't concern me, as there are age limits for buying tickets

Lotto advertising was also seen by the community as typically ‘fun’ and it was apparent that this also created the perception that playing lotto is fun - Big Wednesday ad with elephants and caravan going backward - That's joyful and funny, not harmful.

Discussions generally indicated that hearing advertising with terms such as ‘Must be Won’ encouraged most consumers to purchase a higher number of tickets than normal. There was similarly a view that, the higher the prize, the more consumers were inclined to purchase tickets. In addition, while most gamblers attending groups were at-risk, the impact of ‘Must be won’ in advertising was also described as very attractive by moderate risk and problem gamblers. It was apparent that such groups were somewhat more tempted to purchase tickets for such draws, as they were frequently desperate to improve their lifestyle and financial situation. Some people also reported spending more on ‘Must be Won’ draws than they could afford.

Illustrative comments highlighting the advertising impact of large ‘Must be Won’ draws included:

I bought a ticket when it was $30 million. The majority of people who buy into this are typically not so well-educated and they are hoping for a better life. It encourages people to buy into the dream of winning and changing their life

I think that there is too much at the top as far as prizes go. The prizes are too big and there are so few winners. People go into frenzies with these big wins

When the 'Must Be Won's' are on, people probably spend more than they can afford. I think it is creating harm

I think harm was happening when they had that $30 million draw. People spend their whole pay

I used to work in a shoe shop opposite a lotto shop. The queues were huge during the big draws. People were handing over $100 notes. They weren't just buying one ticket

Advertising definitely makes me spend more money. When the Powerball or Big Wednesday is up to $30 million or whatever, I'm definitely buying more tickets. You go to places like Manukau which have won in the past and people line up. You spend more than you can afford as it's the big one

Must be won is harmful (without prompting). You want to buy more. I definitely buy one when I hear that

Must be won is a message that someone must win, so it gives you the impression that you can win

I always make sure I get one when it's 'Must be Won'. You think maybe it'll be me

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Must be won has a huge effect on people. Someone is going to win and you want to be that person. I would probably buy a little bit more than I usually do

For me, if I hear 'Must be won' I put extra on top to win You have to be in when it's Must Be Won When they have those big draws, they have definitely much more advertising

compared to usual When you hear ‘Must be Won’, the jackpot will be won. So it's stating a fact. The

more they advertise, the bigger the sales and the bigger the prize pool When they advertise something big, people are drawn to take part. People say

we've got to get our lotto ticket. It creates a sense of urgency and some people spend more than they can afford in the process

The bigger the jackpot, the greater the appeal Must be won will entice people more, but it's still honest Must be won is quite vague. It doesn't say how much, when and how people can

win. So there's a need for more information on advertising

In addition to use of terms such as ‘Must be Won’, participants mentioned a range of other aspects of advertising that they personally believed as harmful. This is not to state that such methods are harmful, however, represents community perceptions of harm:

A lot of gambling advertising promotes the ability to escape reality. But people don't realise that you have to spend $100 to do it and many people may not be able to afford it

The way they play the lotto ad with the son paying back his old man isn't good. As it's a 1 in 3 million chance perhaps. So you're creating potentially difficult relationships between families

I think that gambling advertising grooms people under 18 to gamble. It makes young people think that gambling is a way to better your life

Some people in my family spend more than they can afford. They are struggling financially, so they keep buying lotto tickets to get out of their financial struggles

People who hope to win or are optimistic about winning are always going to be vulnerable to gambling advertising

The widespread availability of locations for purchasing lotto was also seen as a form of ‘marketing’ which while very convenient, encouraged some gamblers to purchase tickets on ‘impulse’. This was seen as particularly the case for supermarkets, where lotto tickets may be purchased before food. However, some participants also felt that availability of lotto was not at all harmful. Comments included:

I don't like the idea of lotto at supermarkets. People will buy tickets before they buy food. They should only put them on the way out, so people can buy their food first

There are about six outlets by car I can get to in my local area. They must be all within a drive of about five minutes

When you hear of the big prizes, you feel tempted to buy a lotto ticket in the supermarket when you know you shouldn't. I prefer lotto tickets to be in a separate outlet, but not in supermarkets. In the shopping centre is OK though

I don't think it's risky to have lotto at supermarkets Back in the old days, there used to be one place you'd buy lotto. Now they are

everywhere. I think we're going too far with how many outlets there are If tickets were a bit out of reach, people wouldn't buy tickets on impulse. You'd

think more about your spending. But there'd be less spending overall

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A review of recent and past lotto advertising as stimulus materials also helped to identify how lotto advertising influences consumers. It was apparent that several aspects to advertising led consumers to form incorrect perceptions of lotto products and in some cases, reinforced perceptions that lotto winning may not be random.

A summary of insights is in Table 11. This is not to imply that all outlined advertising effects are inappropriate, however, reflects the impacts of lotto advertising, as perceived by consumers. All findings were based on a review of a diverse range of lotto advertising stimulus materials during focus groups.

Themes emerging from a review of lotto advertising highlighted that:

Displaying the potential to win prizes alongside cash - gave some consumers the perception that there were increased chances of winning. While this may be the case in some draws, in others, the odds of winning may be the same. This highlights the need for advertising to clearly display how prize draws work

Promotion of stores which have sold winning tickets (e.g., Big Winner Sold Here Posters) – while some people recognise this is just ‘fun’, this leads some consumers to believe in the concept of ‘lucky stores’ and reinforces the perception that winning may not be random. This is also evidenced through the behaviour of consumers to queue outside winning stores for major jackpot draws

Advertising which emphasises large cash values – consumers reported attending to mainly the major prize size in lotto advertising. Advertising large prize values was seen as problematic, where it was unclear whether the amount was the total prize pool or whether the actual prize was being promoted

Not clearly advertising the price of lotto products – products such as Triple Dips were seen as confusing for consumers, as they didn’t always clearly identify the cost of the product. For instance, some consumers were unclear about how this was purchased and whether only a single ticket purchase was required

Low entry price lotto games offering high-returns – lotto games such as Bullseye (an online lotto game) which promoted a very low entry cost for the chance to win a large prize, were seen to be potentially harmful for people with financial difficulties (as they were effectively seen as being promoted as ‘cheap’ to purchase)

Game design – Bullseye was seen as offering greater chance to win, as numbers win either side of the Bullseye number. This aspect of game design was seen as creating the perception that such games are more winnable than conventional lotto

Cross-selling of other lotto products – it was reported that being asked to purchase another lotto ticket when purchasing another ticket type would lead some consumers to purchase on impulse. However, it was also emphasised that the cost of some tickets such as Bullseye were low ($2) and thus created minimal harm (however, effectively still increased the total cost of gambling expenditure)

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Table 11. How lotto advertising influences consumers – examples identified from review of lotto advertising materials

Advertising issue How advertising influences perceptions and behaviour Illustrative comments

Display of prizes, alongside cash

Can lead consumers to believe that there are more chances to win (which may not always be the case)

When it says 100 extra prizes, you think it's more prizes, but it doesn't say whether one person wins the prize or whether more people will win prizes. Advertising which offers more prizes can be more attractive, as you think that more prizes will be given out. So you tend to spend more thinking that something is the outcome when it may not be exactly how you're thinking it to be

When you have more prizes, it sometimes makes you think that you have a better chance of winning. It's like you have additional chances to win

Promotion of stores which have sold winning tickets

This leads consumers to believe in the concept of ‘lucky stores’ and that winning is not random

They advertise that this store has won so many times. So you buy from there, as it gives you the impression that the store is a lucky lotto shop

You often see queues when they advertise they are a winning lotto outlet

The ‘Big Winner Sold Here’ poster makes people think that certain stores are luckier than others. It plays on people's superstitions

Advertising the major prize which may be a pooled total, rather than the monetary amount which can be won

The top prize is always the main piece of information people attend to in lotto advertising. One poster with $2 million promoted with prizes was seen as unclear, as it was uncertain whether the major prize was $2 million or whether this was the total pool of prizes

When I see lotto advertising, I look mainly at the $35 million. It's primarily the prize size that attracts you

My friends definitely buy more tickets when there is a really large jackpot. It's simply the amount of the prize

When they promote the prizes, people mainly look at the first prize or the largest prize

Lotto products which don’t clearly identify the purchase price

Triple Dip posters were seen as confusing, as they didn’t identify the price of the Triple Dip

Triple dips, 100 extra prizes advertised on lotto poster - You have to spend more money to get a Triple Dip. All those extra prizes you can only win when you purchase a Triple Dip. Oh - I didn't realise that (several others). I thought that you just had to buy a single ticket. So you have to spend extra, but it doesn't say that. It makes you think that it's just a ticket. Most people won't know the definition of a Triple Dip

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Low entry price lotto games offering high-returns (e.g., for just $2, you can win $x)

Games which promote low cost entry prices for high returns are reported to be particularly attractive for people with financial difficulties

Bulleyes promotes it's only $2 and they advertise that you get a big return. This attracts people who don't have much money. They shouldn't do this

Game design of Bullseye lotto game

Game design can create a perception that players may have a ‘better chance of winning’

The Bullseye game gives you the impression that there are better chances, because your number can win either side of the Bullseye number. At the casino, there are wristband numbers and I've thought if only they used numbers either side of the Wristband, like they do in Bullseye (Perception of a better chance of winning). You have a better chance of winning in Bullseye because you can win either side. It looks much more winnable than regular lotto. Yes - I think it does

The frequency of Bullseye also gives you the feeling that you have a better chance of winning. I think Bullseye is quite addictive online. It was quite entertaining though

Cross-selling Cross-selling techniques at lotto outlets can lead to unplanned gambling

My husband went to the shop and he was asked - Do you want a Bullseye?

Participants in focus groups expressed views that winners’ stories promoted as part of lotto advertising may be harmful in some situations. There was some concern that stories which promoted how lotto turned people from hardship to prosperity may be harmful to people who are financially struggling. One problem gambler who reported frequently spending more than he could afford reflected that such advertising led him to reflect on how such circumstances resembled his own personal situation. There was also mention from many consumers that they enjoyed reading such stories and particularly liked hearing of stories where lotto had been won by those less fortunate. This may suggest that, while such stories are admired by many people, they may encourage ticket purchasing by those experiencing similar financial struggles. Writing about scenarios such as redundancy, job loss or other less fortunate experiences were seen as particularly harmful from this perspective.

Comments included:

People think that you can get out of a tight and poor situation. You hear about these stories. People may have been down to their last $5 and then they win. It inspires you to have a go. You have to take part as you think that's me. They seem to write them in the paper too

I think those (winner's) stories tempt people who can't afford to play. Nothing else is working for them, so they see the ticket as their last hope to change their lives. They buy into the dream and relate to the storyline

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They push those winning stories around a lot. That makes you think you can win. Then they say you have to be in to win

I think those stories about hardship get more ticket buyers It encourages you to buy tickets hearing those rags to riches story. I also recall the

man in Papakura - the hunter who won. You think it's good that someone like him won. He was a hard worker and a family man. You think it's like me, as I'm a hard worker and family man too

I like to hear about sad stories and people winning prizes. When you read the negative, you feel more inclined to think about your situation and so you buy a ticket

To me, it's not honest. It's exploiting people's pressures. You think that person's like me and I can buy a ticket and win

They put statements in - like things are said by the Lotteries Chief Executive. It makes it sound official and makes you want to buy one. He's like endorsing the product to make you want to buy it. It's written as a report and it's not - it's advertising. I don't like that they say a couple paid off their loan with a scratch it either. It makes you think this is how you pay off your loan

Talking about redundancy and family in the Phillipines - That's good advertising to play on people's emotions. It's very unethical to promote things like that. You think that's me, I was made redundant and I have family I need to look after

There was similarly comment that winners’ stories which promoted people winning lotto while on holiday can encourage people to believe that they should buy tickets during holiday trips (and that this practice may increase their chance of winning lotto). Comments included:

If we're on holiday and out of Auckland, we buy a lotto ticket in new areas we go to. Because it's a different area, it can increase your chances of winning. You hear stories about people passing through areas on holiday and they win. You think if it worked for someone in the past, it may work for me

Sometimes you buy a ticket on holiday, as you think there may be a better chance of winning. We bought lotto in Australia too and from Samoa. You feel luckier when you're on holidays as you hear all these stories of people winning

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Summary insights – Lotto advertising

Consumers focus primarily on the size of cash prizes in lotto advertising

The larger the cash prize value, the higher the consumer attraction to purchase lotto tickets – this appears to be the case for both recreational and at-risk gamblers

‘Must be Won’ promotions stimulate all gamblers to buy more lotto tickets. While the precise effect on at-risk gamblers is unknown, it is likely to be amplified simply because at-risk gamblers are generally more motivated to gamble

Promotion of prizes alongside cash leads some consumers to believe there are increased odds of winning (which may not be the case) and this can lead to larger spending

Promoting stores selling winning tickets leads some consumers to incorrectly believe in the concept of ‘lucky stores’ and this reinforces the misperception that winning is not random

Advertising large prize values leads consumers to believe that exact prizes promoted can be won. There is often misunderstanding that amounts are just ‘prize pools’

Some lotto products do not clearly identify ticket costs and can mislead consumers

Promotion of low priced lotto games offering high-returns are seen as harmful for consumers with financial difficulties (as they are inferred to be ‘cheap’ or ‘affordable’ gambling products) – including at-risk gamblers

Game designs offering consumers a chance to win with a number ‘either side’ of a target number (e.g., Bullseye) are seen to offer a better chance of winning – in this respect, the game design appears to undermine consumer understanding of how odds work

Winners’ Stories promoting scenarios where gamblers go from hardship to prosperity may be harmful advertising for people in similar financial difficulties – including at-risk gamblers

References to people winning lotto during holidays also has a similar effect – i.e., people buy tickets on holiday thinking that it will increase their chance of winning

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Impacts of gambling advertising by product line – Scratch tickets

Scratch ticket (Instant Kiwi) advertising was generally viewed as one of the more interesting types of gambling advertising in New Zealand. It was also seen as relatively more pervasive than other forms of gambling advertising (apart from lotto advertising). Consumers particularly enjoyed the different types of ‘games’ offered in scratch tickets and it was apparent that advertising of new games played a significant role in attracting consumers to purchase tickets. Purchase of Instant Kiwi was generally viewed as an ‘impulse’ purchase, although it was apparent that most impulse purchases were also made by people who typically bought Instant Kiwi on a regular basis. As such, advertising served as a reminder to experience new scratch games and to buy tickets more generally.

Comments about how scratch tickets advertising attracts consumers to the product included:

The advertising tells you that you can change your whole life style. That's attractive for me

I love that ad where the guy is dancing around is fun (Greatest American Hero TV advertisement)

Win it all - that inspires me as it says you can have whatever you want I liked the Tex Mex ad on TV. They are interesting characters and quite funny. I

just enjoyed the ad and it's a bit of fun. They are good entertainment (Instant Kiwi TV advertisements)

I enjoyed the guy dancing around and the lunacy of the whole thing. I got lost in the tune. I don't see any harm at all. It's not glamorising anything in terms of wealth and possessions, it's just a rollicking good time. It's not selling an Aston Martin (Greatest American Hero TV advertisement)

A review of different Instant Kiwi advertising materials also helped identify how advertising influences consumer product perceptions. Similar to lotto, a number of advertising approaches were identified which created some misunderstandings or confusion in consumers. Insights are summarised in . Once again, this is not to imply that all advertising effects are inappropriate, however, reflects perceived consumer impacts of scratch ticket advertising.

The review of scratch ticket advertising highlighted the following advertising impacts:

Misinterpretation of the odds of winning – some consumers reported misunderstanding advertising stating that ‘1 in 3 tickets’ would win. This was described as leading some consumers to purchase three tickets thinking that they would ‘definitely win’ (implying that odds were not understood)

Lack of information on Instant Kiwi prizes still available – some consumers reported a need for further information on which specific prizes were still available to allow more informed decisions about whether to purchase scratch tickets

Advertising influences on children – children are reported to be attracted to Instant Kiwi advertising and the colourful games used to sell tickets. This was raised as a concern by some consumers

Advertising low cost tickets for the chance to win big – this was reported to make scratch tickets quite attractive and particularly for lower income earners who could not afford other types of gambling

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Advertising not clearly identifying what is to be won - Some people reported purchasing tickets advertising holidays, when in reality, it was reported that the prize was apparently only cash to buy a holiday

Some advertising does not convey the cost of products – Advertising promoting ‘fun packs’ was described as an example of a promotion which does not clearly communicate the cost of products. Consumers believed that further information on product costs should be available in all advertising

Words such as ‘hurry’ and ‘prizes still to be won’ – were critiqued as hurrying consumers to purchase tickets without thinking and ‘prizes still to be won’ was seen as not clearly communicating which prizes were still available

Use of gambling to promote scratch tickets – some consumers objected to advertising which showed a poker hand as a method of advertising scratch tickets, as this was seen to create greater risk to ‘heavy gamblers’

Use of the word ‘Free’ attracts consumers – consumers mentioned that the word ‘free’ attracted people to notice advertising and may lead some consumers to overlook the price of tickets (the advertising reviewed, however, related to a free ticket holder)

Winning prizes alongside money - this was reported to lead some consumers to better process advertising and make ticket purchasing more attractive

Promoting prize pools, rather than specific actual prizes – Consumers were sometimes confused about whether monetary amounts on tickets were prize pools or specific individual prizes

Encouraging risk taking in advertising was seen as inappropriate – Consumers believed that advertising should not play on people’s emotions by encouraging ‘risk taking’ behaviour (referring to an advertisement ‘Fortune favours the Bold’)

Table 12. How scratch ticket advertising influences consumers – examples identified from review of scratch ticket advertising materials


Advertising stating the odds of winning

Some consumers are reported to misinterpret the presentation of odds – especially when advertising reads ‘1 in 3 tickets’ will win

In Instant Kiwi, they say buy 10 tickets and then if you don't win anything we'll give you another ticket or whatever. But it's actually that 1 in 10 tickets are winners, so you end up spending heaps and then you win $2. This happened to me previously. I think it’s harmful, as it gives the impression that you'll win more than you can in reality. It makes you think that you can't lose

When they say 1 in 5 people can win, you think you should buy five scratch tickets to win. People think that you're guaranteed a prize after 5 tickets. People want to test it out, so buy the tickets

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Lack of information on prizes still available

Consumers highlight the need for clearer information on prizes still available.

The people in the dairy are quite pushy when they bring out new Instant Kiwi tickets. They say this one hasn't had a winner yet, but you don’t know which prizes have been won and which haven’t

Advertising influence on children

Children are reported to be attracted to the fun design of games and frequently accompany parents while purchasing tickets.

My kids see the advertising and tell me to buy a scratchy

My son is 13 now. He likes matching symbols and when he wins $2, he'll want to buy another one. They like the games and the scratching. Winning $2 to a 13 year old is heaps. He'll sometime win and buy a chocolate with his winnings

Advertising low cost ticketsfor the chance to win big

Cheap tickets appeal to many people and particularly lower income earners.

I'm attracted to them as they are reasonably cheap. The cheap price makes them attractive. You can win maybe $10,000 and it only costs $2. It’s good for people like me who don’t have much money

Advertising may not always clearly identify what is to be won

Some people reported purchasing tickets advertising holidays, when in reality, it was reported that they found out the prize was only cash to buy a holiday.

Scratch ticket advertising a holiday to win - I bought a scratch ticket that was promoting the chance of winning a holiday. But it turned out you win cash to buy a holiday. It was misleading as it was only a cash prize. I bought it on the basis of winning a holiday. For me, the attraction was the holiday and that was the reason I bought it and then felt deflated afterwards

Tex Mex poster - Game 1 Paris, Game 2 New York, Game 3 London, Game 4 Fiji - I bought one of these thinking I'd win a holiday to the destinations on the poster. But you don't win holidays, so it's misleading. I wanted to go to Fiji. You only win cash. They put that there, so people will be more likely to buy the ticket

Some advertising does not convey the cost of products

The cost of some products – such as a poster showing ‘fun packs’ was unclear to consumers. Similarly, ‘Live a little for 20 years’ implied to some consumers they may receive $50,000 annually over 20 years

Live a little for 20 years - Grab a fun pack (shows a picture of an envelope with several scratch ticket types) - It's not clear what that's advertising in the pack. They say win up to $50,000, but the prices on the tickets are not there. And how much does a fun pack cost. To me that looks like you have to buy a fun pack to win money for 20 years. That's what living a little for 20 years means to me. They need to have more pricing information. It doesn't say how much a fun pack costs to buy into the 20 years deal. It's not at all clear to me. What are you actually getting out of it?

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Hurry while stocks last – prizes still to be won

Consumers believed that words such as ‘hurry’ may lead people to rush into purchases. Phrases such as ‘prizes still to be won’ were also critiqued in not communicating to consumers which prizes were still available in tickets sold.

Hurry while stocks last - That encourages you to buy quickly without thinking too much about it

Hurry Loads of Prizes still to be won - promoting Xmas tickets - I think this is trying to get rid of Xmas tickets. They say hurry to buy tickets, but it could be that the big prize has been won, so you need more information on which remaining prizes are still available. The word 'still' to me means that the big prize hasn't gone off

Quick Lots of Prizes - It's trying to rush people to make a decision. But it doesn't tell you the types of prizes available. May be the big prize has gone

Blue lotto signs on sidewalks - I'm ok with the sign, as it doesn't pressure you. It doesn't say 'hurry - like the other ads', so I don't have a problem with it and don't think it's risky or harmful. Hurry makes people buy tickets on impulse

Use of gambling to promote scratch tickets in advertising

Some consumers felt that it was not appropriate to use another mode of gambling to advertise scratch tickets.

Snap up the full set (picture of cards) - As a card player, the card symbols interest me. It encourages you not to think about it or to enquire whether the big prizes have gone off. I don't think that they should advertise poker, as it's another form of gambling. So it may attract big gamblers like poker players

Use of the word ‘Free’attracts consumers

The word ‘free’ was reported to attract consumers

They also say 'grab a free ticker holder' - the word free attracts people to the product, until they realise that they are just getting a holder to keep the tickets

Free Ticket Holder - You respond to the word free. So you become attracted to the offer and probably don't realise the price of the tickets

Winning prizes alongside money

Prizes alongside money was reported to lead some consumers to better process advertising and make ticket purchasing more attractive

Prizes along with money make it more attractive. You reflect on it longer and it makes you process the advertising better. Winning cars is attractive to me as it's nice to get other toys to play with. Things that you could never afford to buy

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Promoting prize pool, rather than specific actual prizes

Consumers were sometimes confused about whether monetary amounts on tickets were prize pools or specific individual prizes which could be won

Millions of dollars in cash prizes - The ticket resembles a bank note, so it looks more appealing. The $50 note is in a colour like Cadbury's chocolate. It reminds you about things you like. $50 notes are nice and Cadbury chocolate is nice. It seems they put the biggest number there, whereas I guess you can win $2. They don't say the probability of winning that money. It says millions of dollars in cash prizes, but in reality you can only win $250,000. So people get attracted to these words and miss the main message that you can only win up to $250,000

Encouraging risk taking in advertising was seen as inappropriate

Consumers believed that such advertising may encourage ‘risky gambling’ behaviour

Fortune Favours the Bold (Chinese style promotion in red) - That's saying to people to take a risk and don't be a wuss. It plays on people's insecurities. Red denotes power. I think the 'lucky fortune' theme appeals to people who are superstitious like me. I don’t think that’s a good idea, as it could lead to risky gambling

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Summary insights – Scratch ticket advertising

Some gamblers misunderstand advertising stating that ‘1 in 3 tickets win’ (implying that odds information is not understood)

Consumers reported a need for more information on ‘still available’ Instant Kiwi prizes in the context of purchasing to allow more informed decisions about whether tickets should be purchased (i.e., remaining prizes should be identified if the promotion says - ‘prizes still to be won’) – In addition, the word ‘still’ led some consumers to infer that this meant that major prizes had not been won

Advertising of scratch tickets should avoid approaches which promote low cost tickets for the chance to win big – as this promotes ‘cheap’ and affordable gambling to low income consumers (implying some risk to at-risk gamblers)

Advertising of some scratch ticket products has led consumers to misunderstand the nature of prizes available (e.g., a scratch ticket promoting a holiday as a prize was reported to be only cash to buy a holiday; ‘live a little for 20 years’ led consumers to believe that the prize would be supplied annually for 20 years)

Consumers are confused about the price of some scratch ticket promotions and highlight the need for clearer information on ticket pricing in advertising (e.g., fun packs)

Advertising words such as ‘Hurry’ and ‘Quick’ were said to hurry consumers to purchase tickets without thinking and this was seen as potentially contributing to risky gambling

Using gambling games to promote scratch ticket advertising was seen as a ‘risky’ practice which may entice ‘heavy’ gamblers (with potential to affect at-risk gamblers)

Use of the advertising word ‘free’ attracts consumers and can lead some people to overlook ticket pricing (implying the need for clear advertising and cautious use of such words in advertising)

Advertising which promoted prize pools – rather than exact prizes to be won – confused consumers and most believed that prize values were specific prizes

Encouraging risk taking in advertising was seen as inappropriate - Such as encouraging consumers to believe that ‘being bold’ brings good fortune (e.g., Fortune favours the Bold)

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Impacts of gambling advertising by product line – TAB

While TAB advertising was not seen as pervasive as other advertising such as lotto, many participants perceived that the TAB had been advertising more frequently in the past couple of years. As TAB punters were frequently of the view that TAB outlets were not the nicest place to visit - TABs are not a nice place to go, most of the discussion centred on online betting channels and TV advertising.

There was a general perception that TV sports commentators were implicitly advertising sports betting when they’d ‘talk-up’ the odds during or before live games. This practice was also somewhat criticised by participants, who believed that this practice could lead to some punters placing ‘unplanned’ bets when they could not afford it, or trying to recoup losses during a game when their team was losing. Accordingly, this type of ‘advertising’ practice was seen to be associated with the potential for at-risk gambling behaviour.

Comments included:

People do commentaries while sports are happening. I think you could end up betting more on one game as people do more bets as the game continues. People who are losing in their match are the ones who put more bets on. It used to be good when people placed one bet, but now people are putting on bets during the game

The commentators bring up the odds during games. They say they were favourites at the beginning and then they say how the odds have changed. So the odds are promoted live as people talk. If people are at-risk, they'll be likely to be encouraged to bet during the game. They need to set guidelines like no betting after half-time. The more into the game, the more the odds are likely to change. I think encouraging that sort of impulse betting is dangerous. People say I better hop online and put $100 bucks on without thinking further about it

Those pop-ups which come up on Sky (TV) encourage impulse betting too. They show the odds and encourage people to bet on impulse. That sort of thing encourages people to bet when they shouldn't be betting. Anything that encourages people to bet on a whim isn't a good idea. It's like standing at the TAB. People wait for the good odds and then jump in to place their bets

Once the game starts, I think they should limit betting and not advertise new odds to encourage people to bet during the game

They have these commentators who say - 'Last week - one punter got the Pick6 - $250,000' and you think that sounds good

There also appeared to be high consumer awareness of sports betting web sites overseas. Some punters made comment that they had been exposed to online advertising of sites through general internet use and some were more attracted to overseas sites as they were seen to offer better odds. Many were also well-aware of the ability of place TAB bets online and through other channels such as via mobile texting and through Sky TV.

Comments included:

You can get better odds overseas - Primalsports.com is an example. Centrebet is another example. The odds are far better than in New Zealand

I look at the odds on my phone (Mobile betting). It makes betting much easier now Placing bets through Sky - I have that, but I don't use it

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Text betting is convenient, but by making it more convenient, you're encouraging people to bet on impulse and exposing vulnerable people to risk

With phone betting, you can't put a really low bet on like $5. So you have to go online to bet small amounts

A review of advertising stimulus materials also identified a range of TAB advertising approaches which were discussed by consumers. Once again, this is not to say that all are harmful, however, they illustrate how consumers are influenced by TAB advertising approaches. A summary is provided in Table 13. Trends included:

Contrasting low entry price betting with the potential for large wins – Advertising which showed how small bets can lead to large wins was described as harmful for at-risk and low income gamblers

Using words which liken punting to ‘investments’ and ‘share’ – Consumers disapproved of wording in advertising which suggested that punting was an investment, rather than gambling expenditure

Using words such as ‘smart’ and ‘successful’ – Such words were seen as implying that skill was mainly used to increase the success of gambling (as opposed to the role of chance and luck)

Advertising free monetary incentives to set-up a TAB account – this promotion (which offers $20 to set-up an account) was seen as potentially attracting people in low income brackets and was thus seen as harmful

Free TAB account top-ups – this type of promotion was seen as less harmful, as it was directed to people who already had a TAB account (and had thus already made an informed decision to gamble)

Advertising focusing on entertainment or the experience of punting – this type of advertising was seen as far less harmful than advertising which drove consumers to make bets to earn or win money

How to bet like an expert (publication title) – This was seen to encourage people to think that skill is mainly used to make money from betting and downplaying the role of chance

Advertising with limited information on odds of winning – there was a general comment that most TAB advertising did not contain information on the odds of winning (apart from odds for specific races)

Use of social marketing to encourage others to gamble – consumers believed that advertising should not contain messages encouraging people to promote gambling to their friends to ‘be a good mate’. This was seen as inappropriate peer pressure

Advertising using the strapline ‘Beat the Odds’ – this phrase was seen as encouraging people to believe that odds can be beaten, de-emphasising the role of luck

Advertising promoting guaranteed prize values – Pick6 promotions offering a guaranteed $1 million confused consumers. While the advertising suggested that someone would definitely win, there was a view that information should emphasis that this would occur only if someone ‘Picked6’. If more than one person ‘Picked6’, further explanation was also seen as necessary in terms of how prizes would be distributed. The same issue was raised for advertising which generically promoted

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prizes as ‘guaranteed’. They were only guaranteed if the right combination of bets were won

Advertising which promotes the highest possible return – Consumers saw that advertising focused mainly on the highest return possible, rather than the more typical return

Mobile betting ‘Anytime, Anywhere’ – Such language was seen as encouraging punters to bet continuously and all the time and was not seen as in the spirit of responsible gambling

Advertising showing ‘free bets’ with limited information on conditions – Consumers emphasised a need for more information on how free bets could be obtained (The location of bets was promoted, but no information on how they were attained)

Advertising promoting the opportunity to hear ‘industry experts’ – this was seen to lead consumers to believe that mostly skill was used for punting

Advertising offering a ‘share’ for $5 – consumers were confused about what a share constituted and what odds were applied (Harness Jewels – a $5 share)

TAB Facebook advertising – Some people were concerned about the exposure of advertising of punting on Facebook to minors

Advertising promoting ‘terminating’ races – advertising ‘terminating’ races was described as akin to the effect which ‘Must be Won’ had in lotto in that it would encourage higher participation

Advertising ‘It’s all on’ – this was seen as potentially encouraging people to bet more than they could afford

Smart Trifecta – this product was deemed to be promoted in a way which led consumers to think that intelligence was part of picking a trifecta

‘Bet now’ – this was described as encouraging people to bet without thinking Cross-selling gambling – it was described as inappropriate to promote a free

casino chip to TAB punters(with the underlying principle to not use one form of gambling to promote another form)

Table 13. How TAB advertising influences consumers – examples identified from review of TAB advertising materials


Contrasting small entry price betting with the potential for large wins

Advertising showing how small bets can lead to large sums of money was seen as potentially harmful for low income or at-risk gamblers

$4 trifecta won $12,000 - It definitely makes it more attractive. It's totally misleading, as many people would lose, but they don't tell you the odds

Bet Smart - Win Big - This just plays into things for problem gamblers. I think the presentation plays into it as well. It looks really cheap with a big return. People shouldn't be given the impression that you can make a fortune from gambling

I don't think they should be able to say it doesn't cost much to win big

Bet Smart - This shows a guy only spent $4 and won $8 grand. It sounds like it's really cheap

A $4 trifecta won $12000 - They seem to show lower amounts to attract low-income people to bet. It looks like it’s cheap to place a bet

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Summary insights – TAB advertising

Gamblers increasingly notice that sports commentators are implicitly advertising odds during sports commentaries and many gamblers see this as high-pressure advertising (creating perceptions that ‘expert’ recommendations are being made)

Talking up live betting odds was seen to further increase the risk of unplanned gambling and impulse betting

TAB punters report increasing exposure to overseas TAB advertising, as many report using overseas web sites to bet on sports and other events

Advertising promoting low entry price betting with the potential to ‘win big’ was seen as harmful for low income consumers – including at-risk gamblers

Use of words likening punting to ‘investments’ (e.g., for a $8 investment…) or ‘Returning’ (e.g., A $10 multi returning $8,000) were seen as inappropriate, as they implied that money can be made from gambling

Use of words such as ‘smart’, ‘successful’ in advertising was seen inappropriate, as it gave punters the impression that skill is used to increase the success of gambling

Advertising free $20 incentives to set-up TAB accounts was seen as a risky practice for low-income consumers and potentially harmful

Free TAB account top-ups were seen as less harmful, as they were directed to people already with a TAB account (i.e., people who had made an informed decision to gamble)

Advertising focusing on the entertainment or experience of punting was seen as far less harmful than advertising focusing on punting as a way to ‘make money’

Advertising words - ‘How to bet like an expert’ - were seen to convey that skill is used to make money from betting (contributing to myths about gambling)

Social marketing approaches in advertising such as – ‘Be a good mate’ were seen as inappropriate, as they were seen to pressure consumers

Advertising the strapline – Beat the odds – was seen to encourage punters to believe that odds can be beaten with skill

Advertising promoting ‘guaranteed’ prize values frequently confused consumers and led to the impression that prize values would definitely be won (in reality, this may not be the case unless a single punter correctly Picked 6)

Many TAB advertisements were seen as needing further

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information about the assumptions of prizes promoted (e.g., Guaranteed Pick 6 - based on a single punter Picking 6 or ‘Free bets’ – explaining how free bets are attained and conditions; Harness Jewels - $5 share – should explain the share in more detail)

Advertising which promoted the highest possible return – rather than typical or possible ranges of returns – led punters to believe that prizes would be won

Mobile betting advertising the potential to bet ‘Anyway, Anytime’ was seen to encourage continuous betting and was not seen to be in the spirit of responsible gambling

Advertising promoting an opportunity to hear ‘industry experts’ was seen to imply that betting was primarily skill-based

Terminating races were described as having a similar effect on consumers as ‘Must be Won’ in lotto in that use of such words would lead to higher participation levels

Advertising ‘It’s all on’ was seen as encouraging people to bet more than they could afford

Smart Trifecta – was seen to imply that intelligence was part of being a successful gambler

Gamblers believed that it was inappropriate to cross-sell gambling – such as offering TAB punters a free casino chip to gamble at the casino

Impacts of gambling advertising by product line – Casino gambling

Discussions with participants highlighted a number of advertising influences and impacts which related to casino based advertising and promotions. There was a general view that the approach to TV advertising of the major casino was well-balanced and generally focused on the entertainment available to patrons visiting Sky City. The key focus of advertising was thus seen to be placed on fun, rather than gambling or winning money. Some participants also acknowledged the use of words such as ‘Come play’ in advertising which some participants associated with gambling – They don’t use the word gamble. They use the word ‘play’. It makes you think of the gambling and it probably makes it more socially acceptable too.

Illustrative comments made by participants included:

I think of Sky City advertising as people on TV laughing and happy. They focus on fun and entertainment

They seem to advertise fun. They focus on a good night out, rather than gambling I don't think the casino’s advertising is harmful, but it may not be realistic The Sky Tower itself is a form of advertising. It reminds you that the casino is

there

A review of advertising materials from several casinos across New Zealand revealed how materials influence and are perceived by consumers. Key insights are summarised in

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Table 14. Once again, issues summarise how advertising is viewed from a consumer perspective and may not necessarily indicate that each advertising approach is harmful.

Themes raised relating to advertising materials included the following:

Low cost gambling promotions - Promotions which advertise low cost gambling opportunities were viewed as potentially harmful to low income people (e.g., pokies promoted as ‘Cent City’)

Advertising promotion to ‘win $30,000’ - One advertisement in Chinese was reviewed by a Chinese-speaker and was identified as not containing sufficient detail about which specific prizes were available for winning

TV advertisement portraying a ‘tough guy’ theme (casino outside Auckland) - A TV advertisement promoting a ‘tough guy’ gambling in a casino was seen as suggesting that gambling makes you ‘tough’ or more popular and hence, was viewed as potentially harmful

Print advertisement - ‘Do you stack up?’ – a print advertisement was seen as playing on a gambler’s ego and was thus viewed as inappropriate

Wristband promotions to enter free prize draws - Promotions which encouraged people to remain in a casino were seen to need information on how long consumers needed to wait and prize sizes. There was also a view that prolonged waiting periods should not be applied, as this was seen as potentially creating risk to consumers

Advertising of free learn to play tables - Free learn to play tables were seen as potentially posing some risk to new gamblers who may be unaccustomed to gambling

Email, web or Facebook advertising by casinos - Advertising via online or web channels was seen as needing further controls to prevent risk to gamblers

International gambling web sites which link to NZ Casinos - One example was provided of an international gambling web site which linked to poker tournaments in a NZ casino. The entry prices of such tournaments were also seen as frequently unclear in advertising

Advertising promoting ‘guaranteed’ prizes - The word ‘guaranteed’ was seen to stimulate interest and participation in gamblers

Possible risks of ‘Happy Hour’ or other alcohol promotions in context of gambling - Some risks were identified in promoting low cost alcoholic drinks adjacent to gambling

Advertising with slogan - ‘Don’t miss your chance’ – This phrase was seen as pressuring some people to gamble and was seen as inappropriate

Free offers which must be redeemed in short periods (e.g., 24hrs) - Free offers which could only be claimed in very short periods of time were seen as potentially harmful to at-risk gamblers

Free gambling chip give-aways - Free gambling chip offers were see as potentially harmful to at-risk gamblers and low income earners

Offers which require matching of expenditure – These were viewed as relatively more harmful than free gambling chip offers

Free $2 voucher for people who attend casino in groups - Advertising for offers of very limited dollar value were seen as ‘inducements’ to gamble which offered limited value to consumers (and posed more risk than consumer value)

Advertising promoting money to be won with limited detail - Advertising promoting that money ‘Must be Won’ triggered consumer interest. However, advertising was also criticised for having too limited information on the value of specific prizes

Poker Champs promotion - A poker competition was seen to be pitched like a ‘sport’, increasing the consumer appeal

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Use of words ‘On a roll’ in advertising - The words ‘On a roll’ were seen as presenting risk to problem gamblers in that the language created an impression that winning would be likely

Promotion of lucky machines - Some pokies were promoted as ‘winning machines’ and this reinforced superstitions about gambling that certain machines can be ‘lucky’

Use of superlatives which sound unrealistic - Advertising which over-emphasised poker machine pay-outs was seen as misleading advertising

Attraction of prizes advertised in promotions - Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and created high interest from consumers

Table 14. How casino advertising influences consumers – examples identified from review of casino advertising materials


Low cost gambling promotions

Low cost gambling promotions which promoted low cost gambling opportunities were viewed as potentially harmful to low income people

Any offers which show that you can gamble for a very small amount to win a large amount are generally harmful for problem gamblers

Cent City - This may be leading people in who can't afford it

Cent City - You can't buy anything for a cent these days, so it seems that it's cheap enough for everyone to play

Cent City is the worst ad. They usually cost more to play as the return is lower. It makes people think gambling is cheap and affordable

Advertising promotionto ‘win $30,000’

One advertisement in Chinese was reviewed by a Chinese-speaker and identified as not containing sufficient detail about which specific prizes were available for winning

(Chinese Advertisement) The advertisements don't tell you when or what prizes are in the draw for the $30,000. They just tell you it's for $30,000. They should list the prizes like one prize of $10,000, one prize of $5,000. But it just says a prize of $30,000. So people don't know how the prizes are structured based on the description given. It's designed to attract people to the big prizes, but doesn't give you the information

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TV advertisementshowing a ‘tough guy’theme (casino outside Auckland)

A TV advertising promoting a ‘tough guy’ gambling in a casino was seen as suggesting that gambling makes you ‘tough’ or more popular and hence, was viewed as potentially harmful

This ad uses a tough guy, bravado voice. The addiction aspect is promoted too where it says 'snap of the cards'. The whisper of romance aspect is also telling people it's a place you can pick up girls. It says lads, you can be on fire here. Others - I don't have much problem with it. (Another view) But it says if you use our product, you will be more successful in these ways. It's advertising go to the casino, get laid, get drunk and have a great night. All these things aren't that appropriate to advertise. Even putting the big stack in front of the guy makes him seem the big hero. Everyone wants to be at the table with a big stack. I don't think this complies with those advertising standards.

Print advertisement - ‘Do you stack up?’

This print advertisement was seen as playing on gamblers’ ego’s and was thus viewed an inappropriate

Do you stack up - That's setting a challenge to a guy who wants to win. It says to me - Are you adequate? To me, it's just advertising but to someone with problems, it's setting them a challenge

Having a big stack creates the image of a winner

Wristband promotionsto enter free prize draws

Promotions which encouraged people to remain in a casino were seen to need information on how long consumers needed to wait and prize sizes. There was also a view that prolonged waiting periods should not be applied, as this was seen as potentially creating risk to consumers

Draws which lead you to stick around for hours aren't good. They should tell you how long you have to stick around to win. Like tell people, you have to get your wristband at 7pm and you'll have to stay for 3 or 4 hours before the draw happens

I like the wristband draws at the casino. They draw big crowds. We were about to leave but then we saw the wristbands and stayed another hour. We then realised that the draw was only $1000. The casino is making money in the interim

The casino has these draws at 8pm and 12pm. You get a wristband. It has a number and if it's drawn, you win the money. They encourage you to be there between 8pm and 12pm. Then you get the wristband at 7.30pm. But the car park often goes only for 3hrs. Though I think now that you can go after 8pm and get into the second draw. This is more reasonable. But I don't like the one where they make you stay for hours

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Free learn to playtables

Free learn to play tables were seen as potentially posing some risk to new gamblers

For someone who doesn't gamble, free tables can get them hooked

Free to learn tables can lead on to paid money tables. It says the thrill and the excitement, but where's the thrill if no money is at stake. It's educating people to play tables for money

In the bar, they have these free tables you can warm up on. If you're drinking and playing fake chips, you get the feeling you can do the real tables, so you head there next

Learn to Play is a bit schemier. People go to the bars to drink and these tables with drunk people don't mix. It's the fact that they are advertising the free tables close to where people drink that makes it harmful. They should be only advertising the free tables around where people are playing, but not at areas where they are drinking

Email, web or Facebookadvertising by casinos

Advertising via online or web channels were seen as needing further controls to prevent riskto gamblers

Advertising entertainment on Facebook (if at a casino) is OK. But they shouldn't advertise gambling.

At the moment, I think advertising is pretty good in New Zealand, but with all the technology changes, I wouldn't want it to be pushed into people's phone or email boxes. So they need to pre-empt these things before they happen

The reach of Facebook means advertising has a much greater effect now. People may be catching up on their emails and then get advertising in their face, because their friends 'like it' or whatever. I reckon they shouldn't advertise any gambling through Facebook

I'm OK with it, as long as there's transparency and they give you the right information online

If you're sitting on your couch and you get a pop-up inviting you to register for a poker tournament. So that locks you in, I don't think that's right. There shouldn't be signing-up of people online who are at home

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International gambling web sites which link to NZ Casinos

One example was provided of an international gambling web site which linked to poker tournaments in a NZ casino. The entry prices of such tournaments was also seen as frequently unclear

The tables are often linked to web sites. I play Full Tilt (www.fulltiltpoker.com). You play an online game on an overseas web site and then you can end up playing at the casino in a tournament. There are various steps. If you get through 5 tourney's, you get into a paid one. So the online sites can lead you to play in Christchurch or Auckland casinos

To get into the big tournament, you often have to get through various smaller ones. So there are re-buys and you get into other levels. But they don't tell you how much the entry fee is. If it's an $1100 entry fee, they should tell you it on the advertising. So the cost of participating isn't as clear as it could be.

Advertising promoting ‘guaranteed’ prizes

The word ‘guaranteed’ was seen to stimulate interest and participation in gamblers and gave the perception to some gamblers of a greater chance of winning

Guaranteed - that's playing on the idea that it could be you winning the prize

The word 'guaranteed' is definitely a pull. It gives you the perception that you have a greater chance of winning

The word 'guaranteed' makes you think you can win. You shouldn't use it in advertising

Possible risks of‘Happy Hour’ or other alcohol promotions in

context of gambling

Some risks were identified in promoting low cost alcoholic drinks adjacent to gambling

Happy Hours are a good thing. But people get drunk and then people who don't intend to gamble can start gambling, even though they had no intention to gamble

I don't like that Action Rewards offer you 2 for 1 drinks (a previous offer). Mixing alcohol offers with gambling can be potentially harmful, as alcohol leads people to lose control over their gambling

Advertising with slogan‘Don’t miss your chance’

‘Don’t miss your chance’ was seen as pressuring some people to gamble

I don't like words like 'Don't Miss Your Chance'. This is pressuring people to gamble. It also says you're being left out and says you could win. It creates a sense of urgency. It also has a negative message, while most other advertising is quite positive

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Free offers which must be redeemed in short periods (e.g., 24hrs)

Free offers which could only be claimed in very short periods of time were seen as potentially harmfulto at-risk gamblers

I don't think there should be offers that make you come back in 24hrs to get the free offer

I think it's harmful as you have to redeem your (Action Rewards) points in 24hrs. The short time frame is harmful and I don't agree with that. It should be a more reasonable time frame to avoid harm

If you earn 50 points in a night, you get a free car park or a meal voucher. But you only get 24 hours to use it. So it encourages you to come back. But I don't think that is long enough time to gamble in a responsible way. It's horrible. So many people complain about it

You get free points and may earn 500 points on the Action Rewards program. You can get about 3hrs free parking now. But unlike in the past where you had a long time to use it, now you have a much shorter time to use it. So it's forcing you to come back more often

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Free gambling chip give-aways

Free gambling chip offers were see as potentially harmful to at-risk gamblers and low-income earners.

Offers which require matching of expenditure were also viewed as relatively more harmful than free gambling chip offers.

I find free chip give-aways as harmful if you have to match the value of the chips. I saw an offer for free $5 chips and you had to match with another $5 from yourself. Ordinarily I wouldn't have done this. (Did it create harm?) Not really. I just had a play and left

I saw a hotel package with a free $10 playing chip and a discounted room price. And free 24 hour parking. That's something that leads people to gamble. The clincher for me was the $10 gambling chip

Free bonus play chip - It certainly gets you to play. They've taken away so much in the Action Rewards card, so I like that these are available. If they're sent to cardholders, I don't have any issue with it, as these people have already registered. But if they send these types of things out to South Auckland or to people who are in vulnerable communities, that could be harmful

I think the advertising with the free money targets lower socioeconomic people. Small amounts attract low income people, so I think that low value incentives shouldn't be allowed

It's OK to get a free $10 chips, but I don't think you should have to match money. I think the door is a lot wider open to causing harm, if you have the match the dollar value

Free $2 voucher for people who attend casino in groups

Advertising for offers of very limited dollar value was seen as inducements to gamble which offered limited value to consumers

I think it's harmful giving some people a $2 voucher at Sky City. The $2 is just a starting point, it's not a real offer. It's a joke

The free $2 Sky City voucher is targeting really old people. That's a real hook, but it's a joke. The value is too low to be meaningful. It's not worth redeeming. Some vulnerable people may be attracted to this and it may get them hooked. Once people start, they could easily spend $50. It's targeting people who normally would not gamble. It's like giving people a taste of crackers and dip

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Advertising promoting money to be won with limited detail

Advertising promoting that money ‘Must be Won’ triggered consumer interest. However, advertising was criticised for having limited information on the value of specific prizes

Must be won - There's not enough information which says how it must be won. Do you need to earn a point to be in the draw or what exactly?

The ad which says $80,000 daily means it's divided up so it's $80,000 in total. But not a prize of $80,000. (Another - Ah - I didn't realise that. That's quite misleading isn't it) You just read the big words $80,000 daily means an $80,000 prize per day, but not divided up. They often put some things in small letters. But I see it as a marketing ploy, as you're attracted to the big prizes

We've reserved your seat - I think that's misleading as to get into those poker tournaments, it costs a lot of money. I think the minimum entry price should be promoted, so people know the cost

With that $25,000 draw, it makes you think that a single person will win $25,000. But it probably means that the total prizes for the day amount to $25,000. So the advertising isn't telling you the reality of what actually happens. Big prizes will attract people more, so people need more information on prize structures to be able to work out whether it's worth staying or whether they should go home

Poker Champspromotion

A poker competition was seen to be pitched like a ‘sport’, increasing the consumer appeal

NZ Poker Champs - It's a competition and it pitches it like a sport. But people are champions when they win. If they called it a Poker Competition, it wouldn't stack up to what people know poker as. It is a tournament

Use of words ‘On a roll’in advertising

The words ‘On a roll’ were seen as presenting risk to problem gamblers in that the language created an impression that winning would be likely

On a roll - I don't have a problem with it, but I can kind of see how such a statement could click in a problem gambler's head though.

On a roll Thursday - To me the whole message is that you're going to win. At the end of the day, the odds are that you're not going to win. For me, those words shouldn't be used

Some of the wording needs to be improved - Like 'On a roll' may create the perception that people can win and get to the top. It reinforces people's ego

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Promotion of lucky machines

Some pokies were promoted as winning machines and this reinforced the perception that certain machines can be ‘lucky

On the end of the row of machines at the casino they often tell you which ones won. It makes you think that this set of machines is luckier. It reinforces the sense of lucky machines. It leads you to think that if you play those games, you can win big money

Use of superlativeswhich sound unrealistic

Advertising which over-emphasised poker machine pay-outs was seen as misleading advertising

(Casino outside Auckland) - The advertising that says games are bigger, better and go off more often. Where's the evidence that they are? It sounds a bit dodgy. Ours are bigger says there's no limit and the exaggeration is over the top in my opinion. Go off more often - more often than what exactly?

Attraction of prizesadvertised in promotions

Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and created high interest from consumers

For me and my mate, the most appealing prizes are the cars. The high level gamblers are attracted to these prizes, as you're more likely to win the car rather than the jackpot. It's because it's physically sitting there, so you have a better chance of winning. It looks like cars are won more often than the jackpots as cars are a smaller prize, although this is probably not the case. The odds are probably still the same

Focus group participants were aware that the Auckland casino had developed some sponsorships and linkages to sporting teams. It was apparent that this also created some level of positive association and increased the appeal of the casino to people who liked the sports teams. Sporting matches were also culturally very popular and helped attract patrons to the casino. Specific comments included:

They have some linkages to sport. Also the cheerleaders and the Rugby teams get sponsored by the casino

They sponsor a lot of sport. They are linked to the Warriors. We go to Sammy's a lot and watch the rugby

Isn't it the Sky City warriors? (Another - Oh no, they are the Vodafone Warriors) (highlighting that the branding was associated with SkyCity)

Sports draw a lot of people into the casino I see the Aussie games. The Broncos have CentreBet on their jerseys. But they

don't seem to have that over here I don't have a problem with sports advertising by casinos. I don't think it's creating

any harm

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Summary insights – Casino advertising

Casino advertising promoting entertainment and fun is seen as more appropriate and lower risk than advertising which focuses on making money from gambling

Advertising promoting low cost gambling offers were seen as potentially harmful for low income consumers – including at-risk gamblers (e.g., pokies ‘Cent City’ promotions give the promotion that ‘cheap’ or ‘affordable’ pokies are available)

Advertising of some casino prize draws was seen as misleading, as large prize values would be advertised without mentioning that the prize value is a prize pool (e.g., win $30,000 means to a consumer that $30,000 is the prize, however, in reality this could be a total prize pool; Win $80,000 daily may imply a prize pool, but consumers assume that a single prize of $80,000 is available daily)

Advertising of bravado and status were seen as inappropriate and potentially harmful in gambling advertising

Advertising which plays on gambler egos was seen as inappropriate and as having potential to create harm (e.g., ‘Do you stack up?’)

Promotions for free prize draws which require consumers to stay in casinos for hours are viewed as having potential to harm both recreational and at-risk gamblers - gamblers also advocated the need for casinos to better inform consumers about conditions associated with such draws

Advertising via Facebook and the web was seen as needing further controls to prevent risk to gamblers

Advertising ‘guaranteed’ prizes was reported to have similar effects to ‘Must be Won’ prizes in lotto in that they attract stronger gambler interest

Gamblers raised concern over the possible harms of ‘Happy Hour’ promotions in the context of gambling advertising

Advertising which promotes ‘Don’t miss your chance’ was seen as inappropriate, as it was seen as pressuring consumers to gamble

Free offers which must be redeemed within 24hrs or very short periods were seen as creating harm, as gamblers would visit the casino the next day to claim the offer

Free gambling chip giveaways were seen as potentially harmful to low income and at-risk gamblers, as were offers requiring consumers to match expenditure

Very low value inducements (e.g., $2 free chip) to gamble were seen as creating harm, as the value of the offer was too low to

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balance the risk to consumers

Advertising words such as ‘On a roll’ were seen to create the impression in at-risk gamblers that winning would be likely

Pitching poker tournaments like a sport was seen to increase consumer appeal (e.g., ‘poker champs’ promotions) – there was also seen to be a need for clearer information on total expenditure required to play in poker tournaments

Promoting ‘lucky’ poker machines was seen to contribute to gambling superstitions

Using superlatives in poker machine advertising without reference to specific return to player information was seen as misleading consumers (e.g., ours are ‘bigger, better and go off more often’)

Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and created high interest from consumers

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Public views on advertising targeting specific culturesDiscussions with people of Maori and Pacific backgrounds generally also indicated that most believed that current gambling advertising was not ‘targeting’ such communities, although there was a general view that the proliferation of gambling venues in low income communities adversely affected such communities. From this perspective, the availability of gambling (particularly pokies venues) was seen as the most harmful type of ‘advertising’ which disproportionately affects Maori and Pacific peoples. Specific comments included:

There may be some advertising in New Zealand that offends Maori. But it is gambling advertising itself, not specific types of products. Maori are affected by gambling more than other communities, so any type of gambling advertising is harmful

I can only think of the anti-gambling commercials. They seem to unfairly target Pacific people

I can't think of any advertising which targets a Maori demographic or any particular demographic

I do think that advertising plays on people's vulnerabilities. Like people who are poor don't have much, so they are more vulnerable to hearing all those messages saying you can change your life and win. This is why advertising affects Maori. It’s also because there are more places to gamble in low income communities

I don't think lotto does any advertising targeting Pacific people I don't think the advertising is harmful for Maori communities. But Maori people

may be more inclined to make a choice to go to the casino. So it’s the higher participation that makes gambling advertising harmful

I find it disturbing that there are finance companies advertised by Maori, but I don't see much in the way of gambling advertising. Stacey Jones as an example was partly targeting Pacific people. That was inappropriate

I think Maori and Pacific people gamble a lot more. But I don't see people from certain cultures being targeted through advertising. The fact that they gamble more makes them more vulnerable

I've seen a couple of Pacific style pokies. But it was a bad play on it. It may be offensive to some Pacific people. But it doesn’t bother me

If their intentions are to promote advertising to Maori, you have to look at their intentions. If they are trying to appeal to Maori, this isn't acceptable. But if people are part of a group, that would be OK. Just including one race like European then other ethnic groups may question why other ethnicities aren't included. A mix should be included

If you showed an ad with Maori and Pacific people driving up to gambling and leaving their kid in the car, that would be targeting Maori people. So that advertising which says that Maori have problems is contributing to stigmatisation - even if it's true that Maori have more problems with gambling

It would be interesting to see a poker machine with Maori designs. If anything popped up, it would be all over the news and it would be taken off straight away.

None of the advertising in New Zealand typically aims at a specific culture. They're just aimed at anyone who's interested in gambling. I've never seen an ad encouraging Maori to hurry up and get to the casino

Russell Harrison (a Maori presenter and lotto presenter) was a Sky City singer and was used in some advertising. He was promoting lotto. Some people may associate him with gambling. But that’s all I can think of

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Stacey Jones (Maori rugby player) was promoting instant finance. I don't think that that was appropriate, as it was appealing to Maori

There are more pokies in South Auckland than the North Shore, so that's a type of marketing - the availability of pokies is much greater in areas where there are a lot of Pacific and Maori people

There's no advertising I can see which has offended Maori culture They are typically young and gorgeous people in the casino advertising. I don't

recall any advertising that targets Maori Using people of specific ethnic backgrounds can be culturally offensive, but I don't

see too much in New Zealand When I see a casino ad, I expect to see a hot blonde. They don't target Maori

people at all in their advertising You don't want gambling advertising to portray Maori as wasting their money on

gambling. People would then say 'typical Maori - he's wasting his money'. This would be very inappropriate

Don’t offer really cheap food appeal to Pacific people. It's the cost of it. There's something which is now $4 for some sort of meal at the casino. It's really cheap. It's not really appropriate, but it's cunning as it draws people into the environment. It's not culturally insensitive though

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Discussions with people of Asian backgrounds who attended the casino also highlighted a view that the major Auckland casino was seen to actively promote Chinese New Years. However, promotions were not viewed as culturally offensive and were not reported to lead most Asian gamblers to spend more than they could afford at those times of the year. There was also a view that promotions by many other establishments in Auckland similarly embraced Chinese New Year. Comments included:

Come Chinese New Year, they really splash out on advertising. They get people there. So the advertising attracts people to the casino and they know they will gamble

I don't feel any more likely to go or spend more at Chinese New Year than at different times of the year

I don't feel that their advertising is offensive. It's just clever. I think they are at the Mooncake Festival and the Lantern Festival too

I don't think it's culturally offensive. I think that they are making effort to learn the Chinese culture, so that's nice

I don't think the casino targets people of certain ethnicities. They do specific Asian marketing during Asian holidays, but everywhere does. Especially during Chinese New Year and the regular New Year

They embrace the Asian culture. It's a good thing and quite clever The Chinese New Year is targeted for Chinese and Korean people, but it's just fun

and just embracing our culture I think that Sky City does a good job of promoting to the Chinese in the New Year.

They give out red packets and money is in the packet. I see it as a form of bribery (laugh). It's just a freebie though. I feel like going in. They get you through the door and then you spend money. Although I think it depends on the individual person. The chance of being able to win money is attractive

Advertising was also described as culturally offensive if it made fun of Asian people or specifically portrayed only Asian people. However, currently advertisements were seen as relatively balanced in this respect. Comments made about Asian specific advertising strategies included:

If the advertising is making fun of Chinese people, that would be offensive. Building a Chinese client base isn't taking advantage of people

If they had just Asian people in their advertisements, it may be offensive. If you have a mixture of different races, it's OK. A commercial with just Asian people would be crossing the line

On TV, they never just show Chinese people at the casino. They don't show anything which is culturally offensive. They show all types of people

Sky City Action Rewards Database asks you to tick whether you're Chinese. I wonder are they targeting Chinese specifically? I used to work at Sky City, but I don't know how this works. Do they send out the advertising to Chinese people only I wonder? From a business perspective, I guess they have to. But perhaps Chinese are vulnerable to advertising if they just target Chinese. They have both language preference and ethnic group on the sign-up form

The only advertisements I see are for the Action Rewards program. I don't see it as culturally offensive

Things which would be offensive would be showing Chinese in a negative light. Like depicting that Chinese gambling are linked to crime or something like that

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Summary insights – Advertising issues relating to Maori and Pacific people

People of Maori and Pacific backgrounds see current gambling advertising as generic and hold a view that there is limited or no gambling advertising which targets Maori and Pacific people – this is attributed to industry self-regulation

The high availability of poker machine venues in Maori and Pacific communities is seen as a type of ‘advertising’ which presents risk to Maori and Pacific people

Maori and Pacific people believe that key risk factors which make Maori and Pacific people more vulnerable to gambling advertising are gambling promotions which appeal to lower income people. These include ‘low priced’ gambling offers, advertisements which promote the perception that gambling is ‘cheap or affordable’, advertising using Maori or Pacific celebrities, advertising which tells stories of low income people winning in gambling (which implicitly suggests that gambling can address hardships or improve lifestyles - e.g., Winners’ Stories) or advertising which reinforces misperceptions that people of lower educational backgrounds may hold about gambling (e.g., playing on notions of luck and superstition as an example)

Summary insights – Advertising issues relating to Asian people

People of Asian backgrounds are not strongly opposed to casino advertising of Chinese New Year, as most promotions relate to broader entertainment within casinos – there is also a view that the practice is acceptable as other commercial establishments have similar promotions (e.g., restaurants etc.)

Whilst not culturally offensive to participants in the current study, Chinese New Year gambling promotions which offer inducements to gamble (e.g., coins in red packets) could be considered as potentially presenting some risk to all Asian people – as the value of the inducement to gamble is lower than the potential risk of the advertising offer

People of Asian background would be offended by any future gambling advertising which portrays Asian people as ‘gamblers’ or shows only Asian people in advertising – This is related to the concern that this would stigmatise people of Asian backgrounds as ‘gamblers’

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Strategies for developing ‘safer’ gambling environmentsWhile participants were able to readily identify advertising approaches with some potential to lead to harm, it was relatively much more difficult for participants to identify strategies to create ‘safer’ gambling environments. This was in part because advertising itself was recognised as making gambling attractive and appealing to consumers. However, example suggestions made by focus group participants by type of gambling product are in Table 15.

Overall themes related to a need for more accurate information about gambling offers (for greater levels of informed consumer consent), provision of warnings on gambling offers which highlight risks, a greater focus on social marketing campaigns to promote responsible gambling and to avoid language which was previously identified as misleading or harmful. Participants also believed that presenting information on the true odds of winning may help balance the harmful effects of gambling advertising in some cases. There was similarly a suggestion to give gamblers more time to redeem ‘free’ offers (i.e., not 24 hours) and to use harm-minimisation research to test advertising prior to major advertising publications to ensure that they do not adversely affect at-risk gamblers.

As part of discussions, participants were also asked about their awareness of ‘host responsibility’ initiatives in gambling venues. Unsurprisingly, most participants had limited understanding of such programs or what was involved in such programs. However, there was some awareness that similar types of programs applied to alcohol consumption and some people were familiar with the term ‘host responsibility’, but not specific details.

Examples of reflections made by participants about host responsibility programs included:

I banned myself from the casino for two years and I found out about it from a guy at the venue. That sort of thing is useful, but not enough people know about this

I only know the host responsibility programs for drinking. I haven't heard about that for gambling though

I've never heard of Host Responsibility programs. I've heard of the number you call for gambling problems though

In addition, there was limited awareness of the existence of the Code for Advertising Gaming and Gambling, as developed by the New Zealand Advertising Standards Authority. However, a number of people were generally aware that complaints could be made about advertising more generally.

When participants were shown the Code, there was also a feeling that some current advertising may be breaching the Code. In particular, there was a view that some advertising materials reviewed may be alluding to the idea that gambling can address financial difficulties (a standard under the Code) - I think that gambling advertising is telling people that it can relieve your financial difficulties, so that goes against the current advertising standards (Guideline 2b is that ‘Advertisements should not promote reliance on gaming as a means of relieving a person's financial or personal difficulties’).

Comments made about New Zealand’s Code for Advertising and Gambling related to the potential for greater public awareness of the Code and additionally, greater promotion of where complaints can be directed. Example comments included:

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I didn't know there were advertising standards for gambling, but I did know there were advertising standards

People should be made aware about how to make complaints. People should be aware of the guidelines, so that you know what can be complained about. They should have an 0800 number for people to call

I didn't know about these, but would a complaint really make a difference? I've heard of the Advertising Standards generally, but I didn't know there were

standards for gambling specifically

The need to pre-empt the potential harmful effects of relatively ‘unregulated’ online gambling advertising was also emphasised as a priority to create safer gambling environments in the future - At the moment, I think advertising is pretty good in New Zealand, but with all the technology changes, I wouldn't want it to be pushed into people's phone or email boxes. They need to pre-empt these things before they happen.

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Table 15. Suggestions from focus group participants about how to create ‘safer’ gambling environments

Gambling product Comments illustrating views about how to create ‘safer’ gambling environments

Non-casino gamingmachines

Don't put the pokies rooms in traffic areas. You walk right past the toilets and there they are

I just think they need to change the gaming signs. Put stickers on the window, but not in your face and don’t put signs on the footpath

I think people need information to help feel that personal responsibility for their gambling

I think they need more information to encourage people to think about how they gamble. They have some ads about problem gambling, but there needs to be more

I think they should show statistics up on the wall. To show people you can't win

If you show people the stats, people may be able to think a bit more about whether they'll play

Put a door on the pokies room. Glen Eden RSA is out of the way. It's not right next to where you're drinking. If you didn't know it was there, you wouldn't be able to find it. Another in the area is right there in front of you almost. You can see it from where you're drinking

Staff need more training on how to recognise the danger points

Lotto It's OK to focus on the dream, but you need to also show the flipside about how likely you are to win

They need to tell people the chance of winning in all lotto ads. I don't think it will damage their sales, as you can still be that one in a million

More information on the odds of winning More information about odds They need to tell the cold hard facts about how likely people are to win.

They don't seem to do this I think that there needs to be more information to balance the advertising,

so that people know the chance of winning

Instant Kiwi They should tell you which prizes have been won. Sometimes staff in the dairies don't like telling you the facts. But they should promote who's won more, so that people are more aware of their chance of winning the big prizes

Be clearer on what prizes are available. Provide more information

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TAB Don't mislead people to think that they are going to be certain winners. All the fine print on the TAB site needs to be made much more obvious so people can understand what they are betting on and the likely money they'll get if they win

I don't think they should offer the free $20 to start people off I don't think they should use words like investment. It's about taking a risk,

so they need to write advertising that balances out the information in the ads

I think that advertising needs to be done in a way that doesn't harm participation, but doesn't harm the compulsive gamblers. Why don't they do research to test it to make sure it doesn't mislead people? They should be made to pull advertising if it impacts on problem gamblers in a negative way

I think the glamour of race days isn't needed. Tell people it's fun, but don't portray it as glamorous. This sort of thing attracts people who don't have much to think it's more than it is or that they can aspire to improving their social status. Just focus on fun

I think they should test advertising with problem gamblers to make sure they are not vulnerable to the advertising. They should do this to check the advertising and use some of the money from gambling to do this sort of work

Take words like expert and guarantee away - Take away those words that give you the impression that you can win

Tame down the ads and tone them down, so that people don't see all the gloss

They need more responsible gambling messages in all the advertising - like have fun and enjoy your bets, but don't lose your shirt and family while betting

They need to have more balanced information in advertising - like what you have to spend to win, the odds and be real about the prizes offered. Don't say it's a $100,000 prize, if it's a prize pool or don't say that this prize can be won when it may not go off if someone doesn't pick the right combination of horses

They seem to focus on what's won, rather than the odds of winning. So they need more information about the odds in advertising

They shouldn't use banking and investment jargon in any gambling advertising including TAB advertising

What struck me is that gambling will be starting to target people through web sites, email and Facebook. So more education is needed on odds and how gambling works for the general community, as gambling is going into the mainstream now

Casinos At the moment, there are no warning signs. They should say things like 'Think of your family' or that 'Too much gambling is bad for your health or 'Think Again’

Don't lead people to stay around for hours for draws. The length between when you enter and when they have the draws can lead to harm, as some make you stay far too long

Get rid of the pressure to come back and gamble again in short periods of time. People should be given 30 days or a reasonable time frame to use their coupons. The coupons used to be every month, now the coupons are often only good for one week. So people have to come in once a week. It feels like being forced and I don't like it

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Have real information on the prizes - put all the facts down. At the moment, the wording is too generic so people don't know all the details about what they are buying

I don't think that they should have high priced tables. Have a low stack table, so people can take part in all games, but not just high prices which may encourage people to spend more than they can really afford

I think that they should be more balanced and realistic in advertising. Don't glamorise it

Have a daily draw, but not multiple draws through a short period of time. It leads people to stay there to chase the wins. I think one a day is less harmful

I think they should take the pressure off the repeat visit. Don't create a need to go back too soon

I think they should tell people how much they have to gamble to enter a competition. Put more details so people understand what they are getting into

Stop making false images of people looking like heroes Tell people more stories about problem gambling and not gambling

responsibly They have the Problem Gambling organisations here. You see them on TV

but they don't have the big campaigns like in Australia. I travel there a lot for my work. So I notice it a lot

They need to put more messages on the games and prizes to warn people of the risks. They need to provide more information so people know what they're buying too

They shouldn't promote heavily on the off days so people keep coming every day of the week

I think the amounts (jackpot sizes) should be removed from the advertising I think the frequency of email and direct mail advertising should be limited Putting the chances of winning on ads may be helpful to people. But I'm not

sure if that will help problem gamblers. Informed decisions about betting are important though

I think loyalty programs encourage you to spend more. You get points for spending more, but there's no consequence for spending too much. You need to measure when someone has had too much

I think advertising shouldn't be sent to low income communities. You need to think about where all the advertising flyers are going. As some communities will be more affected by these offers than others

They need to tell you on those print ads the value of the prize and how likely you are to win

Why don't they display odds of winning on the advertising, so people know what they're getting into

Words like win 'at least' is a little misleading. How much you can win should be clear in all the advertising

I think that advertising is mostly fine, but all the advertising needs messages to counter the effects which balances the potential risks with the potential benefits

The majority of people who go to the casino are from low socioeconomic backgrounds. So in many respects, the offers and promotions prey on the people who can least afford it

I think the advertising with free money targets lower socioeconomic people. Small amounts attract low income people, so I think that low value

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Summary insights – Creating safer gambling environments

Gamblers highlighted the potential to address the previously identified advertising issues, as a means of reducing the harmful effects of gambling advertising

Gambler awareness of host responsibility programs is fairly limited and there is also limited understanding of the benefits of such programs

While there is some latent awareness that people can complain about advertising generally, specific channels for making complaints about gambling advertising are unfamiliar to most gamblers

Research to test advertising effects on at-risk gamblers may be a further method to prevent harmful gambling advertising (i.e., research prior to major campaigns)

Improved social marketing campaigns and responsible gambling messaging in the context of gambling advertising were seen as future methodologies to create ‘safer’ gambling environments

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Key findings in summaryGeneral effect of gambling advertising

Findings of research highlight that gamblers in New Zealand are most likely to attune to gambling advertising, if they already participate in the gambling being advertised. From this perspective, participation in gambling ‘primes’ consumers to be more inclined to notice advertising and in turn, to be more likely to respond to any possible effects.

Pokies venue signage

Findings of research highlight that at-risk gamblers are sometimes tempted to gamble on gaming machines following viewing of pokies signage outside clubs and pubs (e.g., gaming lounge, pokies signage etc.). While signage may encourage some level of unplanned gambling in at-risk gamblers, at-risk gamblers do not see advertising as the major cause of gambling problems.

Gaming trusts

While (gaming machine) trust signage is widely promoted within New Zealand, research showed that signage is not seen to ‘promote’ gambling or lead to significantly improved community perceptions about gambling. This is also because there is relatively limited consumer understanding about how gambling trusts operate and where money is distributed. For this reason, trust signage also plays a very limited role in a gambler’s choice of gaming machine venue.

Effects of gambling advertising approaches

Findings of research highlight a diverse range of impacts of gambling advertising. These were elicited from a review of gambling advertising stimulus materials from within New Zealand. While effects of advertising varied according to the type of gambling activity and promotional materials reviewed, a range of common themes emerged.

Together, these trends represent gambling advertising approaches which may pose some level of risk to either all gamblers and particularly to at-risk and problem gamblers. Based on research, risk to all gamblers occurs when gamblers misread or misunderstand advertising offers, as they are presented in a way which prevents an informed understanding of the content.

Advertising which presents special risks to at-risk gamblers, in comparison, tends to reinforce myths held about gambling or reinforces that gambling outcomes can be controlled. A further risk related to the potential for gambling advertising promoting ‘low cost’ gambling opportunities to harm any gamblers from low-income backgrounds.

While further research is clearly needed to understand and quantify effects, exploratory qualitative research highlights the following overall findings:

All gamblers primarily fixate on prize values in gambling advertising. The higher the prize, the greater the attractiveness of a gambling opportunity and the more likely gamblers will spend money on that activity

Many gambling advertising offers were misinterpreted by gamblers, as prize values shown in gambling advertising were not always those ‘on offer’. This typically occurred in cases where advertising:

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Presented ‘prize pools’ rather than the distribution of specific prizes available

Did not fully articulate the assumptions of prizes (e.g., did not show how prize values were derived and on what assumptions they were based)

Presented prizes inaccurately (e.g., holidays when only cash was available to buy a holiday)

Did not clearly outline conditions associated with winning prizes (e.g., including more detailed pricing or entry conditions)

Presented the ‘best’ possible prize outcome, rather than ‘typical’ or ranges of possible outcomes

Used words such as ‘guaranteed’ in spite of the possibility that actual prize values may not be won or would only be won under certain conditions

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Advertising which reinforces superstitions about gambling can potentially lead to harm. It is also likely that harm for problem and at-risk gamblers is greater, due to the tendency of such groups to hold these misperceptions. Advertising which reinforces superstitions includes concepts such as ‘lucky’ lotto stores, ‘lucky’ poker machines, referencing luck generally, referencing lotto wins during holidays and suggestive luck-oriented phrases (e.g., 'On a roll')

Advertising using words, phrases or terms such as expertise, expert, smart and successful can potentially harm all gamblers and particularly problem and at-risk gamblers. Use of such terms tends to reinforce the misperception that gambling is expertise-based (and non-random) or that gambling outcomes can be influenced or controlled (and should thus not be used unless skill applies)

Advertising which presents odds in certain ways can confuse some gamblers. For instance, some gamblers were reported to buy three tickets if a draw says ‘1 in 3 tickets will win’, as they believed that this implies a guaranteed or ‘highly likely’ win. This also implies the need for very clear descriptions of any advertising promotions which present the concept of gambling odds, as it is possible that some gamblers will misunderstand this type of promotion

Advertising which promotes ‘Prizes still available’ are difficult for gamblers to evaluate, as it is currently seen as very difficult or not possible to obtain information on actual prizes ‘still’ available (particularly in scratch ticket promotions). Accordingly, information on prizes available should accompany promotions or the advertising technique should be avoided

Advertising approaches prompting gambling decisions 'on the spot' are higher-risk forms of advertising due to the ‘pressure’ they place on gamblers. Such approaches are seen as having potential to lead to poorly considered decisions to gamble and for this reason, are likely to pose some level of risk to all gamblers and particularly problem and at-risk gamblers. This may include use of advertising words such as ‘hurry’, ‘quick’, ‘beat the odds’, ‘Don’t miss your chance’, ‘Be a good mate’ and even pressure from sports commentators during live sporting events (e.g., ‘talking up’ live odds)

Advertising which encourages bravado and perceptions of status from gambling or encourages gamblers to question their self-worth (e.g., Do you stack up? Fortune favours the bold) is seen as potentially harmful forms of gambling advertising. This is because such statements challenge gambler emotions or encourage risk taking and may thus not lead to more rational or informed decisions about gambling

Advertising offers with very short time frames to claim ‘free offers’ or discounts can be potentially harmful to all gamblers and particularly to problem and at-risk gamblers. These include casino advertising offers such as free points, free car parks and food and beverage offers with short time frames to claim offers. This implies that promotions should consider timeframes for responsible gambling in the context of any free offers or discounts

Advertising offers such as ‘free prize draws’ which require consumers to remain in a venue for some time are seen as having potential to harm gamblers (and particularly problem and at-risk gamblers) if the period between entry and the prize draw is lengthy. While a maximum length to avoid harm cannot be determined from qualitative research, this highlights that the structure of draws should be considered in the future from a promotional perspective

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Advertising words such as ‘free’ frequently focus gambler attention in advertising at the expense of other important information (e.g., conditions of offers etc.). While using such words is a valid way to attract consumer interest, gambling advertising should recognise that use of the word ‘free’ can make it difficult for gamblers to adhere to other information in advertising (possibly implying that all advertising information should be checked for high clarity when words such as ‘free’ are utilised)

Using superlatives in gambling advertising (e.g., our pokies go off more often!) should be avoided unless specific claims can be proven – Some advertising was identified with extreme claims which were difficult for any consumer to prove and were possibly also incorrect. Using such approaches was seen as presenting risk to all gamblers, as claims were unable to be evaluated and advertising did not contain information to allow consumers to independently assess claims

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Any gambling advertising promoting 'low-priced' offers are frequently seen as ‘cheap and affordable’ gambling opportunities by people of low-income backgrounds. Such offers tend to convey that little money may be needed to generate large amounts of money or winnings. As problem gamblers are by definition 'spending more than they can afford', they are effectively vulnerable to this type of advertising. Use of words such 'only’ (e.g., only $2 to win $10,000) also reinforces the perception that the betting or gambling offer is ‘cheap and affordable’. For this reason, such approaches should be avoided. Advertising offers providing 'free money' (e.g., free $20 to gamble with) may also appeal to lower-income gamblers and may potentially pose risk in a similar way

Advertising words which equate gambling to ‘investments’, give gamblers the misperception that money can be made from gambling. Examples include words such as ‘invest’, ‘returning’ and ‘share’

Any winners’ stories (or similar advertising) which detail how people went from ‘hardship to prosperity’ from winning in gambling (e.g., lotto) tend to appeal to more vulnerable people (particularly people of lower-income backgrounds or those experiencing financial difficulties). Such groups identify with the people described in the stories and this increases the effect of the advertising (and the appeal of gambling). This implies that stories depicting hardships should be avoided in advertising to protect more vulnerable consumers (e.g., including avoidance of words such as redundancy, mortgages, financial difficulties or other hardships which more vulnerable people may relate to). As at-risk gamblers by definition spend more than they can afford, this group may similarly also be at-risk for potential harm

Gambling advertising depicting gambling activities appears to particularly appeal to at-risk gamblers and should be avoided in gambling advertising. This may include use of themes such as card games and casino games in advertising of other types of gambling products. As problem gamblers play many gambling activities, advertising using gambling themes may also pose particular risk to this segment

Advertising phrases suggesting continuous or irresponsible gambling are seen by gamblers to encourage such behaviour (e.g., ‘Bet anytime or anywhere’). This implies the need to ensure that future advertising slogans and straplines do not contradict the principles of responsible gambling

Very low value inducements to gamble (e.g., $2 free chip) are seen to pose more risk to gamblers than the value of the inducement. This implies that gambling advertising offers should be evaluated in terms of both their potential risk to gamblers, balanced alongside the value of the inducement from a consumer perspective

‘Must be Won’ lotto promotions appear to stimulate buying in all segments of gamblers – including recreational and at-risk gamblers. Gamblers also report a large effect of such promotions on ticket purchasing. Given this effect, there is potential to balance the effects of such advertising with responsible gambling messages to ensure that all gamblers consider the affordability of gambling during ‘Must be Won’ (and similar) promotions. A similar effect was also observed for ‘Terminating’ races in wagering and to a lesser extent, use of the word ‘Guaranteed’ in gambling advertising offers (e.g., $20,000 guaranteed)

Cultural aspects to gambling advertising

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While Maori, Pacific and Asian gamblers participating in groups could not identify any current approaches to gambling advertising in New Zealand which offended Maori culture, the high availability of poker machine venues in Maori and Pacific communities was seen as a type of ‘advertising’ which presents clear risk to people living in any low income communities (particular Maori and Pacific people).

In addition, Maori and Pacific people reported vulnerability of the community to low-priced gambling offers, as these may be seen to promote the perception that gambling is ‘cheap or affordable’ or ‘a way to make money’. In addition, gambling advertising posing risk to Maori and Pacific communities was seen to include advertising approaches which:

Portray Maori or Pacific celebrities as part of advertising Reinforce common misperceptions that people of lower educational backgrounds

may hold about gambling (e.g., advertising which plays on notions of luck and superstition as an example)

Tells stories of lower income people winning in gambling (which implicitly suggests that gambling can address hardship or improve lifestyles - e.g., Winners’ Stories)

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Findings of research also suggested that people of Asian backgrounds were not strongly opposed to gambling advertising in the context of Chinese New Year, as most promotions were seen to relate to broader entertainment. Whilst not culturally offensive to participants in the study, Chinese New Year gambling promotions offering inducements to gamble (e.g., coins in red packets) could be considered as potentially presenting some risk to all Asian people, as the value of the inducement is lower than the potential risk of the advertising offer.

Creating safer gambling environments

Findings of research highlighted that refining the advertising identified during focus groups was seen as the most useful way of creating ‘safer’ gambling environments for all gambling consumers. In addition, findings showed that:

While there is some latent awareness that people can complain about advertising generally, specific channels for making complaints about gambling advertising are largely unfamiliar to most gamblers

Research to test advertising effects on at-risk gamblers may be a method to prevent harmful gambling advertising (i.e., research prior to major advertising campaigns)

Improved social marketing campaigns and responsible gambling messaging in the context of gambling advertising were seen as future methodologies to create ‘safer’ environments for all consumers

The other general strategy to create safer gambling environments related to advertising and promotion of gambling as entertainment, rather than focusing on the benefits of winning money in gambling. From this perspective, most gambling advertising within New Zealand was seen to be mostly focused on monetary gain. In addition, it was also emphasised that web advertising of gambling through online channels (including through Facebook) should be more closely monitored in the future to ensure that such methods do not inadvertently pose risks to consumers.

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SECTION 4: Quantitative research exploring impacts of gambling marketing

and advertisingAs part of the study, a small-scale exploratory quantitative survey was undertaken with gamblers within New Zealand to better understand the effects of gambling advertising. For this purpose, a convenience sample of 400 gamblers was identified and screened using an online research panel. Participants included 97 gamblers of Maori background, 101 of Pacific background, 100 of Asian backgrounds and 102 of New Zealand European backgrounds. Targets of approximately 100 respondents were set for each ethnicity to allow an analysis of cultural aspects to gambling advertising. The methodology used for the survey is presented in the methodology section of the report (refer page 55). Data for moderate risk and problem gamblers is combined for reporting purposes. Overall figures are weighted based on the distribution of all gamblers within New Zealand (with data kindly supplied by the Ministry of Health). Unweighted figures are additionally presented for each reported gambling risk segment. Statistically significant results are indicated through p<.05. This implies that the chance of a trend not occurring is very low (i.e., implying that the trend is likely).

As panel surveys naturally present limitations in being able to generalise to the broader New Zealand population, findings of the survey should be considered as exploratory and indicative, rather than definitive. The respondents, for instance, could also be atypical in that they could possibly be quite well-engaged with media and advertising (being on a survey panel).

The purpose of the study was to use a readily accessible source of survey data to further explore possible effects of gambling advertising (and in a context where very limited prior research had been undertaken). As such, it was used to complement and supplement qualitative research findings. For this reason, due care and caution should be applied in the interpretation of all results. Findings of the survey are structured as follows:

Impact of advertising of New Zealand gambling trusts Impact of advertising signage of pokies venues Impact of social media promotions of gambling Impact of online advertising of gambling opportunities

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Impact of lotto and Instant Kiwi advertising Impact of lotto jackpots and advertising slogans Impact of TAB advertising Impact of casino advertising Awareness and promotion of host responsibility programs Protecting consumers from harmful gambling advertising Analysis of special research topics Key findings in summary

Impact of advertising of New Zealand gambling trusts Awareness of EGM profit distribution

Gambler awareness of how EGM profits from gambling trusts are distributed within New Zealand is in Table 16. As shown, 87% of all NZ gamblers were aware that profits from gaming machines were distributed to charitable causes. Awareness was significantly lower in gamblers of Asian and Pacific backgrounds, compared to NZ European backgrounds (p<.05).

Table 16. Awareness that EGM profits are distributed to charitable causes in NZ – results by ethnicity (N=400, February-April 2011)

Aware of how EGM profits are distributed

% of gamblers (Unweighted)% all NZ

gamblers (weighted)

NZ European Maori Asian Pacific

Aware 80 78 53 65 87N 102 97 100 101 400Question: Were you aware that gaming machine profits (from pokies) are distributed by trusts to charitable community causes in NZ? (Base: All surveyed gamblers)

Awareness of where EGM profits are distributed

Gambler awareness of where EGM profits are distributed within New Zealand is in Table 17. As apparent from results, 64% of all gamblers had ‘no idea’ about how profits were distributed. It is interesting to note that very few respondents selected the correct answer (that money could go anywhere within New Zealand). Compared to New Zealand European gamblers, Asian and Pacific gamblers were also more likely to indicate that they had ‘no idea’ about how profits were distributed (p<.05).

Table 17. Awareness of where EGM profits are distributed in NZ – results by ethnicity (N=400, February-April 2011)

Understanding of where EGM profits are distributed

% of gamblers (Unweighted)% all NZ

gamblers (weighted

)

NZ Europea

nMaori Asian Pacific

The pub owner keeps 70% of profits and 30% is given to charity

12 8 9 11 16

All of the money goes back to the local community (or town) 3 5 4 2 4

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Around 10% goes to the Central Government, 10% to the pub and 80% to the pub’s local community

20 7 6 8 9

The money could go to charitable causes anywhere in NZ (not necessarily the local community)

10 16 8 9 6

I have no idea how profits are distributed 56 63 73 70 64N 102 97 100 101 400Question: If you played pokies at a pub in your local area, to the best of your knowledge, where do the pokies profits go?(Base: All surveyed gamblers)

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Display of trust logos to identify sponsorships

Gamblers were asked to indicate their views on how acceptable it was for trusts to display logos indicating their sponsorships. Results are in Table 18. Of all surveyed gamblers, 60% believed it was acceptable and 36% had no opinion, indicating complacency about the issue. In addition, gamblers of Asian and Pacific backgrounds were particularly complacent, with respectively 75% and 63% of each group having no opinion on the matter.

Table 18. Views about display of trust logos to indicate sponsorships – results by ethnicity (N=400, February-April 2011)

View% of gamblers (Unweighted) % all NZ

gamblers (weighted)NZ European Maori Asian Pacific

Acceptable 42 29 19 24 60Not acceptable 11 10 6 13 5Don't have an opinion 47 61 75 63 36N 102 97 100 101 400Question: Community trusts sometimes display their logo on sports fields and during other sports events to show that they have given a sports club money from community gaming machine profits. Do you see this as? (Base: All surveyed gamblers)

Value of trust branding in choice of gaming machine venues

As part of the study, gamblers were asked to indicate whether they played pokies which belonged to a particular trust. This was to explore the value of trust ‘branding’ in the decision to play at a gaming machine venue. Results are in Table 19. As shown, trust branding plays a very limited role in the decision about where to play pokies, with 92% of gamblers indicating that it plays ‘no role at all’. While all groups placed limited value in trust branding, compared to NZ European gamblers, Maori and Asian gamblers were somewhat more likely to use trust branding in their decision about where to gamble (p<.05).

Table 19. Whether gamblers choose to play EGMs at venues owned by particular trusts – results by ethnicity (N=194, February-April 2011)

Frequency of play at EGM

venues owned by particular

trusts

% of gamblers (Unweighted) % all NZ gamblers

playing pokies at pubs/clubs

(weighted)


Not at all 83 59 55 75 92Sometimes 13 36 42 23 7Often 4 3 0 0 0Always 0 2 3 2 0Mean 1.2 1.5 1.5 1.3 1.1N 54 58 38 44 194Question: To what extent do you choose to play pokies which are owned by a particular NZ community trust? (1=not at all, 5=always) (Base: All surveyed gamblers playing pokies at pubs/clubs)

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Impact of advertising signage of pokies venuesViews and perceptions about the impact of pokies signage

The link between EGMs and charitable causes is in Table 20. Most EGM players who played pokies at pubs and clubs did not justify their play by rationalising that money ‘goes back to the community’. While this justification was more frequently used by moderate risk and problem gamblers (p<.05), a mean of 1.6 suggests that the behaviour is fairly uncommon. A similar trend applied to the second item (p<.05).

Table 20. Giving money back to the community as a justification for playing EGMs – results by risk for problem gambling (N=194, February-April 2011)

Frequency of different activitiesin the past 12 months

Mean (Unweighted)(1=not at all, 5=very frequently)

Mean all NZ gamblers playing

pokies at pubs/clubs (weighted)

Non-problem gamblers

Low risk gamblers

Moderate risk and problem

gamblersPlayed pokies using the excuse that money you spend goes back to your local community 1.1 1.2 1.6 1.1Spent more than you could afford on pokies, using the excuse that money goes back to your local community 1.0 1.2 1.6 1.0N 35 47 112 194Question: How often have you done the following in the past 12 months? (1=not at all, 5=very frequently) (Base: All surveyed gamblers playing pokies at pubs/clubs)

Influence of pokies signage on unplanned play

EGM players were asked to indicate how frequently they had seen pokies signage and whether signage had encouraged unplanned play. Results are in Table 21. Findings showed that all risk segments reported seeing pokies signage only somewhat frequently.

Compared to low risk gamblers, moderate risk and problem gamblers reported more frequent signage exposure (p<.05). The role of signage in triggering unplanned play was similarly quite minimal. In addition, while moderate risk and problem gamblers were more likely to enter venues on an unplanned basis due to signage (p<.05), at a mean of only 2.0, the behaviour appears infrequent.

Table 21. Influence of pokies signage on unplanned pokies play – results by risk for problem gambling (N=194, February-April 2011)

Frequency of different activitiesin the past 12 months

Mean (Unweighted)(1=not at all, 5=very frequently)

Mean all NZ gamblers playing



Low risk gamblers


gamblersSeen signage outside a club or pub entrance displaying the availability of pokies 2.4 2.1 2.6 2.1Entered a pub or club to play pokies only after seeing a pokies sign, even though you had NOT PLANNED to enter 1.2 1.4 2.0 1.3

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N 35 47 112 194Question: How often have you done the following in the past 12 months? (1=not at all, 5=very frequently) (Base: All surveyed gamblers playing pokies at pubs/clubs)

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Whether pokies signage led EGM players to spend more than they wanted to spend on pokies is in Table 22. The base for this question included EGM players who played both casino and non-casino gaming machines. Findings overall suggested that the role of advertising signage is fairly limited. Results similarly showed that the influence of signage was greater for moderate risk and problem gamblers (p<.05), compared to non-problem gamblers.

Table 22. Overall influence of pokies signage on spending – results by risk for problem gambling (N=239, February-April 2011)

Influence of pokies signage

Mean (Unweighted)(1=none at all, 4=significant influence)

All NZ gamblers

playing pokies at pubs/clubs/

casinos (weighted)


Low risk gamblers


gamblersInfluence of pokies advertising signage on the tendency to spend more than one wanted to spend

1.1 1.2 1.7 1.2

N 48 63 128 239Question: If any, how much influence do you feel that pokies advertising/signage had on you spending more on pokies than you wanted to spend in the past 12mths? (1=none at all, 4=significant influence) (Base: All surveyed gamblers playing pokies at pubs/clubs/casino)

Appropriateness of pokies advertising signage

Views about the appropriateness of pokies signage are shown in Table 23. Overall, 85% of gamblers believed that basic signage display was appropriate. No significant differences were recorded by risk segment.

Table 23. Views about the appropriateness of pokies advertising signage – results by risk for problem gambling (N=194, February-April 2011)

Appropriateness of displaying pokies signage

to advertise the availability of pokies

% of gamblers (Unweighted) % all NZ gamblers playing



Low risk gamblers


gamblers

Signage is appropriate 63 68 70 85Signage should not be displayed 37 32 30 15N 35 47 112 194Question: What is your view about the display of signage advertising the availability of pokies? (Base: All surveyed gamblers playing pokies at pubs/clubs)

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Findings also showed that people of Asian and Pacific backgrounds were more likely to believe that signage should not be displayed (each 39%), compared to people of NZ European background (p<.05). Results are in Table 24.

Table 24. Views about the appropriateness of pokies advertising signage – results by ethnicity (N=194, February-April 2011)

Appropriateness of displaying pokies signage

to advertise the availability of pokies

% of gamblers (Unweighted) % all NZ gamblers playing



Signage is appropriate 80 67 61 61 85Signage should not be displayed 20 33 39 39 15N 54 58 38 44 194Question: What is your view about the display of signage advertising the availability of pokies? (Base: All surveyed gamblers playing pokies at pubs/clubs)

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Impact of social media promotions of gamblingAs respondents were participants obtained from an online research panel, this should be considered when reviewing results in this section of the report (as such respondents may be more frequent users of the internet than the general community).

Role of social media in advertising gambling

Gamblers were asked about any informal social marketing they engaged in to tell their friends or family about gambling. This could include use of Facebook, SMS and similar practices. Results are in Figure 3. Overall, results indicated that social marketing practices were not highly prevalent, although were undertaken by a small proportion of gamblers. Calling someone about a good pokies jackpot was the most commonly reported activity.

Figure 3. Percent of gamblers engaging in informal social marketing of gambling

opportunities with family or friends - overall results (February-April 2011)

Question: Sometimes people talk about gambling with friends and family. In the past 12 months, how often have you done the following? (Base: All gamblers playing the relevant activity) (Base for pokies includes gamblers playing pub/club/casino pokies N=239, Base for TAB including people only taking part in horse, harness or greyhound racing N=157. Overall data weighted.

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Impact of online advertising of gambling opportunitiesInternet gambling advertising

While casino-style internet gambling is not offered or permitted within New Zealand (a regulation under the Gambling Act 2003), wider use of the internet may imply that many gamblers are exposed to internet gambling advertising. On this basis, the issue was examined in the study. Awareness of gambling advertising on the internet is in Figure 4. Around 72% of gamblers reported some level of advertising exposure. Findings also showed that moderate risk and problem gamblers reported higher exposure (mean=2.6), compared to non-problem gamblers (mean=2.1) (p<.05). It should be noted that the question focused on any type of online gambling advertising (which could also potentially include online TAB and lotto advertising, which are permitted within New Zealand).

Figure 4. Percent of gamblers who had viewed advertising on the internet about gambling - overall results (N=400, February-April 2011)

Question: In the past 12 months, how often have you seen advertising on the internet about online gambling and overseas casinos? (1=not at all, 5=very frequently) (Base: All surveyed gamblers) Overall data weighted.

The effect of online gambling advertising on gamblers who reported advertising exposure is in Table 25. While numbers are small, findings suggest that 13% of gamblers (each) visited an online gambling site for curiosity after seeing advertising or tried a ‘free to play’ site. However, only 4% had gambled at an online casino after seeing advertising. In addition, moderate risk and problem gamblers displayed a tendency to engage in all behaviours significantly more often, compared to non-problem gamblers (p<.05).

Table 25. Frequency of visits to online gambling sites for gamblers exposed to online gambling advertising -

results by risk for problem gambling (N=316, February-April 2011)

Frequency over the past 12 months

% of gamblers (Unweighted) % all NZ gamblers seeingonline gambling

advertising (weighted)


Low risk gamblers

Moderate risk and problem gamblers

Visited an online casino over the internet for curiosity after seeing gambling advertising online (even if

19 30 51 13

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you didn't gamble)Played at an online casino for fun after seeing the advertising, but didn't make bets using money (such as ‘free to try’ sites)

21 29 43 13

Gambled at an online casino for money after seeing advertising 5 7 21 4N for all questions 94 82 140 316Question: In the past 12 months, have you? (Base: All gamblers who reported seeing online gambling advertising)

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Impact of lotto and Instant Kiwi advertisingFrequency of viewing lotto/Instant Kiwi advertising

The frequency of viewing lotto and scratch ticket advertising (based on gamblers who played each activity) is shown in Table 26. No significant differences were recorded between moderate risk and problem gamblers, compared to non-problem gamblers. Similar awareness levels of lotto and scratch ticket advertising across risk segments may be due to the wider exposure of the general public to lotto and scratch ticket advertising.

Table 26. Frequency of viewing lotto/Instant Kiwi advertising - results by risk for problem gambling (N=386 lotto players and N=319 scratch ticket players, February-April 2011)

Frequency ofviewing advertising Base

Mean (1=not at all, 5=very frequently)(unweighted) Mean

all NZ lotto or scratchgamblers(weighted)


Low risk gamblers


General advertising on NZ lottery draws Lotto

players

3.2 3.5 3.4 3.2Advertising on very large NZ lottery jackpots (i.e., Larger than usual jackpots)

3.2 3.4 3.4 3.2

N for lotto players 120 101 165 386

Advertising on Instant Kiwi scratch tickets

Scratch ticket

players3.0 3.3 3.2 2.9

N for scratch ticket players 91 81 147 319Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently) (Base: Lotto or scratch ticket players)

Frequency of viewing lotto advertising – by media channel

The frequency of viewing lotto advertising by different media channels (based on lotto players) is in Table 27. This shows that lotto is most frequently seen through TV advertising, in shopping centres, in the local dairy and supermarkets. Interestingly, only a few significant differences were apparent. Compared to non-problem gamblers, moderate risk and problem gamblers were more likely to view lotto advertising over the internet, in pharmacies and in train stations (p<.05).

Table 27. Frequency of viewing lotto advertising by media channel - results by risk for problem gambling

(N=386 lotto players, February-April 2011)

Media channels used inlotto advertising

Mean (1=not at all, 5=very frequently)(unweighted) Mean all NZ

lotto gamblers

(weighted)Non-problem

gamblersLow risk gamblers


gamblersOn the TV 3.5 3.7 3.6 3.6In shopping centres 2.8 3.0 3.0 2.7In the local dairy 2.8 3.1 3.1 2.5Supermarkets 2.7 3.0 2.9 2.4In paper stores or newsagents 2.4 2.7 2.5 2.3Over the internet (Lotteries NZ web site) 2.1 2.6 2.6 2.3On the radio 2.0 2.2 2.1 2.0In newspapers and magazines 2.2 2.6 2.5 2.0

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Bus shelters 1.9 2.1 2.1 1.7In pharmacies 1.4 1.6 1.8 1.3In train stations 1.3 1.4 1.5 1.2N 120 101 165 386Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently) (Base: Lotto players)

Influence of lotto advertising on unplanned purchasing – by media channel

The tendency of lotto advertising to lead to unplanned purchasing of lotto tickets is in Table 28. As shown, for most lotto players, the overall impact of advertising was minimal. Comparative trends also showed that, relative to non-problem gamblers, moderate risk and problem gamblers were more likely to report unplanned purchases of lotto tickets due to advertising across most channels including via TV, dairies, pharmacies, paper stores, shopping centres, train stations, internet, newspapers/magazines, bus shelters and supermarkets (each p<.05). The largest gaps between risk segments interestingly related to dairies, shopping centres and supermarkets (a mean gap of 0.7).

Table 28. Influence of lotto advertising on unplanned purchasing by media channel – results by risk for problem gambling

(N=386 lotto players, February-April 2011)

Media channels used inlotto advertising

Mean (1=not at all, 5=very frequently)(unweighted)

Mean all NZ

lotto gamblers




gamblersOn the TV 1.7 1.7 2.1 1.5Supermarkets 1.6 1.8 2.3 1.4In the local dairy 1.4 1.6 2.1 1.3In paper stores or newsagents 1.4 1.4 1.7 1.3In shopping centres 1.5 1.7 2.2 1.3On the radio 1.2 1.3 1.4 1.1Over the internet (Lotteries NZ web site) 1.3 1.4 1.7 1.1In newspapers and magazines 1.3 1.4 1.6 1.1Bus shelters 1.2 1.2 1.5 1.1In pharmacies 1.1 1.2 1.4 1.0In train stations 1.1 1.1 1.3 1.0N 120 101 165 386Question: Over the past 12mths, how often have you made an unplanned lotto ticket purchase when you saw lotto advertising in the following locations? (If at all) (That is, you bought a ticket ONLY AFTER seeing advertising, but had NOT planned to buy a ticket) (1=not at all, 5=very frequently) (Base: Lotto players)

Messages that influenced unplanned purchasing of lotto

Advertising messages reported (by lotto players) to influence unplanned purchasing of lotto tickets are in Table 29. Qualitative messages are presented for interest. Findings indicated that lotto jackpot messages are frequently associated with unplanned purchasing and particularly for moderate risk and problem gamblers.

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Table 29. Advertising messages recalled which led lotto players to purchase unplanned lotto tickets– results by risk for problem gambling (N=89, February-April 2011)

Non-problem gamblers (N=23) Low risk gamblers (N=16) Moderate risk/problem gamblers (N=50)

Big jackpot $12 million lottery $20 million prize pool A bigger than normal

jackpot A large jackpot ad A larger than usual

jackpot Advertising a larger

than usual lotto winning - or extra prizes that could be won that week

Better life Big 20 million dollars Big jackpots available Big jackpots, bigger

than usual Big money Big wins Bigger than usual

Jackpot Don't remember what

the message was, but their advertisement on TV just made me realise that I forgot to buy a lotto ticket

Extra large jackpot draw

Extra prize draws Generally a jackpot High jackpot High win reward

presentation Huge jackpot and lots

of extra draws of prizes I can't remember the

exact words but it's usually when they advertise a jackpot

It advertised how much you were able to win should you get a lotto ticket and it was in big bold letters and numbers (e.g., $22 MILLION UP FOR GRABS)

Huge jackpot $22 million At checkouts Big jackpot Don’t forget your ticket

for this weeks lotto draw

Good life Good prizes/more

chances to win Grab your lotto ticket

now Half of the proceeds of

all lotto sales for that particular week were going towards the rebuild of Christchurch after the recent earthquake. I found this to be a very worthwhile cause as well as a possible chance for me to win a prize

Help Christchurch - buy your lotto and donate $1 to the quake

High first division prize High prize money and

the more chances to win

Hitting the Powerball jackpot

I think it was the amount that could be won if you win the jackpot

I thought I might get lucky and win the big one

It advertised a large lotto jackpot

A big prize (x2) 'COULD WIN' etc. 'What would you do?' phrase 'Win Big this Wednesday' 'Wouldn’t it be nice' - signs to

try my luck $10 MILLION POWER BALL $12.5 MILLION - POWERBALL

WIN $10 MILLION - POWERBALL BIG WEDNESDAY - LUXURY PRIZES - TRIPLE DIP - BE IN TO WIN

$12.5 million jackpot Powerball

$15 million jackpot $20 million Powerball $25,000,000 A very big jackpot - extra

bonus draws reminded me by suggestion, to buy a ticket

Advertising lotto at supermarket entrance, but wasn't planning to buy one

Advertising the Powerball had jackpotted to over $10 million dollars. Also the shop had 1st prize winners on many occasions

An opportunity to win a huge amount

BE IN TO WIN...AND LIVE YOUR DREAMS - POWERBALL $10 MILLION

Become a millionaire...win today...start using it tomorrow

Better lifestyle. That my life would completely change for the better. That my life would be easier. The best things in this life are free. Get what you want

Big amount to be won Big jackpot - extra bonuses Big jackpot (x3) Big jackpot and that it must

go! Big jackpot tonight Big jackpots, good chances to

win Big jackpots. Prize draws. Big money

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Non-problem gamblers (N=23) Low risk gamblers (N=16) Moderate risk/problem gamblers (N=50)

Big money and prizes Big Powerball jackpots Big sign saying jackpot 18

million Big Wednesday 2 million Big win, jackpot, scratch and

win, big Wednesday Biggest jackpot ever Extra prises on top of normal

lotto prizes First division was won at this

lotto shop Going to a local charity High amounts of money How big the jackpot was or

Big Wednesday How good would it feel? (if

you won lotto) How high the jackpot is on the

lotto and Strike and Powerball How much the 1st division

prize was - often made me buy the ticket

Huge jackpot Huge jackpot and that I could

win Huge winnings Huge Jackpots! I spend more

than usual when I see that If there was a big prize, or

additional prizes like cars, boat or a trip

Instant winner and sounded convincing

It acted as a reminder to buy a ticket

It just triggered my mind to think about it then thought might as well. Usually I forget to get a ticket and wouldn’t buy it, if I hadn’t had a trigger to remind me

Question: What were the messages in the lotto advertising which led you to make an unplanned lotto ticket purchase?(Base: Lotto players indicating unplanned purchasing of lotto tickets)

Reasons for buying lotto tickets

Reasons why lotto players purchased tickets are in Table 30. Compared to non-problem gamblers, moderate risk and problem gamblers were more likely to cite all reasons for buying a ticket (p<.05). Of particular interest is the large gap between groups in relation to ‘feeling better about life’ and ‘wanting to make a large purchase’. This could suggest

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that advertising messages relating to such topics resonate more with higher risk segments.

Table 30. Reasons why lotto players purchase lotto tickets – results by risk for problem gambling (N=386, February-April 2011)

Frequency of reasons for buying a lotto ticket over the past 12 months

Mean (1=no influence, 5=had a lot of influence)(unweighted) Mean

all NZ lotto gamblers




gamblersFun and entertainment 2.2 2.7 2.8 2.3To help improve your financial situation 2.9 3.4 3.6 2.7To help you feel better about your life 1.7 2.2 2.6 1.6Buying a lotto ticket as you wanted or needed to make a large purchase and didn’t have the money

1.5 2.0 2.4 1.3

N 120 101 165 386Question: Over the past 12mths, if any, how much influence did the following have in your decision to buy tickets for lotto draws.... (1=no influence, 5=had a lot of influence) (Base: Lotto players)

Overall influence of lotto advertising on spending

The overall influence of lotto advertising on players spending more than they wanted to spend is shown in Table 31. The overall effect was generally minimal across all players. Findings also showed that moderate and problem gamblers reported a larger effect, compared to non-problem gamblers (p<.05). However, at a mean of 2.1, the overall effect was conservative.

Table 31. Overall influence of lotto advertising on spending – results by risk for problem gambling (N=386, February-April 2011)

Influence of lotto advertising

Mean (1=none, 4=significant influence)(unweighted) Mean

all NZ lotto gamblers(weighted)


Low risk gamblers


gamblersInfluence of lotto advertising on spending more on lotto than player wanted to spend

1.6 1.8 2.1 1.4

N 120 101 165 386Question: If any, how much influence do you feel that lotto advertising had on you spending more on lotto than you wanted to spend in the past 12mths? (1=none, 4=significant influence) (Base: Lotto players)

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Impact of lotto jackpots and advertising slogansInfluence of advertising of jackpots and prize configurations on likelihood of ticket purchasing

The influence of large jackpot sizes and different types of prize draws on lotto player likelihood to purchase a ticket is in Table 32. Interestingly, there was a linear relationship between jackpot size and the likelihood to purchase a ticket, with particularly strong buy-in at very high jackpots (such as $36 million). Jackpots offering money alone were also seen as more attractive than those offering money plus prizes.

Moderate risk and problem gamblers were significantly more likely to purchase a ticket for all prize configurations, compared to non-problem gamblers (p<.05). Interestingly, there was a slightly larger gap between groups at the three higher jackpot sizes (mean gap of 0.5) ($10m, $20 and $36m), compared to the lower jackpot sizes (mean gap of 0.4) ($1m and $5). While further research would be needed to confirm effects, this may suggest that attractiveness of big jackpots is disproportionately larger for higher risk segments (relative to non-problem gamblers).

The predictors of being likely to purchase a ticket for a $36 million jackpot were also examined (based on all gamblers). Findings showed that playing lotto was the best predictor (partial r=0.25), followed by risk for problem gambling (partial r=0.21) (Partial correlations show the unique predictor power of variables). However, being in poor financial situation was not a significant predictor of being attracted to buy a ticket.

Further analysis showed similar results for $10 million and $20 million jackpots, although for $1 million and $5 million jackpots, being in a poor financial situation was associated with an increased likelihood to buy a ticket.

Table 32. Influence of lotto jackpots and prize configurations on likelihood of ticket purchasing – results by risk for problem gambling (N=386, February-April 2011)

Jackpot sizes and prize configurations

Mean (1=not at all likely, 5=very likely)(unweighted) Mean


(weighted)Non-

problem gamblers

Low risk gamblers


gamblers$1 million jackpot 2.2 2.5 2.6 2.0$5 million jackpot 2.8 3.2 3.2 2.9$10 million jackpot 3.4 4.0 3.9 3.4$20 million jackpot 3.9 4.4 4.4 3.8$36 million jackpot 4.1 4.5 4.6 4.1Jackpots which just offer money alone 3.4 3.8 3.9 3.4Jackpots which offer money plus prizes (e.g., holiday, car) 3.2 3.6 3.7 3.0Jackpots which give away a very flash/prestige car 2.5 2.8 3.0 2.5N 120 101 165 386Question: If you saw or heard advertising about a very large lotto jackpot, how likely or unlikely would you be to buy a lotto ticket for the following jackpot sizes or types of lotto draws? (1=not at all, 5=very likely) (Base: Lotto players)

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Influence of lotto slogans on likelihood of ticket purchasing

The influence of various lotto slogans on the likelihood of lotto players purchasing a lotto ticket was tested in the study. Results are in Table 33. Overall results showed that ‘Must be Won’ jackpots by far had the greatest impact on purchasing and a much greater impact, compared to other slogans. The impact of all slogans was also significantly more for moderate risk and problem gamblers, compared to non-problem gamblers (p<.05).

It is noteworthy, though, that the gap (between non-problem and moderate risk/problem gamblers) for ‘Must be Won’ promotions was the lowest (mean gap of 0.3), possibly suggesting that the impact is relatively more consistent for all groups (compared to other slogans where greater differences emerged). The largest gap was observed in relation to the slogan ‘Trump up your life’ and the winner’s story about lotto fixing financial hardships (each a mean gap=0.6). This may indicate that such slogans are relatively more powerful in convincing moderate risk and problem gamblers to buy tickets. This may also indicate the need to avoid slogans that relate to improving one’s financial position in life.

Table 33. Influence of lotto slogans on likelihood of ticket purchasing – by risk for problem gambling (N=386, February-April 2011)

Lotto slogans tested



(weighted)Non-

problem gamblers

Low risk gamblers


gamblersThe advertising said the jackpot must be won 3.5 3.6 3.8 4.0The advertising encouraged you to think about your life after lotto and asked - What's your ultimate lifestyle?

2.3 2.5 2.8 2.1

The advertising showed a man who won lotto and then asked you - What would you do with your prize money?

2.3 2.4 2.8 1.9

The advertising used Donald Trump and the slogan - Trump Up Your Life and win a luxury week in New York for 4

1.7 1.9 2.3 1.4

You heard a good news story about a person who had no money and then won a large lotto jackpot which fixed their financial worries

2.2 2.3 2.8 1.9

N 120 101 165 386Question: Imagine you walked into a local shop and then saw some lotto advertising. If at all, how likely would you be to consider buying a lotto ticket if the advertising mentioned the following? (1=not at all, 5=very likely) (Base: Lotto players)

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Influence of scratch ticket slogans on likelihood of ticket purchasing

The influence of scratch ticket slogans on ticket purchasing was also tested in the study. Results are in Table 34. Findings showed that the slogan ‘It can all change in an Instant’ and ‘Add a little thrill to your day’ both had the largest effect on purchasing of all tested slogans. Findings similarly showed that the effect of all slogans was significantly greater for moderate risk and problem gamblers, compared to non-problem gamblers (p<.05). As mean gaps between non-problem and moderate risk/problem gamblers were fairly similar for all slogans, the effect of slogans across risk segments was fairly consistent.

Table 34. Influence of scratch ticket slogans on likelihood of ticket purchasing – by risk for problem gambling (N=319, February-April 2011)

Scratch ticket slogans tested


all NZ scratch ticket

gamblers(weighted)


Low risk gamblers


The advertising told you - It can all change in an instant 1.9 2.4 2.6 1.7The advertising told you to - Live a little 1.7 2.2 2.4 1.5The advertising encouraged you to - Add a little thrill to your day 1.9 2.4 2.5 1.7The advertising said a ticket can - Lead you to loads of cash 2.0 2.4 2.7 1.6N 91 81 147 319Question: Imagine you walked into a local shop and then saw some scratch ticket advertising. If at all, how likely would you be to consider buying a ticket if the advertising mentioned the following? (1=not at all, 5=very likely) (Base: Scratch ticket players)

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Influence of lotto/scratch ticket advertising using ethnic celebrities on likelihood of ticket purchasing

As part of the study, the effect of featuring different cultures in lotto advertising was examined. Findings are in Table 35. Results showed that, if Maori celebrities were featured in lotto advertising, Maori would be more likely to purchase tickets, compared to NZ Europeans (p<.05). A similar effect was observed for other ethnicities. If Pacific celebrities featured in advertising, Pacific would be more likely to purchase tickets, than NZ Europeans (p<.05). In addition, if Asian celebrities featured in advertising, the appeal to buy tickets was significantly higher for Asian people, compared to NZ Europeans (p<.05). Together, results confirm that using celebrities of specific ethnicities in advertising resonates with people of the same ethnic background.

Table 35. Influence of ethnic celebrities in advertising on likelihood of ticket purchasing – results by ethnicity (N=400, February-April 2011).

Use of cultural elements in lotto advertising

Unweighted mean (1=not at all likely, 5=very likely)


If a famous Maori celebrity appeared in the advertising 1.2 1.8 1.5 1.9If a famous Pacific celebrity appeared in the advertising 1.2 1.6 1.5 2.2If a famous Asian celebrity appeared in the advertising 1.2 1.5 1.8 1.8N 102 97 100 101Question: Imagine you walked into a local shop and then saw some lotto or scratch ticket advertising. If at all, how likely would you be to consider buying a lotto ticket if the advertising mentioned the following: PLEASE TRY TO RATE ITEMS DIFFERENTLY(1=not at all, 5=very likely) (Base: All surveyed gamblers)

Overall influence of scratch ticket advertising on spending

The overall influence of scratch ticket advertising on players spending more than they wanted to spend is in Table 36. Generally, for scratch ticket players overall, the influence of scratch ticket advertising was quite limited. Moderate risk and problem gamblers also reported a significantly greater influence, than non-problem gamblers (p<.05).

Table 36. Overall influence of scratch ticket advertising on spending – results by risk for problem gambling (N=319, February-April 2011)

Influence of scratch ticket advertising

Mean (1=no influence, 4=significant influence) (unweighted) Mean

all NZ scratch ticket gamblers




gamblersInfluence that Instant Kiwi advertising had on you spending more on scratch tickets than you wanted to spend in the past 12mths

1.3 1.5 1.8 1.1

N 91 81 147 319Question: If any, how much influence do you feel that scratch ticket advertising had on you spending more on tickets than you wanted to spend in the past 12mths? (1=no influence, 4=significant influence) (Base: Scratch ticket players)

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Messages that influenced scratch ticket spending

Scratch ticket advertising messages which led players to spend more on tickets than they had wanted to spend are in Table 37. While messages are only presented for qualitative interest, it is noteworthy that moderate risk and problem gamblers particularly recalled messages about instant winning or the message ‘it can all change in an instant’ (or variants of the message). The recent TV advertising campaign theme song was also frequently mentioned.

Table 37. Advertising messages recalled which led scratch ticket players to spend more than they wanted

to spend on scratch tickets – results by risk for problem gambling (N=72, February-April 2011)

Non-problem gamblers(N=11)

Low risk gamblers(N=17)

Moderate risk and problem gamblers(N=44)

Cars Cash in an instant High-colour TV ads

caught my attention

I can’t remember, but just saying that it’s quick and easy

Instant cash to be won

Instant Kiwi now has more chances of winning - it can change your life in an instant

It’s not the messages that somewhat influenced my decision to spend, it’s the pictures

MONEY!!! More chances to

win, new games Nothing specific -

usually how easy they are to get and chances of winning big amounts despite knowing the odds must be over-exaggerated

Quick cash

'Up to $40,000 to be won' and 'live a little'

A fun to play scratchy Add a little thrill to your

day Big cash prizes Big prize Bonus quick cash

prizes. Instant wins Instant cash Instant Kiwi can do It could all change in an

instant Just seeing

advertisements reminded me of Instant Kiwi and encouraged me to buy. Also seeing new types of games

Large amounts of winning from buying a cheap ticket

Like it would tell us instantly $10,000 for just $1.00

Live a little More cash prizes to be

won More money New tickets now

available, offering more money or chances to win. New games to play on Instant Kiwi tickets, something new and exciting to play

Quick and easy, possibility of winning money right then and there

'It could all change in an instant' made me feel my decision now could have a sudden positive change and outcome

'Live a little', add something exciting to your day, it makes you think about all the things that you could do with the money and it encourages you to buy the scratchy

$1,000 a week for 3 years - $5 ticket big prize too be won

$50,000 cash to be won 1 in 10 tickets win 15 games in one ticket A reminder to buy and that you

can tell instantly if you win. Catchy theme song

Absolute freedom to do what ever you wanted to do if you won

American Hero theme song. Very funny

Believe it or not I'm walking on air! (x3)

Believing that any ordinary person can win

Big amount of money Bigger the prize Just the guy dancing around and

singing Easy win Get back what you give back I can’t remember, but the ticket

caught my eye, so perhaps the colouring

Instant cash/win (x6) It can all change in an instant (x4) Just the cash part Just the prizes Live a little (x2) More chances to win More money, more prizes Multiple wins and bright colours Must be won New instant scratchy. More

chances to win Prize draws. New design. New

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games Prize money Prizes $100,000 Spend a $1 and you could win

$25,000 That all can change in a moment.

The guy is walking on air - great imagination!

That I could win a large amount of money for a small cost

Question: What were the messages in the Instant Kiwi advertising which encouraged you to spend more than you wanted to? (try to describe in detail) (Base: Scratch ticket players spending more than they wanted to spend in the past 12 months due to advertising)

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Impact of TAB advertising Frequency of viewing TAB advertising

The frequency TAB punters had seen advertising relating to horse/harness/greyhound racing and sports betting in the previous 12 months is in Table 38. Compared to moderate risk and problem gamblers, non-problem gamblers had not viewed advertising as frequently (p<.05).

Table 38. Frequency of viewing TAB advertising - results by risk for problem gambling (N=157, February-April 2011)

Frequency ofviewing advertising

Mean (1=not at all, 5=very frequently)(unweighted) Mean

all NZ TABgamblers

(weighted)Non-

problem gamblers

Low risk gamblers


gamblersHow often TAB punters have seen advertising on horse/harness/ greyhound/sports betting in the past 12 months

2.0 2.0 2.6 1.8

N 37 43 77 157Question: How often have you seen advertising on horse/harness/greyhound racing/sports betting – including TAB advertising - in the past 12 months? (1=not at all, 5=very frequently) (Base: TAB punters)

Frequency of viewing TAB advertising – by media channel

The frequency of TAB punter viewing of advertising by media channel is in Table 39. Results showed that TV advertising was the most pervasive, compared to other forms of media. Moderate risk and problem gamblers had seen all types of advertising more frequently, compared to non-problem gamblers (p<.05).

Table 39. Frequency of viewing TAB advertising by media channel - results by risk for problem gambling (N=157, February-April 2011)

Frequency ofviewing advertising

Mean (1=not at all, 5=very frequently) (unweighted) Mean

all NZ TABgamblers




Advertising on television (e.g., Free to air, Sky, Trackside) 2.0 2.1 2.7 2.2Advertising of race events at race tracks 1.8 1.9 2.5 1.7Advertising on NZ TAB internet site and TAB email newsletters 1.8 1.8 2.4 1.6Inside pubs 1.8 1.7 2.4 1.4Inside the casino 1.3 1.4 2.1 1.4Advertising of race events or TAB in newspapers/magazines or form guides (e.g., Best Bets/Turf Digest etc.)

1.7 1.8 2.4 1.4

TAB outlets on the street 1.8 2.1 2.9 1.4Advertising on radio (e.g., Radio Trackside and others) 1.6 1.6 2.3 1.3Inside clubs 1.4 1.3 1.9 1.2N 37 43 77 157

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Question: How often have you seen advertising on horse/harness/greyhound racing/sports betting in the following locations in the past 12 months? (1=not at all, 5=very frequently) (Base: TAB punters)

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Influence of TAB advertising on unplanned betting – by media channel

Whether TAB advertising media channels led to punters making unplanned bets is shown in Table 40. As shown in results, for the population overall, TAB media channels had a very limited impact on punters making unplanned bets. All media channels had a greater impact on unplanned bets by moderate risk and problem gamblers, compared to non-problem gamblers (p<.05). It is also noteworthy that racetrack advertising had a particularly large effect on the higher risk segment and that the relative impact of pub TAB advertising was greater than for clubs in this segment. This may be due to the greater use of alcohol in such venues.

Table 40. Influence of TAB advertising on unplanned betting by media channel – results by risk for problem gambling


Media channels used in TAB advertising

Mean (1=not at all, 5=very frequently) (unweighted) Mean

all NZ TABgamblers




Inside pubs 1.2 1.2 1.8 1.1Inside clubs 1.1 1.2 1.6 1.1Inside the casino 1.1 1.2 1.7 1.1Advertising on TV (e.g., Free to air, Sky, Trackside) 1.2 1.2 1.8 1.1Advertising of race events at race tracks 1.2 1.3 1.9 1.1Advertising on radio (e.g., Radio Trackside and others) 1.2 1.2 1.7 1.1Advertising on NZ TAB internet site and TAB email newsletters 1.2 1.3 1.7 1.1Advertising of race events or TAB in newspapers/magazines or form guides (e.g., Best Bets/Turf Digest etc.)

1.2 1.2 1.7 1.1

TAB outlets on the street 1.3 1.3 1.8 1.1N 37 43 77 157Question: Over the past 12mths, how often have you placed an unplanned bet after you saw horse/harness/greyhound racing/sports betting or TAB advertising in the following locations? (That is, you placed a bet ONLY AFTER seeing the advertising, but had NOT planned the bet)(1=not at all, 5=very frequently) (Base: TAB punters)

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Messages that influenced unplanned TAB betting

Messages reported to lead to unplanned betting by TAB punters are in Table 41. While very few messages were recalled by non-problem and low risk gamblers (also because they did not link unplanned betting to advertising messages), moderate risk and problem gamblers recalled a number of current messages used in TAB advertising. While only based on a small sample, it is interesting to note somewhat higher recall of messages which suggest that betting is ‘easy’ or that large returns are available with small bets.

Table 41. Advertising messages recalled which led TAB punters to place unplanned bets – results by risk for problem gambling (N=44, February-April 2011)

Non-problem gamblers (N=3)

Low risk gamblers (N=7)


Pretty much high odds The odds were good The prize money

Big Race day Good odds on

Melbourne Cup Good pay-out Something like spend a

few, win a lot Melbourne Cup Super 15 rugby The type of race - e.g.,

Group 1

Bonuses for the end of month being advertised online. Seeing the advertisement of how much can be won on easy bets

Big prize Big wins with little bet Easy five Easy win Favourite to win Good horse paying good

dividends Good odds to win, so betting

small good High probability of a win Huge amount of money Jackpot or jackpot has to go

(x2) Just passed a TAB and saw it Luck is action/luck (x2) Made it seem easy to bet

and win Melbourne Cup winner More word of mouth about a

horse that would be a good punt

Must be struck Sandwich board signage Saw TV with race on and

placed a bet Special event Take a bet - Money goes to

charity TAB here or what races and

where it is The greyhounds in

Wanganui. Usually where the races are located

The look of the horse/dog, pace plus breed

The Melbourne Cup race was mainly just big lettering with something like 'don’t miss out this year' - this appeals to me on a personal level as I do always miss it

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The prize To win big/win big money

(x2) Very good odds What big paying races were

on that day or a well-known horse that was running

Win (x2)Question: What were the messages in the advertising which led you to place an unplanned bet? (i.e., the advertising of horse/harness/greyhound races, sports betting or TAB) (try to describe in detail) (Base: TAB punters indicating unplanned punting)

Influence of TAB advertising slogans on likelihood of betting

The impact of various TAB advertising slogans was tested as part of the study. Results are in Table 42. As shown, the most powerful effect was recorded for messages which contrasted a low bet price with the prospect to win a large amount. This was also more powerful from a communications perspective, than just stating the prize alone.

Moderate risk and problem gamblers reported a greater effect of all advertising slogans, than non-problem gamblers (p<.05). It is also noteworthy that the most powerful slogan produced the largest mean gap between non-problem and moderate risk/problem gamblers, relative to other slogans (mean gap=0.90). This may suggest that messages which convey that a small bet can produce a large return have a greater influence on higher risk segments.

Table 42. Influence of TAB slogans on likelihood of betting - results by risk for problem gambling (N=157, February-April 2011)

TAB slogans tested

Mean (1=not at all, 5=very likely) (unweighted) Mean

all NZ TABgamblers(weighted)


Low risk gamblers


For only a $4 bet______________

WIN $12,3842.3 2.7 3.2 2.4

If you get an account online, you'll get $20 free for betting 2.3 2.5 3.0 2.3The prize money for a win is $12,384 2.1 2.0 2.7 2.1Only $8 is needed to take home $14,000 2.0 2.2 2.6 2.0All it takes is a $6.50 investment to take home $7,000 1.9 2.1 2.5 1.8Bet smart - Win big 1.6 1.8 2.4 1.5N 37 43 77 157Question: Now imagine that you saw some advertising showing various betting opportunities. If at all, how likely would you be to consider placing a bet if the advertising mentioned the following: PLEASE TRY TO RATE ITEMS DIFFERENTLY (1=not at all, 5=very likely) (Base: TAB punters)

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Overall influence of TAB advertising on spending

The overall influence of TAB advertising in leading punters to spend more on wagering than they wanted to in the past 12 months is in Table 43. As shown, overall impacts of TAB advertising were minimal. However, effects were reported to be greater for moderate risk and problem gamblers, compared to non-problem gamblers (p<.05).

Table 43. Overall influence of TAB advertising on spending – results by risk for problem gambling (N=157, February-April 2011)

Influence of TAB advertising

Mean (1=no influence, 4=significant influence) (unweighted) Mean

all NZ TABpunters

(weighted)Non-

problem gamblers

Low risk gamblers


gamblersInfluence that TAB advertising had on you spending more on wagering than you wanted to in past 12 mths

1.1 1.3 1.6 1.1

N 37 43 77 157Question: If any, how much influence do you feel that TAB, racing or sports betting advertising had on you spending more on wagering than you wanted to spend in the past 12mths? (1=no influence, 4=significant influence) (Base: TAB punters)

Impact of casino advertisingGambler perceptions of casinos

The perceived glamour of casinos was measured from the perspective of all gamblers. Findings are in Table 44. People of Pacific backgrounds were more likely to see casinos as a high-class gambling opportunity, compared to NZ Europeans (p<.05). There were no differences, however, for Maori or Asians, compared to NZ Europeans.

The perception of a casino gambler was also examined. While Maori, Asian and Pacific people were more likely to believe that casino gamblers were ‘intelligent and sophisticated’ (compared to NZ Europeans - p<.05), all ethnicities generally disagreed with the statement.

Table 44. Gambler perceptions of casinos – results by ethnicity (N=400, February-April 2011)

Views about casino gamblingMean (Unweighted)

(1=strongly disagree, 5=strongly agree) Mean all NZ gamblers

(weighted)NZ European Maori Asian Pacific

Casinos are a high-class type of gambling opportunity 2.9 3.0 3.0 3.5 2.8Casino gamblers are intelligent and sophisticated 2.1 2.3 2.4 2.5 2.1N 102 97 100 101 400Question: How much do you agree or disagree with the following? (1=strongly disagree, 5=strongly agree) (Base: All gamblers)

Frequency of viewing casino advertising

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The frequency casino gamblers viewed casino advertising is in Table 45. Findings showed moderate level exposure of all casino gamblers to casino advertising. In addition, moderate risk and problem gamblers reported viewing casino advertising more frequently, compared to non-problem gamblers (p<.05).

Table 45. Frequency of viewing casino advertising – results by risk for problem gambling (N=217, February-April 2011)

Frequency of viewing casino advertising

Mean (unweighted)(1=not at all, 5=very frequently) Mean all NZ

casinogamblers

(weighted)Non-

problem gamblers

Low risk gamblers


Frequency of seeing advertising about NZ casinos in the past 12 months 2.1 2.2 2.8 2.7N 46 56 115 217Question: How often have you seen advertising about NZ casinos in the past 12 months? (1=not at all, 5=very frequently)(Base: Casino gamblers)

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Frequency of viewing casino advertising – by media channel

The frequency of viewing casino advertising by media channel is in Table 46. Interestingly, results showed that direct mail advertising was the most commonly viewed type of casino advertising. While there were no significant differences in the frequency of viewing TV casino advertising across risk segments, compared to non-problem gamblers, moderate risk and problem gamblers reported viewing casino advertising more frequently on the internet, through the mail and in newspapers and magazines.

Table 46. Frequency of viewing casino advertising by media channel – results by risk for problem gambling


Media channels used in casino advertising

Mean (unweighted)(1=not at all, 5=very frequently) All NZ

casinogamblers




Advertising through the mail 1.8 1.6 2.6 2.8Internet or email newsletters 1.6 1.8 2.5 2.5TV 2.2 2.2 2.4 2.4Newspaper or magazine advertising 1.7 1.7 2.1 2.2Radio 1.5 1.4 1.7 1.4N 46 56 115 217Question: How often have you seen advertising on NZ casinos in the past 12 months in the following locations?(1=not at all, 5=very frequently) (Base: Casino gamblers)

Overall influence of casino advertising on spending

The overall influence of casino advertising on gamblers spending more than they wanted to at the casino is in Table 47. Findings showed a small influence overall. In addition, moderate risk and problem gamblers reported a greater influence of advertising on casino spending, compared to non-problem gamblers (p<.05).

Table 47. Influence of casino advertising on overall spending on casino gambling in past year – results by risk for problem gambling (N=217, February-April 2011)

Influence of casino advertising

Mean (unweighted)(1=no influence, 4=significant influence) All NZ

casinogamblers

(weighted)Non-

problem gamblers

Low risk gamblers


gamblersInfluence that casino advertising had on you spending more on casino gambling than you wanted to spend in the past 12mths

1.1 1.3 1.8 1.5

N 46 56 115 217Question: If any, how much influence do you feel that casino advertising had on you spending more on casino gambling than you wanted to spend in the past 12mths? (1=no influence, 4=significant influence) (Base: Casino gamblers)

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Messages that influence unplanned casino gambling

Messages in casino advertising reported by casino gamblers to lead to unplanned gambling are in Table 48. While few messages were recalled by the other risk segments, moderate risk and problem gamblers recalled a range of messages. Qualitative trends revealed message themes such as free prize draws, jackpots, free parking and winning money. This may suggest that higher risk segments are attracted to monetary incentives to gamble, rather than the general entertainment value of the casino.

Table 48. Advertising messages recalled which led casino gamblers to unplanned casino gambling –

results by risk for problem gambling (N=68, February-April 2011)




A chance to win big money just by entering the casino

Earn rewards points Enjoy the feeling of

gambling and have a fun, win a prize

Fun The atmosphere

A friend winning $5k just by entering the casino

A winner every hour Big prize Get a free wristband

and enter for a draw of up to $10K

Casino had some live performance on and entertainment

The casino has the whole package

Live entertainment Receive the mailer and

earn points on your card every 6 months

TV advertising Win a set amount by

being there at a designated time

Winning money, liked the logos etc. [caught my attention]

You get free stuff if you become a member of the loyalty program

Free Parking A car can be won. $10,000 -

messages advertised as part of the loyalty program

As a member of the rewards program, I will sometimes go there with the intention of using the coupons I receive in the mail, to claim bonus points and rewards and there was a scratchy thing that came on the New Zealand Herald last year

Big and colourful signs Big jackpot must be won Big wins Bonus offer (e.g., Free draw

to win big money) Chinese new year jackpot –

had to be won Chinese New Year

celebrations Chinese New Year

performances. Every person wins every 10

minutes Free Free entertainment - Who

will be in to win? Free newspaper entries to

choose an envelope to win money at Sky City

Free parking - win a jackpot - discounts on food and drinks - entertainment

Free parking and bonus prizes draw for the night

Free parking and drinks Free points & chance to win

$10,000 Free prize draw Game time Have a fun in the casino Have a good time with good

food/drinks

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High-roller jackpots I wouldn't say a message -

but the pictures speak louder than words

Jackpot Jackpot about to go off The draws - you only had to

wear a wristband to be in the draw to win money

Lucky draws, extra points for birthdays

Make money Money, money, money Monthly mail and regular

email messages from the casino itself

More chances of winning big New deals Prize draws and saying how

much could be won that night, plus other advertising offering us extra points for visiting

Prize draws. Discounts off and car parking drinks and food

Food and fun Somebody won Spin to win Sweepstakes draw, must be

there to win That the casino is fun and

exciting and it is a good escape

The prize The jackpot The random draws at certain

times of the day - gamble during a specific time and listen out for the winner

They advertise in the lifts, - Every Wednesday is a $70,000 draw

Have a chance to win To make a night of it See people holding their

cheques and that they win big – offer is to be in at 7pm to 10pm and swipe your card and win $$$$$

When they did a campaign for the 1,000 person to walk in – person gets cash

Win $10,000 etc. Xmas specials You'll have fun and if you

gamble, you'll win some money or a jackpot

Question: What were the messages in the casino advertising which encouraged you to attend the casino for gambling, even though you had not planned to gamble? (try to describe in detail) (Base: Casino gamblers indicating unplanned casino visits for gambling)

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Awareness and promotion of host responsibility programsAwareness of host responsibility programs

Gambler awareness of host responsibility programs was examined in the study. Results are in Table 49. In total, 67% of gamblers surveyed had heard of host responsibility programs. Qualitative discussions in focus groups, however, highlighted that understanding of programs was fairly limited. No differences between risk segments were recorded. In addition, Pacific people (38%) had lower awareness of host responsibility programs, compared to NZ Europeans (54%), and Asians (60%) had higher awareness of programs, compared to Maori (42%) and Pacific people (p<.05).

Table 49. Gambler awareness of host responsibility programs – by risk for problem gambling(N=400, February-April 2011)

Awareness level

% gamblers (unweighted)% all NZ gamblers(weighted)


Low risk gamblers


Awareness of host responsibility programs in gambling venues

49 47 49 67

N 127 104 169 400Question: Host responsibility is about gambling venues having policies and procedures to help prevent customers from experiencing harm from gambling. Were you aware that gambling venues are required to have host responsibility programs? (Base: All surveyed gamblers)

How well host responsibility programs are promoted

How well host responsibility programs are promoted in venues is in Table 50. There was an overall perception that promotion of host responsibility programs is limited. In addition, moderate risk and problem gamblers saw that programs in casinos, clubs and the TAB were better promoted, than non-problem gamblers (p<.05). However, the same trend did not apply for pubs.

Table 50. How well host responsibility programs are promoted – by risk for problem gambling (N=400, February-April 2011)

Type of host responsibility

program

Mean (unweighted)(1=not at all well,

5=very well promoted) Mean all NZ gamblers

(weighted)Non-problem gamblers

Low risk

gamblers


Casinos 1.9 2.1 2.4 1.8Clubs 1.6 1.9 2.1 1.9Pubs 1.9 2.1 2.2 2.0TAB 1.8 2.1 2.4 1.7N 107 104 169 400

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Question: How well are host responsibility programs promoted or advertised in [insert venue]? (promotion only - not their effectiveness) (1=not at all well, 5=very well promoted) (Base: All gamblers)

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Protecting consumers from harmful gambling advertisingGambling advertising which should not be permitted in New Zealand

Gambling advertising which gamblers believed should not be permitted in New Zealand is in Table 51. Many comments indicated the potential to remove ‘glamour’ from gambling advertising and highlighted the need to avoid gambling sponsorships (e.g., use of celebrities) and advertising which focuses on monetary aspects to gambling. There was a view that entertainment should be the key focus, rather than the potential to win money. Also of interest is the view that advertising promoting ‘cheap’ gambling opportunities with high returns should be avoided, along with messages about how gambling can change your life. (e.g., Ban messages like: spend only $2 and win $100,000 or images showing what a lot of money can do for your life).

Table 51. Gambling advertising which should not be permitted in New Zealand – results by risk for problem gambling (N=60, February-April 2011)




Advertisements that lure consumers to gamble in terms of models, big lettered money prizes

Advertising that leads you to believe that you can make easy money

All advertising (x6) All signage as well as all

discounts they try to use to lure people in

Half price drinks Anything with monetary

amounts. e.g., $4 bet at TAB could win you $X amount

Ban all advertising on TV Ban messages saying

things such as spend just a little and you could win a lot etc.

Beautiful people smiling and screaming that they've won big money

Big flashy ads Don’t talk about 'It could

change your life' in advertising. Gambling should be portrayed as entertainment, not a lifestyle

Can't really think of any messages to ban as the casino advert shows mostly fun and entertainment

Casino, TAB and Pokies advertising

Celebrities should not

Ads that suggest everyone is a winner

Advertising showing people winning heaps

All advertising (x6) All advertising

should be low key - certainly no over the top glossy advertising

At end of the day the final decision is made by consumers as to whether and how much to gamble. I don't see why advertisements need to be banned just because some people have low self-control. I am one of them but I don't blame those ads

Ban advertising of casinos

Ban all televised gambling and advertising

Ban celebrities from promotion of any gambling and people holding a whole lot of cash

Big billboards and TV advertising

All advertising (x3) A homeless person walking off

the street to put a coin in the machine and instantly winning the jackpot. A person on pay day taking all his/her money to play at the machines/tables, while the family waits at home for them

A well known actor/actress modelling around all the luxuries

Ads that focus too much on the financial gains and those that manipulate statistics to make it seem more likely to win

Advertisements where the same actors are used in different ads. Could encourage people to continue gambling and lead to addiction

Advertising in the low-income communities

Advertising that is almost everywhere - try to limit the places (e.g., NOT close to schools etc.)

Associating gambling with any sports or sport's icon should be banned

Ban all advertising that shows celebs, expensive prizes like cars homes, in fact any advertising that misleads consumers to believe they will win

Ban all visual advertising pub/club billboards

Ban messages like: spend only $2 and win $100,000 or images showing what a lot of money can do for your life

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endorse gambling/celebrity images (x2)

Children should not be associated with gambling advertising – no gambling advertising prior to 8.30pm

Do not push the big gains/change your life themes

Don't use celebrities, don't make it seem easy to win, don't glamorise gambling

Don't use Polynesian or Maori actors. No advertising the chance to win big, because all gamblers know the odds are stacked against them

Big posters that catch the eye

Advertising of big prizes

Billboards

Be there to win. Play for so many points then you could win

Big jackpots Colours Cool actors with posh dressing

with wine glasses and girls around rich guys shouldn't be portrayed

Dreams - what you can be doing with money

Don't portray easy riches

Question: If you were trying to protect consumers from harmful effects of gambling advertising, what styles of gambling advertising would you ban or not permit within New Zealand? (Think of advertising content such as messages, images portrayed and the actors) (Base: All gamblers)

Awareness of channels for complaints about gambling advertising

Gambler awareness of complaint channels relating to gambling advertising is in Table 52. In total, 63% of gamblers indicated that they were aware that complaints about gambling advertising can be made. Discussions in focus groups, however, revealed that specific channels were frequently unknown (i.e., there was only awareness that complaints about advertising generally can be made). Awareness of people of Asian backgrounds was also lower than other ethnicities (p<.05).

Table 52. Awareness that complaints about gambling advertising can be made – results by ethnicity (N=400, February-April 2011)

Awareness level% gamblers (unweighted) % all NZ

gamblers(weighted)


Aware that complaints about gambling advertising can be made

56 54 41 60 63

N 102 97 100 101 400Question: Were you aware that you can make complaints about gambling advertising to the NZ Advertising Standards Authority? (Base: All surveyed gamblers)

Views about the most harmful type of gambling advertising

The most harmful type of gambling advertising, from the perspective of surveyed gamblers, is in Table 53. Pokies advertising was considered harmful by the highest number of gamblers, followed by casino and TAB advertising. In comparison, lotto and scratch ticket advertising was considered harmful by only a very small group of gamblers. It is interesting to note that casino advertising was considered harmful by a reasonably high proportion of people of Asian backgrounds. In addition, it was also seen as the most harmful type of gambling advertising by Asian people.

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Table 53. Most harmful type of gambling advertising – results by ethnicity (N=400, February-April 2011)

Type of gambling advertising mostharmful to the general public

% gamblers (unweighted) % all NZ gamblers

(weighted)NZ

European Maori Asian Pacific

Pokies advertising 55 60 29 57 66Casino advertising 16 19 38 18 15TAB/racing/sports betting advertising 14 9 11 8 10Lotto advertising 12 5 13 12 2Instant Kiwi advertising 2 3 5 1 4Another form of gambling advertising 2 4 4 4 3N 102 97 100 101 400Question: Which type of gambling advertising do you see as most harmful to the general public within New Zealand?(Base: All surveyed gamblers)

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Why different types of gambling advertising are harmful

Reasons why gambling advertising was seen as harmful are in Table 54. For pokies advertising, major concerns related to the fact that pokies are a known ‘addictive’ type of gambling, the availability of pokies and the general harm that pokies cause to communities. Casino advertising was seen as harmful due to issues such as the range of games, the potential to make big losses, the glamour of advertising and the 24/7 availability.

Lotto advertising was seen as harmful due to its pervasiveness in the community and the ease of access to lotto outlets. Very few reasons were nominated for why TAB and scratch ticket advertising was harmful and little consistency was observed across responses.

Table 54. Why advertising of specific gambling activities was seen as harmful – results by activity (N=91, February-April 2011)

Pokies advertising(N=52)

Casino advertising(N=18)

Lotto advertising(N=14)

TAB advertising(N=5)

Because it’s addictive (x4)

Affects people like me

A lot of people love to play the pokies and they go over board spending more then they should

A lot of people that play pokies in clubs and pubs can't afford to play

I know three friends that play pokies and struggle to feed their children

As the pokies venues are everywhere and more accessible to the low income earners

Bad for low income families

Bad news for those who get caught up in the pictures of the machines and think 'I haven't played that one'

Because pokies gambling is the most addictive and is the fastest way to lose money

Because all bars have the sign

It’s addictive and has a variety of choice of gambling opportunities

Addiction Again, they

promulgate the idea that it is cool and profitable to play

As gambling is a bad habit

As it covers a lot of games that people can choose from to play. Whereas, the TAB is just only on horses and there is a cut off time when betting stops. The casino goes 24 hours a day in Auckland

As it shows high class people and this makes people think they could become part of high society

Because the casino is always open

Because I think people would spend more

Because lotto advertising is everywhere, on billboards, TV, radio, backs of buses, on bus stops, a lot of dairies now as they sell lotto tickets. There is so much advertising for lotto, the list goes on

Because everyone can afford a ticket

Because I believe it has the lowest chances of winning and people don't realise this

Because I see so many people who can’t afford it (my assumption) with handfuls of tickets paid by EFTPOS

Because it hosts the largest prize pools and opportunities to win and is easy to play, therefore more people are likely to gamble in this way

Because it is

Because I always see the TAB as full of people as pokies and other gambling areas are never as bad

Because it’s addictive and people could easily lose all their money on the excitement and not have any money left for their kids

Because older people go to the pub during the day and always get lured in by the TAB and bet on the horses and such. If they didn’t do that, then people would be at home with more money in their pockets!

Because this is where a lot of people lose their money

Because it can easily turn into an addiction

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'Gaming Lounge' outside. And little local bars are positioned in the same vicinity where people shop

Because everybody thinks they can beat a computer

Because I have a lot of family members just getting over their gambling habits I’ve seen how harmful it can get

Because I see a lot of people who are easily influenced by pokies

Because I see sometimes poor people use pubs and clubs and can’t afford to play, but still gamble

Because I think it is the easiest form of gambling to get sucked into and too many people lose money with this type of gambling

Because it brings people in through the ads

Because it is easy and comfortable to do. It’s quite addictive and it doesn't feel like you are losing much money

Because it is not properly monitored and can make people become addicted

Because it’s addictive and the easiest game to play

money gambling at casinos than other types of gambling

Because I’ve seen first-hand what this addiction can do to peoples lives. The host responsibility programs aren't actively enforced, as doing so would damage profit margins

Because it is most harmful

Because it’s the most visited gambling area of gambling addicts

Because of the temptation for public as a way of earning quick profits or big money

Because people potentially bet the biggest and can lose the most in casinos

Because some of the things they say in ads are not appropriate

Because the lower income people usually go and spend all their pay

Because they are rapid fire or continuous games

Because you spend more then you have

Big losses can be made

advertised very frequently

Because it is everywhere and so often, even during the draws. Lotto advertises all the good they do in local communities. This can lead people with addictive personalities (many of whom have gambling problems) to believe that what they are doing is helpful

Because it is the most socially acceptable form of gambling that is promoted as ‘giving back’ to the community, when it really has a great cost on society

Because it is very easy to buy a lotto ticket anywhere and every week there is a lotto draw and Big Wednesday draw on a weekly basis too

Because it’s every where and very hard to win lotto

Because most frequent lotto buyers would not consider themselves gamblers, yet they spend a lot of money betting with a slim chance of winning - slimmer than your normal gambling games - I am one of them and I do

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Because it is very addictive and is readily available to many people

Because it's there and easy to access

Because it’s addictive

Because its easy to put $2 in a machine and continue to play

Because the signs are the hook and mental trigger

Because it’s most accessible and local

Because it’s something I think it’s very addictive and you can zone out

Because I’ve seen friends and family members get easily addicted

Because of the amount of people who gamble heavily on pokies

Because once you hop on a machine you don’t want to hop off and you just put more money in

Because people spend more on pokies

Because people will sit in pubs all day feeding their gambling addictions

Because pokies are everywhere

Because pokies are everywhere now, there is more temptation

Because pokies can be played alone, whereas casinos are fun

consider myself a semi-gambler for this reason

Because of the prizes and messages they use

Because you can’t just buy one ticket without spending more money

Because you buy too many

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environment Because some

people end up addicted

Because the colourful ads show how easy it is to play - makes you think you can win, but you don’t

Because pokies are everywhere and people can get drawn in while doing everyday tasks

Because there are a lot of pokies and it's easily accessible and is very cheaply priced

Because there are a lot of addicted gamblers out there

Because there are so many places that have pokies and people get addicted too easily

Because there is so much of it, everywhere

Because they are in pubs and people who are impaired by alcohol will more likely spend all their hard earned money

Because they are everywhere and easily accessed

Because they are in pubs and drinking and gambling are a bad mix

Because with pokies, players feel the obligation to continue playing as they feel as if

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they're going to win the jackpot

Because you can get totally hooked

Because it’s hard to monitor your spending

Because pokies ruin people’s lives because they get addicted and chase losses

Because they are in most pubs and clubs

Instant scratch tickets Because it gives people false hope and sometimes causes an addiction for some people Because those tickets can be bought at any time. You don't have to wait for a certain day to get the

results. The tickets can be bought 24/7Question: Why do you regard this type of advertising as most harmful to the general public within New Zealand? (describe) (Base: All gamblers)

Gambling advertising seen as culturally offensive or inappropriate by Maori, Asians and Pacific people

Gamblers of non-European backgrounds were asked to indicate whether there was any gambling advertising in New Zealand which they saw as culturally inappropriate or offensive. Results are in Table 55. The majority of all ethnic groups believed that current gambling advertising did not target or offend any particular cultures.

The only group providing some feedback were people of Asian backgrounds. There was a view that showing ‘stereotypical’ Asian people in gambling advertising may lead to negative views about the culture, although this was not a commonly held view. A Maori gambler also provided a useful insight about past practices in gambling advertising - In the past, it seems advertising was directed to someone of my ethnicity, but it looks like that is now being rectified.

Table 55. Gambling advertising seen as culturally offensive or inappropriate – results by ethnicity (N=231, February-April 2011)

Maori (N=91) Asians (N=84) Pacific (N=56) None (x76) Not sure (x4) All (x2) As a young Maori New

Zealander, I know that a lot of my family members are keen on horse racing. But if they are going to gamble, then they would do it whether it was well advertised or not, so no I don't think that gambling advertising is inappropriate

None (x71) Not sure (x7) A casino filled with

Asians, but do also appreciate that that is what it looked like the last time I was at a conference at the casino

All (x1) Always make the image

that Asian are problem gamblers

Appearance of Asians with strong accents and

None (x40) Not sure (x5) Can't really say I take

much notice Casino advertising –

because some people go there due to jackpots and spend all their money without thinking

Don’t really pay much attention to advertising unless it shows a mega prize pool

Having sports hero or

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Maori (N=91) Asians (N=84) Pacific (N=56) As long as people realise

it’s for all cultures and nationalities, it’s OK

Cultural advertising Gambling advertising in

general (x2) In the past it seems

advertising was directed to someone of my ethnicity, but it looks like that is now being rectified

Pokies advertising Advertising in places

when you’re trying to buy dinner from the supermarket. It’s kind of weird that supermarkets now have lotto kiosks once you pass through the entrances

No opinion

having them talk and act stupidly. I find this very disturbing. This is very stereotyping and portraits a very bad image for Asians (akin to racism)

I don’t consider advertising inappropriate, because they are telling the truth

None - but in general we are not encouraged to gamble and the advertisements especially on TV do not help

celebs in ads I haven’t seen any that I

can think of, that I found offensive to my culture

I think everyone has a choice - I don't find gambling ads that offensive because all ethnic groups gamble some more than others

Any multicultural issues in advertising of gambling, irrespective of whether it shows Asians, Maori or Pacific people

Never thought about it No - but most of the

people on TV ads are talking about gambling problems affecting Maori or Pacific people

No there isn't – Cultural background has nothing to do with it. Whether you're rich or not, you have all walks of life of people in advertising

Not one to observe billboards while driving except for ones giving directions

Question: Is there any gambling advertising within New Zealand which you see as either inappropriate or offensive for someone of your cultural background? (please describe and explain why you see it as inappropriate) (Base: Maori, Pacific and Asian gamblers)

Gambling advertising seen as generally inappropriate for New Zealand

Gambling advertising seen to be inappropriate for New Zealand was reported as part of the study. Results are in Table 56. As evident from previous responses, most gamblers saw that New Zealand had a fairly balanced approach to gambling advertising. However, themes related to some concern over ‘glamorising’ advertising (e.g., glamour of casinos and ‘family fun’ aspects to gambling), the proliferation of advertising (e.g., for pokies, lotto) and advertising which suggested that gambling is an easy way to make money.

Table 56. Gambling advertising seen as generally inappropriate – results by risk for problem gambling (N=95, February-April 2011)




Ads for casinos always shows a bar and people having fun, it doesn't show the people walking home

Again I’m happy with what we have. It’s not too over the top

Again, I don't know. I just

Advertising fun family atmosphere at the races or family areas set aside, still doesn’t hide the fact that people tend to drink and swear and do silly things, under the influence or just have a bad day betting

Don't know (x2) Can't think of any Advertising guaranteeing

money winnings Advertising pokies - they

don’t need advertising Advertising which makes

people believe they will never lose if they gamble

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don't think about these things that much

All types are inappropriate (x3)

Animal racing Any advertising on TV for

gambling is bad Any promotion that

entices the poor to instant riches is inappropriate

Casinos, pokies, horse racing betting

Direct mail from casinos. Mass promotion is fine, but when they target those who already have a real interest or addiction to gambling it’s dangerous

Can’t think of any (x11) I consider the advertising

of gambling as nothing because it doesn’t appeal to me at all

I disagree with the ad for a casino that shows young couples and groups of people having lots of fun throwing away all their money. In reality, I find casinos quite the opposite to this advertising, very depressing and full of people that have lost a lot

I don't feel that ANY advertising in NZ regarding gambling is inappropriate. People have their own minds and can make them up themselves about whether to gamble or not

I find no gambling advertising inappropriate, as I don't really pay any attention to gambling advertising

I haven't seen any gambling advertising that I object to

I think all gambling advertising is inappropriate, as it encourages people who would not normally gamble or who may not have the finances to gamble

Advertising in the community (x2)

Any ads with sex scenes should be banned but nothing else

None (x2) Casino ad portrayal of

fun with people enjoying themselves and saying you can win big

Casino advertising that promotes 'having fun and having a great time' with a celebrity face. In my opinion, this type of advertising is targeted only toward socially responsible punters

Don't usually pay any attention to this kind of advertising

Don’t take much notice except at holiday time

I can't really remember at this time, because I always look at the ads for few seconds only

I can't think of anything I cannot think of any

inappropriate ads off the top of my head

I don't have an opinion on that sorry

I don't like ads which depict unrealistic lifestyles if you win

I don’t know I don’t see that many

inappropriate ads, so I wouldn’t know how to answer

I think encouragement of online gambling is anti-social and people can spend a lot of money without leaving their homes. Also others may not be able to recognise that they have a gambling problem until it’s too late

I think none of them are inappropriate

I think our main problem is Pokies - there are too many in our community

I think the amount of advertising I have seen is about the right amount.

I don’t think we should have any

All of them. We should only have casinos, not local pokies

Anything that would put children and animals at risk

Anywhere there are children playing sports or fun activities, as kids do not need to know about gambling facilities

Can't think of any at the moment

It’s all appropriate At casinos showing everyone

having a great time, most don't

Advertising on buses Can't think of anything (x9) Casino - Showing too much

about the feeling of winning. Lotto - keep telling people how much the Jackpot is in order to encourage more people to gamble

Casino enticing people into the casino with the possibility of winning some money in a draw, then they have to stay for hours to be in the draw and have spent money

Advertising involving children/teen adults

Advertising which says ‘for only so much, you could win’

Gambling is part of Kiwi life. I know many people have a problem with gambling including myself. However, the advertising of gambling is not going to make a lot of difference to these types of people, as they are going to gamble anyway

Haven't really paid a good attention to any of the advertising except for lotto which I don't have anything to say against

Housie and casinos I believe that gambling

advertising shouldn't be placed in low-income communities

I can't really comment on this as I can't really complain about advertising, as millions of people will be interested in advertisements

I can't think of any inappropriate advertising

I do not consider any advertising inappropriate

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I think lotto is the safest bet with gambling and I don't mind their kind of advertising as there are way more chances of winning with lotto than other gambling activities

I think that all types of advertising advocating getting rich for little effort as inappropriate and lowers the character of the community

I think that the Melbourne Cup and Auckland racing day ads advertised on TV are inappropriate, as they make it look and sound as though it is glamorous which it is not

I don't know of any that is inappropriate

I don't like the ad where the Pacific lady says they don't want more pokies in their community. It makes South Auckland look like it’s so poor, when I know for a fact that some areas are quite well looked after

I don't think any of the advertising is particularly inappropriate, but I don't think it should exist. People shouldn't be encouraged to gamble

I don't think so. Most gambling advertising in New Zealand is appropriate

I haven’t seen any I think casino advertising

should be restricted, as well as the TAB, because they promote gambling which can lead to bad addictions to which I have seen disastrous outcomes

I think it is OK for gambling to advertise. It is the decision of the individual whether to participate in gambling activities or not

I think they shouldn't advertise on TV - except lotto as it is giving back big time to the communities

I think the quantity of gambling adverts on television is a little excessive. The reduction of this may be beneficial

Question: Are there any types of gambling advertising or promotion in NZ which you consider inappropriate and why? (please describe clearly as this is really important) (think of advertising relating to activities such as casinos, pokies, lotto, bingo/housie, horse racing betting etc.) (Base: All surveyed gamblers)

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Analysis of special research topicsSeveral analyses were also conducted to examine a number of special topics. Results are presented below.

Frequency of viewing gambling advertising – Gamblers playing activity versus those who didn’t

The first analysis examined how awareness of advertising was affected by playing a gambling activity. This analysis was undertaken for lotto play, pokies play, TAB punting and casino gambling.

Findings are in Table 60. Apart from general lotto draws (where no significant differences emerged), results suggested that playing an activity is associated with a greater likelihood to recall seeing advertising in the past year (p<.05), compared to people who did not play the activity. The question relating to lotto draws did not have a large sample of non-players, as 97% of the sample reported playing lotto at some point in the previous year (implying a limited comparison group of only 14 players).

Table 57. Frequency of seeing advertising – results by gambling activity participation (February-April 2011)

Frequency of seeing gamblingadvertising in the past 12 months

Mean frequency of seeing advertising (Unweighted)

(1=not at all, 5=very frequently)Played activity

Did not playactivity

General advertising on NZ lottery draws 3.4 2.7Advertising of very large NZ lottery jackpots 3.3 2.0N for lotto players 386 14Seen signage outside a club or pub entrance displaying the availability of pokies

2.4 1.9

N for pokies players 206 194Seen advertising on horse/harness/ greyhound racing or sports betting 2.3 1.6N for TAB 157 243Frequency of seeing advertising about NZ casinos 2.5 2.1N for casino gamblers 217 183Question: How often have you done the following in the past 12 months? (1=not at all, 5=very frequently) (Base: All surveyed gamblers playing the indicated activity)

It is interesting to note that the gap between players and non-players for lotto jackpots was larger than general lotto draws. Unfortunately, however, further analysis of this trend was prevented due to the small sample of people who did not play lotto in the past 12 months.

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Best predictor of frequency of viewing gambling advertising

In the next analysis, multivariate stepwise regression was undertaken to examine the extent to which risk for problem gambling and being of a certain cultural background (i.e., Maori, Asian or Pacific) added to the prediction of advertising awareness over and above frequency of playing the activity. Results are in Table 60.

Findings showed that risk for problem gambling added to the prediction of advertising awareness (i.e., seeing advertising in the last 12 months) for nearly all activities tested.

For lotto advertising, being non-Asian was associated with a higher frequency of seeing advertising (which implies that being Asian was associated with lower pokies advertising awareness).

Being of Maori or Pacific background added to the prediction of TAB advertising awareness (and in the case of one prediction, being Pacific was actually a significant predictor of TAB advertising awareness, while risk for problem gambling was not). For TAB advertising, being Asian was once again associated with lower TAB advertising awareness.

For casino advertising, however, only risk for problem gambling was a significant predictor of advertising awareness. There was no effect for frequency of gambling at the casino, nor for ethnicity.

Table 58. Variables adding to the prediction of advertising awareness (results of stepwise multiple regression analysis showing partial correlations)

Gambling activity

Partial correlations (r) based on stepwise regression(unique predictive validity of variables)

Frequency of playing the

activityRisk for problem

gambling Ethnicity

Pokies (frequency of seeing pokies signage)Pokies (with Maori as the ethnicity)

-0.19 (p<.001) 0.11 (p<.05) ns

Pokies (with Pacific as the ethnicity)

-0.19 (p<.001) 0.11 (p<.05) ns

Pokies (with Asian as the ethnicity)

-0.17 (p=.001) 0.12 (p<.05) -0.13 (p<.01)

TAB (racing)TAB (with Maori as the ethnicity)

-0.35 (p<.001) 0.11 (p<.05) 0.14 (p<.01)

TAB (with Pacific as the ethnicity)

-0.38 (p<.001) ns 0.13 (p<.01)

TAB (with Asian as the ethnicity)

-0.35 (p<.001) 0.12 (p<.05) -0.14 (p<.01)

CasinoCasino (with Maori as the ethnicity) ns 0.24 (p<.001) nsCasino (with Pacific as the ethnicity) ns 0.24 (p<.001) nsCasino (with Asian as the ethnicity) ns 0.24 (p<.001) nsQuestion: DV=How frequently have you seen this type of gambling advertising in the past 12 months? (Base: All gamblers). Independent variables were playing the activity in the past 12mths (1=weekly, 5=never), risk for problem gambling (1=non-problem gambler, 3=moderate risk/problem gambler) and being of a certain ethnicity (i.e., Maori, Pacific or Asian background with ethnicity coded as 1 and others 0).

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Best predictor of gambling advertising influence

In the final analysis, the unique predictive power of several variables on the overall influence of advertising was examined (on a player spending more than they wanted to in the past twelve months). Variables examined included the frequency of playing the gambling activity, risk for problem gambling, the financial situation of the gambler and ethnicity of the gambler (whether the gambler was Maori, Pacific or Asian). Stepwise multivariate regression was used as the analytical method. Findings are in Table 60. Partial correlations show the significant unique predictor variables (which added to the prediction over and above other variables).

For all activities, risk for problem gambling was consistently a significant predictor of the overall influence of advertising. Examination of the partial correlations also showed that this was by far the best predictor overall.

A number of trends were also apparent for different types of gambling activities:

For lotto - risk for problem gambling was the best predictor of the influence of lotto advertising. In addition, struggling with financial issues added to the prediction of lotto advertising influence. Being Maori decreased the likelihood of lotto advertising influence and being Asian increased the likelihood of lotto advertising influence

Pokies - the key variable related to the influence of pokies advertising was being at higher risk for problem gambling. No other variables added to the prediction of pokies advertising influence

TAB - A similar trend applied to TAB punting. Risk for problem gambling was the largest predictor of the influence of TAB advertising. In addition, being Asian added to the influence of TAB advertising over and above a gambler’s risk for problem gambling

Casino gambling – while risk for problem gambling was again a predictor, so was playing table games at the casino more frequently. In addition, being Maori was associated with a reduced effect of casino advertising, while being of Pacific background increased the effect of casino advertising.

Overall, findings highlight that risk for problem gambling is a strong and consistent predictor of the influence of lotto, pokies, TAB and casino advertising and being of a lower financial situation is also a consistent predictor of increasing effects of lotto advertising (although is only a moderate predictor in terms of partial correlation size). This latter result requires further research, however, may reflect that lotto players of lower financial situation may be influenced to buy lotto tickets as a means to improving their finances.

Table 59. Variables adding to the prediction of advertising influence(results of stepwise multiple regression analysis showing partial correlations)

Gambling activity




gambling

Financial situation of

gamblerEthnicity

LottoLotto (with Maori as ethnicity) ns 0.23 (p<.001) -0.15 (p<.05) -0.16 (p<.01)Lotto (with Pacific as ethnicity) ns 0.23 (p<.001) -0.14 (p<.01) nsLotto (with Asian as ethnicity) ns 0.22 (p<.001) -0.16 (p<.01) 0.13 (p<.01)Pokies (influence of pokies signage)

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Gambling activity




gambling

Financial situation of

gamblerEthnicity

Pokies (with Maori as ethnicity) ns 0.35 (p<.001) ns nsPokies (with Pacific as ethnicity) ns 0.35 (p<.001)

nsns

Pokies (with Asian as ethnicity) ns 0.35 (p<.001) ns nsTABTAB (with Maori as ethnicity) ns 0.37 (p<.001) ns nsTAB (with Pacific as ethnicity) ns 0.37 (p<.001) ns nsTAB (with Asian as ethnicity) ns 0.37 (p<.001) ns 0.23 (p<.01)CasinoCasino (with Maori as ethnicity and table games as activity)

-0.17 (p<.05) 0.39 (p<.001) ns -0.15 (p<.05)

Casino (with Pacific people as ethnicity and table games as activity)

-0.20 (p<.01) 0.37 (p<.001) ns 0.23 (p=.001)

Casino (with Asian as ethnicity and table games as ethnicity) -0.17 (p<.05) 0.39 (p<.001) ns nsQuestion: DV= Question: If any, how much influence do you feel that this gambling advertising had on you spending more than you wanted to spend in the past 12mths? (1=none, 4=significant influence). (Base: All gamblers). Independent variables were playing the activity in the past 12mths (1=weekly, 5=never), risk for problem gambling (1=non-problem gambler, 3=moderate risk/problem gambler) and being of a certain ethnicity (i.e., Maori, Pacific or Asian background with ethnicity coded as 1 and others 0). Financial situation was coded where 1=struggling a little or a lot to 4=financially very comfortable.

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Key findings in summaryAdvertising of trusts

Quantitative research showed that many gamblers are unfamiliar with the approach to EGM revenue distribution within New Zealand. In addition, trust branding appears to play a limited role in a gambler’s choice of gaming machine venue and many gamblers are also unaware of the role and purpose of trusts.

Most surveyed gamblers were not concerned about the display of logos by trusts as part of sponsorships, with only 11% of NZ Europeans, 10% of Maori, 6% of Asians and 13% of Pacific people viewing trust logo display at events as ‘unacceptable’.

Limited gambler understanding of trusts and trust operation within New Zealand provides some evidence that the appeal of gambling is probably not significantly enhanced by trusts or trust sponsorships.

Advertising of pokies venues

The effect of pokies signage on unplanned gambling was explored in the study. While moderate risk and problem gamblers were more likely to enter pokies venues on an unplanned basis due to signage (mean=2.0/5 compared to mean=1.2/5 for non-problem gamblers), low means indicate that the behaviour is probably infrequent. This may suggest a conservative effect of pokies signage on unplanned gambling for all risk segments.

Advertising of lotto products

Research confirmed that lotto advertising is the most pervasive type of gambling advertising in New Zealand. The most well-recalled lotto advertising channels for all gamblers were TV (mean=3.6/5), shopping centres (mean=2.7/5) and dairies (mean=2.5/5).

The most significant channels of influence on unplanned purchasing of lotto tickets were as follows:

Moderate risk/problem gamblers – lotto advertising in supermarkets (mean=2.3/5)

and shopping centres (mean=2.2/5) Non-problem gamblers - lotto advertising on TV (mean=1.7/5).

Qualitative recall of messages influencing unplanned lotto purchasing appeared to relate to large jackpots for both non-problem and moderate risk/problem gamblers. Relative to non-problem gamblers, moderate risk and problem gamblers showed a greater tendency to buy lotto tickets to:

Improve their financial situation (mean for moderate risk/problem gamblers=3.6/5 v mean for non-problem gamblers=2.9/5)

Feel better about life (mean for moderate risk/problem gamblers=2.6/5 v mean for non-problem gamblers=1.7/5)

Get money to make a large purchase (mean for moderate risk/problem gamblers=2.4/5 vmean for non-problem gamblers=1.5/5)

Advertising of large lotto jackpots

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Research showed a relatively linear relationship between jackpot size and the likelihood of lotto ticket purchasing – the higher the prize, the more attractive the opportunity to buy a ticket. Moderate risk and problem gamblers were more likely to purchase a ticket for all tested prize configurations, compared to non-problem gamblers.

Surprisingly, moderate risk and problem gamblers also reported lotto advertising as having the largest effect of all types of gambling advertising (on the group spending more than they wanted to on lotto tickets - Refer comparative effects in Table 61).

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Influence of ‘Must be Won’ lotto promotions

When different lotto advertising slogans were tested, results showed that ‘Must be Won’ jackpot messaging had the greatest impact on ticket purchasing and a much greater impact, compared to other types of slogans.

In addition, the gap between non-problem and moderate risk/problem gamblers for ‘Must be Won’ promotions was lowest for all slogans (mean gap of 0.3/5), possibly suggesting that the impact is consistent across risk segments (compared to other slogans where larger differences emerged).

The largest gap in slogan effects across risk segments was observed in relation to the slogan ‘Trump up your life’ and a ‘winner’s story’ about lotto addressing financial hardships (each a mean gap=0.6 between non-problem and moderate risk/problem gamblers). This may indicate that such messages are relatively more powerful in convincing moderate risk and problem gamblers to buy tickets (compared to the effect for non-problem gamblers).

Advertising of scratch tickets

While awareness of scratch ticket advertising was second highest of all gambling activities (second to lotto), results suggested that scratch ticket advertising had only a very minimal effect on gamblers spending more than they wanted to on scratch tickets (mean=1.1/4 for all gamblers). While the effect was higher for moderate risk/problem gamblers (mean=1.8/4), means were still relatively conservative.

Advertising of horse/harness/greyhound/sports betting

Moderate risk and problem gamblers reported higher awareness of TAB advertising (mean=2.6/5), compared to non-problem gamblers (mean=2.0/5). However, the effects of TAB advertising on gambler spending were lowest (mean=1.6) of all types of gambling advertising.

When various TAB slogans were tested, results showed that messages had the greatest impact on betting when small amounts were contrasted with the prospect of a large win (e.g., For only $4 - Win $12,384). This slogan also produced the largest mean gap between non-problem and moderate risk/problem gamblers (mean=0.90), possibly indicating a larger effect on higher risk segments.

Advertising of casinos

Casino advertising was the third most frequently viewed type of gambling advertising in New Zealand (second to lotto and scratch tickets). Similar to other gambling advertising, moderate risk and problem gamblers reported seeing casino advertising more frequently (mean=2.8/5), than non-problem gamblers (mean=2.1/5).

Channel differences also emerged. Casino advertising was most frequently seen on TV by non-problem gamblers (mean=2.2/5) and mail advertising was most frequently seen by moderate risk and problem gamblers (mean=2.6/5).

The perception of casinos was also explored as part of the study. People of Pacific backgrounds were more likely to believe that casinos are a high-class gambling opportunity, compared to NZ Europeans. There were no significant differences, however, for Maori or Asians.

Awareness of complaint channels about gambling advertising

In total, 63% of surveyed gamblers indicated that they were aware of complaint channels for gambling advertising. However, awareness was lower for people of Asian backgrounds (41%), compared to all other ethnicities.

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Cultural aspects to gambling advertising

Findings confirmed that showing ethnic celebrities in gambling advertising makes the advertising more appealing to those ethnicities. This effect was also found to occur for people of Maori, Pacific and Asian backgrounds.

As part of the study, gamblers of non-European backgrounds were asked to identify any gambling advertising they found to be culturally inappropriate or offensive. The majority of all ethnic groups believed that current gambling advertising in New Zealand did not target or offend any particular cultures.

Frequency of viewing gambling advertising – comparative results

Awareness of major types of New Zealand gambling advertising in a comparative format is summarised in Table 60.

Table 60. Awareness of gambling advertising – comparative results – results by risk for problem gambling (February-April 2011)

Frequency ofviewing gambling

advertising Base

Mean (1=not at all, 5=very frequently)(unweighted) All

gamblers(weighted)

(as per base)


Low risk gamblers


General advertising on NZ lottery draws

Lotto players(N=386) 3.2 3.5 3.4 3.2

Advertising on very large NZ lottery jackpots (i.e., Larger than usual jackpots)

Lotto players(N=386) 3.2 3.4 3.4 3.2

Advertising on Instant Kiwi scratch tickets

Scratch players(N=319)

3.0 3.3 3.2 2.9

Advertising about NZ casinosCasino

gamblers(N=217)

2.1 2.2 2.8 2.7

Signage outside a club or pub entrance displaying pokies availability

Club/pub pokies players(N=194)

2.4 2.1 2.6 2.1

Advertising on the internet about online gambling and overseas casinos

All gamblers(N=400) 2.1 2.4 2.6 2.1

Advertising on horse/harness/greyhound racing/sports betting

TAB punters(N=157) 2.0 2.0 2.6 1.8

Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently) (Base: As outlined)For samples by risk segments, refer individual tables throughout the report.

Overall influence of gambling advertising on spending – comparative results

The influence of different types of gambling advertising on spending in a comparative format is in Table 61.

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Table 61. Overall influence of gambling advertising on spending – comparative results – results by risk for problem gambling (February-April 2011)

Influence of gambling advertising on the gambler spending more than they

wanted to spend on gamblingBase

Mean (Unweighted)(1=not at all, 4=significant influence) All NZ

gamblers (weighted)

(as per base)Non-

problem gamblers

Low risk gambler

s


Influence of casino advertising

Casino gamblers (N=217)

1.1 1.3 1.8 1.5

Influence of lotto advertisingLotto

players (N=386)

1.6 1.8 2.1 1.4

Influence of pokies advertising signage

Pub/club/casino pokies players(N=239)

1.1 1.2 1.7 1.2

Influence of Instant Kiwi advertising

Scratch ticket

players (N=319)

1.3 1.5 1.8 1.1

Influence of TAB, racing or sports betting advertising

TAB punters(N=157)

1.1 1.3 1.6 1.1

Question: If any, how much influence do you feel that this gambling advertising had on you spending more than you wanted to spend in the past 12mths? (Base: As outlined) For samples by risk segments, refer individual tables throughout the report.

Appendices

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Appendix A – Focus group discussion guideAdvertising of gambling

How much advertising and promotion exists about gambling in New Zealand? What types of gambling advertising and promotion in NZ come first to mind? Which gambling activities are MOST promoted? Which are LEAST promoted? Does use of typical emotive sales language have a different effect for different

types of gambling products and services? How long do effects last?

Knowledge and views of trusts

Who owns the various parts of the gambling industry in New Zealand? Who benefits or profits from each type of gambling? How about pokies in clubs and pubs? Who owns the machines/gets the profits?

(Sense for awareness of trusts)

Trusts - signage awareness/promotion

Have you seen these signs before (Show examples)? What are these about? Who is the (example of trust)?

(Show trust signs) If you saw this sign in Wanganui, where do you think pokies money from this venue is distributed? Why do you say this? How about this sign? Where is money distributed?

Were you aware that money from pokies is distributed by trusts in New Zealand?

Trusts – views about branding

What do you think of trusts generally? (e.g., Are your views positive/negative? Why?)

How important or not important is the work of trusts? To what extent do you choose to play pokies owned by certain trusts? (Which and

Why?) Does anyone know where you can find out how trusts distribute pokies money? What else would you like to know about trusts? How useful would it be to have more information on how much money goes to

different types of causes? (e.g., sports v health etc.) and the amount of pokies money returned to your local community?

If you knew more about how trusts distribute money, would this affect your choice of where you play?

Trusts - sponsorship

Have you seen these types of trust logos? (sense for awareness of trust promotions on sports fields etc.)

Tell me about all the places you’ve seen these types of logos? Why do you think that trusts put their logo in these locations? What does it say to the community? What is the impact of these promotions? How appropriate are these types of promotions? Why?

Trusts - are they seen to be promoting gambling?

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To what degree does trust signage on sports fields promote gambling? Why do you say this?

Are there any places where this sponsorship isn’t appropriate?

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Attraction to pokies in venues

Have you ever been in a club or pub and entered the pokies room, even though you had not planned to play pokies? What were the triggers?

To what degree did advertising of the gaming lounge play any role in your decision to play pokies?

How much have jackpots/people winning been a trigger for playing pokies on impulse?

Under NZ law, advertising of jackpots is not permitted and you’re not supposed to see pokies from the street (outside venues). To what extent do clubs and pubs in New Zealand adhere to this regulation?

Are there any ways to further improve the design of gaming areas in venues to ensure that people don’t play pokies on impulse? (describe)

Pokies advertising

What is your view about the appropriateness of gaming machine venue signage?(e.g., displaying a sign like ‘gaming lounge’ or ‘pokies’ on the sidewalk)

How often have you entered a venue to play pokies when you hadn’t planned to after seeing a sign?

Are there any issues in having such signage outside venues in New Zealand? To what degree do these types of signs lead people to play pokies on ‘impulse’? (If issues are identified) In which way could gaming machine venue signage be

further improved to lessen the likelihood that people play on impulse? (explore ideas of changing signage size, appearance or limiting hours of display)

Lotto and scratch ticket advertising

To what extent are lotto and scratch tickets widely advertised in New Zealand? What specific advertising can you recall? Where does money from lotto and scratch tickets go in New Zealand? Who

operates each product?

Scratch ticket advertising

Where have you most frequently seen this type of advertising? What is your overall opinion of this type of advertising? How would you describe the overall approach to scratch ticket advertising? What impact does this type of advertising have in the general community? Why? At which locations do you tend to be most influenced to buy scratch tickets due to

advertising? Why does this location have a much greater promotional impact? (Which locations

have a less impact?) To what extent do you plan your purchase of scratch tickets versus buy them

without planning (including on impulse)? (such as after you see advertising)

Which type of advertising tends to have the greatest impact on unplanned purchasing? Why?

What messages in the Instant Kiwi advertising led you to buy a ticket? Were there any particular life events that have led to you buying a scratch ticket?

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To what degree does Instant Kiwi advertising lead to any harm being experienced by the public?

To what degree does it lead people to spend more than they can afford? If you were the Ministry of Health, how would assess the advertising from a public

health and wellbeing perspective? How would you suggest that scratch ticket advertising could be further improved

to ensure that the general public is not harmed through advertising?

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Lotto advertising

Where have you most frequently seen lotto advertising? What is your overall opinion of this type of advertising? How would you describe the overall approach to lotto advertising? What impact does this type of advertising have in the general community? Why? At which locations do you tend to be most influenced to buy lotto tickets due to

advertising? Why does this location have a much greater promotional impact? (Which locations

have lesser impact?) To what degree does it lead people to spend more than they can afford? To what extent do you plan your purchase of lotto tickets versus buy them without

planning (including on impulse)? (such as after you see advertising) Which type of advertising tends to have the greatest impact on unplanned

purchasing or impulse buying? What messages or content in the lotto advertising led you to buy a ticket? What are your thoughts on these slogans? What about the specific types of lotto games? Is advertising any different? What are the impacts of different actors, speakers and music in TV lotto

advertising? Have there ever been any life events that led to you buying a lotto ticket? To what degree does lotto advertising lead to any harm being experienced by the

public? If you were the Ministry of Health, how would assess the advertising from a public

health and wellbeing perspective? What issues may present for recreational v problem gamblers?

How would you suggest that lotto advertising could be further improved to ensure that the general public is not harmed through advertising?

Lotto advertising - jackpots

How would you describe the promotions associated with regular lotto prizes versus extremely large jackpots? (How do they differ?)

To what extent does advertising lead you to take part in major jackpots? What aspects of the messages in the advertising create the most influence? How much more or less attractive are major jackpots? How big does the jackpot have to go for you to feel the urge that you must take

part? What happens when you hear that a major jackpot - MUST BE WON? To what extent do you spend more than you can afford during major jackpots? How is your other gambling spending/leisure spending generally affected? Why?

TAB advertising

Where do you most frequently see racing/sports betting advertising? What can you recall?

What is your overall opinion of this type of advertising? How would you describe the overall approach to TAB and race day advertising? (Show examples) What impact does this type of advertising have in the general

community? Why?

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At which locations do you tend to be most influenced to place a bet on races/sports/TAB due to advertising? Why does this location have a much greater promotional impact?

To what extent do you plan to bet at the TAB versus place bets without planning (including on impulse)? (such as after you see advertising)

What messages/content in the racing/sports betting advertising led you to place a bet?

Which type of advertising tends to have the greatest impact on unplanned betting? Why?

Have there been any life events which led to you placing a bet on the TAB? To what degree does TAB advertising lead to any harm being experienced by the

public? To what degree does it lead people to bet more than they can afford? If you were the Ministry of Health, how would assess the advertising from a public

health and wellbeing perspective? What issues may present for recreational v problem gamblers?

How would you suggest that TAB advertising could be further improved to ensure that the general public is not harmed through advertising?

Casino advertising

Where do you most frequently see advertising about the casino? What can you recall?

What is your overall opinion of this type of advertising? How would you describe the overall approach to casino advertising? Explore any comments on: TVCs, Newspaper ads, Casino sponsorship of

community events, Internet, Direct mail and other advertising How about if you received direct mail that said - Free car parks inside. What type of advertising most influences you to go to the casino? Why? To what extent do you plan to go to the casino? Do you ever see advertising and

go on the spur of the moment? (explore location of this advertising) Has there been any advertising that has led you to spend more than you can

afford? What is your view on terms used in casino advertising such as ‘game responsibly’?

To what extent does this help create a safe gambling environment? What other messages could be used to create a safer gambling environment? (Showing materials) What are your thoughts on this sort of advertising? What

messages are being emphasised in the advertising materials? Are any inappropriate? Why?

Host responsibility programs

What do you understand when a gambling venue advertises a host responsibility program? How does it make you feel about a venue when you see this advertised?

To what extent does this make a gambling environment safer or could such an environment be made safer through such programs?

Culturally-specific advertising

What is your view on gambling advertising as a person of Maori/Pacific/Asian background?

What are the most preferred or favoured types of gambling in your community?

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Are there any particular cultural or historical issues that you feel may influence the overall impact of gambling advertising?

Are you aware of any gambling advertising that specifically markets to people of your cultural background? (describe) What is your view on this advertising?

What effect does gambling advertising have on your community? What specific cultural views, perceptions and beliefs may help account for the

effects of gambling advertising? Which aspects of advertising may make your community more vulnerable to

gambling more than what is affordable? Which specific vulnerabilities do you believe that gambling advertising needs to be

aware of to ensure that your community is not harmed through advertising? (If any) Which types of advertising do you believe have created the most harm?

Why? (explore channels) Are there any particular aspects of pokie machine design which you believe are

not appropriate for your community? (e.g., symbols, branding etc.) What other types of imagery and symbols have been used in gambling promotion,

despite being sacred or culturally important to certain communities? What types of guidelines need to be in place to ensure that Maori, Pacific and

Asian community members are not placed at-risk or harmed by gambling advertising?

What guidelines need to be in place to ensure that cultural values are not offended?

(Even if not currently used - Determine future principles) How would you define what is culturally offensive or culturally-inappropriate?

If any, what current industry practices need to be refined or revised in this context?

Advertising codes and standards

Do you know how to make a complaint about gambling advertising in New Zealand?

Where do you direct complaints (gauge awareness)? Have you heard of the New Zealand Advertising Standards Authority (ASA)? How appropriate are the ASA guidelines for gambling advertising? How could you further improve the guideline?

Future directions for gambling advertising in NZ

How would you summarise an approach to gambling marketing and promotion which is acceptable, versus one which is unacceptable? How do we know when an approach is becoming unacceptable? What are the criteria and why?

What approaches to the marketing of gambling do you believe pose particular risk to problem gamblers or those at-risk of developing a gambling problem?

Are there any particular words or language used in marketing which may heighten risk to players or reinforce other misperceptions about gambling? (especially on reflection of what we have just reviewed)

Thinking of issues we’ve discussed, how would you describe the appropriateness of NZ’s overall approach to the marketing and promotion of gambling products, providers and services? Is it on-track or otherwise?

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How would you summarise the major areas for further development and/or improvement?

What practices - if any - should not be permitted? What marketing and promotional principles need to be considered to ensure that

practices remain in line with community expectations and preferences? What allowances need to be given to permit industry to pursue a sustainable

business in the provision of gambling products and services? How can we work as a community to ensure that marketing and promotion of

gambling (1) is not harmful in the future? (2) does not breach or offend cultural values? and (3) does not harm vulnerable groups within communities?

How can marketing and promotion be used in a way which creates ‘safer’ gambling environments within New Zealand?

Conclude discussion, thank participants and administer vouchers.

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Appendix B – Quantitative survey instrumentFollowing is a copy of the survey instrument used for the online panel survey of 400 gamblers within New Zealand.

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