Sports betting advertising: a systematic review of content analysis studies

Killick, E.A. ORCID: 0000-0002-0576-8081 and Griffiths, M.D. ORCID: 0000-0001-8880-6524, 2023. Sports betting advertising: a systematic review of content analysis studies. International Journal of Mental Health and Addiction, 21, pp. 3076-3102. ISSN 1557-1874

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A systematic review of empirical studies that used quantitative, qualitative, or a mixed-methods approach to content analysis sports betting advertising was conducted. Study attributes were examined including the main findings, key themes, research design, focus of analysis, type of interpretation, use of theory, media type, inter-coder reliability measures, and recommendations for future studies. The findings showed that the studies (N=15) were all published relatively recently (since 2012), predominantly focused on the content of television advertisements, and there was a general lack of reporting on inter-coder reliability. The narratives most commonly identified within sports betting advertisements were friendship and humour. Advertisements were found to be embedded into professional sports games, and this type of advertising occurred more frequently when compared to commercial advertising during televised sporting events. In order to enhance the sports betting advertising literature, researchers need to ensure that they are meeting scientific standards, especially when it comes to reliability measures. Such studies can add to an understanding of how sports betting advertisements are presented to the public and infer what the potential impact of the availability and exposure of these advertisements may be.

Item Type: Journal article
Publication Title: International Journal of Mental Health and Addiction
Creators: Killick, E.A. and Griffiths, M.D.
Publisher: Springer Science and Business Media LLC
Date: October 2023
Volume: 21
ISSN: 1557-1874
Rights: © The Author(s) 2022. Open Access. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit
Divisions: Schools > School of Social Sciences
Record created by: Linda Sullivan
Date Added: 28 Feb 2022 14:15
Last Modified: 13 Oct 2023 15:24

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