Consideration of the impact of immediate calls to action within gambling advertising

Abstract

Calls to action (e.g., “Bet Now!”) can be effective and persuasive in influencing behaviours and decisions to act as they use simple, clear language, are positively framed, and convey a sense of urgency.

Gambling advertisements that contain calls to action are most likely to influence existing gamblers, and particularly customers of a gambling operator as these consumers are likely to consider these advertisements as directly relevant and to resonate with their personal interests/motivations to gamble.

Calls to action that can be acted on immediately and easily, such as through mobile apps or websites, are more likely to result in behavioural action.

Calls to action related to placing bets are likely to have the greatest impact on those who have difficulty controlling their gambling.

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