Young people and gambling content in social media: An experimental insight

Online gambling advertising and user-generated gambling content have increased. This study used a social psychological online experiment to analyse young people's reactions towards and self-reported interests in social media gambling messages.

A vignette experiment with a two-level between-subjects factor (group condition or control condition) and three two-level within-subjects factors (expressed stance on gambling, narrative perspective and majority opinion) was conducted with two samples of young Finnish people aged 15 to 25 years (N = 1200, 50% female, mean age 21.29 years) and 15 to 30 years (N = 230, 53% female, mean age 24.35 years). Participants were asked to indicate how they would react to presented gambling messages (i.e. like or dislike the content) and how interesting would the content appear to them. In addition to experimental factors, the Attitudes Towards Gambling Scale and a global self-esteem measure were used as the independent variables. A statistical analysis included multilevel linear and logistic regressions.

Young people preferred anti-gambling messages instead of pro-gambling messages. This effect was moderated by personal gambling attitudes as participants with highly positive gambling attitudes preferred pro-gambling content. Fact-driven messages were favoured over experience-driven messages. Positive majority opinions predicted more favourable reactions and positive interest.

Young people prefer anti-gambling content and factual argumentation but their online behaviour is also influenced by perceived group norms. The potential risks of online gambling promotion mainly concern young people already interested in gambling.