Exposure to gambling advertising and adolescent gambling behaviour. Moderating effects of perceived family support

The main objective of the growing gambling advertising offer is to attract new gamblers to this market and adolescents are an especially vulnerable group to this call. Thus, research should study the process through which advertising influences adolescent gambling behaviour. In a sample of 1,174 adolescents aged 12 to 20 years, we hypothesized a model in which exposure to gambling advertising influences gambling frequency promoting favourable attitudes and normalizing gambling as a socially acceptable behaviour. The majority of the effect of exposure to gambling advertising was mediated by attitudes and descriptive norms. In this model, exposure to gambling advertising also had a direct effect on gambling frequency, which, moreover, mediated its impact on problem gambling. Likewise, gambling frequency was associated with problem gambling. Subsequently, the moderating effect of perceived family support was examined. In adolescents with high family support, exposure to gambling advertising did not promote favourable attitudes towards gambling and gambling frequency had less effect on problem gambling. Preventive strategies with recommendations for regulators, gambling operators, health professionals and families are proposed. Finally, some limitations of this study, which could be improved in future research, are outlined.