The Influence of Gambling Advertising on Consumers' Gambling Purchasing Decisions

Abstract

This study investigates the influence of gambling advertisements on consumers’ betting decisions within the Maltese context. Given the economic significance of the gambling sector in Malta and the increasing prevalence of online and influencer-based marketing strategies, the research aims to assess whether exposure to gambling advertisements affects betting frequency and expenditure. It further examines whether the impact of advertising varies across gambling formats and demographic groups. By focusing on consumer behaviour in a highly regulated yet advertising-intensive environment, the study addresses a notable gap in both local and international literature regarding marketing-driven gambling participation.

A quantitative, post-positivist research design was adopted, using a cross-sectional survey. Primary data were collected through a structured online questionnaire administered to residents of Malta who engage in gambling activities. A total of 162 valid responses were analysed using SPSS. Nonparametric tests, including Spearman’s rank-order correlation and the Mann–Whitney U test, were applied due to nonnormal data distributions, alongside Ordinary Least Squares (OLS) regression analysis. The study examined the relationship between marketing exposure and gambling behaviour while controlling for demographic and behavioural variables such as age, gender, income, education, and gambling experience.

The findings indicate that exposure to gambling advertisements significantly predicts gambling frequency but does not have a statistically significant effect on the amount wagered. Age emerged as the strongest demographic predictor, showing a negative relationship with both betting frequency and expenditure. Similarly, years of gambling experience were negatively associated with gambling intensity. Other demographic factors, including gender, income, and education, did not significantly explain variations in betting behaviour. Additionally, advertising exposure was more strongly associated with participation in specific gambling formats, particularly online casinos and card games, suggesting format-specific sensitivity to marketing stimuli.

This study is subject to several limitations. The achieved sample size fell short of the target, which may affect the generalisability of the findings. The use of convenience sampling and self-administered online questionnaires introduces potential response bias and limits representativeness. Furthermore, the absence of researcher supervision during data collection may have led to misinterpretation of some questions. Two composite scales exhibited Cronbach’s alpha values below the recommended threshold, indicating potential reliability concerns. Lastly, the cross-sectional design restricts the ability to infer causality between advertising exposure and gambling behaviour.

The findings offer valuable insights for regulators, policymakers, and gambling operators. The significant link between advertising exposure and gambling frequency highlights the need for stricter controls on promotional intensity, particularly for online gambling platforms. Marketing practitioners should exercise caution when designing targeted campaigns, especially those aimed at younger consumers. Regulators such as the Malta Gaming Authority may use these findings to refine advertising guidelines and reinforce responsible gambling measures. The results also inform operators about the differential impact of advertising across gambling formats, enabling more ethically accountable marketing strategies.

From a societal perspective, the study underscores concern regarding consumer vulnerability in a highly advertised gambling environment. The strong association between marketing exposure and gambling frequency raises ethical questions about the normalisation of gambling and its potential contribution to problematic behaviour. Younger consumers and less experienced gamblers may be particularly susceptible to persuasive advertising techniques, including gamification and influencer endorsements. The findings support the need for enhanced public awareness campaigns, educational initiatives, and safeguards to reduce gambling-related harm and promote informed consumer decision-making in Maltese society.

This study provides original empirical evidence for a relatively underexplored research area in the Maltese context. While prior local studies have examined advertising effects in other industries, this research uniquely focuses on gambling advertisements and consumer betting behaviour. By integrating marketing exposure, demographic factors, and gambling formats into a single analytical framework, the study extends international literature and provides context-specific insights. Its focus on both betting frequency and expenditure offers a nuanced understanding of how advertising influences gambling behaviour, thereby filling an essential gap in academic and policy-oriented research.

Keywords: Gambling Advertising, Purchasing Decisions

DOI: 10.7176/JMCR/96-05

Publication date: March 28^th 2026