Assessing the influence of lottery advertising on adolescent perceptions of gambling and gambling behavior

[Truncated] There is a substantial body of evidence to indicate that the consumption of gambling products, including lotto, begins when consumers are under the legal age required to consume the product (Ladouceur et al. 1998, Lesieur and Klein 1987, Gupta and Derevensky 1998). There are also claims that high levels of problem gambling exist among children and teens. A range of studies has estimated that the prevalence of pathological problem gambling among children and teens is approximately 5.5% to 6 % (e.g. Lesieur et al. 1991, Schwartz 1995, Derevensky 1996), or at least twice the prevalence rates found in the adult population. Some claim that underage gambling is so prolific that it should be now considered a serious public health issue, with allegations that millions of teenagers are succumbing to problem gambling (Horn 1997).

There is little published research relating to gambling adoption by children and teens. Still, there are allegations that marketing activities, such as advertising in the mass media, may mislead vulnerable groups such as teens and children, and prompt increased levels of gambling consumption (e.g. Clotfelter and Cook 1989, Davidson 1996). These allegations are supported by claims that promotions such as televised advertising may be causing vulnerable groups such as underage teens to gamble (Anon 1999, Teinowitz 1999, Productivity Commission 1999).