An analysis of Qld gambling advertisements by type of gambling

Document Type

Conference publication

Publication details

Breen, H, Nisbet, S & Hing, N 2006, 'An analysis of Qld gambling advertisements by type of gambling', in P Tremblay & A Boyle (eds), CAUTHE 2006: to the city and beyond, Melbourne, Vic., 6-9 February, School of Hospitality, Tourism and Marketing, Victoria University, Melbourne, Vic., pp. 1081-1096. ISBN: 0975058517

Peer Reviewed



The increasing need for social responsibility in advertising gambling activities has been recognised by many State Governments, which have either banned such advertising or developed codes of conduct governing such practices. In Queensland, the voluntary QLD Responsible Gambling code of Practice guides the advertising of gambling in Queensland. It used content analysis to compare eight newpapers from four regions to identify and compare key structural characteristics of , and persuasive appeals in, newspaper advertisements of gambling products, before and after the introduction of the Code. This research found that the introduction of the Code has had a moderating effect on gambling advertising. There was a significant reduction in the number of advertisements in 2003, after the introduction of the Code. Persuasive appeals used in 2003 placed less emphasis on winning and more emphasis on the atmosphere, excitement on the atmosphere, excitement and buzz generated by gambling.