The impact of the Maltese gambling advertising on the buying behaviour of habitual gamblers

Abstract

The phenomenon of advertising is considered to be crucial due to the competitive rivalry existing between brands. Commercial gambling is a flourishing industry in the Maltese context which provides entertainment value for its clients. When advertising and gambling are brought together, gambling advertising inflames heated debates, as it is often perceived from a negative point of view. It is seen as unethical and harmful to the society, as it is provocative. This study aims to provide a starting point for addressing the research gap into correlation between the development of advertising campaigns by gambling companies and their impact on the buying behaviour on habitual gamblers. This qualitative study is carried amongst 18 active gamblers who engage in gambling at least once a week. In this study, it was evident that the direct encounter of adverts is somewhat influential on the buying behaviour of its viewers, especially towards new games. Yet it is noticed that gamblers tend to ignore gambling advertising and thus it does not support long-life habit of gambling. It is considered as a cultural aspect and habitual purchasing which took place in people’s weekly routines. The study also aims to build a foundation for future research exploring on whether gambling advertising could encourage pathological involvement towards gambling.