The impact of gambling advertising online: a longitudinal study on exposure and harm

Abstract

Gambling advertising online is increasingly prevalent but longitudinal population studies on its impact remain scarce. The current study utilizes a longitudinal survey with a representative sample of Finnish adults (18–75 years) across seven time points from 2021 to 2024 (T1: N = 1530; Mage = 46.67; SD = 16.42; 50.33% male). Gambling advertising exposure was measured with a single item. Gambling harms were assessed through severe financial difficulties (debt enforcement) and problem gambling severity (PGSI). Independent variables included gambling online (onshore and offshore) and land-based gambling. Analyses used population-averaged models and multilevel regressions. Males, younger individuals, and offshore gamblers encountered gambling advertising online most often. Encountering adverts online was directly linked to problem gambling, and it also amplified problem gambling among online gamblers and increased the likelihood of debt enforcement. Unregulated offshore sites posed a higher risk. There is a need for effective policy interventions to mitigate gambling-related harms linked to online advertising.