Perception of gambling marketing among Spanish adolescents: an analysis based on gambling severity risk

Marketing is one of the most extensively studied contextual factors influencing gambling behavior. However, its association with adolescent gambling behavior remains underexplored. This study adopts a mixed-methods approach to: 1) analyze gambling behavior among Spanish adolescents, and 2) examine their exposure to gambling advertising based on gambling risk. A total of 1,189 students (M = 15.64, SD = 1.08; 52.5% girls) participated in the study. Gambling severity was assessed using the adolescent-adapted version of the South Oaks Gambling Screen. Additionally, exposure and perceptions to gambling marketing were evaluated through an ad hoc questionnaire. Problematic gambling was found in 3.03% of the sample, with higher rates among males. Exposure to gambling marketing was reported by 64.3%, and 60.7% specifically via social media. Individuals with at-risk and problematic gambling were more likely to report exposure to gambling marketing. Finally, 53% of participants considered that gambling marketing influences gambling behavior, and 72% indicated that advertising should be regulated. These findings suggest that gambling marketing may play a significant role in adolescent gambling behavior. The high levels of exposure, combined with the increased vulnerability observed among those adolescents with at-risk and problematic gambling, highlight the need for regulating advertising targets or accessibility to adolescents.