An investigation into gambling newspaper advertisements in Queensland by type of organisation

Although over $600 million is spent on advertising each year by Australian gambling industries, minimal research has been conducted into the advertising of gambling products and services, either in Australia or overseas (Griffiths, 2003). In the absence of conclusive research to underpin policy, governments and gambling industries in Australia have taken a variety of approaches monitoring advertising of gambling. Restrictions vary both by jurisdiction and by gambling sector. In Queensland, the advertising of gambling is guided by the voluntary QLD Responsible Gambling Code of Practice. Advertising and promotions are identified in the Code as one ‘Priority Action Area’ where gambling providers can ‘promote responsible practices’ and encourage ‘informed decision making by consumers’ (Queensland Treasury, 2002). This paper reports on an investigation into newspaper advertising of gambling in Queensland. It used content analysis to compare eight newspapers from four regions in the state to identify and compare key characteristics of newspaper advertisements of gambling products and venues, both before (2001) and after (2003) the introduction of the Code. This paper found that there was a significant decrease in the number of advertisements published in 2003 compared to 2001; that there was a decrease in the emphasis placed on gambling by clubs, hotels and casinos, but an increased emphasis placed on gambling by bingo and lottery operators between 2001 and 2003. A further finding was that gaming machines featured in casino and hotel advertisements, whereas clubs featured bingo. There was also a reduction in the number of advertisements using persuasive appeal.