Table 1 Summary of themes that emerged as a result of narrative synthesis
From: Emergent gambling advertising; a rapid review of marketing content, delivery and structural features
Overarching theme | Sub-theme |
|---|---|
Content and narratives | • Targeted content that positively frames gambling |
• Odds-related content and promoting complex bets | |
• Financially incentivising content | |
• ‘Responsible gambling’ and harm-reductive content | |
Delivery and placement | • The expansive placement of gambling advertising in and around sports |
• Disseminating promotional gambling content via social media platforms | |
Structural features and mechanics | • Utilising digitally interactive features for marketing purposes |
• Conditions and requirements of advertised bets and offers |