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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