Marketing for potentially addictive consumer goods, such as alcoholic beverages and tobacco, are in many countries subject to restrictions because it is considered detrimental to public health to stimulate demand for such goods. In many countries, including Sweden, marketing, sponsoring, and advertising of gambling is ubiquitous, appearing in television, on the Internet, in social media, and in virtually all other media channels.

It typically portrays gambling in a positive light, associating it with having fun, getting a thrill, winning money, being knowledgeable about sports and horse racing, and having the chance to become rich. Gambling advertising is intended to stimulate people to gamble. For a considerable number of people, gambling advertising substantially contributes to problem gambling.

We conclude that although few gamblers are negatively influenced by gambling advertising, the adverse effects on those that are should not be neglected. A multivariate regression analysis showed that negative influence from gambling advertising was positively associated with problem gambling, gambling at least monthly, participation in online gambling, and being in the age group 30–49 years. Those who had set limits for their gambling reported a negative influence from advertising more often than others, which likely was caused by a perception that advertising is detrimental to efforts to cut down on excessive gambling. Among those who reported such influence, problem gamblers were overrepresented. Few gamblers reported having been negatively influenced by gambling advertising. We analyzed data from wave four of the Swedish Longitudinal Gambling Study (Swelogs), in which the self-perceived negative influence of gambling advertising was measured by responses to three survey questions. This study investigated the negative influence of gambling advertising, that is, gambling more often or for more money than intended.

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