Contents
EXECUTIVE SUMMARY ............................................................................................................................................................................................................. 6
SECTION 1: LITERATURE ON THE MARKETING, ADVERTISING AND SPONSORSHIP OF GAMBLING PRODUCTS AND SERVICES ........ 62
SECTION 2: GLOBAL SCAN OF GUIDELINES AND CODES RELATING TO GAMBLING MARKETING AND ADVERTISING...........................81
SECTION 3: QUALITATIVE RESEARCH EXPLORING IMPACTS OF GAMBLING MARKETING AND ADVERTISING ........................................ 112
SECTION 4: QUANTITATIVE RESEARCH EXPLORING IMPACTS OF GAMBLING MARKETING AND ADVERTISING ................................... 179
APPENDICES............................................................................................................................................................................................................................ 237
PAGE 1 OF 253
Tables and figures
TABLES
Table 1. Frequency of viewing gambling advertising and the influence of gambling advertising on gambler spending – weighted
overall results (February-April 2011) .......................................................................................................................................................................12
Table 2. Major types of marketing and advertising of gambling within New Zealand – Major approaches and channels ....................... 49
Table 3. Mix of qualitative focus groups for the qualitative research stage (11 focus groups, N=74) .............................................................. 55
Table 4. Types of advertising stimulus materials used to stimulate discussion during qualitative focus groups ......................................... 55
Table 5. Study participants in the quantitative study (N=400, February-April 2011) ............................................................................................. 58
Table 6. Analysis of possible vulnerabilities of problem gamblers and theoretical linkages to gambling advertising ................................ 65
Table 7. Noteworthy descriptions of practices under the Queensland Responsible Gambling Advertising and Promotions Guideline
(March 2005) – Queensland, Australia.................................................................................................................................................................. 84
Table 8. Examples of unacceptable advertising practices for Hotels, Clubs and Casinos - Queensland Responsible Gambling
Advertising and Promotions Guideline (March 2005) – Queensland, Australia ........................................................................................ 86
Table 9. Examples of unacceptable advertising practices for Lotto and TAB - Queensland Responsible Gambling Advertising and
Promotions Guideline (March 2005) – Queensland, Australia ....................................................................................................................... 89
Table 10. Advertising requirements for gambling across Australian states and territories ................................................................................. 96
Table 11. How lotto advertising influences consumers – examples identified from review of lotto advertising materials ....................... 129
Table 12. How scratch ticket advertising influences consumers – examples identified from review of scratch ticket advertising materials
....................................................................................................................................................................................................................................... 135
Table 13. How TAB advertising influences consumers – examples identified from review of TAB advertising materials ......................... 143
Table 14. How casino advertising influences consumers – examples identified from review of casino advertising materials ................ 153
Table 15. Suggestions from focus group participants about how to create ‘safer’ gambling environments ............................................... 168
Table 16. Awareness that EGM profits are distributed to charitable causes in NZ – results by ethnicity (N=400, February-April 2011)
....................................................................................................................................................................................................................................... 180
Table 17. Awareness of where EGM profits are distributed in NZ – results by ethnicity (N=400, February-April 2011) ............................ 180
Table 18. Views about display of trust logos to indicate sponsorships – results by ethnicity (N=400, February-April 2011) ................... 182
Table 19. Whether gamblers choose to play EGMs at venues owned by particular trusts – results by ethnicity (N=194, February-April
2011).............................................................................................................................................................................................................................. 182
Table 20. Playing EGMs as a justification for giving money back to the community – results by risk for problem gambling (N=194,
February-April 2011) ................................................................................................................................................................................................. 184
Table 21. Influence of pokies signage on unplanned pokies play – results by risk for problem gambling (N=194, February-April 2011)
....................................................................................................................................................................................................................................... 184
Table 22. Overall influence of pokies signage on spending – results by risk for problem gambling (N=239, February-April 2011) ..... 186
Table 23. Views about the appropriateness of pokies advertising signage – results by risk for problem gambling (N=194,
February-April 2011) ................................................................................................................................................................................................. 186
Table 24. Views about the appropriateness of pokies advertising signage – results by ethnicity (N=194, February-April 2011) ........... 187
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Table 25. Frequency of visits to online gambling sites for gamblers exposed to online gambling advertising - results by risk for
problem gambling (N=316, February-April 2011) ............................................................................................................................................ 190
Table 26. Frequency of viewing lotto/Instant Kiwi advertising - results by risk for problem gambling (N=386 lotto players and N=319
scratch ticket players, February-April 2011) ....................................................................................................................................................... 192
Table 27. Frequency of viewing lotto advertising by media channel - results by risk for problem gambling (N=386 lotto players,
February-April 2011) ................................................................................................................................................................................................. 192
Table 28. Influence of lotto advertising on unplanned purchasing by media channel – results by risk for problem gambling (N=386
lotto players, February-April 2011) ....................................................................................................................................................................... 193
Table 29. Advertising messages recalled which led lotto players to purchase unplanned lotto tickets – results by risk for problem
gambling (N=89, February-April 2011) ............................................................................................................................................................... 194
Table 30. Reasons why lotto players purchase lotto tickets – results by risk for problem gambling (N=386, February-April 2011) ..... 195
Table 31. Overall influence of lotto advertising on spending – results by risk for problem gambling (N=386, February-April 2011) ... 196
Table 32. Influence of lotto jackpots and prize configurations on likelihood of ticket purchasing – results by risk for problem gambling
(N=386, February-April 2011) ................................................................................................................................................................................ 197
Table 33. Influence of lotto slogans on likelihood of ticket purchasing – by risk for problem gambling (N=386, February-April 2011)
....................................................................................................................................................................................................................................... 198
Table 34. Influence of scratch ticket slogans on likelihood of ticket purchasing – by risk for problem gambling (N=319, February-April
2011).............................................................................................................................................................................................................................. 199
Table 35. Influence of ethnic celebrities in advertising on likelihood of ticket purchasing – results by ethnicity (N=400, February-April
2011)..............................................................................................................................................................................................................................200
Table 36. Overall influence of scratch ticket advertising on spending – results by risk for problem gambling (N=319, February-April
2011)..............................................................................................................................................................................................................................200
Table 37. Advertising messages recalled which led scratch ticket players to spend more than they wanted to spend on scratch tickets
– results by risk for problem gambling (N=72, February-April 2011) .........................................................................................................202
Table 38. Frequency of viewing TAB advertising - results by risk for problem gambling (N=157, February-April 2011) ......................... 204
Table 39. Frequency of viewing TAB advertising by media channel - results by risk for problem gambling (N=157, February-April 2011)
...................................................................................................................................................................................................................................... 204
Table 40. Influence of TAB advertising on unplanned betting by media channel – results by risk for problem gambling (N=157,
February-April 2011) .................................................................................................................................................................................................206
Table 41. Advertising messages recalled which led TAB punters to place unplanned bets – results by risk for problem gambling
(N=44, February-April 2011) .................................................................................................................................................................................. 207
Table 42. Influence of TAB slogans on likelihood of betting - results by risk for problem gambling (N=157, February-April 2011) .....208
Table 43. Overall influence of TAB advertising on spending – results by risk for problem gambling (N=157, February-April 2011) ....209
Table 44. Gambler perceptions of casinos – results by ethnicity (N=400, February-April 2011)......................................................................209
Table 45. Frequency of viewing casino advertising – results by risk for problem gambling (N=217, February-April 2011) ..................... 210
Table 46. Frequency of viewing casino advertising by media channel – results by risk for problem gambling (N=217, February-April
2011)............................................................................................................................................................................................................................... 211
Table 47. Influence of casino advertising on overall spending on casino gambling in past year – results by risk for problem gambling
(N=217, February-April 2011) .................................................................................................................................................................................. 211
Table 48. Advertising messages recalled which led casino gamblers to unplanned casino gambling – results by risk for problem
gambling (N=68, February-April 2011) ............................................................................................................................................................... 212
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Table 49. Gambler awareness of host responsibility programs – by risk for problem gambling (N=400, February-April 2011) ............ 215
Table 50. How well host responsibility programs are promoted – by risk for problem gambling (N=400, February-April 2011) ......... 215
Table 51. Gambling advertising which should not be permitted in New Zealand – results by risk for problem gambling (N=60,
February-April 2011) ................................................................................................................................................................................................. 217
Table 52. Awareness that complaints about gambling advertising can be made – results by ethnicity (N=400, February-April 2011) 218
Table 53. Most harmful type of gambling advertising – results by ethnicity (N=400, February-April 2011) ................................................ 219
Table 54. Why advertising of specific gambling activities was seen as harmful – results by activity (N=91, February-April 2011) ........220
Table 55. Gambling advertising seen as culturally offensive or inappropriate – results by ethnicity (N=231, February-April 2011) ..... 224
Table 56. Gambling advertising seen as generally inappropriate – results by risk for problem gambling (N=95, February-April 2011)
.......................................................................................................................................................................................................................................225
Table 57. Frequency of seeing advertising – results by gambling activity participation (February-April 2011) ...........................................228
Table 58. Variables adding to the prediction of advertising awareness (results of stepwise multiple regression analysis showing partial
correlations) ...............................................................................................................................................................................................................229
Table 59. Variables adding to the prediction of advertising influence (results of stepwise multiple regression analysis showing partial
correlations) ............................................................................................................................................................................................................... 231
Table 60. Awareness of gambling advertising – comparative results – results by risk for problem gambling (February-April 2011) ...236
Table 61. Overall influence of gambling advertising on spending – comparative results – results by risk for problem gambling
(February-April 2011)................................................................................................................................................................................................ 237
FIGURES
Figure 1. Comparison of the likelihood to buy a lotto ticket – non-problem versus moderate risk/problem gamblers (N=386,
February-April 2011) ................................................................................................................................................................................................... 14
Figure 2. Awareness of gambling advertising and promotions within New Zealand (N=1973, Gaming and Betting Activities Survey
2007 – Health Sponsorship Council) ..................................................................................................................................................................... 66
Figure 3. Percent of gamblers engaging in informal social marketing of gambling opportunities with family or friends - overall results
(February-April 2011)................................................................................................................................................................................................ 188
Figure 4. Percent of gamblers who had viewed advertising on the internet about gambling - overall results (N=400, February-April
2011).............................................................................................................................................................................................................................. 190
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The marketing, advertising and sponsorship of
gambling products and services within New Zealand
Prepared by Schottler Consulting Pty Ltd
for the New Zealand Ministry of Health
ABSTRACT
The current study explores the effects of marketing, advertising and
sponsorship of major gambling activities within New Zealand. This
exploratory study involved conduct of focus groups and a survey of
gamblers to identify how marketing and advertising approaches may
impact gambler perceptions of gambling and motivations to gamble. As
part of focus groups, a diverse range of gambling marketing and
advertising materials from within New Zealand were reviewed. In
addition, a literature review and scan of international marketing and
advertising codes was undertaken. Based on major insights from the
research, the key characteristics of harmful marketing and advertising
were identified. Effects were similarly explored from both a general
community perspective and from the perspective of people of Maori,
Pacific and Asian backgrounds.
Key words – Marketing, advertising, sponsorship, gambling, New Zealand,
problem gambling, culture
Published March, 2012
PAGE 5 OF 253
Acknowledgements:
Sincere thanks is extended to staff of the
New Zealand Problem Gambling Foundation,
Te Herenga Waka o Te Ora Whanau and the
Ministry of Health New Zealand for their
valued support and input during this research.
PAGE 6 OF 253
Executive summary
Report purpose
The current report presents key findings of exploratory research examining the marketing, advertising and
sponsorship of gambling products and services within New Zealand. The Ministry of Health recognises the
marketing, advertising and sponsorship of gambling as key issues with potential to affect public health
within New Zealand.
However, while some past research has examined the effects of advertising of other potentially harmful
products on consumers, very little research has explored the effects of gambling marketing and
advertising on the attitudes and behaviours of gamblers. There is a particular need to better understand
and explore how advertising may affect at-risk gamblers and whether advertising approaches within New
Zealand could be further enhanced for improved consumer protection.
As an exploratory study, the research was broad in focus and aimed to inform a diverse range of research
questions. Given the limited available prior research, the study does not attempt to present a definitive or
fully conclusive position on all effects of gambling advertising. Indeed, in this very early stage of research,
it is important to recognise that many effects are difficult to define and quantify, and in some cases, will
still remain unanswered.
However, the study has been instrumental in identifying a range of important insights into the possible
effects of gambling marketing and advertising and has provided a strong foundation for further research
into the topic. For this reason, key findings should be considered indicative, rather than definitive.
Methodology
The current study was primarily a qualitative study. The methodology, however, included:

A literature review on the marketing, advertising and sponsorship of gambling products and
services

A global scan of guidelines and codes relating to gambling and general marketing and advertising
(including a scan of codes in Asian and Pacific nations)

Conduct of 11 focus groups with gamblers to explore the effects of gambling marketing and
advertising
(including review of New Zealand gambling advertising materials in groups to stimulate
discussion)

Conduct of a quantitative survey of 400 gamblers using an online research panel to further
explore the effects of gambling marketing and advertising in a convenience sample of
non-problem and at-risk gamblers
(This also included sampling of New Zealand Europeans, Maori, Pacific and Asian gamblers)
Issues examined in the study
In recognition of the limited research conducted on the topic of marketing, advertising and sponsorship of
gambling products and services, the Ministry of Health developed a range of very broad research
questions, whilst recognising that not all questions could be answered in a single study. The current
research aimed to inform as many of the research questions as possible, within the constraints of the
research methodologies.
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Specific areas of enquiry which formed a focus for the current study included the following key research
topics:

The relationship between awareness of gambling marketing and advertising and gambling
behaviour

The impacts of gambling marketing and advertising on public views and attitudes about gambling

The types of gambling marketing and advertising with potential to cause consumer harm

The special impacts of large scale lotto jackpots including ‘Must Be Won’ (and similar) promotions

Public views on the acceptability and impacts of gambling advertising which targets specific
cultures

The types of marketing and advertising activities which may create ‘safer’ gambling environments

International guidelines and codes highlighting ‘good practice’ in the advertising and marketing
of gambling
For the purpose of the study, marketing, advertising and sponsorship of gambling was defined to include
any promotional activities that may be utilised to sell or raise awareness of gambling products and
services.
The New Zealand context
Specific aspects of gambling marketing and advertising which were relevant to the New Zealand context
and were of research interest in the study included:

Poker machine signage – while promotion of jackpots and pokies is not permitted within New
Zealand, pokies signage (e.g., ‘pokies lounge’) is permitted outside gaming machine venues (pubs
and clubs are referred to as non-casino gaming machine venues). Pokies signage was considered
a type of advertising for the purpose of the current study

Lottery products – lotto and scratch ticket (Instant Kiwi) advertising are two major types of
gambling for which advertising is permitted within New Zealand. A special type of promotion
called a ‘Must Be Won’ lotto promotion was also a point of research interest. These are major
jackpot draws (typically over $10 million) for which there is a guaranteed jackpot winner. Lotto and
scratch tickets are widely available in New Zealand including through convenience stores (e.g.,
called ‘dairies’ in New Zealand), supermarkets, newspaper stores and lotto outlets (Refer the
survey in Appendix B for the major distribution channels)

TAB – horse race and sports betting advertising are permitted within New Zealand and were
considered as part of the study. TAB is promoted through TAB outlets and a diverse range of
channels including the TAB internet site, radio, TV, pubs and similar (Refer the survey in Appendix
B for the major distribution channels). Sports commentators also talk about sports odds before
and during sports events (including discussion of live odds). Accordingly, these aspects were
considered types of marketing and advertising

Casino – In New Zealand, there are six casinos with the major casino located in Auckland.
Marketing and advertising relating to casino-based gambling (especially pokies and table games)
were points of focus of the study, along with general ‘entertainment-related’ casino promotions
(e.g., general casino TV advertising)

Gaming trust logos and branding – In New Zealand, gaming machine profits are earned and
distributed by gaming machine societies or ‘trusts’ (as they are termed). If a charitable cause or
sports team receives funding, it is often a requirement of trusts that funding recipients display
logos/branding to indicate that funding was received by the trust. This was considered a subtle
type of gambling marketing or advertising in New Zealand, as its appropriateness has generated
considerable debate. Trust funding of sports teams could also be considered a subtle type of
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sponsorship strategy. ‘Trust sponsorship’ is the term used in the report to describe the way trusts
award and distribute grants to community causes (i.e., trust logos show an implicit association
between a sporting team and a certain trust). As such, it should not be viewed in the same way as
a traditional sponsorship arrangement
Findings of the New Zealand Health Survey 2006/07 highlight that the most popular gambling activities in
New Zealand (in the previous 12 months - for people aged 15yrs and over) are lotto (55% participation),
scratch tickets (27%), non-casino gaming machines (pokies in pubs/clubs) (10%), track betting (9%), casino
gaming machines (8%) and sports betting (5%).
Within New Zealand, people of Maori, Pacific and Asian backgrounds are the three main ethnicities and
cultural groups (For the purpose of reporting, non-ethnic people are referred to as ‘New Zealand
Europeans’). As the Indigenous people of New Zealand, the Treaty of Waitangi (signed in 1840) provides
special protections for Maori. However, findings of the 2006-07 New Zealand Health Survey suggest that
problem gambling disproportionately affects both Maori and people of Pacific backgrounds (with
prevalence rates of 1.7% for each ethnicity). In comparison, problem gambling prevalence rates for New
Zealand Europeans and Asian people were respectively 0.2% and 0.1%.
Given the importance of Maori within New Zealand and the diversity of cultures within the country, one
aspect of the study involved examining gambling marketing and advertising from a Maori, Pacific and
Asian perspective. It should be recognised, however, that this is only a general study at this stage, given
that very little is known about the effects of gambling marketing and advertising. However, where possible,
some cultural aspects have been noted and gambling advertising codes relating to different cultures were
also reviewed.
As with all exploratory research, findings should once again be considered indicative, rather than
definitive.
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MAJOR STUDY FINDINGS
What effect does advertising, marketing and sponsorship of gambling have on public views
about the desirability of gambling?
Findings of research highlight that advertising and marketing play a significant role in increasing the
attractiveness of gambling opportunities to consumers. Without advertising, it would also be likely that
many gambling products and activities would not be successful, as it plays a major role in driving the
consumer urge to gamble.
At a general level, gambling advertising and marketing serves to:

Make gamblers aware of new gambling promotions or opportunities

Encourage gamblers to ‘try’ new gambling products and services

Remind gamblers about their positive past experiences in gambling

Encourage gamblers to reflect on how their life may change as a result of a win in gambling
(particularly in lotto)

Increase the perception that certain types of gambling are fun, exciting or glamorous
(e.g., casinos, race days at the track) and;

In cases where gamblers have previously won in gambling, marketing and advertising
reminds people of past winning experiences
The only type of advertising which was not reported to increase the attractiveness of gambling was pokies
venue signage (i.e., directional signage such as ‘Pokies Lounge’). While not a traditional type of advertising,
pokies signage was reported to remind existing players about the availability of pokies and to stimulate
existing player interest in entering venues to ‘experience’ new machines. Problem and at-risk gamblers
also reported some level of unplanned play due to pokies signage. However, analysis of survey findings
indicates that this behaviour is probably infrequent and not the major cause of gambling problems
(although it does affect some gamblers to some degree).
In relation to sponsorship of gambling by poker machine trusts, findings indicated that:

Gamblers have a limited understanding of the nature of trusts, how trusts operate and how trusts
distribute revenue within New Zealand

Trust sponsorship plays a limited role in a gambler’s choice of gaming machine venue (e.g., only
8% of gamblers indicated that they at least ‘sometimes’ chose to play at a specific venue owned
by a particular trust)

As gambler knowledge about trusts is rudimentary at best, there is limited evidence to suggest
that trust sponsorship of charitable causes (e.g., sports) increases the attractiveness or appeal of
gambling
What effect does advertising, marketing and sponsorship have on gambling spending?
Results of a survey of gamblers highlight that the most frequently viewed types of gambling advertising
within New Zealand are lotto advertising, casino advertising followed by Instant Kiwi advertising. In
comparison, TAB advertising is the least frequently viewed type of gambling advertising.
While the influence of advertising on participation was not directly measured in the study, the influence of
advertising on gamblers spending more than they wanted to on gambling activities was examined. This
PAGE 10 OF 253
was seen as a more useful measure of the true influence of gambling advertising (as all advertising clearly
influences participation).
For New Zealand gamblers overall, results showed that most forms of gambling advertising had only a
relatively conservative influence on gamblers spending more than they wanted to on gambling. While all
effects were relatively small, casino advertising was reported to have the largest effect, followed by lotto
advertising and pokies advertising (pokies signage). In comparison, scratch ticket and TAB advertising had
the lowest overall level of influence.
Overall results are summarised in Table 1.
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Table 1. Frequency of viewing gambling advertising and the influence of gambling advertising on gambler spending –
weighted overall results (February-April 2011)
Influence of advertising on
Frequency of
the gambler spending
viewing advertising
more than they wanted to
Gambling activity
Base
Base
(1=not at all,
spend on gambling
5=very frequently)
(1=not at all, 4=significant
influence)
Lotto players
Lotto players
Lotto advertising
3.2
1.4
(N=386)
(N=386)
Casino
Casino
Casino advertising
gamblers
2.7
gamblers
1.5
(N=217)
(N=217)
Scratch ticket
Instant Kiwi
Scratch ticket
players
2.7
1.1
advertising
players (N=319)
(N=319)
Club/pub
Pub/club/casino
Pokies advertising
pokies
2.1
pokies players
1.2
signage
players
(N=239)
(N=194)
TAB, racing or sports
TAB punters
TAB punters
1.8
1.1
betting advertising
(N=157)
(N=157)
Question: How often have you seen the following types of advertising in the past 12 months? (1=not at all, 5=very
frequently). If any, how much influence do you feel that this gambling advertising had on you spending more than you
wanted to spend in the past 12 mths?
Is there a relationship between gambler awareness of advertising and problem gambling?
Findings of research highlight that participating in a gambling activity may ‘prime’ gamblers to be more
aware of gambling advertising. Supporting this, results of the survey of gamblers showed that respondents
participating in a gambling activity reported seeing gambling advertising significantly more frequently
than those who did not participate in the activity. Qualitative research also supported this trend – e.g., You
have to be interested in gambling to see the ads. If you don’t do TAB, you don’t tend to notice the ads.
In addition, a relationship between awareness and risk for problem gambling was identified. While the
direction of effects cannot of course be determined by the current research, based on players participating
in the gambling activity, findings showed that:

moderate risk and problem gamblers reported seeing more pokies venue signage than low risk
gamblers (p<.05)

moderate risk and problem gamblers reported seeing more TAB advertising than non-problem
gamblers (p<.05)

moderate risk and problem gamblers reported seeing more casino advertising than non-problem
gamblers (p<.05)
Interestingly, however, differences between non-problem and moderate risk/problem gamblers were not
statistically significant for lotto advertising (including for both general draws and jackpots) and for scratch
ticket advertising. While this may in part be due to sampling characteristics, it may also be because lotto
and scratch ticket advertising are quite pervasive across New Zealand and are also not typically linked to
gambling problems.
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PAGE 13 OF 253
Findings also showed an association between risk for problem gambling and the reported influence of
gambling advertising on gamblers spending more than they wanted to on gambling. Specifically, based
on a scale where 1=no influence and 4=a significant influence, findings showed that the influence of:

pokies signage was greater for moderate risk/problem gamblers than non-problem gamblers
(p<.05) (mean=1.7 versus 1.1)

lotto advertising was greater for moderate risk/problem gamblers than non-problem gamblers
(p<.05) (mean=2.1 versus 1.6)

scratch ticket advertising was greater for moderate risk/problem gamblers than non-problem
gamblers (p<.05) (mean=1.8 versus 1.3)

TAB advertising was greater for moderate risk/problem gamblers than non-problem gamblers
(p<.05) (mean=1.6 versus 1.1)

casino advertising was greater for moderate risk/problem gamblers than non-problem gamblers
(p<.05) (mean=1.8 versus 1.1)
What are the effects of marketing of large lottery jackpots?
Findings of qualitative and quantitative research highlight that gamblers focus primarily on the size of cash
prize when evaluating the attractiveness of a lotto draw. The larger the cash prize, the higher the
consumer attraction to purchase lotto tickets (Figure 1). Moderate risk and problem gamblers were also
significantly more likely to purchase a ticket for all tested prize configurations, compared to non-problem
gamblers (p<.05).
Figure 1. Comparison of the likelihood to buy a lotto ticket – non-problem versus moderate risk/problem gamblers
(N=386, February-April 2011)
The quantitative study of gamblers also showed that:

there was a slightly larger gap between moderate risk/problem gamblers and non-problem
gamblers at the three higher jackpot sizes (mean gap of 0.5 at $10m, $20m and $36m), compared
to the lower jackpot sizes (mean gap of 0.4 at $1m and $5m) – while further research would be
needed to explore effects, this may suggest that the attractiveness of big jackpots is
disproportionately larger for higher risk segments
PAGE 14 OF 253

when gamblers were asked about their likelihood of purchasing lotto tickets based on different
advertising slogans, moderate risk/problem gamblers were significantly more motivated to
purchase tickets upon hearing all slogans, compared to non-problem gamblers (p<.05)

‘Must be Won’ was by far the most powerful of all tested slogans in influencing gamblers to
purchase a lotto ticket (mean=3.8 versus means of 2.3 to 2.8 for other tested slogans)

the gap between non-problem and moderate risk/problem gamblers for the ‘Must be Won’
slogan was the smallest of all slogans, possibly indicating that the slogan has a relatively more
consistent effect for all risk segments (mean=0.3)

the slogan ‘Trump up your life’ and a ‘Winner’s Story’ promotion outlining how a lotto win fixed
financial worries produced the largest gaps between non-problem and moderate risk/problem
gamblers
(each a mean=0.6) – this may highlight that such messages are more powerful in encouraging
at-risk gamblers to purchase lotto tickets (respective means=2.3 and 2.8)

relative to non-problem gamblers, moderate risk and problem gamblers were more likely to
report unplanned purchases of lotto tickets due to advertising across most advertising channels
including via TV, dairies, pharmacies, paper stores, shopping centres, train stations, internet,
newspapers/magazines, bus shelters and supermarkets (each p<.05) - the largest gaps between
risk segments, however, related to dairies, shopping centres and supermarkets (a mean gap of
0.7), possibly highlighting that such channels may present increased risk for higher risk segments.
Qualitative research similarly highlighted a view that placing lotto in supermarkets was particularly
‘risky’ as some at-risk gamblers would be tempted to purchase a ticket prior to food – e.g., I don't
like the idea of lotto at supermarkets. People will buy tickets before they buy food. They should only
put them on the way out, so people can buy their food first

relative to non-problem gamblers, moderate risk and problem gamblers were more likely to
report buying a lotto ticket to ‘feel better about life’ and because they wanted to ‘make a large
purchase’ (p<.05) – this may suggest that advertising which focuses on such topics may resonate
more with higher risk segments
While quantitative results suggested that many gamblers would be likely to purchase a lotto ticket for
‘Must be Won’ promotions, findings also indicated that at-risk gamblers would be particularly at-risk of
spending more than they could afford on lotto purchases. This is also reflected in some at-risk gambler
comments in the qualitative research – e.g., Advertising definitely makes me spend more money. When the
Powerball or Big Wednesday is up to $30 million or whatever, I'm definitely buying more tickets. You go to
places like Manukau which has won in the past and people line up. You spend more than you can afford, as
it's the big one.
A review of literature on lotteries also highlights that:

Kearney (2005) found that lottery spending is primarily financed by a reduction in non-gambling
expenditure (i.e., general household budgets)

Guryan and Kearney (2008) found that following a ‘win’ in a lotto store, ‘winning stores’ can
experience a 12-38% relative sales increase and that this effect can remain stable for up to 40
weeks, with total sales increasing proportionately to the jackpot size. In addition, effects were
found to be larger in areas with more economically disadvantaged communities
How do marketing and promotional strategies influence gambling behaviour and create possible harm?
As part of the research, qualitative focus groups with gamblers were used to review and discuss a
comprehensive range of gambling advertising stimulus materials from across New Zealand. The purpose
PAGE 15 OF 253
of discussions was to identify how advertising materials may influence gambler perceptions and
behaviours and create possible harm.
Based on findings of the qualitative research, a conceptual model was developed to summarise possible
risks of gambling advertising. The model outlines the major types of gambling marketing and advertising
which were seen by gamblers to present some level of risk or potential for harm based on a review of
actual NZ gambling advertising materials.
PAGE 16 OF 253
While further research is clearly needed to fully understand and possibly also quantify some effects, major
themes across all materials in summary were that gambling marketing and advertising has potential to
create risk or lead to harm when:

1. There is low informed consent about what is being purchased – Findings showed that many NZ
gambling advertising offers were misinterpreted by gamblers, as prize values shown in gambling
advertising were not always those ‘on offer’. This typically occurred in cases where advertising:

Presented ‘prize pools’ rather than the distribution of specific prizes available

Did not fully articulate the assumptions of prizes (e.g., did not show how prize values
were derived and on what assumptions they were based)

Presented prizes inaccurately (e.g., holidays when only cash was available to buy a
holiday)

Did not clearly outline conditions associated with winning prizes (e.g., including more
detailed pricing or entry conditions)

Presented the ‘best’ possible prize outcome, rather than ‘typical’ or ranges of possible
outcomes

Used words such as ‘guaranteed’ in spite of the possibility that actual prize values may
not be won or would only be won under certain conditions

Presented ‘prizes still available’ without information on prizes available

2. Advertising content reinforces problem gambling risk factors - Advertising materials which
reinforce superstitions about gambling were found to have potential to lead to harm. It is also
likely that harm for problem and at-risk gamblers is greater, due to the tendency of such groups
to hold these misperceptions. Advertising which reinforced superstitions included concepts such
as ‘lucky’ lotto stores, ‘lucky’ poker machines, referencing luck generally, referencing lotto wins
during holidays and suggestive luck-oriented phrases (e.g., 'On a roll')

3. Content reinforces that gambling is non-random or is influenced by ‘expertise’ - Advertising
using words, phrases or terms such as expertise, expert, smart and successful were found to
reinforce the misperception that gambling is expertise-based (and non-random) or that gambling
outcomes can be influenced or controlled (and should thus not be used unless skill applies)

4. Odds information is presented in a way which is not understood by gamblers - Advertising
which presented odds in certain ways confused some gamblers. For instance, some gamblers
were reported to buy three tickets if a draw says ‘1 in 3 tickets will win’, as they believed that this
implies a guaranteed or ‘highly likely’ win

5. Advertising which pressures gamblers or encourages ‘on the spot’ decisions - Advertising
approaches prompting gambling decisions 'on the spot' were considered higher-risk forms of
advertising due to the ‘pressure’ they place on gamblers. Such approaches were seen as having
potential to lead to poorly considered decisions to gamble and for this reason, were likely to pose
some level of risk to all gamblers (and particularly problem and at-risk gamblers). This included
use of advertising words such as ‘hurry’, ‘quick’, ‘beat the odds’, ‘Don’t miss your chance’, ‘Be a
good mate’ and even pressure from sports commentators during live sporting events (e.g.,
‘talking up’ live odds)

6. Advertising which encourages bravado or creates a perception of ego/status - Advertising
which encouraged bravado and perceptions of status from gambling or encouraged gamblers to
question their self-worth (e.g., Do you stack up? Fortune favours the bold) was seen as a
potentially harmful form of gambling advertising. This is because such statements challenge
PAGE 17 OF 253
gambler emotions or encourage risk taking and may thus not lead to more rational or informed
decisions about gambling

7. Advertising offers which encourage repeat visits in a short time frame - Advertising offers with
very short time frames to claim ‘free offers’ or discounts were seen as potentially harmful to all
gamblers and particularly to problem and at-risk gamblers. These included casino advertising
offers such as free points, free car parks and food and beverage offers with short time frames to
claim offers
PAGE 18 OF 253

8. Advertising offers which require gamblers to stay in a venue for long periods - Advertising
offers such as ‘free prize draws’ which required consumers to remain in a venue for some time
were seen as having potential to harm gamblers (and particularly problem and at-risk gamblers) if
the period between entry and the prize draw is lengthy. While a maximum length to avoid harm
cannot be determined from qualitative research, this highlights that the structure of draws should
be considered in the future from a gambling risk perspective

9. Advertising claims about gambling are presented which cannot be verified - Some advertising
offers were identified with extreme claims which were difficult for consumers to prove and were
possibly also incorrect. Using such approaches was seen as presenting risk to all gamblers, as
claims were unable to be evaluated and advertising did not contain information to allow
consumers to independently assess claims

10. Advertising makes gambling look ‘cheap’ and ‘affordable’ - Any gambling advertising
promoting 'low-priced' offers were frequently seen as ‘cheap and affordable’ gambling
opportunities by people of low-income backgrounds. Such offers tended to convey that little
money was needed to generate large amounts of money or winnings. As problem gamblers are
by definition 'spending more than they can afford', they are effectively vulnerable to this type of
advertising. Use of words such 'only’ (e.g., only $2 to win $10,000) also reinforced the perception
that the betting or gambling offer is ‘cheap and affordable’. Advertising offers providing 'free
money' (e.g., free $20 to gamble with) also appealed to lower-income gamblers and may
potentially pose risk in a similar way

11. Advertising uses words which suggest that gambling may be an ‘investment’ - Advertising
words which equate gambling to ‘investments’ were reported to give gamblers the misperception
that money can be made from gambling. Examples included words such as ‘invest’, ‘returning’
and ‘share’

12. Advertising contains stories which financially vulnerable people relate to - Any winners’ stories
(or similar advertising) which detail how people went from ‘hardship to prosperity’ from winning
in gambling (e.g., lotto) were reported to appeal to more vulnerable people (particularly people of
lower-income backgrounds or those experiencing financial difficulties). Such groups identified
with the people described in the stories and this increased the effect of the advertising (and the
appeal of gambling). This implies that stories depicting hardships should be avoided in advertising
to protect more vulnerable consumers (e.g., including avoidance of words such as redundancy,
mortgages, financial difficulties or other hardships which more vulnerable people may relate to)

13. Advertising uses other forms of gambling as part of promotions - gambling advertising
depicting gambling activities was reported to particularly appeal to at-risk gamblers due to their
fixation on gambling. This included use of themes such as card games and casino games in
advertising of other types of gambling products. As problem gamblers play many gambling
activities, advertising using gambling themes was also reported to pose particular risk to this
segment

14. Advertising phrases are not consistent with responsible gambling - Advertising phrases
suggesting continuous or irresponsible gambling were seen by gamblers to encourage such
behaviour (e.g., ‘Bet anytime or anywhere’). This implies the need to ensure that future advertising
slogans and straplines do not contradict the principles of responsible gambling

15. Offers present very low value inducements as an incentive to gamble - Very low value
inducements to gamble (e.g., $2 free chip) were seen to pose more risk to gamblers than the
value of the inducement. This implied that gambling advertising offers should be evaluated in
terms of their potential risk to gamblers, balanced alongside the value of the inducement from a
consumer perspective
PAGE 19 OF 253
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How do marketing and promotional strategies influence gambling behaviour for different
types of gambling products?
Qualitative discussions with gamblers in focus groups highlighted a range of advertising effects for
different gambling product lines. While effects are fully detailed in qualitative reporting, major effects in
summary are as follows:

Pokies advertising – Some at-risk gamblers viewed signage advertising pokies as leading to
unplanned gambling. Pokies signage facing oncoming pedestrians was seen as increasing the
potential for unplanned gambling in at-risk gamblers (although pokies signage was not seen as
the ‘cause’ of problem gambling)

Lotteries advertising – In addition to the effects of ‘Must be Won’ promotions as previously
described, several other interesting effects of lotto advertising were identified. These included:


Promoting prizes alongside cash led some gamblers to believe that there were
‘increased odds’ of winning (which may not always be the case) (leading to larger
spending)

Promoting stores selling winning tickets led some gamblers to incorrectly believe in
the concept of ‘lucky stores’ and this reinforced the misperception that winning is not
random

Advertising large prize values led some gamblers to believe that exact prizes
promoted can be won. There was often misunderstanding that amounts were just
‘prize pools’

Some lotto products were found to not clearly identify ticket costs and misled
gamblers about what needed to be purchased to obtain certain offers

Promotion of low priced lotto games offering high-returns were seen as harmful for
gamblers with financial difficulties (as they were inferred to be ‘cheap’ or ‘affordable’
products)

Game designs offering gamblers a chance to win with a number ‘either side’ of a
target number (e.g., Bullseye) were seen to offer a better chance of winning – in this
respect, the game design appeared to undermine gambler understanding of how
odds work

Winners’ Stories promoting scenarios where gamblers went from hardship to
prosperity appealed more to people in similar financial difficulties (and reinforced
ticket purchasing)

References to winning lotto during holidays had a similar effect to the ‘lucky store’
effect – i.e., people would buy tickets on holiday thinking that it would increase their
chance of winning
Scratch ticket advertising – a range of advertising effects were reported in scratch ticket
advertising with some potential to harm gamblers including the following:

Some gamblers misunderstood advertising stating that ‘1 in 3 tickets win’ and would
buy three tickets on the basis that a win would be guaranteed or highly likely

Consumers reported a need for more information on ‘still available’ Instant Kiwi
prizes in the context of purchasing to allow more informed decisions about whether
tickets should be purchased (i.e., remaining prizes should be identified if the
promotion says - ‘prizes still to be won’) – In addition, the word ‘still’ led some
gamblers to infer that this meant that major prizes had not been won
PAGE 21 OF 253


Advertising of some scratch ticket products led gamblers to misunderstand the
nature of prizes available (e.g., a scratch ticket promoting a holiday as a prize was
reported to be only cash to buy a holiday; ‘live a little for 20 years’ led consumers to
believe that the prize would be supplied annually for 20 years)

Gamblers became confused about the price of some scratch ticket promotions and
highlighted the need for clearer information on ticket pricing in advertising (e.g., fun
packs)

Advertising words such as ‘Hurry’ and ‘Quick’ were reported to place pressure on
gamblers to purchase tickets without thinking and this was seen as potentially
harmful

Using gambling games to promote scratch tickets was seen as a ‘risky’ practice, with
potential to entice ‘heavy’ gamblers to buy tickets (e.g., poker card game depicted in
advertising)

Use of the word ‘free’ in advertising was reported to focus gamblers and led some
gamblers to overlook ticket pricing (and other important information)

Advertising promoting prize pools – rather than exact prizes to be won – confused
gamblers and most believed that prize values presented were specific prizes (i.e.,
gamblers missed that amounts were only prize pools)

Encouraging risk taking in advertising was seen as inappropriate - Such as
encouraging gamblers to believe that ‘being bold’ brings good fortune (e.g., Fortune
favours the Bold)
TAB advertising – A range of advertising effects were noted in TAB advertising with potential to
present risk or harm to gamblers including the following effects:

Sports commentators were reported to implicitly ‘advertise’ odds during sports
commentaries and many gamblers saw this as high-pressure advertising (also
creating perceptions that ‘expert’ recommendations are being made) (especially on
TV and radio)

‘Talking up’ live odds was seen to increase the risk of unplanned gambling/impulse
betting
(and some gamblers were confused about whether this was an advertisement or
independent ‘expert’ recommendation)

Advertising promoting low entry price betting with the potential to ‘win big’ was seen
as harmful for low income gamblers – including at-risk gamblers

Use of words likening punting to ‘investments’ (e.g., for a $8 investment…) or
‘Returning’ (e.g., A $10 multi returning $8,000) were seen as inappropriate, as they
implied that money can be made from gambling

Use of words such as ‘smart’, ‘successful’ in advertising was seen as inappropriate, as
it gave gamblers the impression that skill is used to increase the success of gambling

Advertising free $20 incentives to set-up TAB accounts was seen as a risky practice
for low-income gamblers and potentially harmful

Free TAB account top-ups were seen as less harmful, as they were directed to people
already with a TAB account (i.e., people who had made an informed decision to
gamble)

Advertising focusing on entertainment or the experience of punting was seen as far
less harmful than advertising focusing on punting as a way to ‘make money’

Advertising words - ‘How to bet like an expert’ - were seen to convey that skill is used
to make money from betting (contributing to myths about gambling)
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
Social marketing approaches in advertising such as – ‘Be a good mate’ were seen as
inappropriate, as they were seen to pressure gamblers

Advertising the strapline – ‘Beat the odds’ – was seen to encourage gamblers to
believe that odds can be beaten with skill

Advertising promoting ‘guaranteed’ prize values frequently confused gamblers and
led to the impression that prize values would definitely be won (in reality, this may
not be the case unless a single punter correctly Picked 6)

Many TAB advertisements were seen as needing further information about the
assumptions of prizes promoted (e.g., Guaranteed Pick 6 - based on a single punter
Picking 6 or ‘Free bets’ – explaining how free bets are attained and conditions;
Harness Jewels - $5 share – should explain the share in more detail)

Advertising which promoted the highest possible return – rather than typical or
possible ranges of returns – led punters to believe that prizes would be won

Mobile betting advertising the potential to bet ‘Anyway, Anytime’ was seen to
encourage continuous betting and was not seen to be in the spirit of responsible
gambling
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
Casino advertising – A range of advertising effects were noted in casino advertising with potential
to present risk or harm to gamblers including the following effects:

Advertising promoting low cost gambling offers was seen as potentially harmful for
low income gamblers – including at-risk gamblers (e.g., pokies ‘Cent City’ promotions
give the promotion that ‘cheap’ or ‘affordable’ pokies are available)

Advertising of some casino prize draws was seen as misleading, as large prize values
would be advertised without mentioning that the prize value was a prize pool (e.g.,
win $30,000 means to a consumer that $30,000 is the prize, however, in reality this
could be a total prize pool; Win $80,000 daily may imply a prize pool, but gamblers
assume that a single prize of $80,000 is available daily)

Advertising of bravado and status were seen as inappropriate and potentially harmful
in gambling advertising

Advertising which plays on gambler egos was seen as inappropriate and as having
potential to create harm (e.g., ‘Do you stack up?’)

Promotions for free prize draws which required gamblers to stay in casinos for hours
were viewed as having potential to harm both recreational and at-risk gamblers gamblers also advocated the need for casinos to better inform gamblers about
conditions of draws

Advertising via Facebook and the web was seen as needing further controls to
prevent risk

Advertising ‘Guaranteed’ prizes was reported to have similar effects to ‘Must be Won’
prizes in lotto in that they attracted stronger gambler interest

Gamblers raised concern over the possible harms of ‘Happy Hour’ promotions in the
context of gambling advertising (due to the risk of alcohol)

Advertising which promoted ‘Don’t miss your chance’ was seen as inappropriate,
as it was seen as pressuring gamblers to gamble

Free offers which must be redeemed within 24hrs or very short periods were seen as
creating harm, as gamblers would visit the casino the next day to claim the offer

Free gambling chip giveaways were seen as potentially harmful to low income and
at-risk gamblers, as were offers requiring consumers to match expenditure

Very low value inducements (e.g., $2 free chip) to gamble were seen as creating
harm, as the value of the offer was too low to balance the risk to consumers

Advertising words such as ‘On a roll’ were seen to create the impression in at-risk
gamblers that winning would be likely

Pitching poker tournaments like a sport was seen to increase consumer appeal (e.g.,
‘poker champs’ promotions) – there was also seen to be a need for clearer
information on total expenditure required to play in poker tournaments

Promoting ‘lucky’ poker machines was seen to contribute to gambling superstitions

Using superlatives in poker machine advertising without reference to return to player
information was seen as misleading (e.g., ours are ‘bigger, better and go off more
often’)

Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and created
high interest from gamblers

Casino advertising promoting entertainment and fun was seen as more appropriate
and lower risk than advertising which focuses on ‘making money’ from gambling
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What cultural issues and effects have implications for gambling advertising?
As part of the research, discussions were held with people of Maori, Pacific and Asian backgrounds about
the use of cultural elements in gambling advertising. This included both focus group discussions and a
survey of approximately 100 people of each ethnicity. Key findings of the research included:

Maori, Pacific and Asian gamblers were not able to identify any current approaches to gambling
advertising within New Zealand which they felt were culturally inappropriate or offensive – this
was seen to be largely due to current industry self-regulation

Gambling advertising which was seen as posing risk to Maori and Pacific people was seen to
include any advertising approaches which:

Portray Maori or Pacific celebrities in advertising

Stereotype any particular ethnicities in advertising

Reinforce common misperceptions that people of lower educational backgrounds
may hold about gambling (e.g., advertising playing on notions of luck and
superstition as an example)

Tell stories of lower income people winning in gambling (e.g., Winners’ Stories which
implicitly suggest that gambling can address hardship or improve lifestyles)

Maori and Pacific gamblers reported vulnerability of Maori and Pacific communities to
‘low-priced’ gambling offers, as these were seen to promote perceptions that gambling is ‘cheap
and affordable’ or ‘a way to make money’

The high availability of poker machines in Maori and Pacific communities was seen as a type of
‘advertising’ which presents clear risk to people living in those communities

People of Asian backgrounds were not strongly opposed to gambling advertising in the context of
Chinese New Year, as most promotions were seen to relate to broader entertainment

Quantitative survey results showed that using ethnic celebrities in gambling advertising (with lotto
used as a ‘pretend’ gambling activity) makes the message appeal more to specific ethnicities used
and a significant effect was identified for people of Maori, Pacific and Asian backgrounds (p<.05)

A multivariate analysis of the predictive power of different variables on the overall influence of
gambling advertising (in leading people to spend more than they wanted to spend on gambling)
showed a number of trends. While associations naturally do not imply causality, interesting
exploratory trends included:

For lotto - risk for problem gambling was the best predictor of the influence of lotto
advertising. In addition, struggling with financial issues added to the prediction of lotto
advertising influence. Being Maori also decreased likelihood of lotto advertising influence
and being Asian increased the likelihood of lotto advertising influence

For Pokies - the key variable related to the influence of pokies advertising was being at
higher risk for problem gambling. No other variables added to the prediction of pokies
advertising influence

For TAB - A similar trend applied to TAB punting. Risk for problem gambling was the
largest predictor of the influence of TAB advertising. In addition, being Asian added to
the influence of TAB advertising over and above a gambler’s risk for problem gambling

For casino gambling – while risk for problem gambling was again a predictor, so was
playing table games at the casino more frequently. In addition, being Maori was
PAGE 26 OF 253
associated with a reduced effect of casino advertising, while being of Pacific background
increased the effect of casino advertising.
Overall, findings highlight that risk for problem gambling is a strong and consistent predictor of the
influence of lotto, pokies, TAB and casino advertising and being of a lower financial situation is also a
consistent predictor of increasing effects of lotto advertising (although is only a moderate predictor in
terms of partial correlation size). This latter result requires further research, however, may reflect that lotto
players of lower financial situation may be influenced to buy lotto tickets as a means to improving their
finances.
PAGE 27 OF 253
What approaches to marketing and advertising may help create ‘safer’ gambling environments?
As gambling marketing and advertising has potential to pose some level of harm to gamblers (and
particularly to problem and at-risk gamblers), ways to create ‘safer’ gambling environments were explored
as part of the study.
Key findings included:


Marketing and advertising codes to reduce the potential for harm from advertising were identified
in a number of jurisdictions. Standards identified included innovative content in the form of
‘standards’ to:

Protect problem and at-risk gamblers – including standards such as
requirements for no sounds of gaming machine operation or coin drops in ads

Protect vulnerable community groups – these emphasized the need to protect
not only ethnic groups, but also a range of other vulnerable groups including
minors and young people, the unemployed, people with mental illness, people
with financial difficulties, refugees, minority groups and low socioeconomic areas

Preserve and protect cultural values – including standards to protect sacred
objects and places or objects of religious significance

Protect general consumers – including standards to ensure high-levels of
‘informed consent’ in advertising information

Prevent harmful sponsorships – including standards such as no sponsorship
messages during sports programs or bulletins

Prevent community offence to advertising – including a general standard to
ensure that prevailing community standards are not offended through
advertising

Encourage responsible gambling – including standards for ‘responsible
gambling’ messages to be placed at the end of any advertising (including on
print materials) to balance the effects of gambling advertising
Marketing and advertising codes identify many innovative advertising standards with possible
relevance to the media channels used in gambling advertising. In particular, findings showed that:

Restrictions are often placed on when advertising can occur by channel – for TV,
the common trend was to avoid ‘prime time’ and ‘children’s TV time’. For radio,
restrictions were typically placed on advertising during peak listening periods
(e.g., mornings)

A best practice requirement for radio advertising was also to clearly distinguish
advertisements and sponsorships by mentioning to listeners when
advertisements commenced and ended (e.g., in the context of sports
commentaries on radio)

Advertising must occur only through media channels where the viewing
audience is 75% adults or greater (with application to every possible channel
whether TV, radio, cinema, promotional events or other media channels)

While very few gambling sponsorship policies have been developed
internationally, some principles have been developed as a precautionary
measure to avoid harm. This included no sponsorship of sports teams by
gambling providers when players are under 18 years and no branding of
PAGE 28 OF 253
gambling providers on children’s replica sports clothes

While most gamblers had some idea that complaints can be made about advertising, there is
currently limited understanding of precise complaints channels and current gambling advertising
standards within New Zealand

Gamblers held a view that promotion of host responsibility programs is currently limited within
New Zealand and many gamblers additionally do not understand how host responsibility
programs operate

An experimental study by Lee et. al (2008) provides some evidence that problem gambling
harm-mimimisation advertising has some potential to ‘balance’ the effects of gambling
advertising
PAGE 29 OF 253

Gaming machine venue signage appears to have received limited attention in most advertising
codes. However, some jurisdictions have outlined requirements relating to the size of venue
signage, the types of signs permitted (e.g., only directional signs, no freeway billboards) and in
New South Wales (Australia), gaming machine signs have also been completely prohibited

In terms of other possible approaches to improving gambling advertising, some jurisdictions have
also proposed research to test the effects of gambling advertising on at-risk gamblers and have
developed tools to measure the risk of gambling advertising as part of business practices
PAGE 30 OF 253
Possible future guidelines for application to New Zealand gambling advertising
Based on a review of gambling and general advertising codes internationally, themes from codes with
possible future application to gambling marketing and advertising within New Zealand are summarised in
the following table. The current code for gambling advertising in New Zealand is also described in detail in
Box 1 on page 45.
Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle
General consumer protection
General consumer protection –
informed consent

Must not mislead consumers about the odds of winning

Must not suggest that skill can influence winning in games of chance


Must contain information on prizes on offer and the chance of winning
prizes (especially in lottery games)
Must avoid expressions that may lead to misunderstandings, by
refraining from the use of unclear words or content
Must contain the rules of gambling
Must not make claims related to winning that are not based on fact,
are unable to be proven or are exaggerated
Winners must be encouraged to seek financial advice about managing
winnings (especially in lottery games)
Advertisements must not promote an ‘excessively aspirational lifestyle’

Must not be presented during ‘prime time’ TV viewing (e.g., evenings)

Must not be presented during peak hours for radio listening (e.g.,
mornings)

Radio advertisements must be clearly distinguished from sponsorships
or advertising such as by identifying the beginning and end of
segments
Gambling providers must not verbally urge non-gambling customers to
buy gambling products
Must not promote gambling as a means of enhancing social standing or
employment, social or sexual prospects
Must not challenge or dare a person to play
Advertising displays at points-of-sale must have on or within sight
clearly visible problem gambling warning signage




General consumer protection –
media channel related
General consumer protection –
Preventing pressure to gamble
including social pressures
General consumer protection –
Preventing impulse gambling
General consumer protection –
Consumer privacy
General consumer protection –
Code and regulatory compliance





Must not publish winners’ names unless prior consent is obtained

Must comply with advertising codes of ethics and/or codes of practice

Must not procure, incite or encourage a person to commit an offence

Must not be directed at vulnerable groups - these are frequently
defined as:
Protection of vulnerable groups
Protection of vulnerable groups
– general guidelines

Minors

The unemployed

People with mental illness

People with financial difficulties

Refugees

Ethnic groups

Minority groups
PAGE 31 OF 253
Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle

Must not suggest that gambling is a strategy for financial betterment

Should not stereotype any groups (e.g., women, religions, sexual
stereotypes)

Must not promote gambling as a means of funding routine household
purchases or costs of living (e.g., mortgage repayments, rent,
education) or as a way of relieving financial difficulties
Must not appeal primarily to Culturally and Linguistically Diverse (CALD)
communities or target the particular vulnerabilities of these
communities

Protection of young people minors
Low socioeconomic areas


Must not be designed to appeal to people under 25 years
(or use imagery of younger people)

Must not be directed at minors or appeal to minors (typically under 18
years)

Must not be presented during children’s television viewing hours

Actors in advertising should not look young

Must not contain sponsorships with companies which sell products
appealing to children or young people

Must not contain information that may reinforce cultural superstitions
Protection of cultural values
Protection of cultural values general guidelines
In general advertising codes, the following guidelines were also identified:

Advertisements should not make any irrelevant references to any name,
incident, concept or religious significance

Advertising should not insult or defame any religion or disrespect a
sacred person, place or thing

Advertisements should not contain statements or suggestions which
may offend religious, political, sentimental or racial susceptibilities of
any community

Advertisements must not identify or typecast racial or cultural groups
Preventing offence to community standards
Prevailing community standards
general guidelines

Must not offend prevailing community standards
Protection of at-risk and problem gamblers
Protection of at-risk and
problem gamblers – risk
management guidelines

Must not be directed at or provided to excluded persons

Must not contain sounds of gaming machine operation including coin
drops
(in the case of TV or radio advertising)

Must not focus exclusively on gambling where there are other activities

Must not promote inducements that could lead to problem gambling or
exacerbate gambling problems

Must not show external signs of winning paid

Inducements where provided must be of a conservative value (e.g., not
over $10), be able to be used for services other than gambling and have
reasonable validity periods (e.g., not less than 30 days)
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Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle

Must not require players to gamble high amounts to receive
inducements (e.g., $10 maximum is reflected as a guideline)

People must not be required to gamble more than $10 for a specific
period of time in order to receive an inducement, obtain a prize or enter
a draw


Must contain information on player/problem gambling help services
Entrants in promotional prize draws greater than $1,000 must not be
required to attend draws to win the prize

Must not promote the consumption of alcohol alongside or during
gambling

Alcohol (including vouchers) must not be offered for free or at
discounted prices as an inducement to gamble

Must contain gambling harm-minimisation messages and/or direct
consumers to gambling information and/or include a responsible
gambling message
These may include a final message or frame at the end of advertising
Print communications must contain ‘responsible drinking’ messaging
Encouraging responsible gambling
Minimising risk of alcohol
in context of gambling
Responsible gambling
messaging


Sponsorships
Sponsorships relating to
gambling or harmful products
While most jurisdictions do not have gambling sponsorship guidelines or policies,
some sponsorship standards relating to other harmful products reflect the
following guidelines (particularly, in relation to alcohol):

No sponsorships during sports programs or bulletins

No advertising messages from sponsors during sports
broadcasting

Advertising or sponsorships must be only in target audiences
which contain at least 75% adults (across all media channels)

Advertising is not permitted within 100m of schools

No sponsorship of sports team is permitted if players are
under 18

No branding on children’s replica sporting clothes
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Discussion of key findings and insights
Findings of the current study have identified a range of important insights into the possible effects of
gambling marketing and advertising. While the exploratory nature of the study and methodologies used
should be always considered as part of study limitations, a number of findings provide insight into the
ways in which advertising may influence gambling attitudes, perceptions and behaviours.
Overall effects of gambling marketing and advertising
One of the major overall insights from the study is the finding that marketing and advertising are not
reported to have a major influence on gamblers spending more than they want to spend on gambling.
This is reflected in relatively conservative ‘influence ratings’ by gamblers. While this may represent an
attempt by gamblers to appear that they are fully ‘in control’ of their own behaviour, it may also suggest
that gambling advertising is only one of many factors that influences gamblers spending more than they
want to on gambling.
The relationship between advertising awareness and risk for problem gambling presents an interesting
‘connection’ with possible future policy relevance. It is particularly interesting that moderate risk and
problem gamblers were more likely to be aware of pokies, TAB and casino advertising (relative to lower
risk gamblers), but were not necessarily any more aware of lotto and scratch ticket advertising. This may of
course be due to the very pervasive nature of lotto and scratch ticket advertising or possibly due to the
existing linkage between pokies, TAB and table games to problem gambling. However, it does imply some
level of ‘connection’ between gambling risk and certain types of gambling advertising and points to the
need to consider this association in the context of advertising.
In addition, the finding that moderate risk and problem gamblers reported a relatively greater influence of
most types of gambling advertising (including pokies, lotto, scratch ticket, TAB and casino advertising) also
highlights the need to consider how advertising appeals to higher-risk segments during the design of
advertising campaigns.
Advertising of large lottery jackpots
Findings of the study revealed a number of useful insights about the effect of large lotto jackpots and
‘Must be Won’ lotto promotions. In particular, findings highlighted that ‘Must be Won’ promotions are
likely to have a large effect on all gamblers and not just problem and at-risk gamblers. The very powerful
effect of such promotional slogans may imply the need for all gamblers to be encouraged to reflect on
their spending in the context of ‘Must be Won’ lotto advertising.
While further research is needed, some findings of the study also suggested the potential for ‘Must be
Won’ promotions at very high jackpot sizes to have a much greater effect on moderate risk and problem
gamblers, compared to non-problem gamblers. This may imply the need for further research into how
jackpot sizes can be best structured to limit risk to higher-risk gamblers. Although it should also be
acknowledged that this gap was only marginally greater for the higher risk segments.
The potential impact of lotto advertising on lower-income gamblers is similarly of policy interest. Findings
in particular showed that people in vulnerable financial situations may be more influenced by lotto
advertising and in some cases, are more likely to respond to certain types of advertising. In particular,
research suggested that slogans which highlight the potential for ‘life improvements’ post-lotto (such as
‘Trump up your life’) and Winner’s stories showing how people addressed financial worries with a lotto win
may appeal to the more financially vulnerable segments of the community.
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In addition, the finding that moderate risk and problem gamblers show an inclination to buy tickets to ‘feel
better about life’ may also highlight the need to ensure that lotto advertising does not inadvertently show
how lotto can improve people’s lives too significantly. This is also a difficult issue, given that this is
frequently a theme of lotto advertising.
Research into ‘counterfactual thinking’ provides an interesting theoretical basis which may also explain
these effects. That is, people of lower income have a greater gap between ‘what is’ and ‘what could be’,
implying that advertising may have greater potential to pose risk to lower income gamblers.
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Findings also showed that certain lotto sales channels may present greater risk to moderate risk and
problem gamblers, relative to non-problem gamblers. This included the sale of lotto through dairies,
shopping centres and supermarkets. This may be because such channels are more likely to lead to
‘unplanned’ purchases and hence possibly unaffordable ‘impulse buys’.
While such channels are obviously also very convenient for many shoppers, they may raise some issues for
higher-risk segments and warrant further research attention - particularly also because qualitative
comments by gamblers identified this as an issue. In addition, placement of lotto within supermarkets may
also be a further area of research and especially in relation to where lotto sales points should ideally be
placed to reduce harm. In this context, it is noteworthy that one advertising standard had a requirement
for all ‘point-of-sale’ displays to include problem gambling warning signage as a means of reducing the
potential for such locations to lead to unplanned purchasing.
Better practice in gambling advertising – overall themes
While most gamblers broadly see that New Zealand has a reasonably ‘well-balanced’ approach to
gambling advertising (and particularly by world standards), an actual review of recent gambling
advertising materials in focus groups identified a range of areas for improvement for each type of
gambling advertising.
While this is not to suggest that gambling advertising in New Zealand is extremely harmful, the identified
improvements - if implemented - may assist to further reduce the potential for harm. It is also noteworthy
that many of the issues identified by gamblers in focus groups were also reflected in international
gambling advertising codes and standards.
This further implies the potential to refine current approaches to reduce the potential for harm. In this
context, it should be considered that many approaches used by the New Zealand gambling industry have
probably not been ‘deliberately’ crafted to create harm, however, may have evolved without knowledge of
risk factors. This is arguably also because there is limited research on the effects of gambling advertising
and much of the research is fragmented, with very few comprehensive research studies.
It is intriguing that many of the ‘issues’ in current gambling advertising extend well beyond just advertising
techniques which increase risk for problem gamblers. Indeed, a major theme concerned the need for
improved levels of ‘informed consent’ in gambling advertising by ensuring that gambling offers are
accurately and clearly described for the benefit of general consumers. Clear delineation of prize pools
versus actual prizes, in particular, emerged as an issue. Indeed, the reaction of gamblers to a prize pool of
$80,000 would be quite different to a single first prize of $80,000.
Advertising offers placing subtle ‘pressure’ on gamblers were similarly identified as a future area for
advertising improvement. Examples of this were found across many types of New Zealand gambling
advertising materials. It is also apparent, that while use of bravado and status in advertising is not
permitted in many gambling advertising codes, some examples of advertising using this technique were
identified in New Zealand materials.
Advertising offers which make gambling appear cheap or affordable also emerged as having potential to
appeal to many low-income groups within New Zealand. One of the most interesting advertising effects
related to the presentation of TAB betting offers pitched as ‘Only a $X bet is needed to win (a large
amount)’. Using such techniques was found to particularly appeal to moderate risk and problem gamblers.
This may have implications for all types of gambling advertising including promotions which make
gambling offers appear as low-cost or affordable.
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With a precautionary principle in mind, it could be argued that all higher risk practices identified in the
current study should be avoided in gambling advertising. Moreover, such standards could also be
reflected in a future New Zealand gambling advertising code.
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Better practice in gambling advertising – gambling product-related themes
In addition to general themes, a number of product-specific gambling advertising issues emerged from
the study which may benefit from future policy consideration. The first is pokies signage. While pokies
signage as with all forms of advertising was not found to significantly affect higher risk segments, findings
suggested that such segments were still disproportionately affected by signage, relative to non-problem
gamblers. This may highlight the need to ‘fine-tune’ the display of signage on a precautionary principle
and on the basis that pokies are known to cause significant gambling harm.
As in other jurisdictions, policy considerations could be given to restricting the display of signs, the size of
signs or even the display of signage facing oncoming pedestrians. In this context, it could be argued that
not being able to see signs from a distance (e.g., when walking along a street) may assist some problem
gamblers unable to refrain from the temptation of gambling. For instance, signage could be placed in
windows of pubs and clubs, rather than facing oncoming pedestrians.
Some emerging issues of relevance to specific types of gambling advertising were also identified. While
TAB advertising is not the most frequently seen type of gambling advertising in New Zealand, research
highlights an emerging issue that promotion of live sports odds is becoming increasingly pervasive on
New Zealand TV and radio. This may highlight the need for some pre-emptive controls in these areas, as
gamblers believe that such advertising may encourage risky betting practices. Having radio and TV
commentators announce when advertising is occurring (such as the beginning and the end of any
advertising segments) should arguably be the minimum first step to ensure that there is no confusion over
what is advertising versus commentary and discussion.
The practice of having experts ‘talk up’ odds should similarly be considered in the context of whether such
a practice increases the impression that gambling is ‘expertise-based’ rather than random. In addition,
avoiding language such as expert (and similar) is important.
Given the effect of ‘Must Be Won’ promotions, it would also seem prudent to conduct research to examine
whether responsible gambling slogans could be incorporated into future lotto advertising to encourage
potential consumers of lotto to reflect on the affordability of their spending. In addition, taking care in
advertising to ensure that gamblers are not given the impression that lotto stores can be ‘lucky’, that prize
pools and offers are clearly identified and that Winners’ stories do not reference themes which may appeal
to low income groups. This may particularly help to avoid consumers overspending during ‘Must Be Won’
promotions.
Another interesting finding related to the promotion of ‘lucky’ lotto stores. The lucky store effect may
contribute to superstitions about gambling and is arguably a practice which should be avoided as it
appears to encourage beliefs that lotto is non-random. While it could also be argued that many
consumers realise this, the practice would not be permitted if a true ‘best practice’ approach to advertising
design was adhered to. Reported line-ups outside winning lotto stores in South Auckland suburbs may
also validate that this effect is real.
As scratch ticket advertising was found to contain a range of miscellaneous areas for improvement, these
should also be considered in future advertising practices. In particular, ensuring that advertising words
which may ‘hurry’ consumers do not present risk and that there is always clear informed consent in all
advertising offers. While the low cost nature of scratch tickets did not emerge in research discussions as a
key advertising issue, given the finding that promoting low-priced offers (leading to large prizes) may
appeal to people with financial difficulties, this may be a further area to attune to in future scratch ticket
advertising (as this is essentially the nature of scratch tickets).
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A number of practices have also been identified of relevance to casino advertising. Of particular interest is
the issue of inducements to gamble and free prize draws. While free inducements are used across the
world in advertising, care needs to be taken to ensure that sufficient time to claim inducements is given to
gamblers and that any free prize draws do not require patrons to remain in casinos for excessively long
periods of time.
Ensuring that all inducements are not tokenistic is a further consideration. For instance, a $2 free chip
could be argued to present more risk to a potential gambler (in leading to the consumer to start
gambling) than the value of the advertising offer. While specific monetary values for inducements are not
able to be determined from the current research, this is clearly an area in need of future research attention
– i.e., when do inducements become harmful to both consumers and at-risk gamblers.
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The current study has also identified strong community support for gambling advertising which focuses
less on the benefits of winning or making money from gambling and focuses more on advertising which
emphasizes gambling for leisure or general entertainment. This could also be incorporated into a greater
range of future gambling advertising promotions across all types of gambling.
Cultural issues in gambling advertising
The role of culture in gambling advertising has also emerged as a key issue for future policy and research
consideration. Findings of the research highlighted that Maori and Pacific people, in particular, believed
that low cost gambling advertising offers can present risk to Maori and Pacific communities, as such offers
may be seen as a way to obtain money to address financial difficulties. In addition, research showed that
advertising featuring different ethnicities would appeal more to people of those same ethnicities (and
people of non-NZ European backgrounds cautioned that advertising should not feature ethnic celebrities
for this reason).
When ethnicity was analysed as a predictor of advertising influence, some interesting results emerged. Risk
for problem gambling was consistently the best predictor of advertising influence and ethnicity only added
to the prediction for a select number of activities.
For lotto advertising, being Asian increased the influence of lotto advertising, but being Maori reduced the
influence. In addition, being of a poor financial background added to the influence of lotto advertising.
This may explain why lotto advertising has a large effect on Maori and Pacific communities. It may not be
the effect of culture per se, but is possibly because lotto advertising is more appealing to people in
vulnerable financial situations.
While the reason for the result for Asian people is unclear, the possibility of a cultural influence of lotto
advertising cannot be discounted. Adaval, Jiang and Cho (2009) mention, for instance, the cultural origin
of luck in Asian communities. Alternative explanations, however, may be that Asian people are particularly
attracted to lotto or perhaps are unfamiliar with lotto advertising (implying that advertising has a greater
effect).
For pokies signage, findings showed that ethnicity had no effect on the influence of advertising and it was
only risk for problem gambling that increased the effect of pokies signage. This may further highlight the
need to consider pokies advertising signage in the future from a problem gambling risk perspective.
A similar trend was identified for TAB advertising. Risk for problem gambling was consistently the best and
main predictor of TAB advertising influence. Although being Asian added to the prediction over and
above risk for problem gambling. Once again, this may be due to familiarity with racing in Asian cultures
or possibly a cultural influence, as racing has been found to be quite popular in many Asian countries.
The other notable effect related to factors that influence casino advertising. This is the only gambling
advertising which was influenced by the frequency of playing at the casino and risk for problem gambling.
In addition, being a person of Pacific background increased the effect of casino advertising above and
beyond other factors. While reasons for this result are unclear, it may be because casinos hold particular
attraction to Pacific people. In this context, the finding that Pacific people were more likely to see casinos
as a ‘high-class gambling opportunity’, compared to NZ Europeans may explain this trend. Accordingly,
this may imply a need to design casino advertising offers in a way which does not specifically ‘target’ or
attract people of Pacific background (e.g., food offers which offer culturally-relevant foods).
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While Maori, Pacific and Asian gamblers were not able to identify ‘culturally offensive’ examples of
gambling advertising within New Zealand, this does not mean that precautions should not be taken to
prevent such practices occurring in the future. In particular, advertising codes and standards could be
further developed to incorporate many of the standards from other jurisdictions to protect cultural values
of all communities. For instance, this could include standards to prevent use of sacred objects in
advertising or even references in advertising to culturally sacred places. While this does not imply that
practices such as advertising during Chinese New Year should be ‘banned’, it encourages all ethnicities to
feel empowered to raise concern over any particular advertising practices used (e.g., to the relevant
advertising authority). Even standards to protect vulnerable groups in the community like the financially
stressed may also help protect Maori and Pacific people in an indirect way and could be considered for
future gambling advertising codes.
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Creating ‘safer’ gambling environments
One important final issue of prime relevance in the current study relates to how best to develop safer
gambling environments. While improvements to advertising are one important method, a number of
other strategies were also identified in the research.
Most notably, the many innovative standards developed for gambling and general advertising, as
identified in the current research, have great potential application to New Zealand. This includes not only
standards to protect cultural values and vulnerable community segments, but also standards to guide the
use of media during advertising.
The requirement for audiences to be 75% adults or greater for any gambling advertising is a particularly
useful ‘universal’ standard with potential application to all channels used in advertising. Accordingly, these
standards could be reviewed and potentially incorporated into the next New Zealand gambling
advertising code.
While there was limited evidence in the current study to suggest that trusts increase the appeal of
gambling, the potential for longer terms effects which cannot easily be detected by research is plausible.
While adopting blind trusts as suggested by Maher et. al (2006) may be a useful measure, the overarching
issue is that the community and trust recipients would still be aware that money was coming from
gambling. Perhaps an alternative may be to ensure that all teams receiving trust money are educated
about the risks of problem gambling and that simple measures are implemented to prevent the
association developing in young children. One example may be to remove trust logos from display –
either on all sports teams apparel or children’s sports teams. This may help reduce the potential for an
association to develop over time.
Probably the most promising area for future research is development of responsible gambling messages
which could be used in the context of gambling advertising. A particular focus needs to be placed on the
types of messages that
may help ‘balance’ the potentially harmful effects of gambling advertising. Research by Lee at al (2008)
which identified some potential for harm-minimisation advertising to balance the effects of gambling
advertising, is noteworthy in this context. In particular, research needs to examine which specific messages
may assist to ensure that gamblers take a ‘balanced’ approach to all forms of gambling and particularly
during ‘peak’ gambling periods such as ‘Must be Won’ jackpot draws and major casino and TAB
promotions.
Conclusion
While this research has identified a diverse range of areas and issues for future policy and research
consideration, it must be remembered that this study is only a ‘starting point’ for much further research
into the topic. Indeed, as the research was very exploratory in nature, there is potential to conduct much
further research into each of the identified effects of advertising. This could include research to quantify
many of the noted effects and to prioritise effects in terms of potential harm. From this perspective, the
current study has opened a diverse range of important research topics - which if addressed - will go a long
way to furthering understanding of the many complex effects of gambling advertising.
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Introduction
The current report presents key findings of exploratory research examining the marketing, advertising and
sponsorship of gambling products and services within New Zealand. The Ministry of Health recognises the
marketing, advertising and sponsorship of gambling as key issues with potential to affect public health
within New Zealand.
However, while some past research has examined the effects of advertising of other potentially harmful
products on consumers, very little research has explored the effects of gambling marketing and
advertising on the attitudes and behaviours of gamblers. There is a particular need to better understand
and explore how advertising may affect at-risk gamblers and whether advertising approaches within New
Zealand could be further enhanced for improved consumer protection.
Within this context, the current research involved both qualitative and quantitative research components.
As an exploratory study, the research was broad in focus and aimed to inform a diverse range of research
questions. Given the limited available prior research, the study does not attempt to present a definitive or
fully conclusive position on all effects of gambling advertising. Indeed, in this very early stage of research,
it is important to recognise that many effects are difficult to define and quantify, and in some cases, will
still remain unanswered. However, the study has been instrumental in identifying a range of important
insights into the possible effects of gambling marketing and advertising and has provided a strong
foundation for further research into the topic.
Specific areas of enquiry which formed a focus for the current study included the following key research
topics:

The relationship between awareness of gambling marketing and advertising and gambling
behaviour

The impacts of gambling marketing and advertising on public views and attitudes about gambling

The types of gambling marketing and advertising with potential to cause consumer harm

The special impacts of large scale lotto jackpots including ‘Must Be Won’ (and similar) promotions

Public views on the acceptability and impacts of gambling advertising which targets specific
cultures

The types of marketing and advertising activities which may create ‘safer’ gambling environments

International guidelines and codes highlighting ‘good practice’ in the advertising and marketing
of gambling
Background to the current study
The Ministry of Health is responsible for problem gambling research within New Zealand. The marketing,
advertising and sponsorship of gambling was prioritised by the Ministry as part of a broader Research
Strategy (2005-2010) to build a stronger evidence base on how to prevent and address gambling harm.
The Research Strategy is also a commitment under the Strategic Plan - ‘Preventing and Minimising
Gambling Harm 2004-2010’ – and responds to legislative requirements of the Gambling Act 2003.
Research priorities identified in the Research Strategy were:

Marketing: Investigation of the impact of gambling marketing, advertising, and sponsorship on
gambling perceptions and behaviour both internal and external to gambling venues

Venue Characteristics: Investigate how venue characteristics (e.g., layout, jackpot structures, noise,
lights) influence gambling and problem gambling behaviour
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
Game Characteristics: Investigate how game characteristics (e.g., pay-offs, play speed, near miss
type features, jackpots) influence gambling and problem gambling behaviour

Pop-up (PIDS): Investigation into the effectiveness and impact on Electronic Gaming Machine
pop-ups for creating a safe gambling environment and reducing the incidence of EGM-based
problem gambling
The current study thus responds to the first research priority.
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Regulations relating to gambling marketing and advertising within New Zealand
A range of standards and regulations currently apply to the marketing and advertising of gambling
products and services within New Zealand. These include requirements defined under a Code developed
by the New Zealand Advertising Standards Authority (ASA) (Box 1) and a range of specific regulatory
requirements which either directly or indirectly relate to advertising more generally under the Gambling
Act 2003 (Box 2).
The role of the Advertising Standards Authority is to self-regulate advertising within New Zealand.
Advertising Codes of Practice provide rules by which all advertisements in all media should comply.
Members of the public can then complain about any advertisements believed to breach the Code. An
independent Advertising Standards Complaints Board (ASCB) also hears and makes decisions on
complaints and a further right of appeal is available on some grounds to the Advertising Standards
Complaints Appeal Board (ASCAB). Members of the ASA are requested to be bound by decisions on
complaints. Based on analysis of 434 complaints made to the ASA about advertising from January to
September 2011 (based on a review of web site complaints), only 4 were about gambling advertising and
all were rejected due to the nature of complaints (e.g., matters did not breach advertising codes).
Box 1. Code for Advertising Gaming and Gambling (New Zealand Advertising Standards Authority)
(Originally made June 1, 2001)
Principle 1 - Advertisements should comply with the laws of New Zealand.
1(a) Advertisements should comply with the restriction on the sale of various gaming products and particularly age
restrictions. The laws of New Zealand have various age restrictions for different gambling activities. Attention is drawn
to the Racing Act 2003 and the Gambling Act 2003.
Principle 2 - Advertisements should observe a high standard of social responsibility.
2(a) Advertisements should not be directed at minors, have strong or evident appeal to minors, nor portray minors
participating in activities in which they are under the legal age. Minors may appear in situations in which they would
be naturally found (e.g., a family meal), provided there is no direct or implied suggestion that they will participate in
the gaming.
2(b) Advertisements should not promote reliance on gaming as a means of relieving a person's financial or personal
difficulties.
2(c) Advertisements should not encourage consumers to participate excessively or beyond their means.
2(d) Advertisements should not state or imply a promise of winning nor portray unrealistic outcomes.
2(e) Advertisements should not exaggerate the connection between the gaming activity and the use to which profits
may be put.
Principle 3 - Advertisements should not by implication, omission, ambiguity or exaggerated claim mislead or deceive
or be likely to mislead or deceive consumers, abuse the trust of or exploit the lack of knowledge of consumers, exploit
the superstitious or without justifiable reason play on fear.
3(a) Winning claims should be factual and able to be proven. The chances of winning or the size of the prize should
not be exaggerated.
3(b) Advertisements should not state or imply that a player's skill can influence the outcome of a game unless the skill
can affect the outcome of the game.
Key provisions relating to gambling advertising in the Gambling Act 2003 and associated regulations
prohibit the promotion of gaming machine jackpots other than in a casino or in a non-casino gaming
machine venue and prohibit any promotion within New Zealand of gambling based overseas. The New
Zealand Lotteries Commission and the New Zealand Racing Board (which owns the TAB brand) are the
only organisations permitted to run online gambling within New Zealand and then only offering a limited
range of products.
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It is also worth noting that in New Zealand only corporate societies (referred to in this report as trusts) may
be licensed to operate gaming machines in non-casino venues (Class 4 gambling) and then only to raise
money for community purposes. Societies' costs must be actual and reasonable and necessary for the
conduct of gambling. Section 52(1)(d) of the Gambling Act 2003 requires the Department of Internal
Affairs (DIA) to refuse a licence unless it is satisfied that a society will maximise its return to community
purposes and minimise its operating costs. In practice, these provisions mean that the promotion of pub
and club poker machines is largely restricted to signage outside venues indicating that there are machines
at the venues, newspaper lists of grants which societies have made for community purposes and various
forms of grant acknowledgement (such as billboards at sports grounds and naming rights for sports
events, including horse races).
The New Zealand Lotteries Commission has a statutory role to maximise the profits from lotteries through
advertising, subject to ensuring that risks of problem gambling and underage gambling are minimised. To
support this role, the New Zealand Lotteries Commission has developed Responsible Marketing guidelines
under the New Zealand Lotteries Responsible Play Code of Practice ( Box 3). These set a range of national
standards for all lottery related marketing and advertising.
Box 2. Provisions in the Gambling Act 2003 (and associated regulations) which relate to marketing and advertising of
gambling within New Zealand
Section 9(2)(b) Gambling Act 2003
Remote interactive gambling is prohibited (but this does not include gambling operated by the Lotteries Commission
and the TAB).
Section 16(1) Gambling Act 2003 - Advertising overseas gambling prohibited
A person must not publish or arrange to publish, in New Zealand, an overseas gambling advertisement.
Section 121 Gambling Act 2003 - Casino branding
Only the following persons may use in their branding the word casino, or any other word or get-up, in a way that
conveys the impression that a place is a casino and accessible to the public:

The holder of a casino licence that is not suspended:

A person granted temporary authority to operate a casino under section 187
Section 238 Gambling Act 2003 - Functions of Lotteries Commission
The functions of the Lotteries Commission are:

to promote, organise, and conduct New Zealand lotteries for the purpose of generating profits for
distribution by the New Zealand Lottery Grants Board, or for a community purpose for which a special
purpose lottery is promoted under section 245:

to maximise profits so generated, subject to ensuring that the risks of problem gambling and underage
gambling are minimised
Section 313 Gambling Act 2003 - Regulations relating to harm prevention and minimisation
The Governor-General may, by Order in Council, make regulations for a variety of purposes relating to the prevention
and minimisation of harm. This can include prescribing codes requiring the advertising of any form of gambling, or of
gambling venues, to be responsible.
Regulations 9 and 10 of the Gambling (Harm Prevention and Minimisation) Regulations 2004
These regulations prohibit any advertising of gaming machine jackpots other than inside a casino or non-casino
gaming machine venue and prohibit such advertising of inside these venues being visible or audible outside the
venue. The regulations also prohibit use of any words similar to the word ‘jackpot’ or other similar branding being
used to imply that there is a gaming machine jackpot at a venue.
Racing Act 2003 - (Part 6B: inserted, on 19 September 2003, by section 374 of the Gambling Act 2003 - 2003 No 51)
The Governor-General may, by Order in Council, make regulations for all or any of the following purposes:
Prescribing codes requiring the advertising of racing betting, sports betting, racecourses, and Board venues to be
responsible
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Box 3. Responsible marketing under the New Zealand Lotteries Responsible Play Code of Practice
NZ Lotteries endeavours to ensure that the marketing of its products:

Targets people of legal playing age

Is in accordance with codes of conduct specified by the Advertising Standards Authority

Is not false, misleading or deceptive

Does not implicitly or explicitly misrepresent the probability of winning a prize

Does not give the impression that buying lottery entries is a reasonable strategy for financial betterment

Does not include misleading statements about odds, prizes or chances of winning

Does not offend prevailing community standards

Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups

Does not depict or promote consumption of alcohol while buying a lottery entry

As far as practicable, does not encourage problem gamblers to purchase its products

Does not publish or cause to be published anything which identifies customers who have won a prize
without their prior consent and;

Does not represent an irresponsible trading practice
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Key marketing and advertising channels for gambling within New Zealand
Like many countries in the world, New Zealand gambling products and services are promoted through a
wide range of media and distribution channels. A summary of the major types of marketing and
advertising for different gambling products within New Zealand is shown in Table 2. While not aiming to
present all forms of promotion, the main types of advertising are outlined for major types of gambling
within New Zealand (excluding housie, bingo and minor forms of gambling).
Table 2. Major types of marketing and advertising of gambling within New Zealand – Major approaches and channels
Type of
gambling
Major types of marketing
and advertising
Non-casino gaming
machines
Promoted through street signage. No gaming
machine jackpot promotions permitted that can be
heard or seen outside a venue. Examples of signage
include ‘Gaming Lounge’ or words such as ‘Pokies’.
Many pubs also have trust signage outside promoting
that the Trust owns the poker machines in the venue.
Some clubs and pubs also mention the availability of
pokies through online web or Facebook pages.
Gaming machine trusts make grants to many sports
clubs and other community groups across New
Zealand and expect grants to be acknowledged by
signage or logos.

Pokies lounge signage

Signage at sports events
identifying trust sporting
sponsorships

Trust signage indicating
that gaming machines
within the venue are owned
by a trust

Print/TV promotions of
trusts (e.g., newspaper lists
of the grants made and
incidental TV coverage of
billboards and mention of
gaming machine societies
when they have naming
rights for events)
Lotto products (e.g., Big Wednesday, Keno) and
Instant Kiwi scratch products are promoted through a
diverse range of channels including supermarkets,
diaries, newsagents and other vendors. Lottery tickets
are also promoted online at www.mylotto.co.nz.
Television and radio are both major forms of
advertising.

High profile TV advertising

Highly-branded instant
scratch ticket promotions

Bullseye game

Weekly lotto promotions
including mega-jackpots

Winner’s Stories PR/media

Special promotions relating
to special times of the year
(e.g., Christmas)

Special event promotions

Account top-ups

Promotion of special
giveaways/prizes

Printed form guides

Newspaper promotions
Lotteries
TAB
(Racing/sports
betting)
Racing and sports betting is promoted through
stand-alone TAB outlets or outlets in pubs, clubs or
other venues. Online betting is also promoted via
www.tab.co.nz and through Facebook and You Tube.
Television and radio are used for advertising including
promotions through Radio Trackside, Radio LiveSport
and TAB TV. Sports commentators also promote live
odds during sports events. Racing clubs similarly use
radio, TV, print and online media to promote race day
events.
Examples of
promotions
PAGE 49 OF 253
Type of
gambling
Casinos
Major types of marketing
and advertising
TV, radio and print advertising are used to promote
the country’s six casinos. The major casino is also
located in an iconic tower and is supported by nearby
large format style promotions. Similar to non-casino
gaming machine promotions, no gaming machine
jackpot promotions are permitted which can be heard
or seen outside a casino. A Facebook site is used to
promote upcoming events online.
Indirect gambling
promotion Gaming Trusts
In New Zealand, gaming trusts distribute gaming
machine profits to charities and sports clubs. Some
trusts require logos to be displayed to signify that
trust money was distributed to a particular cause (e.g.,
sports team). In addition, banners are often displayed
at sports events with trust branding. Outside gaming
machine venues, trusts will also display their signage,
to indicate that gaming machines in that venue are
owned by a particular trust. This was considered as a
subtle form of marketing for the purpose of the
current study.
Examples of
promotions

TV and radio advertising

Printed/direct mail
promotions

Special cultural promotions
for cultural events (e.g.,
Chinese New Year)

Free gambling chip offers

Loyalty promotions – e.g.,
cheap meals and free
parking

Special draws and prizes

Sponsorships of
high-profile sporting teams
and charities

Trust signage outside
gaming machine venues
(e.g., sidewalk signs)

Trust logos on sports team
equipment and jerseys

Trust banners displayed at
major sports events
Special requirements relating to television advertising in New Zealand
In addition a range of specific requirements pertaining to gambling marketing and advertising, special
requirements are in place relating to advertising in Children’s Television (Box 4) (New Zealand Television
Broadcasters’ Council) and a Code for People in Advertising has been developed (Box 5) (Advertising
Standards Authority). Children’s Television programming prohibits the promotion of gambling or other
harmful products during children’s viewing hours. The Code for People in Advertising (Advertising
Standards Authority) also ensures that any ethnicities or cultural groups are not degraded through
advertising.
Box 4. Standards and codes pertaining to advertising to children within New Zealand
Code for Advertising to Children (Advertising Standards Authority)
1(j) Advertisements to children should not promote gambling or gaming
Children’s Television Viewing Hours within New Zealand (New Zealand Television Broadcasters’ Council)
Pre-school television programming times – No advertising permitted (any products/services)

(TV2) Monday to Friday – 8.35-9.35am

(TV3) Saturday – 6.30-7am

(Maori TV) Monday to Friday – 3.30-4.30pm and Saturday – 4-5pm
School-age Children’s Television Programming Times – Limited advertising permitted (excluding gambling)
PAGE 50 OF 253

(TV2) Monday to Friday – 7-8.35am and 3.30-5pm and Saturday – 7-10am

(TV3) Monday to Friday – 3-4.30pm and Saturday – 7-9am

(Maori TV) Monday to Friday – 4.30-6pm and Saturday – 5-6pm
PAGE 51 OF 253
Box 5. Code for People in Advertising – Basic Principles (Advertising Standards Authority)
1.
Advertisements should comply with the laws of New Zealand. Attention is drawn to the Human Rights Act
1993 and the New Zealand Bill of Rights Act 1990.
2.
Advertisements should not portray people in a manner which is reasonably likely to cause serious or
widespread hostility, contempt, abuse or ridicule.
3.
Advertisements should not portray people in a manner which, taking into account generally prevailing
community standards, is reasonably likely to cause serious or widespread offence on the grounds of their
gender; race; colour; ethnic or national origin; age; cultural, religious, political or ethical belief; sexual
orientation; marital status; family status; education; disability; occupational or employment status.
4.
Stereotypes may be used to simplify the process of communication in relation to both the product offered
and the intended consumer. However, advertisements should not use stereotypes in the portrayal of the role,
character and behaviour of groups of people in society which, taking into account generally prevailing
community standards, is reasonably likely to cause serious or widespread offence, hostility, contempt, abuse
or ridicule.
5.
Advertisements should not employ sexual appeal in a manner which is exploitative and degrading of any
individual or group of people in society to promote the sale of products or services. In particular people
should not be portrayed in a manner which uses sexual appeal simply to draw attention to an unrelated
product. Children must not be portrayed in a manner which treats them as objects of sexual appeal.
6.
Humour and satire are natural and accepted features of the relationship between individuals and groups
within the community. Humorous and satirical treatment of people and groups of people is acceptable,
provided that, taking into account generally prevailing community standards, the portrayal is not likely to
cause serious or widespread offence, hostility, contempt, abuse or ridicule.
The New Zealand context
Specific aspects of gambling marketing and advertising which were relevant to the New Zealand context
and were of research interest in the study included:

Poker machine signage – while promotion of jackpots and pokies is not permitted within New
Zealand, pokies signage (e.g., ‘pokies lounge’) is permitted outside gaming machine venues (pubs
and clubs are referred to as non-casino gaming machine venues). Pokies signage was considered
a type of advertising for the purpose of the current study

Lottery products – lotto and scratch ticket (Instant Kiwi) advertising are two major types of
gambling for which advertising is permitted within New Zealand. A special type of promotion
called a ‘Must Be Won’ lotto promotion was also a point of research interest. These are major
jackpot draws (typically over $10 million) for which there is a guaranteed jackpot winner. Lotto and
scratch tickets are widely available in New Zealand including through convenience stores (e.g.,
called ‘dairies’ in New Zealand), supermarkets, newspaper stores and lotto outlets (Refer the
survey in Appendix B for the major distribution channels)

TAB – horse race and sports betting advertising are permitted within New Zealand and were
considered as part of the study. TAB is promoted through TAB outlets and a diverse range of
channels including the TAB internet site, radio, TV, pubs and similar (Refer the survey in Appendix
B for the major distribution channels). Sports commentators also talk about sports odds before
and during sports events (including discussion of live odds). Accordingly, these aspects were
considered types of marketing and advertising

Casino – In New Zealand, there are six casinos with the major casino located in Auckland.
Marketing and advertising relating to casino-based gambling (especially pokies and table games)
were points of focus of the study, along with general ‘entertainment-related’ casino promotions
(e.g., general casino TV advertising)
PAGE 52 OF 253

Gaming trust logos and branding – In New Zealand, gaming machine profits are earned and
distributed by gaming machine societies or ‘trusts’ (as they are termed). If a charitable cause or
sports team receives funding, it is often a requirement of trusts that funding recipients display
logos/branding to indicate that funding was received by the trust. This was considered a subtle
type of gambling marketing or advertising in New Zealand, as its appropriateness has generated
considerable debate. Trust funding of sports teams could also be considered a subtle type of
sponsorship strategy. ‘Trust sponsorship’ is the term used in the report to describe the way trusts
award and distribute grants to community causes (i.e., trust logos show an implicit association
between a sporting team and a certain trust). As such, it should not be viewed in the same way as
a traditional sponsorship arrangement
Findings of the New Zealand Health Survey 2006/07 highlight that the most popular gambling activities in
New Zealand (in the previous 12 months - for people aged 15yrs and over) are lotto (55% participation),
scratch tickets (27%), non-casino gaming machines (pokies in pubs/clubs) (10%), track betting (9%), casino
gaming machines (8%) and sports betting (5%).
Within New Zealand, people of Maori, Pacific and Asian backgrounds are the three main ethnicities and
cultural groups (For the purpose of reporting, non-ethnic people are referred to as ‘New Zealand
Europeans’). As the Indigenous people of New Zealand, the Treaty of Waitangi (signed in 1840) provides
special protections for Maori. However, findings of the 2006-07 New Zealand Health Survey suggest that
problem gambling disproportionately affects both Maori and people of Pacific backgrounds (with
prevalence rates of 1.7% for each ethnicity). In comparison, problem gambling prevalence rates for New
Zealand Europeans and Asian people were respectively 0.2% and 0.1%.
Given the importance of Maori within New Zealand and the diversity of cultures within the country, one
aspect of the study involved examining gambling marketing and advertising from a Maori, Pacific and
Asian perspective. It should be recognised, however, that this is only a general study at this stage, given
that very little is known about the effects of gambling marketing and advertising. However, where possible,
some cultural aspects have been noted and gambling advertising codes relating to different cultures were
also reviewed.
PAGE 53 OF 253
Methodology
The current project involved both qualitative and quantitative research to examine the impacts of
marketing and advertising of gambling products and services within New Zealand. Prior to conducting the
major research stages, a series of sensing consultations was undertaken with a range of stakeholders
across the gambling industry and the problem gambling services system. Consultations assisted to shape
the research design and to identify issues for exploration in the main study. Research priorities were also
discussed and agreed with the Ministry of Health.
In addition to sensing interviews, a comprehensive literature review was undertaken to identify useful
topics to explore in the research, along with a review of global gambling advertising codes and standards.
As major background components to the study, findings of both the literature review and global scan are
also summarised in separate sections of the report.
Following a review of the nature and methodologies proposed for the research, the Ministry of Health
Multi-Region Ethics Committee advised that the study did not require ethics approval. Key methodologies
used in the study were:

Qualitative focus groups - 11 focus groups were conducted with non-problem and at-risk
gamblers to explore effects of different types of gambling marketing, advertising and sponsorship
within New Zealand

Quantitative survey – a quantitative survey of 400 New Zealand gamblers was undertaken using
an online research panel to explore views and impacts of gambling marketing, advertising and
sponsorship
Qualitative research
As the marketing and advertising of gambling is not well-understood from a research perspective,
qualitative focus groups were used to discuss and explore the effects of gambling marketing and
advertising with a broad cross-section of New Zealand gamblers. Focus groups were recruited by a
fieldwork recruitment agency and included a mix of both non-problem and at-risk gamblers. In nine of the
eleven groups, gamblers were screened as part of the recruitment procedure. This was to ensure that
sufficient numbers of high-risk gamblers (particularly problem and moderate risk gamblers) could be
recruited into groups to explore the effects of gambling marketing and advertising. In addition, two
groups were conducted with people of Pacific backgrounds prior to the main study, with participants
kindly recruited by a staff member of the Problem Gambling Foundation of New Zealand.
The mix of focus groups is shown in Table 3. While discussions centred on advertising relating to specific
gambling activities within each group, in most cases, gamblers were able to discuss advertising for a broad
range of gambling activities. This enabled a very comprehensive discussion of advertising relating to most
types of gambling within New Zealand, whilst also permitting some ‘in-depth’ exploration of advertising
issues relating to specific gambling activities.
In total, 74 participants took part in focus group discussions, with each group approximately 1.5hrs in
length. Nine of the eleven groups were undertaken during June 2011 and two groups were undertaken as
a scoping exercise during June 2010. Twenty participants were also recruited from an online panel. Each
participant received a $70 gift voucher as an incentive for focus group participation. All groups were
undertaken in Auckland and group specifications were agreed with the Ministry of Health.
PAGE 54 OF 253
Table 3. Mix of qualitative focus groups for the qualitative research stage (11 focus groups, N=74)
Type of focus group
Description
Non-casino gaming
machines

One general community group with a mix of gambling risk
segments

One group with high-risk Maori gamblers

One general community group with a mix of gambling risk
segments

One group with high-risk Maori gamblers

One group with high-risk Asian gamblers (playing
tables/EGMs)

One general community group with a mix of gambling risk
segments

One group with high-risk Maori gamblers
Lotto/Instant Kiwi

One mixed community group with a mix of gambling risk
segments
Mixed gambling activities

One group of high-risk Pacific gamblers playing multiple
activities

Two groups of Pacific gamblers playing multiple activities
Table games/casino
gambling
TAB/sports betting
To enable an effective discussion of gambling marketing and advertising within focus groups, a
comprehensive range of advertising stimulus materials was gathered to support the research. Advertising
materials were collected for all major types of gambling activities within New Zealand and included a
diverse range of examples of marketing, advertising and promotional materials. This also included
examples of print, online and TV advertising and photos taken of gambling advertising within New
Zealand. In addition, Sky City casino in Auckland kindly provided a very comprehensive set of print and TV
advertising materials. In addition, casino advertising materials from other locations within New Zealand
were also reviewed as part of focus groups.
Stimulus materials where practical were scanned and presented in a slide format to enable materials to be
easily displayed and viewed during focus groups via a projector (including 90 slides of materials). A range
of hard copy materials was also utilised including a comprehensive set of large format posters used in
advertising over a number of years. These latter materials were gathered from a series of newspaper
outlets within Auckland city which were happy to provide older posters no longer required for lotto or
Instant Kiwi advertising.
While stimulus materials cannot be incorporated into the report for intellectual property reasons (as they
are naturally the property of the gambling providers), a description of the major types of materials
displayed and discussed during focus groups is presented in Table 4. In some groups, current advertising
standards for gambling within New Zealand were also discussed and explored.
Table 4. Types of advertising stimulus materials used to stimulate discussion during qualitative focus groups
Type of
focus group
Electronic gaming
machines
TAB/sports betting
Major types of advertising
materials reviewed during discussions

Gambling trust signage examples outside gambling venues

Gambling trust logos and related signage

Signage showing trust sponsorships at sports events
(including sponsorship of Maori sports teams)

Race form advisory guides

Examples of logos and
PAGE 55 OF 253
Type of
focus group
Table games/casino
gambling (including
casino EGMs)
Lotto/Instant Kiwi
Major types of advertising
materials reviewed during discussions

Posters – sports and TAB

Online advertising offers

Free account top-up offers

Odds-on email newsletter

Mobile, txt and live betting

advertising straplines

Big Winners You Tube
advertising content

Hardcopy advertising
offers from TAB outlets
Major sports event
promotions

Facebook/Twitter advertising

Race Club promotions and
TV advertising, signage, logos

Outdoor signage

On floor gaming promotions

Newspaper print advertising


Facebook advertising
Print gaming and prize draw
promotions

Sports and charity
sponsorships

Special offers and discounts

Free learn to play tables

Bus transport programs

TV advertising

Poker tournament advertising

Loyalty card offers

EGM advertising


Bingo advertising
Casino advertising promoting
TAB gambling at the casino

Culturally-focused
promotions

Lotto/Instant Kiwi posters


Examples of scratch tickets
showing branding
approaches
Photos of advertising within
lotto outlets

Lotto web site and online
web promotions

TV advertising examples

Must be Won promotions

Straplines and slogans

Examples of mega jackpots

Winners’ Stories PR

Online lotto games

Event based promotions
To support the conduct of focus groups, protocols were developed to guide focus group discussions. As
the research was very exploratory in nature (as it was also very unclear how participants would respond to
advertising), protocols were only guiding in nature. The focus group protocol used for discussions is
presented in Appendix A. Following conduct of focus groups, notes were thematically analysed to identify
common themes and trends.
Quantitative research
The second major research methodology used in the study involved a quantitative survey of 400 New
Zealand gamblers using an online market research panel. Online research panels are panels of
respondents who have consented to take part in research studies. Based on panels, respondents are
invited to take part in a specific study through an email invitation. Incentives in the form of points are
awarded for participation.
The quantitative survey was conducted as an exploratory study to further examine a range of issues
relating to gambling marketing and advertising on a quantitative basis. The survey was programmed
during late 2010, with data collection between February and April 2011.
PAGE 56 OF 253
All participants in the study were residents of Auckland and were aged 18 years and older. The main
screening criterion for the study was participation in at least one gambling activity in the previous 12
months. Approximate quotas were set for gender and age group for each ethnicity in the study. To permit
an analysis of cultural issues in the context of gambling advertising, the sample included 97 gamblers of
Maori background, 101 of Pacific background, 100 of Asian backgrounds and 102 of New Zealand
European backgrounds. While targets of approximately 100 were set for each ethnicity, minor end samples
varied slightly due to sampling.
While data was weighted by ethnicity, age and risk for problem gambling for overall trends (in line with the
New Zealand population of gamblers), as a very exploratory study based on a panel methodology,
findings should only be considered indicative, rather than definitive.
PAGE 57 OF 253
Unweighted sample counts for quantitative study participants are in Table 5. All data analysis was
performed using SPSS and Stata statistical packages and included both descriptive and multivariate
statistical analyses. Analyses were selected on the basis of their ability to identify insights in data.
Statistically significant results are also identified in the quantitative study. This is indicated through p<.05
and implies that the chance of a trend not occurring is unlikely. From a practical perspective, this may
imply that results are noteworthy and that a trend may be present in data.
Table 5. Study participants in the quantitative study (N=400, February-April 2011)
Ethnicity
segments
European - 18-29
European - 30-49
European - 50+
Maori - 18-29
Maori - 30-49
Maori - 50+
Asian - 18-29
Asian - 30-49
Asian - 50+
Pacific - 18-29
Pacific - 30-49
Pacific - 50+
Totals (N)
Sample (N) by risk for problem gambling
Moderate
Non-problem
Low risk
Problem
risk
gamblers
gamblers
gamblers
gamblers
18
12
7
3
19
11
5
7
4
9
5
2
12
7
11
8
13
12
10
4
6
6
5
3
10
8
15
7
10
9
16
5
7
10
2
1
10
11
9
10
10
5
15
11
8
4
7
1
127
104
107
62
Totals
(N)
40
42
20
38
39
20
40
40
20
40
41
20
400
Key issues explored in the quantitative study included the following:




Gambler views about trusts (which distribute gaming machine revenues)

Gambler awareness and understanding of trusts and views about trust sponsorships

The role of trust signage in attracting gamblers to gamble at specific gambling venues

Role of venue signage in leading gamblers to gamble more than they can afford
Lotto/Instant Kiwi advertising

Awareness of advertising by distribution channel

Overall influence of advertising on spending

Effect of lotto advertising for different jackpot sizes

Value of prizes versus cash in lotto advertising

Effect of ‘Must be Won’ promotions

Promotional effect of different types of advertising slogans

Messages which encouraged people to spend more than they could afford
Racing and sports betting advertising

Awareness of advertising by distribution channel

Overall influence of advertising on spending

Promotional effect of different types of advertising slogans

Messages which encouraged people to spend more than they could afford
Casino advertising

Perceptions of casinos as glamorous establishments

Awareness of advertising by distribution channel

Promotional value of different types of casino advertising offers
PAGE 58 OF 253

Host responsibility programs (designed to prevent gambling harm)

Awareness of host responsibility programs

Promotion of host responsibility programs

Gambler exposure to online gambling advertising

Awareness of complaints channels for gambling advertising
PAGE 59 OF 253
In cases where advertising offers and incentives were examined in research, examples used were
frequently taken from recent gambling marketing and advertising within New Zealand. While due to the
very exploratory nature of the study, specific hypotheses were not able to be developed for the research,
some advertising promotions were tested in the study as they appeared to highlight some areas of
‘possible risk’, as identified through the literature review and global scan of advertising codes and
standards.
Within this context, it should again be considered that the very limited prior research on gambling
marketing and advertising only provides a broad indication of possible issues to explore. For this reason,
an exploratory approach was not only pragmatic, but also useful in helping to identify possible effects of
gambling marketing and advertising. This research may, however, provide a robust foundation for more
hypothesis-driven research into the future.
Other methodologies
In addition to the key methodologies, the research also involved a review of national and international
literature on the advertising, marketing and sponsorship of gambling and conduct of a review of
international gambling advertising and general advertising codes and standards. The purpose of these
work modules was to report findings with potential to further inform the possible characteristics of
responsible advertising and marketing of gambling products and services. Findings of these work modules
are also summarised in the current report.
PAGE 60 OF 253
Report structure
Key findings of the current report are presented in line with the major research deliverables. Following
each section of the report, a number of summary insights are also captured. Major sections of the report
are as follows:

SECTION 1: Literature on the marketing, advertising and sponsorship of gambling products and
services

SECTION 2: Global scan of guidelines and codes relating to gambling marketing and advertising

SECTION 3: Qualitative research exploring impacts of gambling marketing and advertising

SECTION 4: Quantitative research exploring impacts of gambling marketing and advertising
Caveats relating to findings and interpretation of trends
As in all highly exploratory research, findings of the study should be considered indicative, rather than
definitive. Limitations of the study should be considered in terms of the types of samples recruited, the
generalisability of findings to all gamblers (and even the general public) within New Zealand, sample sizes
and also the research methodologies (including use of an online panel to survey gamblers and focus
group recruitment methods).
It should similarly be considered that some feedback provided by respondents may not be true or factual
and in some cases, may even indicate a misunderstanding of different advertising offers. However,
perceptions identified should also be considered as possibly valid perceptions of advertising and in some
cases, misperceptions that have occurred through advertising interpretation (or misinterpretation).
PAGE 61 OF 253
SECTION 1:
Literature on the marketing,
advertising and sponsorship
of gambling products and
services
The effects of marketing and advertising of gambling products and services is
currently a very new and emerging area of scholarly research. Limited literature
is available on the topic and relatively very little is understood about how
marketing and advertising affects both recreational gambling and at-risk
gambling behaviour.
Within this context, the following literature reviews summarises the major
emerging insights from previous studies undertaken. Due to the very sparse
nature of the available literature base, the effects of marketing and advertising
in related fields are also reviewed. In addition, possible theoretical effects of
marketing and advertising on at-risk gamblers are explored from a general
research perspective and research is presented in line with the major types of
gambling within New Zealand.
The literature review is structured as follows:

Theoretical context of marketing and advertising of gambling products and services

Research examining the impacts of gambling marketing, advertising and sponsorship

Key findings in summary
PAGE 62 OF 253
Theoretical context of marketing and advertising of
gambling products and services
Theoretical vulnerabilities of problem gamblers to gambling advertising
At a general level, marketing and advertising are techniques designed to increase consumer consumption.
In the context of gambling, they are designed to increase the level of attractiveness of gambling products
and to lead consumers to regular purchasing of those products over time. While marketing and
advertising are used in all fields, they present special challenges in being used to increase consumer
consumption of gambling products and services. In particular, there is a challenge in trying to balance the
need to effectively promote gambling opportunities (to ensure that they are commercially sustainable in
the marketplace), whilst ensuring that advertising does not mislead and confuse consumers or adversely
impact people experiencing gambling problems. This is also because problem gamblers have a number of
vulnerabilities from a cognitive and behavioural perspective.
Grant et. al (2011), for instance, examined the cognitive antecedents of pathological gamblers and studied
the decision making of gamblers in a ‘pretend’ gambling task (the Cambridge Gamble Task). The authors
found that at-risk gamblers gambled a greater proportion of their points, made less rational decisions
under conditions of ambiguity and were more likely to continue playing and become bankrupt. Findings
pointed to an overall predisposition to risk taking and impulsivity and highlighted the inability of at-risk
gamblers to use information to make logical decisions.
There is a relatively large body of literature which has also established that problem gamblers frequently
hold false cognitive beliefs about gambling and make cognitive errors when evaluating the likelihood of
winning in gambling (e.g., Ladouceur and Walker, 1996; Gilovich, 1983). Delfabbro and Winefield (2000)
even identified a relationship between irrationality and bet size amongst non-problem gamblers and
attributed this to the way in which small wins create an ‘illusion of control’ over gambling.
Wohl and Enzle (2002) similarly identified that people who felt ‘lucky’ were more likely to continue
gambling, compared to people who were not feeling ‘lucky’. The relatively common trend for problem
gamblers to feel ‘lucky’ is also one reason why cognitive behavioural therapy seeks to change such
perceptions. However, feeling ‘lucky’ may imply the potential for advertising promoting luck to have a
greater effect on problem gamblers. Research by Wohl et. al (2005) further emphasizes that beliefs in luck
are a common barrier to problem gamblers seeking help and are more strongly associated with games of
skill (e.g., poker) than games of chance (e.g., poker machines).
Hewig et. al (2010) examined neurological responses of problem gamblers to rewards and losses in a
simulated gaming experiment. The authors found that problem gamblers made risky decisions, not
because they were insensitive to losses, rather because they were ‘hyper-sensitive’ to rewards. This may
thus imply the potential for problem gamblers to be particularly sensitive to advertising inducements
which offer some level of reward. Theoretically, this could include incentives such as loyalty programs and
inducements to gamble (e.g., free gambling chip offers).
The demographic profile of problem gamblers within New Zealand may also point to some potential
vulnerabilities of problem gamblers to gambling advertising. In particular, findings of the 2006/07 New
Zealand Health Survey highlighted a link between problem gambling and deprivation (especially for
people living in NZDep2006 quintiles 4 and 5). This itself may highlight both an increased tendency for
problem gamblers to experience financial hardship and some potential for such groups to be attracted to
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‘low-priced’ gambling offers and incentives. Moreover, any level of financial hardship may potentially be
associated with an increased desire to gamble to relieve financial problems.
Psychological correlates of problem gambling also raise other considerations. Wood and Griffiths (2008),
for instance, identified that problems gamblers were more likely to gamble to ‘escape’, implying the
potential for increased susceptibility to advertising which encourages consumers to ‘dream’ about
escaping realities of life. The tendency to escape was also purported by the authors to be a factor in the
continuation of problem gambling.
PAGE 64 OF 253
Brevers et. al (2011) recently identified that problem gamblers exhibit an enhanced ability to process
gambling-related information and that was said to be associated with their desire to gamble for arousal
reasons. The fact that problem gamblers are more involved with gambling similarly points to the potential
for increased awareness of gambling advertising.
Summary
Possible impacts of gambling advertising from a theoretical perspective are summarised in Table 6. While
impacts are currently unknown, the analysis highlights a number of potential vulnerabilities of problem
gamblers particularly with regards to gambling advertising.
Table 6. Analysis of possible vulnerabilities of problem gamblers and theoretical linkages to gambling advertising
What is known
about problem gamblers?
Example
literature
Possible theoretical impacts
of gambling advertising
Problem gamblers may make
less rational decisions under
conditions of ambiguity and
take more risks
Grant et. al (2011)
Problem gamblers may have difficulty
processing unclear advertising information
Problem gamblers hold false
cognitive beliefs about
gambling and make cognitive
errors
Ladouceur and Walker (1996)
Problem gamblers frequently
belief in ‘luck’
Wohl et. al (2005)
Problem gamblers are
hyper-sensitive to rewards
Hewig et. al (2010)
Problem gamblers may be more influenced by
advertising which offers the potential for
rewards (e.g., free money, inducements or
similar benefits)
Problem gamblers live in
socioeconomically deprived
areas of New Zealand
2006/07 New Zealand
Health Survey
Problem gamblers may be more attracted to
‘low priced’ gambling advertising offers or free
offers
Problem gamblers may be more susceptible to
advertising encouraging ‘risk taking’
Delfabbro and Winefield
(2000)
Wohl and Enzle (2002)
Problem gamblers may be more influenced by
advertising which creates the perception that
gambling outcomes can be ‘influenced’
Problem gamblers may be more influenced by
advertising promoting ‘luck’ or good fortune
Problem gamblers may be more attracted to
gambling advertising generally, due to its
potential to relieve financial distress
Problem gamblers may gamble
to ‘escape’
Wood and Griffiths (2008)
Problem gamblers may be more influenced by
advertising which encourages ‘escapism’
(e.g., dreaming about winning)
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Research examining the impacts of gambling
marketing, advertising and sponsorship
While research into problem gambling points to a number of possible ‘theoretical’ effects of gambling
advertising, relatively very little is known about the true impacts of the marketing and advertising of
gambling products and services. It is quite clear, however, that promotion plays an important role in
increasing consumer consumption of gambling and that without advertising, many gambling products
and services may struggle to survive in the marketplace.
There have been relatively very few studies investigating the impact of marketing, advertising and
sponsorship on gambling behaviour. There is also limited research on the types of advertising and
promotion which may be most associated with problematic gambling behaviour and even ‘binge
gambling’ in recreational gamblers. Within this context, the current section reviews available literature on
gambling marketing and advertising to explore its impacts and effects on both recreational and at-risk
gamblers. To help identify implications for gambling marketing and advertising within New Zealand, the
literature review is structured around the major types of gambling within the country. Where possible,
local research is also examined to identify possible impacts from a local perspective.
Awareness of gambling marketing and advertising in New Zealand
The 2006/07 Gaming and Betting Activities Survey (National Research Bureau, 2007) is one of few studies
which explores some aspects of gambling advertising within New Zealand. This involved a quantitative
study of 1,973 people and explored public views and awareness of gambling advertising within New
Zealand. Findings of the study showed that 56% of people had seen advertising or promotion of gambling
activities or venues in the previous three months (including sponsorships relating to gambling). Results
showed that males were more likely to have seen advertising (62%), as were people aged 25-44 years
(65%) and people of European and other (minor) ethnic backgrounds (61%). In this respect, it is
noteworthy that general awareness of Maori, Pacific and Asian communities was lower at respectively
44%, 42% and 40%. However, when the number of gambling activities played was considered, a linear
relationship for awareness emerged. In particular, awareness of gambling advertising was the highest in
people who played four or more gambling activities (65%) (Figure 2).
Figure 2. Awareness of gambling advertising and promotions within New
Zealand (N=1973, Gaming and Betting Activities Survey 2007 – Health
Sponsorship Council)
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Question: In the last three months, have you seen or heard any advertising or
promotion, including sponsorships, for gambling activities or venues? (Base:
New Zealanders
aged 15 years and older)
When asked about the effects of advertising, 42% of New Zealanders (who had seen advertising) thought
that it encouraged more people to gamble or to gamble more often in general. In addition, this view was
held by 45% of Maori, 60% of Pacific people, 49% of Asian people and 40% of European/other ethnicity
people. Differences by level of deprivation were also apparent, with the view held by 50% of people in
high deprivation areas (8-10), compared to only 38% in low deprivation areas (1-3).
While such findings indicate relatively high public awareness of gambling advertising (and particularly high
awareness in high deprivation communities and within gamblers who play multiple activities), it is
noteworthy that awareness of gambling harm-minimisation advertising was a relatively much lower 35%
of the wider community.
Impacts of gambling marketing and advertising – Poker machines
There is currently a paucity of research on the impacts of marketing and promotion of poker machines
from a harm-minimisation perspective. While direct advertising of non-casino poker machines is typically
not permitted in New Zealand, placement of ‘pokies’ signage outside venues is a subtle form of
‘advertising’ promoting the availability of poker machines.
A small number of commercial studies have examined the relationship between slot promotions and
consumer behaviour. One study examining the marketing of slots in the US identified a positive
relationship between prize money and consumer participation in slot promotions (e.g., Lucas and Bowen,
2002). The study found that, for every dollar increase in the cash prize, slot revenues increased by $15.56
(although this converted to a ‘profit’ of only $0.64 per unit increase, based on the proportion of ‘house
wins’). A study by Liu Xiaoming and Wan Yim King (2011) also identified that jackpot size of slots was
generally a factor which encouraged player participation and higher jackpots increased the attraction of
slots to potential customers.
While there is limited research focusing on the effects of poker machine advertising from a
harm-minimisation perspective, research from a range of fields identifies a number of possible influences.
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Morasco et. al (2007), for instance, examined the triggers of relapse in pathological gamblers who mostly
cited poker machines as their preferred gambling activity. The study found that 37% of pathological
gamblers cited ‘reminders’ of gambling (such as advertising signage) as a trigger in their relapse
behaviour. Effects were amplified during periods of unstructured time and during negative emotional
states such as depression or a bad day at work.
Wolfling et. al (2011) found that gambling related stimuli were perceived as significantly more ‘arousing’ by
pathological gamblers (compared to controls) in a study of the effect of ‘cue’ exposure on gambling
cravings. Results were used to conclude that gambling addiction is characterised and maintained through
specific addiction-associated stimuli, as is said to occur for other forms of addiction (e.g., alcohol and
drugs).
Hing and Haw (2010) identified venue factors which correlated positively with risk for problem gambling
for player’s most frequent gambling venues. As 64% of players surveyed frequented pubs and clubs,
gaming machines were a frequently played activity. Venue factors correlated with risk were described to
include player views that venues conducted ‘external advertising’, and that venues ‘keep players informed
about what’s on’. These variables were then considered potential ‘risk factors’ for problem gamblers.
While no prior studies have specifically identified the role of poker machine street signage in triggering
problematic gambling behaviour within New Zealand, studies from other disciplines provide some indirect
insights into the possible role of ‘cues’ in stimulating addictive behaviour. Conklin (2006), for instance,
investigated the role of contexts in smoking without proximal cues. This study identified that even pictures
of environments associated with smoking evoked urges to smoke in abstinent smokers.
Similar findings were identified for other addictive substances. For instance, Henriksen et. al (2008) found a
direct relationship between the density of tobacco outlets and cigarette advertising around high schools
and the prevalence of adolescent smoking. It was proposed that neighbourhoods with higher tobacco
outlet density may promote smoking by making cigarettes not only more accessible, but also by increasing
environmental ‘cues’ to smoke (i.e., a form of ‘advertising’).
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Pucci et. al (1998) similarly found that most youth exposure to cigarette advertising was not through large
format outdoor billboards, rather was typically related to store-level promotions. Capella et. al (2011)
conducted a meta-analysis of the effects of cigarette advertising in terms of its impact on smoking
initiation, continuation and brand development. The study found a positive relationship between
advertising and all three dimensions, highlighting that any form of advertising has powerful effects.
While pokies street signage is one of the few permitted forms of non-casino poker machine advertising
within New Zealand, findings of reviewed studies highlight the potential for gaming machine lounge
signage to have an effect on both the commencement of gambling in recreational players and in cueing
unplanned play in at-risk gamblers. While promotion may be important for product sustainability, studies
reviewed identify some potential for signage to act as a cue for problem gamblers and in triggering
unplanned and undesired pokies play.
Impacts of gambling marketing and advertising – lottery style products
The New Zealand Health and Lifestyles Survey (Health Sponsorship Council, 2010) recently explored public
awareness of lotto advertising. Quite astonishingly, virtually all the New Zealand population aged 15 years
and older were aware of lotto advertising (99%), compared to only 56% of people for other types of
gambling advertising. Of people who reported buying a lotto ticket in the previous 12 months, 43% were
found to hold a view that they had spent more on lotto as a result of seeing advertising (e.g., lotto jackpots
or prize draws). Asian gamblers (36%) were additionally found to be more likely than European/other
gamblers (12%) to indicate increases in gambling on activities other than lotto, as a result of seeing lotto
adverting.
Very few studies have examined the impacts of lottery promotions on consumer behaviour. However,
most studies of lotto purchasing across the world identify that lottery sales vary inversely with the
expected price of the lottery ticket and positively with the size of the jackpot (e.g., Beenstock and
Haitovski, 2001; Forrest et al. 2002). Peel (2010) additionally proposed that jackpot size was the most
significant determinant of purchasing volumes. This itself may also explain some of the mass hysteria and
large buy-in associated with extremely large jackpots.
A recent study by Kearney (2005) points to possible sources of consumer spending on lotto products. This
study investigated consumer behaviour in the context of US State Lotteries. The study found, through
analysis of multiple lottery expenditure data, that household lottery spending is financed primarily by a
reduction in non-gambling expenditure. In other words, lottery purchases are not funded by a reduction in
expenditure on other forms of gambling or leisure, rather are funded by a reduction in general household
budgets.
This was also supported by findings that the introduction of State Lotteries was associated with an average
decline of $46 per month or 2.4% in household non-gambling expenditure. Low-income households were
found to reduce non-gambling household expenditure by an estimated 2.5% (on average) and by 3.1%
when State Lotteries included ‘instant games’ (such as instant scratch tickets). Households recorded
significant declines in expenditures relating to food, rent, mortgage and other bills.
Some interesting demographic trends were similarly apparent. Low-income lottery players were found to
be more likely to buy ‘instant games’, compared to higher income players (38% in the lowest income
bracket, compared to 19% in the highest income bracket). Accordingly, findings overall highlight that
lottery products may impact lower income households and lottery advertising which stimulates large
volumes of ticket sales may be associated with reductions in general household expenditure.
Felsher et. al (2004) conducted a study which showed that 39% of people aware of lottery advertisements
were more likely to purchase lottery tickets. Zhang (2004) also examined impacts from an econometric
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perspective. This study found that a 1% increase in ad spending increased lottery ticket sales between 0.1%
and 0.24%. It is also noteworthy in this context that Mizerski et al. (2004) found no effect from advertising
on lottery sales, once lottery markets had matured. Binde (2007) also noted that no studies have been able
to definitively link lotto advertising ticket sale increases to concomitant increases in problem gambling.
Stearns and Borna (1995) are two of very few authors, who have analysed the content of lottery advertising
to examine its effects on purchasers. Authors of the study postulated that many aspects of lottery
advertising were inherently deceptive. In particular, content analyses identified that many lotto
advertisements contained information which could be inferred as promoting solutions to financial and job
problems, posing potential harms to vulnerable consumers. McMullan and Miller (2009) also reported
findings of a content analysis of lottery advertising undertaken in Canada. One finding was that most
promotions advocated a very strong ethos of winning through words, signs and symbols, yet rarely
conveyed the actual odds of winning. The authors concluded that enticing players to huge jackpots and
providing dubious depictions that winning is ‘life-changing’ was narrow and misleading and may be linked
to certain aspects of at-risk gambling behaviour.
Griffiths (2005) argued that advertising for lotteries is fast persuading people that gambling is normal and
socially acceptable, implying that purchasing lotto tickets is being essentially ‘normalised’ through use of
advertising. In particular, the author cited recent examples of UK advertising and quoted slogans which
were designed to make people think they have a chance of winning the jackpot rather than portraying the
odds. This included suggestive words such as ‘It could be you’, ‘Everyone’s a winner’ and ‘Think Lucky’. The
key marketing tactic was described to involve making people believe that what is almost impossible, is
within their grasp.
Wood and Griffiths (2004) study of adolescent gambling on the National UK lottery and scratch cards also
illustrated how young people’s perceptions of gambling develop due to advertising prior to direct
behavioural experience. Several other studies have also demonstrated the impact of lotto advertising on
the inclination of young people to purchase lotto tickets (e.g., Derevensky and Gupta, 2001; Felsher et al.
2004).
Landman and Petty (2000) examined counterfactual thinking in the context of lotteries. This involves
examining how people compare ‘reality’ with the prospect of ‘what could occur’ if they win lotto. It was
generally proposed that lotto advertising increases the salience of counterfactual thoughts and the more it
does this, the more effective the advertising. In the case of the ‘poor’, such thinking was also proposed as
potentially harmful, as the ‘reality’ of low income people is much less positive than those in higher income
brackets. Accordingly, one area of future research was seen to be the need for studies examining how
advertising impacts lower socioeconomic groups.
Guryan and Kearney (2008) examined the phenomenon of ‘lucky stores’ in relation to lotto. The authors
showed that, following a win in a store, a ‘winning store’ would record a 12-38% relative sales increase and
that this effect can remain stable for up to 40 weeks. Total sales were also described to increase
proportionate to the jackpot size and were generally larger in areas with more economically
disadvantaged communities. This was attributed to both advertising and consumer beliefs in ‘lucky stores’.
The promotion of ‘lucky stores’ by lotteries was in turn seen to contribute to the consumer fallacy that
lotto winning is non-random. The study interestingly found that the ‘lucky store’ effect was also more
common in communities with higher numbers of school non-completers and more elderly people. It was
then inferred that this may have implications for future advertising policy, as it suggests that myths about
gambling may be more prevalent in such populations.
Also relating to the myth of ‘luck’, Adaval, Jiang and Cho (2009) conducted a study investigating the
influence of ‘feeling lucky’ on lottery ticket purchases. Study participants were from Asian backgrounds,
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where the concept of luck had a particular cultural origin. An experiment showed that priming Asian
consumers with lucky numbers influenced both their perceptions of personal luck and the positive affect
they reported. Exposing consumers to lucky numbers also influenced their estimates of how likely they
were to win a lottery, their willingness to participate, their evaluations of different promotions and the
amount of money they were willing to wager in different financial situations. Accordingly, results suggest
that, if luck-inducing strategies are used in the marketing and promotion of lotteries, it is likely that these
may influence consumer participation and purchasing.
Impacts of gambling advertising – Racing and sports betting
Based on gambling expenditure, following electronic gaming machines and lotto, racing and sports
betting is currently New Zealand’s third most popular type of gambling activity. A recent study of
advertising awareness in New Zealand also highlights that approximately 30% of people aged 15 years and
older are aware of sports betting advertising and 28% are aware of advertising related to horse and dog
racing (Health Sponsorship Council, 2010).
In spite of wagering becoming an increasingly popular activity worldwide, there is a paucity of research
which has examined the marketing and advertising of wagering products. There is wide recognition from a
marketing perspective, however, that online channels are now the most profitable for delivering wagering
and that consumer attendance at track racing is waning.
A study by the New Zealand Racing Board (2011) also highlights that public perceptions of the racing
industry may be improving within New Zealand, with a reported 5% increase in ‘positive perceptions’ from
2010 to 2011 (NZRB, 2011). However, in spite of some improvements, the study also showed that most
consumer perceptions of racing were still lukewarm or negative (respectively, 37% and 43% in 2011).
Content of the same publication highlighted a strategy by the Racing Board to use charity cricket matches
and donations of a new Ambulance as sponsorship strategies for the wagering industry. There is similarly
comment that the 2011 study findings suggested that one in three people who placed their ‘first bet’ ever
had done so at the track, implying a view that promoting track attendance was an important ‘stepping
stone’ into new betting markets.
The market profile of sports bettors is currently not well-understood from a marketing perspective. Xiang
and Mowen (2009), however, are amongst the very few authors to have studied the motivations of sports
bettors. According to the authors, people seeking sports betting have the main motives of money, social
contact and self-esteem. The group is also high in competitiveness, impulsiveness, low in agreeableness
and high in emotional stability.
The trait of impulsiveness is particularly interesting in the context of internet-enabled mobile phone
betting. While only a single provider of online racing and sports betting is available in New Zealand (the
NZ TAB), the proliferation of the internet and internet-enabled mobile phones implies that any user,
anywhere in the world, can be exposed to advertising of online betting services. Global revenue from
‘mobile-gambling’ is also predicted to reach more than US$27.5 billion by 2013 (Juniper Research, 2008),
with ‘convenience’ cited as the major uptake driver.
LaPlante et. al (2008) studied betting behaviour in the context of the promotion of live odds during sports
matches (based on a sample of 46,339 sports bettors). Betting patterns of all users and patterns of the
most involved betters (top 1%) were also examined. While for the full sample, there was generally high
consistency in betting practices over time (with limited evidence that bets escalated dramatically), live
action betting by the most involved bettors varied dramatically, possibly indicating some influence of high
gambling involvement and the promotion of live odds. It was then concluded that the interplay of live
betting and very involved punters warranted further research attention.
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As no studies have examined the advertising of sports betting, some recent examples from other
jurisdictions offer some indirect learnings. Within Australia, for instance, there has been significant debate
during 2011 about the potential harm of displaying live odds during sports matches. This has been in part
driven by the significant increase in the promotion of live odds during sports events, the spruiking of odds
by commentators and the fear that this is normalising gambling in children. The Council of Australian
Governments (COAG) have also decided to take action to reduce and control the promotion of live odds
during sports by introducing a 12 month period for bookmakers to rein in the activity (or risk regulation by
June 2012).
Concern about increasing exposure of the New Zealand population to sports betting is also warranted due
to a recent change in advertising policy of the social marketing web site Facebook. In August 2011,
Facebook announced a move to open up online gambling advertising on Facebook, as long as activities
are legally permitted in countries in which they are being offered. This is also said to include ‘sports books’
and other forms of online gambling.
While very little is understood about the effects of racing and sports betting advertising, globally, there is
an increasing number of available channels for online wagering. While market penetration of sports
betting is still well under other forms of gambling within New Zealand, learnings from other jurisdictions
point to a need to consider the impacts of both online advertising and promotion of live odds during
sports events, as key areas for further research and policy attention.
Impacts of gambling advertising – Casinos and table games
The attraction of casinos as gambling venues is well-established in research literature. Several studies have
additionally examined how advertising of casinos can affect young people’s motivation to participate in
casino gambling. Giacopassi, Stitt and Nichols (2006), for instance, examined the attraction of casinos from
a youth perspective in a study of 48 under-age casino attendees. Findings showed that one of the key
motivators to attending casinos included ‘curiosity’, the perception that casinos were ‘exciting’ and due to
the availability of alcohol (particularly the availability of ‘free drinks’). One of the most interesting findings
was also that many young people were introduced to casinos by parents and were initially attracted to
casinos through the availability of entertainment and meals. The authors then concluded that this trend
was not surprising, given the frequent newspaper and television advertisements portraying casinos as
glitzy, glamorous and exciting.
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The emotional responses of gamblers to casinos have also been found to be influenced by casino design.
Finlay et. al (2007) are some of very few authors to experimentally study how gambler emotions are
affected by different casino designs. This indirectly provides insight into how consumers perceive casinos
from a marketing perspective. Findings of the study showed that casinos with a ‘playground’ design
generated higher levels of pleasure and arousal in gamblers and higher levels of at-risk gambling
intentions (relative to more conventional ‘gaming’ designs).
The consumer value of casinos as ‘entertainment’ precincts has also been researched from a marketing
perspective. Suh and West (2010) showed, for instance, that attracting greater numbers of patrons to
entertainment shows in casinos had a positive effect on casino restaurant food and beverage sales. Lucas
and Kilby (2008) identified that offering sporting and theatrical shows at casinos was a common practice
with the intent to attract patrons with varied gaming interests. Lucas (2004) also found that marketing of
‘special events’ had a positive effect on blackjack revenues. Lam et. al (2011) examined the impact of the
‘servicescape’ of casinos on patron intentions to revisit and found that, even after controlling for gambling
outcomes, patrons who rated the physical environment as attractive, were more satisfied with their
gaming experience. Accordingly, together, such findings highlight the value of entertainment generally in
attracting patrons to casinos.
The influence of television and online advertising of poker (a casino table game) on perceptions of the
attractiveness of gambling at casinos was investigated in a study by Lee et. al (2008). Researchers
additionally measured participant awareness of problem gambling harm-minimisation advertising, to see
how this ‘balanced’ the effect of pro-gambling advertising. Intentions to visit casinos were used as an
outcome measure. Findings of the research showed that exposure to advertising about gambling led to
positive attitudes towards gambling shows and advertisements and both elements led to the intention to
gamble at casinos. In contrast, exposure to problem gambling harm-minimisation advertising led to
negative attitudes towards gambling advertisements generally and gambling style TV shows. It was then
proposed that advertising to ‘de-normalise’ gambling could be viewed as a strategy to counter the effects
of gambling television shows and advertisements. However, as the predictive power of harm-minimisation
advertising was lower than the effect of pro-gambling advertising, the authors advocated that future
problem gambling campaigns needed to be made more effective.
Quinn (2001) advocated the actions that casinos should take to reduce pathological gambling in the US.
While the author acknowledged the need for casinos to build profitable businesses, large jackpots,
inducements and reducing artificial stimulation within casino precincts (e.g., exciting sounds and lights)
were described as measures with potential to reduce the onset of pathological gambling. A further
suggested measure involved banning of alcohol from gambling areas. The widespread practice of casinos
giving people free ‘inducements’ was also discussed in terms of its impact on pathological gambling.
Research by Pike and Quinn (1997) was also cited, as providing evidence of some harmful effects of
inducements. This study showed that inducements provided by casinos to video poker players had led
them to gamble longer and more often than they had planned. There was a further argument presented
that casinos needed to provide more information to patrons about gambling to enable more informed
decisions about play (e.g., the odds of winning). The use of other forms of entertainment at casino
precincts was similarly criticised as a means of keeping people gambling longer and was cited as harmful,
based on results of the previous 1997 study. On this basis, removing entertainment from casino precincts
was recommended.
Impacts of gambling advertising – Sponsorships
The issue of sponsorship of gambling is an important consideration in the context of gambling marketing
and advertising. The prohibition on trusts requiring anything in return for grants from non-casino gaming
machines limits the scale and nature of sponsorships by gambling providers within New Zealand.
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However, a range of ‘associations’ between gambling providers and sports imply some level of
sponsorship benefits. Key examples include sponsorship of sports teams by casinos, naming rights
conferred on gaming machine trusts by grant recipients such as sports clubs and similar arrangements.
McKelvy (2004) makes comment that many professional US sporting organisations have increasingly
‘loosened’ policies which previously prevented alliances between sports and gambling. The paper
suggests that there is a growing need for more scholarly research to determine the effects that gambling
sponsorship has on attitudes and behaviours of consumers.
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A key example of a factor driving the increase was described as the First Nation casino ownership trend in
the US. As a result of this trend, it was reported that ‘Gambling has shed its image as a corrupting vice and
has been reconstructed as a socially acceptable leisure activity’ (Claussen & Miller, 2001). Dyall (2007)
similarly makes note that invitations to Maori to casino openings within New Zealand may have created
the impression that gambling is ‘safe’ for Maori and the public more generally. While perhaps only a soft
type of ‘association’, this example still illustrates the potential harm of ‘association’ with gambling.
The increasing popularity of sports wagering has also been emphasised as a potential risk, due to its
‘association’ with sport. While not a formal sponsorship arrangement, the ‘association’ between gambling
and sport may pose some risks to sports bettors. Possibly reflecting this, a survey by ESPN (2003) (a sports
media company) found that nearly two-thirds of people in their twenties saw sports betting as ‘no
different’ from buying a lottery ticket and 41% saw internet sports betting as ‘perfectly harmless’.
Another concern is the potential effects that any form of sponsorship may have on attitudes and
behaviours of both adults and adolescents. While research on gambling sponsorships is sparse, a number
of learnings have emerged from other research disciplines – particularly in relation to alcohol and
smoking.
Kropp et al. (1999), for instance, examined differences in attitudes between smokers and non-smokers and
beer drinkers and non-drinkers in the US, Canada and Australia. Study findings suggested that attitudes
towards beer sponsorship were more positive than attitudes towards tobacco sponsorships, a distinction
that was attributed to the greater ‘social acceptability’ of drinking compared to smoking. In addition,
McDaniel and Mason (1999) also found that smokers were more likely to have positive attitudes towards
sponsorship by tobacco companies, suggesting that the same corollary may apply to gamblers and
gambling-sport market alliances.
Historical learnings are also available. In New Zealand, Hoek et al. (1993) found that a single exposure to
tobacco sponsorship reinforced smoking amongst young New Zealand male school-aged smokers,
created more favourable attitudes towards smoking among non-smokers and increased non-smokers’
brand awareness. Accordingly, this may suggest that, similar to advertising for other products, sponsorship
may increase the potential for engaging in gambling.
A study by O’Brien and Kypros (2008) found negative effects of sponsorship on sporting team members.
Sporting teams received discounted or free alcoholic products from sponsors and had higher AUDIT
(alcohol disorder screen) scores than those not receiving free products. The study then concluded that
hazardous alcohol consumption was associated with alcohol sponsorship, thus highlighting potential
impacts on sports people.
Monaghan et. al (2008) reviewed the marketing techniques used by gambling advertisers and their
influence on young people. The authors proposed that youth are particularly impacted by gambling
advertising including through sports sponsorships, promotional products provided by sponsors (e.g.,
t-shirts and hats) and celebrity ‘endorsements’. A key recommendation was that companies and trusts that
generate revenue from gambling should be banned from promoting or advertising their name and logos
on sports teams and events. Moreover, a further recommendation was that gambling companies should
be restricted from utilising product endorsements from any individuals who may appeal to young people.
A study by Maher et. al (2006) examined the type of sponsorships in sporting clubs within New Zealand.
Sports examined were selected to represent the most popular sports for young people across New
Zealand. Sponsorship information was then obtained by examining sponsorships on sports club web sites
and a total of 107 web sites were reviewed. Of the top ten sponsors, five were identified as gaming
machine trusts. Gambling was also found to be associated with a range of specific sports. This include
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gambling sponsorship for 32% of touch football clubs, 23% of soccer clubs and 22% each of cricket and
netball clubs. Across all sports clubs reviewed, gambling was associated with 19% of total sponsorships.
The authors also advocated that, in spite of research suggesting the need for a ‘good fit’ in sponsorships
(i.e., for products to be congruent with sports), the association of ‘unhealthy products’ such as gambling
with sports like touch were inappropriate. This was also because touch was very popular with Maori and
Pacific communities, both of which were vulnerable communities from a health promotion perspective.
The relatively high proportion of naming rights agreements by gambling trusts was also described as a
‘problem warranting further investigation by policy makers’. Reducing brand awareness of trusts was also
seen to be best addressed through creation of a ‘blind fund’ to ensure that sponsorship money was not
able to be linked to a particular funding body. Accordingly, while the effects of trust sponsorships is
unknown, this highlights the need for further research investigation.
Cultural issues in relation to gambling marketing and advertising
The use of culture to build market attraction to products and services is well-established in marketing
literature. This may include approaches such as use of certain actors in advertising (e.g., actors of a specific
ethnic background), references to objects or symbols with cultural relevance and promotions using
languages of target audiences. Leach and Liu (1998), for instance, found that incorporating content in
advertising that was congruent with ‘cultural values’ increases the attractiveness of advertising concepts. In
addition, this approach was described as more effective if cultures were ‘collective’, rather than
individualistic in focus (i.e., in the study, the effect was found to be stronger in Taiwanese culture,
compared to the US). Kim and Waller (2003) found in a survey of 1,014 Asian students that advertising
relating to ‘addictive products’ was also less acceptable amongst Asian countries than within New Zealand.
The authors recommended that marketers needed to show due care in advertising products which may
cause cultural offence.
Dahl et al. (2003) advocated a consumer-oriented perspective to conceptualising the nature of ‘offensive
advertising’. Offensive advertising was conceived as anything which violates norms. This was described as
any advertising which transgresses laws or customs, breaches moral or social codes or outrages moral or
physical senses. This highlights the difficulty of precisely defining what is ‘offensive’ to different cultures
from an advertising perspective.
The use of culture in advertising presents a range of considerations in the promotion of potentially
harmful products and services. While problem gambling prevalence has been estimated at 0.2% within
New Zealand European/other ethnic groups, it is estimated at 1.7% for both Maori and Pacific people
and 0.1% for Asian people within New Zealand (2006/07 New Zealand Health Survey).
Dyall (2009) advocates that ethnic cultures should not be targeted in advertising. She also references the
use of Maori culture in the early establishment of New Zealand casinos and advocates the need for all
cultures to be given an opportunity to consider the impact of incorporating culture into promotional
activity. There is also recognition that New Zealand’s current advertising code does not offer protection for
Maori or any ethnic communities harmed by gambling within New Zealand.
A number of cultural-specific issues also need consideration in the context of gambling advertising. Chan
(2000), for instance, noted many of the issues experienced by Asian migrants during settlement. These
were described to include poor social support, cultural barriers and frequently, financial hardship. All issues
were noted to perpetuate the intention to gamble and increasingly, the reliance on gambling as a leisure
activity. The cultural relevance of ‘luck’ to Asian communities is also significant. Adaval, Jianga and Cho
(2009), as previously reviewed, found that exposing Asian consumers to ‘lucky numbers’ influenced their
estimates of how likely they would win a lottery and the amount they were prepared to wager. This
illustrates one of many cultural issues which indicates how concepts in advertising such as ‘luck’ may
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negatively impact Asian people. The disproportionate concentration of gambling around Maori, Pacific
and increasingly Asian communities within New Zealand also raises the issue of increased risk from an
exposure perspective.
While the views of different cultural groups about gambling advertising within New Zealand are not
well-understood, the preceding review clearly demonstrates the need to consider the acceptability and
potential harm of using culture in gambling advertising within ethnic communities. In particular, there is a
need to develop a clear understanding of the types of practices which are appropriate and acceptable and
those which may be culturally unacceptable or offensive.
From this perspective, the current study aimed to explore the effects of gambling marketing and
advertising from both a cultural and whole-of-community perspective. Within this context, the following
sections of the report present key findings of qualitative and quantitative research with New Zealand
gamblers.
As a purely exploratory study, the purpose of the research was not to propose specific hypotheses about
likely advertising effects, rather was to explore and investigate the possible impacts of marketing and
advertising of New Zealand gambling products and services. Prior to presenting findings of the research,
however, a scan of advertising guidelines and codes was undertaken and findings of the scan are
presented in the next section.
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Key findings in summary
Possible vulnerabilities of problem gamblers from a theoretical perspective
Research in the field of problem gambling identifies a number of possible vulnerabilities of problem
gamblers to gambling advertising from a cognitive and behavioural perspective. In particular, research
shows that problem gamblers:





May make less rational decisions under conditions of ambiguity and take more risks
Hold false cognitive beliefs about gambling and make cognitive errors
Frequently believe in ‘luck’
Are hyper-sensitive to rewards
May gamble to ‘escape’
In addition, problem gamblers live in socioeconomically deprived areas of New Zealand. Accordingly, such
factors may need to be considered in the context of gambling advertising.
Awareness of gambling advertising
Research suggests that awareness of gambling advertising is likely to be higher in people who play a
greater number of gambling activities. Moreover, the effects of gambling advertising may also be greater
in higher deprivation communities. Relative to gambling advertising, however, community awareness of
gambling harm-minimisation advertising has been found to be lower.
Possible effects of gambling advertising – pokies signage
While no studies have examined the role of pokies signage on gambling behaviour, research may suggest
that some problem gamblers could be ‘cued’ to gamble upon seeing poker machine signage. In addition,
signage may also potentially lead to unplanned play (i.e., relapse) in recovering problem gamblers.
Possible effects of gambling advertising – lottery products
Lotto advertising is the most well-known type of gambling advertising within New Zealand. There is some
research to suggest that exposure to lotto advertising may influence lotto spending, although the effect
has been shown to be lower in more ‘mature’ lotto markets.
In addition, research suggests that lottery sales may be positively related to the size of jackpots. While
more research is needed to understand precise effects of lotto advertising, one study suggests that lotto
purchases may be funded by general household expenditure, rather than more discretionary gambling
expenditure.
Research examining content of overseas lotto advertising has also highlighted that some lotto advertising:




May be promoting lotto as a ‘solution’ to financial and job problems
Conveys a strong ethos of winning, without odds information
Frequently depicts lotto wins as ‘life changing’
Uses words and phrases to lead people to think they may win or experience ‘luck’
Other research suggests that ‘counterfactual’ thinking may explain some effects of lotto advertising. This
involves people comparing reality with the prospect of ‘what could be’. In addition, research highlights
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some potential for this effect to be greater for ‘poorer’ people, given the larger gap between ‘what is’ and
‘what could be’ (through a lotto win).
The concept of ‘lucky stores’ appears to influence the sale of lotto tickets and may contribute to the
common misperception that gambling wins are non-random. Moreover, research also suggests that this
fallacy may be more prevalent in lower-income communities and that Asians particularly may be ‘primed’
with lucky numbers in lotto advertising.
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Possible effects of gambling advertising – Racing and sports betting
While research suggests that around 30% of New Zealanders are aware of TAB advertising, a review of
literature identified very few studies on the topic. However, some research and international trends
pointed to the need to consider the live promotion of sporting odds as a potential issue for future policy
and research attention. A study into betting practices of sports punters online also highlighted that
advertising live odds information may be associated with some level of ‘inconsistent’ betting practices
(implying the possible risk of live odds to consumers).
Possible effects of gambling advertising – Casinos and table games
Research suggests that young people may be attracted to casinos based on the perception that the
venues are ‘exciting’ and offer alcohol. One study similarly reported that young people are often
introduced to casinos by parents, because they are also ‘general entertainment precincts’.
A further study suggested that, while gambling advertising was associated with an intention to gamble at
casinos, it was also found that showing harm-minimisation advertising negated the appeal of gambling
advertising.
The final research insight of relevance to casinos concerned the topic of ‘inducements’ to gamble (as
frequently offered by casinos). One study showed that providing ‘inducements’ to gamble may be
associated with people gambling longer and more often than they had planned.
Possible effects of gambling advertising – Sponsorships
A review of literature revealed a number of possible effects of gambling sponsorships. A US study
proposed that sponsorships may make gambling a more socially acceptable leisure activity. Parallels to NZ
were also drawn between invitations of Maori to casino openings and similar practices in the US in the
context of First Nation casino ownership. Both practices were described as presenting some risk to those
communities.
While no research has examined the effects of sports sponsorships by casinos within New Zealand,
research into sponsorships in fields such as alcohol and smoking present some parallels to gambling. In
particular, research suggests that sponsorships by gambling providers may help improve the social
acceptability and appeal of gambling. Risks to sports teams were also identified, given the supply of
alcohol by sponsors to sporting organisations.
Within New Zealand, a recent study showed that five of the top ten sponsors of sporting clubs were
gaming machine trusts and that gambling was associated with 19% of total sponsorships. Risks for people
of Maori and Pacific backgrounds were also identified in sponsorships, as a large percentage of sports
preferred by such communities were found to be sponsored by gaming machine trusts.
Cultural issues in relation to gambling marketing and advertising
Literature on cultural aspects to gambling advertising was considered from a research perspective.
Research suggests that incorporating content in advertising which is congruent with ‘cultural values’ may
increase the attractiveness of advertising. Findings similarly suggested that this effect may be greater for
‘collective’ rather than ‘individualistic’ cultures (e.g. Asian people).
The issue of ‘offensive’ advertising was also considered from a cultural perspective. While it has been
found to be very difficult to definitively identify culturally ‘offensive’ advertising, the violation of cultural or
societal norms was generally identified as the common trend.
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One author reviewed advocated the need for all cultures to be given an opportunity to consider the
impacts of incorporating culture into any advertising. In this respect, comment was made about New
Zealand’s current advertising code not offering protection for Maori or other ethnic communities affected
by gambling.
With respect to Asian communities, difficulties with cultural integration and isolation during migration
were identified as possible risk factors which may indirectly make Asian people vulnerable to gambling
advertising (as they may show increased reliance on gambling as a leisure activity).
Together, research highlights the need to consider the potential harm of using culture in gambling
advertising within ethnically-diverse communities and to understand the types of practices which may be
culturally unacceptable or offensive.
SECTION 2:
Global scan of
guidelines and codes
relating to gambling
marketing and advertising
In developing an understanding of the possible effects of gambling marketing and
advertising, it is useful to review the experiences of other jurisdictions. Within this
context, the following section of the report presents a range of guidelines and codes
relating to the advertising of gambling, developed in other countries across the world.
Guidelines and codes reviewed in this section were selected based on their level of
innovation in protecting consumers from the harms of gambling or due to their
uniqueness in overall design. All materials were identified through a global internet
scan.
While searches for gambling advertising guidelines and codes were undertaken for a
range of Pacific and Asian countries, very few were actually identified. This is in part
because commercial gambling advertising in many Asian locations (e.g., Korea, China
and Singapore) is currently prohibited and because gambling in many Pacific nations
is very limited or non-existent (e.g., Tonga).
In spite of this, a range of useful and frequently innovative general advertising
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guidelines and codes were identified as part of the scan. Many useful insights with
possible future application to gambling advertising guidelines and codes within New
Zealand were also identified.
Within this context, the following advertising guidelines and codes relating to the
marketing and advertising of gambling products and services are presented:







Queensland Responsible Gambling Advertising and Promotions Guideline Queensland (Australia)
Responsible Gambling Mandatory Code of Practice - Tasmania (Australia)
A review of gambling advertising requirements in other Australian
jurisdictions
Gambling Industry Code for Socially Responsible Advertising - United
Kingdom
Advertising Code of Practice - Singapore
Other highlights from advertising codes and guidelines
Key findings in summary
Queensland Responsible Gambling Advertising and
Promotions Guideline – Queensland (Australia)
In Australia, the advertising of gambling and betting is regulated on a State and Territory basis.
The Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005) was
developed as part of the Queensland Responsible Gambling Code of Practice and is possibly one of the
most advanced Codes relating to the advertising of gambling products and services.
The Guideline applies to all types of gambling advertising and promotions in Queensland including
electronic media, sponsorships, point of sale materials, displays, subscriber and free-to-air TV and any
other materials designed to communicate with the public. Content of the Guideline is particularly designed
to ensure that gambling advertising does not adversely impact people affected by gambling and that all
advertising and promotion is delivered in a responsible manner. Guidelines are shown in Box 6.
It is interesting to note that the Queensland Responsible Gambling Code of Practice makes explicit the
definition of ‘Responsible Gambling’ to include the ability of consumers to make ‘informed decisions about
their participation in gambling’, a clear link to gambling marketing and advertising information. The
Guidelines specifically outlines that:

Gambling can be advertised and promoted as a form of leisure and entertainment which a person
must be prepared to pay for, with money spent on gambling being an ‘entertainment cost’

Gambling can be advertised and promoted as fun and enjoyable if engaged in responsibly
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Box 6. Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005)
Commits the gambling industry to ensure that any advertising or promotion:
6.1 Complies with the Advertiser Code of Ethics as adopted by the Australian Association of National Advertisers
6.2 Is not false, misleading or deceptive
6.3 Does not implicitly or explicitly misrepresent the probability of winning a prize
6.4 Does not give the impression that gambling is a reasonable strategy for financial betterment
6.5 Does not include misleading statements about odds, prizes or chances of winning
6.6 Does not offend prevailing community standards
6.7 Does not focus exclusively on gambling where there are other activities to promote
6.8 Is not implicitly or explicitly directed at minors or vulnerable or disadvantaged groups
6.9 Does not involve any external signs advising of winnings paid
6.10 Does not involve any irresponsible trading practices by the gambling provider
6.11 Does not depict or promote the consumption of alcohol while engaged in the activity of gambling
6.12 Has consent of persons prior to publishing/causing to be published anything which identifies a person who has
won a prize
6.13 Incorporates, where appropriate, positive responsible gambling messages
The Guidelines also outline how adherence to the Code of Practice is assessed. Specific reference is made
to an assessment of whether the content, ‘tone’ and structure of the advertising is consistent with the
‘spirit’ of the Code of Practice and consideration is also given to the potential impact of ‘implicit
messages’.
Other aspects considered include the target audience and advertising placement (including the media
type selected and the time of airing) and the impact of advertising on a person with a gambling problem
or at-risk of developing a gambling problem. In this respect, the Guideline is explicitly designed to prevent
harm to people at-risk. The Guideline also presents an overview of indicators of possible risk, as identified
through the Queensland Household Gambling Survey (2001). Based on the study findings, it is then
outlined that gambling advertising should avoid images or messages which promote any of the identified
risk factors for problem gambling.
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Specific practices under the Guidelines are also detailed. Most noteworthy are the following (Table 7):
Table 7. Noteworthy descriptions of practices under the Queensland Responsible Gambling
Advertising and Promotions Guideline (March 2005) – Queensland, Australia
Specific practices under the Guidelines
Description of requirements
Practice 6.3 - Advertising or promotion does not
implicitly or explicitly misrepresent the
probability of winning a prize
Responsible advertising and promotion will emphasise the fun and
entertainment aspect of gambling and not imply an individual
promise/guarantee of winning. Advertising and promotions will
not encourage the public to gamble by directly or indirectly
misrepresenting the probability of winning a prize. Winning will
not be presented as the probable or likely outcome in each playing
instance or session of play. Advertising and promotional
campaigns which show winning should be shown with a balance of
winning and non-winning play images.
Practice 6.4 - Advertising or promotion does not
give the impression that gambling is a
reasonable strategy for financial betterment
Responsible advertising and promotion will not promote gambling
as an easy and automatic:

Alternative to employment or earning an income

Financial investment

Way of solving financial problems

Way to achieve financial security
Practice 6.5 - Advertising or promotion does not
include misleading statements about odds,
prizes or chances of winning
Responsible advertising and promotion will not make false
promises/ statements about the odds, prizes or chances of
winning. This includes not suggesting that skill can influence
games that are really games of chance. Luck should not be used in
advertising or promotion in a manner that implies winning is a
probable or likely outcome. It is not appropriate to promote a
venue or an individual as possessing intrinsic luck.
Because chance only determines the outcome of any game, the
following statements are absolutely true and should be observed
when advertising or promoting gaming machines:

There is no method or play pattern that can have any
effect on whether a game is a winning or losing one

Machines do not ‘adjust’ to compensate for a string of
losing games or for a string of winning games

It is not possible to predict outcomes of the next game.
Practice 6.6 - Advertising or promotion does not
offend prevailing community standards.
Responsible advertising and promotion will reflect decency, dignity
and good taste and adhere to prevailing community standards.
Practice 6.7 - Advertising or promotion does not
focus exclusively on gambling where there are
other activities to promote.
Responsible gambling advertising and promotion will ensure there
is a balance between messages about gambling and other
activities offered by the gambling provider. If the advertisement is
part of a series of advertisements that make up a campaign, this
balance must be reflected across the campaign.
Practice 6.8 - Advertising or promotion is not
implicitly or explicitly directed at minors or
vulnerable or disadvantaged groups.
Minors
Advertising and promotion related to gambling will not appear in
media directed primarily at minors. Media selection and placement
of television advertising will be in accordance with the Commercial
Television Industry Code of Practice adopted by the Federation of
Commercial Television Australia (CTVA).
Persons depicted as gamblers in advertising and promotion should
not be, or appear to be, minors. Advertising and promotion should
not contain symbols or language that is primarily intended to
appeal to minors. The use of animation should be monitored to
ensure characters are not associated with animated characters on
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Specific practices under the Guidelines
Description of requirements
children’s programs. Celebrities or other testimonials, that would
primarily appeal to minors, should not be used.
Vulnerable or Disadvantaged Groups
Advertising and promotion is not directed primarily at vulnerable
or
disadvantaged groups by linking social and financial betterment to
gambling. Disadvantaged persons may include persons lacking
social or economic access, due largely to inadequate income, an
inadequate standard of living in terms of housing, food, clothing
and health care and lacking opportunities to fully participate in
society through education, employment and social pursuits.
Vulnerable persons may include persons at risk of harm or harmful
patterns of behaviour due to external influences or internal
susceptibilities.
Practice 6.9 - Advertising or promotion does not
involve any external signs advising of winnings
paid.
External signs include signage able to be viewed from any external
part of a gambling provider’s premises. This also includes signage
not on the premises, irrespective of where the sign is placed in
relation to the premises, such as highway billboards. Further,
external signs can be taken to include signs displayed inside
premises, allowing viewing from any external viewpoint, for
example, through a window or glass wall.
Where web pages are passive, they should be considered as
internal promotion and Practice 6.9 does not apply.
Practice 6.10 - Advertising or promotion does
not involve any irresponsible trading practices
by the gambling provider.
The Code of Practice defines irresponsible trading practices as:
The offering of an inappropriate enticement to customers that is in
conflict with the objective of maximising responsible gambling and
minimising problem gambling.
Irresponsible trading practices are actions designed to persuade
an individual to gamble in an excessive and irresponsible manner
by offering inappropriate inducements. Such inducements may
involve individuals who are persuaded to gamble who, in the
absence of an inappropriate inducement, would not have
otherwise. This may result in individuals being persuaded to
gamble for longer periods of time and in a more excessive and
irresponsible manner than they otherwise would have done.
Inappropriate inducements therefore have the potential to impact
on people who are at risk of, or have, a gambling problem.
Practice 6.13 - Advertising or promotion
incorporates, where appropriate, positive
responsible gambling messages.
An example of a positive message is ‘Keep gambling enjoyable,
gamble responsibly’.
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Advertising and promotional guidelines are also provided for hotels, clubs, casinos, TAB and lotto. The
intent is to give providers an idea about how best to comply with the Guidelines and to avoid
non-adherence to the Guidelines.
Examples of practices deemed unacceptable for hotels, clubs and casinos are shown in Table 8.
Table 8. Examples of unacceptable advertising practices for Hotels, Clubs and Casinos - Queensland Responsible
Gambling
Advertising and Promotions Guideline (March 2005) – Queensland, Australia
Guidelines
6.2 Is not false,
misleading or
deceptive
Unacceptable
practices - Hotels


6.3 Does not
implicitly or explicitly
misrepresent the
probability of
winning a prize


Advertisements or
promotions that
imply that people
can exercise skill and
control over the
outcome of a certain
game, where they
cannot e.g., ‘Match
your wits against...’
Any advertisement
or promotion that is
not based on fact
e.g., ‘The hotel with
the best odds.’
Statements, graphics
or other content
which may suggest
that gambling can
be a means of
paying for
household essentials
e.g., education,
groceries, utilities,
rent or mortgage
payments
Unacceptable
practices - Clubs
Unacceptable
practices - Casinos
Advertising or promoting
gambling products and services
in a way that constitutes a
breach of the advertising code
of ethics, such as:
Gambling advertisements that
imply that players can win after
losing many times. For example:


Promoting the
misconception that
there is a greater
chance of winning at
your club than at any
other gambling venue
in the local area

‘Your time to win is
coming up’

‘Hang in there and
you’ll win sooner or
later’

‘Chances are … you’ll
win sometime’
Portraying erroneous
beliefs, through words
and images and either
explicitly or implicitly
that gambling is ‘sexy’
or ‘macho’
Using statements, graphics or
images that could be
interpreted either explicitly or
implicitly as influencing the
probability of winning a prize,
such as:

‘the club has made
winning easier’

‘WIN $$$ WIN $$$
WIN $$$$’
Using language or imagery that
depicts:

Large wads of $100
notes in gambling
advertisements and
promotions

Lady jumping out of a
gaming machine with a
fist full of cash
Any promotional
activity or
advertisement with
an undue focus on
winning e.g., ‘WIN
WIN WIN’
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Guidelines
Unacceptable
practices - Hotels
6.4 Does not give
the impression that
gambling is a
reasonable strategy
for financial
betterment
Statements, graphics or other
content which may imply that
gambling can be an
alternative means of income
e.g., ‘Buy that new boat with a
flutter…’
6.5 Does not include
misleading
statements about
odds, prizes or
chances of winning
Any advertisement or
promotion that is confusing or
ambiguous to a regular
patron.
Any advertising or promotion
which may misrepresent the
chances of winning a prize
(e.g., ‘Everyone will win’).
Omitting terms and
conditions or expiry dates
from advertisements or
promotional information.
Unacceptable
practices - Clubs
Promoting gambling as a
guaranteed and quick way to
get rich or as a useful strategy
for retirement savings
Implying that the venue or a
person is ‘lucky’ or has the
necessary physical or mental
attributes that could increase
their chances of winning
through the use of common
fallacies/superstitious beliefs –
e.g., the venue is ‘lucky’
Unacceptable
practices - Casinos

An advertisement or
promotion which
depicts someone
giving up their job as a
result of a big win at
the casino

An advertisement or
promotion which
depicts someone as
wealthy and successful
and suggests that this
wealth and success is a
result of – or is linked
to – their attendance at
the casino

An advertisement or
promotion which
depicts someone
paying off bills or
school fees or loans
with their gambling
winnings from the
casino
Using language that may imply
that customers could win the
total jackpot possible.
Supplying incorrect odds or
supplying information in difficult
to understand language.
Refusing to supply odds of
games to customers or making
them difficult to access.
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Guidelines
6.6 Does not offend
prevailing
community
standards
Unacceptable
practices - Hotels
Advertisements or
promotions which:


are sexually explicit
or provocative in
nature
may offend people
from different
religious or ethnic
backgrounds
Unacceptable
practices - Clubs
Communicating in words and
images, either explicitly or
implicitly, messages such as:

One’s social, financial
or sexual success and
general abilities can be
attributed to gambling

It is okay for children
to participate in
picking numbers for
races or other number
type games

are linked to alcohol
or drugs

may offend minority
groups


involve minors, or
any person
reasonably
construed as being
under 18 years, in
any stage or aspect
of gambling.
Gambling is more
challenging or
enjoyable if it is
pursued with alcohol

Only certain people
(e.g., minority groups)
have a problem with
gambling
Unacceptable
practices - Casinos
Using images of minors
gambling or picking numbers.
Exceeding the relevant
regulatory and advertising
codes/guidelines (e.g., placing
adult theme advertisements in
general exhibition time slots)
Suggesting that enhancement of
one’s social, financial or sexual
success and general abilities can
be attributable to gambling.
6.7 Does not focus
exclusively on
gambling where
there are other
activities to promote
External advertisements which
focus exclusively on gambling
or are dominated by
gambling.
Making gambling products and
services the dominant part of
any advertising or promotional
campaign. External
advertisements which focus
exclusively on gambling.
Promoting gaming machines as
the only entertainment activity
available at a casino property.
6.8 Is not implicitly
or explicitly directed
at minors or
vulnerable or
disadvantaged
groups
Any advertisement or
promotion which contains
graphics, imagery or text
which would ordinarily attract
minors or disadvantaged
groups
Suggesting in words and images
and either explicitly or implicitly
that the following people are
especially welcome to gamble at
the club:
Use of celebrities or other
testimonials that would primarily
appeal to minors.
6.9 Does not involve
any external signs
advising of winnings
paid
External signs that advise of
winnings paid e.g., A-frame
sign on footpath, banner on
roof or advertisement stating
‘Payouts so far this month =
$XXX,XXX’

minors

people who need cash
or have difficulties
paying bills

unemployed
Put signage outside the club or
in an area that is visible from
outside to show the major
amounts won in a previous
period, such as:

A-frame sign on
footpath

banner on roof

advertisement stating
payouts so far this
month = $XXX,XXX
Advertising externally ‘coin out’
or ‘turnover’ as winnings paid.
For example, information on or
in any media like:
‘Major jackpots so far this year:
$26,000; $28,000; $32,000;
$52,000; $29,000’
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Guidelines
6.10 Does not
involve any
irresponsible trading
practices by the
gambling provider
Unacceptable
practices - Hotels
Irresponsible inducement
linked to an advertisement
e.g., ‘$5 free coins
redeemable only in the
gaming room’
Unacceptable
practices - Clubs
Unacceptable
practices - Casinos
Offering free or discounted
alcohol for gambling patrons
only (e.g., gaming room happy
hour)
Offering customers improper
inducements to gamble.
Examples of irresponsible
trading practices include
offering free money, gaming
machine credits or prizes
conditional on increased or
more intensive play.
The offer of free or
discounted alcohol for
gambling patrons only
(e.g. ‘gaming room happy
hour’)
The offer of a free meal only
for gaming patrons e.g. free
breakfast for gaming patrons
before 10am.
6.11 Does not depict
or promote the
consumption of
alcohol while
engaged in the
activity of gambling
Advertisements or
promotions which suggest
consumption of alcohol whilst
engaged in a gambling
activity.
Showing images such as alcohol
being served at gaming
machines and players holding a
glass containing alcohol.
a) Using images of individuals
drinking and gambling.
6.12 Has the consent
of the person prior
to publishing or
causing to be
published anything
which identifies a
person who has won
a prize
Publishing the details of a
person who has won a prize
without their express consent.
Ignoring requests by players to
safeguard their privacy when
they win a major prize.
Displaying a person’s
identity/image without their
consent and without their
knowledge.
6.13 Incorporates,
where appropriate,
positive responsible
gambling messages.
Using an irresponsible
message in an advertisement
or promotion (e.g., ‘More
chances to win’).
Using responsible gambling
messages in gambling
advertising promotions in an
ambiguous or misleading way,
such as ‘play responsibly to win
big’.
No examples outlined.
b) Running a joint promotion
with an alcohol supplier to
promote the consumption of
alcohol in association with
gaming activities.
Examples of gambling advertising practices deemed unacceptable for lotto and TAB products are shown
in Table 9.
Table 9. Examples of unacceptable advertising practices for Lotto and TAB - Queensland Responsible Gambling
Advertising and Promotions Guideline (March 2005) – Queensland, Australia
Guidelines
Unacceptable
practices - Lotto
Unacceptable
practices - TAB
PAGE 89 OF 253
Unacceptable
practices - Lotto
Guidelines
Unacceptable
practices - TAB
6.2 Is not false, misleading
or deceptive
Advertising that implies that one person will
win the entire Saturday Gold Lotto first division
prize pool (e.g., ‘Play Lotto and win $22 million,
as it is unlikely that one person will win the
entire amount’). Issuing information about
frequently drawn numbers without a plain
English explanation as to the randomness of a
gaming event.
Using language that may imply that
customers may win the total jackpot
amount if they select the correct
outcome
(First 4 or Footybet).
6.3 Does not implicitly or
explicitly misrepresent the
probability of winning a
prize
Using superstitious themes (such as ‘Luck of
the Irish’ or ‘Black Friday’) or the word ‘lucky’
on Instant Scratch-Its tickets and in advertising
and promotions in a manner that implies that
winning is a probable or likely outcome.
Using language that ‘winning is easy’,
‘have a bet and win’ or ‘today is your
lucky day’.
Golden Casket advertising and promotional
campaigns showing only winning images. For
example, all Instant Scratch-It campaign
advertisements only featuring winning images
and no advertisements focusing on the
dreaming or enjoyment of play aspects.
6.4 Does not give the
impression that gambling is
a reasonable strategy for
financial betterment
Suggesting that lottery entries are an
alternative to investment, e.g., ‘Would you like
to invest your money in buying a lottery
entry?’.
Using language that would imply that
winning at the TAB is another way to
earn an income or winning at TAB may
alter your living standards.
Promoting gambling as an easy and automatic
way to pay off bills.
Using imagery and text in advertisements
which imply that customers can relieve their
personal, physical and financial pain and
anguish by buying lotto entries.
Using images and words such as ‘Play the
lottery game and you can give up your job’.
6.5 Does not include
misleading statements
about odds, prizes or
chances of winning
Supplying incorrect odds or supplying
information in difficult to understand
language.
Advertising in a way that misleads or
misrepresents the actual chance or odds
or winning.
6.6 Does not offend
prevailing community
standards
Suggesting that enhancement of one’s social,
financial or sexual success and general abilities
can be attributable to gambling.
Use of images and words that are overtly
sexual in nature.
6.7 Does not focus
exclusively on gambling
where there are other
activities to promote
No examples provided.
No examples provided.
6.8 Is not implicitly or
explicitly directed at minors
or vulnerable or
disadvantaged groups
Conducting a direct mail campaign that
specifically targets extremely disadvantaged
areas - e.g., those areas that are known to
exhibit unusually high levels of people who:
Sponsor/support clubs, organisations or
schools that are made up of minors.

have a mental disability or illness

are unemployed

are known to be having high levels of
financial difficulties
PAGE 90 OF 253
Guidelines
Unacceptable
practices - Lotto
Unacceptable
practices - TAB
6.9 Does not involve any
external signs advising of
winnings paid
No examples provided.
No examples provided.
6.10 Does not involve any
irresponsible trading
practices by the gambling
provider
Encouraging people to purchase unreasonably
high levels of lottery products in order to win a
promotion. An agency staff member
aggressively pushing a customer to participate
in gaming machine activity.
Offering customers improper
inducements to bet.
6.11 Does not depict or
promote the consumption
of alcohol while engaged in
the activity of gambling
Sponsorships or partnering of brands to
specific alcohol related products such as joint
Instant Scratch-It and beer promotions in an
irresponsible manner.
Running a joint promotion with an
alcohol supplier to mutually promote
goods and services.
6.12 Has the consent of the
person prior to publishing
or causing to be published
anything which identifies a
person who has won a prize
Not ensuring that a winner who is elderly or
whose first language is not English
understands their rights to privacy when
winning a major prize.
Taking footage of customers without
their knowledge for advertising and
promotional purposes.
6.13 Incorporates, where
appropriate, positive
responsible gambling
messages.
No examples provided.
No examples provided.
PAGE 91 OF 253
Special considerations for disadvantaged groups are also outlined under the Guidelines with examples of
unacceptable practices provided. This includes a number of practices which are deemed unacceptable for
disadvantaged groups (Box 7) and for Culturally and Linguistically Diverse (CALD) communities and for
people who are mentally impaired (Box 8).
Box 7. Examples of unacceptable practices for casinos – Socioeconomically disadvantaged groups
a) Sending correspondence or promotional material to gambling customers who are excluded or known to have
formally requested that this information not be sent.
b) Running promotions with the express purpose of attracting low income groups to come when they have money
c) Entertainment opportunities for a particular group (e.g., seniors) that offer cheap entertainment that is conditional
upon gambling.
d) Gambling advertisements or promotions which appeal to the vulnerabilities of those from low socio-economic
areas or those financially disadvantaged, by linking social and financial betterment to gambling.
e) Depicting someone on a pension (e.g., disability pension due to a mental illness of physical disability) or someone
on social security payments experiencing a significant improvement in their wealth and way of life as a result of their
winning a jackpot at the casino.
f) Targeting low socio-economic areas with advertising and promotional material which suggests that gambling is a
reasonable strategy for financial betterment. For example: An advertisement or promotion which depicts someone
giving up their job as a result of a big win at the casino. An advertisement or promotion which depicts someone as
wealthy and successful and suggests that this wealth and success is a result of - or is linked to - their attendance at the
casino.
(Source: Queensland Responsible Gambling Advertising and Promotions Guideline - March 2005)
PAGE 92 OF 253
Box 8. Examples of unacceptable practices for casinos – Culturally and Linguistically Diverse Communities and
Mentally Ill
a) Gambling advertisements or promotions which appeal primarily to Culturally and Linguistically diverse (CALD)
communities which do not comply with the requirements of this Guideline. For example:


A gambling advertisement or promotion which contains implicitly misleading information—imagery, written
or verbal—about the chances of winning major prizes which is published in magazines and newspapers
primarily read by Vietnamese and Chinese speaking people
A gambling advertisement or promotion which suggests that the casino gaming machine area has been
designed according to Feng-Shui principles, and so is “luckier” or more likely to result in more wins for
players than other gaming areas not so designed.
b) An image on a gambling advertisement which shows someone engaging in a culturally superstitious
behaviour—such as rubbing a Buddha statue for luck or using a ‘lucky’ colour—and suggesting that this resulted in
their winning (Suggesting culturally specific superstitious practices are strategies that can be employed by people if
they wish to improve their chances of winning at the casino.)
c) Gambling advertisements or promotions which appeal primarily to CALD communities which target the particular
vulnerabilities of these communities. For example:


A gambling advertisement or promotion which depicts a CALD person engaging in some cultural
superstitious practice like reading tea leaves, consulting an oracle or opening a fortune cookie and then
depicting them winning at the casino as a result
Placing a promotion in a Vietnamese language newspaper or magazine which says that if you are
Vietnamese and bring the coupon to the venue, you can receive $20 worth of free pokies credit.
d) Gambling promotional material sent to a person who has self-excluded from the venue.
(Source: Queensland Responsible Gambling Advertising and Promotions Guideline - March 2005)
Responsible Gambling Mandatory Code of Practice - Tasmania (Australia)
The Responsible Gambling Mandatory Code of Practice for Tasmania is a new Code of Practice which
outlines a number of specific advertising requirements for gambling providers. Developed by the
Tasmanian Gambling Commission, the Code of Practice will become effective from September 1, 2012.
Gambling licence holders must ensure that gambling advertising is conducted in a manner that takes
account of the potential adverse impact that it can have on minors, people with gambling problems,
people at-risk of developing gambling problems and the community.
The Code of Practice covers advertising relating to gaming machines, table games, keno, wagering (online
and offline) and lotteries. It has a number of interesting requirements including not showing people under
25 years in advertising and not displaying any gaming machine sounds in advertising (Refer Box 9).
Box 9. Responsible Gambling Mandatory Code of Practice (Tasmania, Australia) – Gambling advertising requirements
All gambling advertising must:
PAGE 93 OF 253

1.1 Comply with the Code of Ethics adopted by the Australian Association of National Advertisers

1.2 Be socially responsible and consistent with the expectation that gambling will be conducted responsibly
so as to minimise harm

1.3 Not be offensive or indecent in nature, and not offend prevailing community standards

1.4 Not be false, misleading or deceptive, including not misrepresenting the odds, the probability of winning
a prize, or the prizes that can be won

1.5 Not give the impression that gambling is a reasonable strategy for financial betterment or enhancing
social situation

1.6 Not challenge or dare a person to play

1.7 Not suggest that skill can influence games that are games of chance

1.8 Not show or promote the consumption of alcohol while engaged in the activity of gambling. Any
gambling advertising that shows the incidental consumption of alcohol in a gambling venue must reflect
responsible customary behaviour and must be accompanied by a message which highlights the dangers of
gambling whilst intoxicated

1.9 Not encourage or target people under 18 years of age to gamble

1.10 Not show people that are under 25 years of age in gambling advertising unless: a) their appearance is
incidental as part of a natural situation; and b) they are not located in a gambling venue; and c) there is no
implication that the person will participate in gambling

1.11 Not be directed at vulnerable or disadvantaged groups, where people may not have a capacity to fully
understand the information, such as refugees or people with intellectual disabilities

1.12 Not procure, incite or encourage a person to commit an offence

1.13 Include responsible gambling messages in all media advertising that incorporates the name and
telephone number for the Gambling Helpline, to a size and form as approved by the Commission

1.14 Not be directed at or provided to excluded persons

1.15 Not involve irresponsible trading practices

1.16 Not violate confidentiality relating to, or the privacy of, players without the consent of the player

1.17 Not occur on television and/or radio between: a) 6:00am - 8:30am and 4:00pm - 7:00pm weekdays; and
b) 6:00am - 8:30am and 4:00pm - 7:30pm on weekends. Exemptions are: a) advertising during a racing or
sports broadcast; and b) advertising that focuses specifically on entertainment/dining facilities and does not
depict gambling

1.18 Sounds associated with gaming machine operation must not be included in any television or radio
advertising.
PAGE 94 OF 253
In addition to general requirements for advertising, a specific section is also allocated to the topic of
‘inducements’ which are considered a type of gambling promotion ( Box 10). Gambling licence holders
must not provide inducements that may lead to problem gambling or exacerbate gambling problems. This
includes persuading people to gamble when they wouldn’t gamble normally or gambling outside of
normal gambling patterns.
Of particular note is the practice to set a limit on the size of monetary inducements offered to $10 and a
requirement for vouchers to be redeemable for more than just gambling. A minimum validity period of 30
days is also set, presumably to avoid possible harms associated with repeat visits. However, there is
acknowledgement that the requirement does not apply to ‘premium players’ (as defined by the Tasmanian
Gambling Commission).
The other interesting requirement is that customers must not be required to personally attend monetary
prize draws over $1,000, presumably also preventing excessive expenditure during waiting periods for
major draws.
Box 10. Responsible Gambling Mandatory Code of Practice (Tasmania, Australia) – Requirements relating to
inducements
2.1 Incentive-based sponsorship must not be offered
2.2 People must not be offered free vouchers (or tokens and the like) of a value greater than $10 which can be used for
gambling purposes. This includes multiple vouchers at the same time where the combined value would exceed $10.
Any voucher or token, regardless of the amount that it is issued for, must be redeemable for services other than just
gambling, for example, accommodation, dining or entertainment. Any voucher offered, other than for a specific event,
must be valid for a minimum period of 30 days. This practice does not apply to premium players as defined by the
Commission.
2.3 People must not be offered free or discounted alcohol for consumption on the premises (including vouchers for
the purchase of alcohol) as an inducement or a reward for gambling. This practice does not apply to private gaming
areas at a casino, to players participating in a casino table gaming tournament or where alcohol is provided with food
at a location outside of a gaming area.
2.4 People must not be required to gamble more than $10 for a specific period of time in order to receive an
inducement, obtain a prize or enter a specific prize draw. This practice does not apply to premium players as defined
by the Commission.
2.5 An entrant in a promotional prize draw, where the value of any individual prize is greater than $1000, must not be
required to attend the draw in order to win a prize in that draw.
PAGE 95 OF 253
A review of gambling advertising requirements in
other
Australian jurisdictions
A number of noteworthy requirements relating to gambling advertising are used in other jurisdictions of
Australia. Table 10 highlights jurisdictions with more innovative approaches. These include both legislative
approaches to gambling advertising regulation and advertising requirements under Gambling Codes of
Practice.
Table 10. Advertising requirements for gambling across Australian states and territories
Jurisdiction
NSW
Notable requirements across different Australian states and territories
The Gaming Machines Regulation 2010 prohibits the display of any outdoor sign that
advertises approved gaming machines (Part 3, Division 4, Clause 47). In addition, a registered
club may only send promotional material that contains gaming machine advertising to club
members if the:

member has expressly consented to receiving the promotional material and that
consent has not been withdrawn

promotional material contains a statement to the effect that player activity
statements are available on request

promotional material contains a problem gambling notice

promotional material contains a statement to the effect that the member may at any
time withdraw his or her consent to receiving any further promotional material

promotional material includes information or advertising apart from gaming machine
advertising

club keeps a written record of the member’s consent to receiving the promotional
material
Advertisements for other gambling similarly have various controls. For instance:
Victoria

advertisements for wagering, lotteries and the Sydney casino must not transgress
community standards, encourage a breach of the law, or depict children

wagering products and the casino must not promote the consumption of alcohol
while gambling

advertisements for wagering, lotteries and the casino must contain a number for
Gambling Help
The Gambling Regulation Act 2003 states that a gaming machine operator (or person) must
not publish or cause to be published any gaming machine advertising outside the gaming
machine area of an approved venue. This refers to any form of advertising that promotes or is
intended to promote the playing of gaming machines (excluding problem gambling and
technical information). Displaying a gaming machine related sign is also not allowed. This
refers to any sign (expressed in words, symbols or pictures) that:

draws attention to the availability of gaming machines for gaming or;

uses terms or expressions often associated with gaming machines
However, outdoor directional signs (e.g., in car parks, building entrances) of 0.3m2 maximum
are permitted under the Gambling Regulation (Signage) Regulations 2005, as exceptions to
the above, as are general outdoor advertising signs (with the exception of those on freeways
or arterial roads).
All states/territories
The Australian Commercial Television Industry Code of Practice (2010) currently prohibits
PAGE 96 OF 253
Jurisdiction
Notable requirements across different Australian states and territories
gambling advertising during children’s TV viewing hours. However, some exceptions apply and
lotto advertising is currently one exception (and is allowed during Children’s TV hours) and has
been recently recommended by the Australian Productivity Commission (2010) for review.
‘Except for a commercial broadcast in news, current affairs or sporting programs, a commercial
relating to betting or gambling must not be broadcast in G classification periods Monday to
Friday, nor on weekends between 6.00am and 8.30am, and 4.00pm and 7.30pm. A commercial
relating to betting or gambling does not include a commercial relating to such things as
Government lotteries, lotto, keno or contests’.
Northern Territory
Western Australia
The Northern Territory Code of Practice for Responsible Gambling (2003) states that
advertising and promotions are to be delivered in an honest and responsible manner with
consideration given to the potential impact on people adversely affected by gambling. Specific
requirements include:

Advertisements must comply with the Advertising Code of Ethics and relevant Codes
of Practice for television advertising

Advertising and promotions shall not be false or deceptive, particularly with respect
to the chances of winning a prize and the return to player

Advertising, marketing and promotions must accurately detail prizes on offer and the
game results available

No advertising produced by any gambling provider is to give the impression that
gambling is a reasonable strategy for financial betterment

Advertising displays and point of sale material for gambling products must not be
directed at minors, portray minors participating in gambling, or be set up in an area
specifically to target minors

Advertising displays at the point of sale are to have on or within sight of them
appropriate problem gambling warning signage in a clearly visible manner

Advertising of individuals’ winnings paid should only be displayed within the
gambling provider’s premises

For Internet/Telephone Sports Bookmakers and Online Gaming Licensees:
Advertising of winnings paid should only be displayed on the provider’s internet site

Gambling providers are not to verbally urge non-gambling customers to buy
gambling products

For Internet/Telephone Sports Bookmakers and Online Gaming Licensees: Gambling
providers are not to verbally urge non-gambling residents to buy gambling products
As Western Australia only has pokies in a single casino, advertising guidelines have been
developed for other gambling products. The Responsible Wagering Code of Practice (2009)
outlines a number of advertising requirements. These are that advertising:

Is not false, misleading or deceptive, particularly in relation to winning

Is in good taste, does not offend community standards and does not involve or
encourage minors to participate

Does not broadcast during programs targeted specifically at children

Does not depict or promote the consumption of alcohol while engaged in the activity
of wagering

Does not give the impression that wagering is a responsible strategy for financial
betterment

Does not offer inducements or promotions that encourage irresponsible or excessive
wagering by a consumer

Prizes for competitions do not incorporate (1) cash in a form where it can be
PAGE 97 OF 253
Jurisdiction
Notable requirements across different Australian states and territories
immediately reinvested (2) alcohol; or (3) betting vouchers or tickets to a value
greater than $100
Australian Lottery
Blocs Code of
Practice

Avoids cooperative advertising with companies whose predominant products are
children’s products/activities; and

Complies with legislative/regulatory requirements and advertising codes of practice
The Australian Lottery Blocs Code of Practice (March 2011) has been signed as an agreed Code
of Practice for Lottery providers in many Australian jurisdictions. Requirements include:
Advertising will be conducted in a responsible manner in according with relevant advertising
requirements contained within lottery industry legislation, licences, acts and regulations. This
includes:
Advertising requirements
Advertising will not be false or misleading, particularly in relation to the chance of
winning

Advertising will not be of an offensive or indecent nature

Advertising will not be targeted to minors or people not of legal lottery playing age

Advertising will not be explicitly or exclusively directed at vulnerable or
disadvantaged groups
Consumer information requirements

To ensure players can make an informed choice about their participation in lottery g
ames, information will be available regarding the prizes on offer and the chance of w
inning prizes

The relevant rules relating to the lottery games on offer will be made available to pla
yers

Information regarding player support services will be readily available

Winners of major lotteries prizes will be encouraged to seek independent financial a
dvice
about managing their win

South Australia
The South Australian Advertising (Authorised Interstate Betting Operators) Code of Practice
(June 2009) outlines a number of requirements for gambling advertising which include that
advertising:










is not directed at minors
does not portray minors participating in gambling activities
is not explicitly or exclusively directed at vulnerable or disadvantaged groups
(including recovering problem gamblers)
does not promote gambling as a means of funding routine household purchases or
costs of living (including mortgage repayments and rent or education and clothing
costs) or for relieving financial or personal difficulties
does not promote gambling as a means of enhancing social standing or
employment, social or sexual prospects
does not make claims related to winning or the prizes that can be won - that are not
based on fact; or that are unable to be proven; or that are exaggerated
does not state or imply that a player’s skill can influence the outcome of a gambling
activity;
does not associate gambling with excessive alcohol consumption
does not exaggerate the connection between the gambling activity and the use to
which the gambling provider’s profits may be put; and
does not draw attention to any inducement to gamble
In addition, in relation to advertising on radio or television, gambling products must not be
advertised during the following periods:
(a) for radio advertising, between 6.00am and 8.30am, Monday to Friday (both days inclusive)
PAGE 98 OF 253
Jurisdiction
Notable requirements across different Australian states and territories
(b) for television advertising, between 4.00pm and 7.30pm, Monday to Friday (both days
inclusive)
The South Australian Gaming Machines Advertising Code of Practice also outlines interesting
requirements relating to gambling advertising including:

The need to avoid sounds of gaming machines (including coin drops)

The need to include sufficient information to allow a reasonably informed person to
understand the overall return to player
PAGE 99 OF 253
Gambling Industry Code for Socially Responsible
Advertising – United Kingdom
The Gambling Industry Code for Socially Responsible Advertising was published in August 2007 and was
collectively developed in conjunction with the gambling industry. One stated objective of the Code is
‘protecting children and other vulnerable persons from being harmed or exploited by gambling’.
In the UK, permission to advertise gambling is restricted to operators licensed by the UK Gambling
Commission. Operators must comply with advertising codes of practice which apply to all forms and
media through which gambling services are advertised. All Codes cover both the content and placement
of advertising to ensure that gambling advertising is socially responsible.
Areas covered by industry codes of practice relate to:





social responsibility messages
display of gambleaware website
broadcast media – messaging
television advertising – watershed
bans on children’s merchandising as part of sporting sponsorships
In the section of the Code ‘Social Responsibility Messaging’, there is a stated view that the case for having
educational or warning messages in advertising of gambling is ‘not clear cut’. However, the Code errs on
the side of caution and outlines a requirement for operators to include a common strap line or to direct
consumers to a source of information about responsible gambling. For this purpose, the
www.gambleaware.co.uk social marketing site is recommended (including in broadcast advertising) with a
direction – ‘For more information and advice visit…’.
The decision to include additional educational messaging in gambling advertising is currently optional in
the UK, however, it is recommended to include warnings such as the following as part of advertising:





Don’t let the game play you
Bet with your head, but not above it
Know your limit and play within it
Please play responsibly
Gamble for fun, not to win.
Promotion of operator licensing is also requested to assist consumers to identify legitimate forms of
gambling.
This includes use of words such as ‘Licensed by the Gambling Commission (Great Britain)’.
The Code similarly requires that new gambling products should not be advertised in television before the
commonly accepted watershed time of 9pm. However, an exception is interestingly made for sports
betting in recognition that most sports events would commence prior to this time.
In relation to sports’ sponsorship, there is also a requirement that advertising of adult-only gambling
products or product suppliers should never be targeted at children (including allowing their logos or other
promotional material to appear on any merchandising designed for use by children).
To monitor compliance against the Code, a review group has been established comprising representatives
from all gambling sectors to both monitor and review possible breaches of the Code, to receive
PAGE 100 OF 253
complaints and where necessary, to seek advice from problem gambling experts on issues pertaining to
the Code. If issues cannot be resolved, Government has a legislative power to make requirements legally
enforceable.
Advertising Code of Practice - Singapore
The Casino Control Act and Casino Control (Advertising) Regulations 2010 contain a number of regulations
that were developed to support casino promotions associated with the new casino in Singapore.
Regulations prohibit the publication and distribution of casino advertisements in Singapore, however,
permit very limited advertising such as:




Use of directional signage
The publication or dissemination of interviews or media releases given by a casino operator,
licensed special employee or licensed promoter to any print or broadcast media organization
The public acknowledgment of sponsorships by the casino operator
The publication or distribution of any printed publication whose principal market is not Singapore
Advertisements must also comply with the following specific conditions:
(a) the advertisement contains factual information only;
(b) the factual information in the advertisement is accurate and capable of being substantiated, and is not
exaggerated, false, misleading or deceptive;
(c) the advertisement does not contain any information on the games played in a casino, the playing of
games in a casino or the winnings of patrons of a casino, including any testimonial from any patron on his
winnings from playing any game in a casino; and
(d) the advertisement does not contain any express or implied inducement, suggestion or encouragement
to play any game in a casino.
This highlights a very strict approach to gambling advertising in Singapore. As advertising is generally not
permitted, this has removed the need for specific codes and guidelines to assist the casino to develop
advertisements. It is also interesting to note how Singapore is additionally protecting consumers in other
jurisdictions through very strict advertising regulations.
Singapore’s radio advertising and sponsorship code also outlines an interesting general advertising
guideline that relates to cultural issues in the country. Under the guideline:

Advertisements should not contain statements or suggestions that may offend the
sensitivities of any racial or religious group, and should not depict any race or religion in a
flippant, frivolous or inaccurate manner
PAGE 101 OF 253

Advertisements should not make use of the beliefs or practices of any religion to sell
products or services. This includes prayer excerpts and religious messages.
Radio advertising guidelines in Singapore (as developed by the Media Development Authority of
Singapore) also outline the need to:

Clearly identify sponsored programs in radio advertising to allow listeners to distinguish
between a radio program and a radio advertisement. For example, broadcasters should
identify such advertisements at the beginning and at the end

Advertisements on contraception are not acceptable for broadcast, as radio reaches out
to all audiences, including children

Broadcasters should not accept sponsorship from products, services and establishments
that are not acceptable for advertising (e.g., tobacco products, contraceptive and
casinos).
PAGE 102 OF 253
Other highlights from advertising codes and
guidelines
A number of special highlights from advertising codes and guidelines from across the world were also
identified:

Advertising Code of Loto Quebec - One of the features of the Loto-Québec Advertising Code is
that it does not target any ethnic or minority group in the promotion of its products. This also
extends to sexual stereotypes, women and religions. In addition, it not only prohibits promotion
of lotto to minors, but also prohibits use of symbols, language, gestures or voices in advertising
(or related) which may appeal to minors. A further aspect is that the code requires that
information be provided to players on the rules of games, the chances of winning and return
rates and that harm-minimisation messages are presented in advertising

China Responsible Marketing Code – a new China Responsible Marketing Code has just been
developed in early 2011. While gambling advertising in the country is not legally permitted,
special parts of the new code point to a number of harm-minimisation principles. These are that:


Marketing communications should be distinguishable, legal, honest, truthful and decent.
They should comply with good traditions of Chinese society, cultural norms and morality
and show respect for different ethnicities, religions, genders, sexual orientation and
vulnerable groups. The content of marketing communication should not encourage
vulgarity, play on superstition, or promote unlawful or anti-social behavior, and should
not be harmful to state and public interests

Descriptions, claims or illustrations relating to verifiable facts in a marketing
communication should be capable of substantiation. Marketing communication should
not abuse consumers’ trust and lack of experience or knowledge, such as by the
malicious use of technical information, statistics, and fraudulent use of technical terms to
imply a scientific basis for the efficacy of products where this does not exist

Marketing communication activities should adhere to the responsibility of protecting
children and young people. They should not exploit their lack of experience or promote
products, services and lifestyles that are unsuitable for children and young people in
relevant media

Marketing communications for alcoholic beverages should enforce the promotion of
responsible drinking and should not imply that it is acceptable to be drunk or that
consumption of alcohol enhances performance in any manner or form. No alcohol
communications should be aimed at or portray minors or pregnant women
Camelot Group (UK Lottery) - Camelot has two tools to assess the potential risk a lotto game can
pose at the design stage. An evaluation occurs prior to product releases to protect consumers. If
results show that a game poses ‘above-average’ risk, Camelot will either revise products or review
additional factors, such as advertising and marketing to ensure that products do not cause harm.
If this does not satisfactorily reduce the risk, Camelot will not launch games.
Harm-minimisation tools utilised are as follows:
PAGE 103 OF 253

GAM-GaRD (developed by Nottingham Trent University) - this evaluates aspects of a
game that could cause problems for vulnerable people. This includes ease of access to
games, how often they can be played and jackpot size

Game Design Protocol (GDP) - assesses whether a game is of ‘above-average’ appeal to
vulnerable groups (people under 16, low-income groups and people with addictive
tendencies)
PAGE 104 OF 253

Malaysian Advertising Code – While not specific to gambling, some interesting aspects to this
general advertising code include the following guidelines:






Advertisements must not project and promote an ‘excessively aspirational lifestyle’
Promotions of any contests are prohibited (in addition to gambling generally)
Advertisements must not identify or typecast racial groups or genders with vocations,
traditional values and backgrounds
Advertisements should not exploit the superstitious
No advertisement should make any irrelevant references to any name, incident, concept
or religious significance
No advertisement should contain statements or suggestions which may offend the
religious, political, sentimental or racial susceptibilities of any community

The Japan Advertising Agencies Association Corporation Code of Ethics – While not specific to
gambling, one interesting aspect to this general advertising code is a guideline that advertising
must ‘not work against sound social order or good customs of society’. The related ‘Creative
Code’ additionally requires that ‘advertising must avoid expressions that may lead to
misunderstandings by refraining from the use of unclear words or contents’ (which has
interesting potential relevance to gambling advertising)

Advertising Codes of the Philipines - Advertising rules and guidelines for the Philippines are
outlined in two codes: The Broadcast Code of The Philippines and The Standards of Advertising
of the Advertising Standards Council. Under the Codes, advertising of only licensed lotteries is
permitted. Results of lottery draws are allowed, but not tips or any information which may lead
people to gamble. In addition, some advertising of casinos is permitted, but any gambling may
not be shown.
Guidelines are also outlined for other potentially harmful products such as alcohol. These include:
 Requirements to protect people under 18 years
 A prohibition on advertising which increases associations of desirability and excess
 That abstinence from alcohol must never be presented in a negative light
 That alcohol drinking must not be shown in advertising
 That any actors must be 21 years or older and look adult
 ‘Drink Moderately’ must be shown in a separate frame at the end of advertising

Hong Kong Advertising Code - There are two codes for advertising in Hong Kong - the Generic
Code of Practice on Television Program Standards and the TV Advertising Code. In Hong Kong,
gambling advertising is not permitted other than advertising for lotteries, football and horse
racing (as authorised under the Betting Duty Ordinance). However, betting tips are strictly
prohibited in any advertising
(interesting in the context of the promotion of live odds in New Zealand)

Thailand Advertising Code – Thailand’s Advertising Code contains some advertising requirements
to protect local culture. This includes guidelines that:


Care should be taken not to offend against or insult the King or heads of any other states
Advertising should not insult or defame any religion or disrespect a sacred person, place
or thing
PAGE 105 OF 253


In advertising of alcohol, advertisements of logos must convey a useful message
promoting social values, worthwhile knowledge or cultural enhancements
Pakistan Code of Advertising Standards and Practice (1985) – While gambling advertising is
prohibited, Pakistan’s advertising standards outline a number of requirements to protect cultural
values. These include requirements to:
 Craft advertisements mindful of social, aesthetic and moral values of the nation
 Reflect in advertising modesty and simplicity in dress, manners and living habits
 Respect Islam and all other religions
 Ensure advertising promotes peace with other nations and respects national sentiments
of any country or people
PAGE 106 OF 253

Cook Island Internet Code of Media Practice – a media code of practice has been developed in
the Cook Islands under local the Media Act 2004 to protect consumers from harmful internet
advertising (which is seen to include gambling). Internet service providers are required to maintain
standards in line with requirements of the Act. If internet gambling advertising is noted to cause
harm to the community and the complaint is upheld by the Media Standards Council, internet
service providers are required to remove content or must liaise with relevant overseas bodies to
explore whether content can be removed

Ireland Alcohol Marketing, Communications and Sponsorship Codes of Practice – while few
innovative sponsorship codes have been developed to manage gambling sponsorships, Ireland
has developed a range of useful principles for alcohol sponsorship in the context of advertising.
These include:








A complete prohibition on alcohol sponsorship during sports programs and bulletins
No advertising messages from sponsors during sports broadcasting
Advertising for alcohol must only be placed by broadcasters in programs with an adult
audience profile of 75% or greater (This also applies to radio, television, print and cinema
advertising)
Advertising of alcohol is not permitted within 100m of schools
No alcohol advertising is allowed on bus shelters, taxis or train stations
Alcohol companies may not sponsor any sporting competitions, leagues, events or
competitors (individual or team) of any form if participants are under 18 years of age or
where audiences (attending or viewing via broadcast) have a profile of less than 75% of
adults
Alcohol companies are not permitted to sponsor sports that focus on aggression (e.g.,
boxing)
Scotland’s Alcohol Sponsorship Guidelines – Scotland has a range of interesting guidelines on
alcohol sponsorship including some requirements for sponsorship of alcohol events and for print
advertising. They include requirements to:



Obtain historical (or anticipated, if a new event) demographics for any sponsored events.
For associations with an alcohol brand, demographics must indicate that 75% of the
event participants, audience and spectators are over 18 years
Not place alcohol branding on children’s replica sports shirts or clothing
Ensure that all print point-of-sale communications carry prominent and appropriate
responsible drinking messaging. For example, the www.drinkaware.co.uk logo or a
responsible drinking reminder
PAGE 107 OF 253
Key findings in summary
Some jurisdictions across the world have developed codes or standards for gambling advertising in
recognition of the need to protect consumers and at-risk gamblers from a range of potential advertising
harms. As many Asian and Pacific nations do not have gambling, however, most nations have not had to
develop gambling advertising codes for consumer protection. Consequently, there are limited available
guidelines relating to gambling advertising across these locations.
A review of international codes for gambling advertising highlights a range of standards to minimise the
potential harm of gambling advertising on both the general public and at-risk gamblers. Codes generally
do not provide activity-specific guidelines, rather propose a generic set of guidelines for all gambling
products and services. In addition, some codes permit non-adherence to guidelines in the case of
‘premium players’ (e.g., casino high-rollers).
While codes vary, guidelines within codes highlight a range of common themes and principles. Advertising
codes also recognise that advertising can be explicit or implicit and can include symbols, language,
gestures and voices. General advertising codes from some Asian countries also highlight a range of
standards relating to the protection of cultural values in advertising.
In summary, common themes across codes were that gambling advertising or advertising generally:
Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle
General consumer protection
General consumer protection –
informed consent

Must not mislead consumers about the odds of winning

Must not suggest that skill can influence winning in games of chance


Must contain information on prizes on offer and the chance of winning
prizes (especially in lottery games)
Must avoid expressions that may lead to misunderstandings, by
refraining from the use of unclear words or content
Must contain the rules of gambling
Must not make claims related to winning that are not based on fact,
are unable to be proven or are exaggerated
Winners must be encouraged to seek financial advice about managing
winnings (especially in lottery games)
Advertisements must not promote an ‘excessively aspirational lifestyle’

Must not be presented during ‘prime time’ TV viewing (e.g., evenings)

Must not be presented during peak hours for radio listening (e.g.,
mornings)

Radio advertisements must be clearly distinguished from sponsorships
or advertising such as by identifying the beginning and end of
segments
Gambling providers must not verbally urge non-gambling customers to
buy gambling products
Must not promote gambling as a means of enhancing social standing or
employment, social or sexual prospects
Must not challenge or dare a person to play
Advertising displays at points-of-sale must have on or within sight
clearly visible problem gambling warning signage




General consumer protection –
media channel related
General consumer protection –
Preventing pressure to gamble
including social pressures
General consumer protection –
Preventing impulse gambling




PAGE 108 OF 253
Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle
General consumer protection –
Consumer privacy

Must not publish winners’ names unless prior consent is obtained
General consumer protection –
Code and regulatory compliance

Must comply with advertising codes of ethics and/or codes of practice

Must not procure, incite or encourage a person to commit an offence

Must not be directed at vulnerable groups - these are frequently
defined as:
Protection of vulnerable groups
Protection of vulnerable groups
– general guidelines
Minors

The unemployed

People with mental illness

People with financial difficulties

Refugees

Ethnic groups

Minority groups

Low socioeconomic areas

Must not suggest that gambling is a strategy for financial betterment

Should not stereotype any groups (e.g., women, religions, sexual
stereotypes)

Must not promote gambling as a means of funding routine household
purchases or costs of living (e.g., mortgage repayments, rent,
education) or as a way of relieving financial difficulties
Must not appeal primarily to Culturally and Linguistically Diverse (CALD)
communities or target the particular vulnerabilities of these
communities

Protection of young people minors


Must not be designed to appeal to people under 25 years
(or use imagery of younger people)

Must not be directed at minors or appeal to minors (typically under 18
years)

Must not be presented during children’s television viewing hours

Actors in advertising should not look young

Must not contain sponsorships with companies which sell products
appealing to children or young people

Must not contain information that may reinforce cultural superstitions
Protection of cultural values
Protection of cultural values general guidelines
In general advertising codes, the following guidelines were also identified:

Advertisements should not make any irrelevant references to any name,
incident, concept or religious significance

Advertising should not insult or defame any religion or disrespect a
sacred person, place or thing

Advertisements should not contain statements or suggestions which
may offend religious, political, sentimental or racial susceptibilities of
any community

Advertisements must not identify or typecast racial or cultural groups
PAGE 109 OF 253
Advertising standards identified across codes reviewed
(which could be applied to gambling)
Theme/principle
Preventing offence to community standards
Prevailing community standards
general guidelines

Must not offend prevailing community standards
Protection of at-risk and problem gamblers
Protection of at-risk and
problem gamblers – risk
management guidelines

Must not be directed at or provided to excluded persons

Must not contain sounds of gaming machine operation including coin
drops
(in the case of TV or radio advertising)

Must not focus exclusively on gambling where there are other activities

Must not promote inducements that could lead to problem gambling or
exacerbate gambling problems

Must not show external signs of winning paid

Inducements where provided must be of a conservative value (e.g., not
over $10), be able to be used for services other than gambling and have
reasonable validity periods (e.g., not less than 30 days)

Must not require players to gamble high amounts to receive
inducements (e.g., $10 maximum is reflected as a guideline)

People must not be required to gamble more than $10 for a specific
period of time in order to receive an inducement, obtain a prize or enter
a draw


Must contain information on player/problem gambling help services
Entrants in promotional prize draws greater than $1,000 must not be
required to attend draws to win the prize

Must not promote the consumption of alcohol alongside or during
gambling

Alcohol (including vouchers) must not be offered for free or at
discounted prices as an inducement to gamble

Must contain gambling harm-minimisation messages and/or direct
consumers to gambling information and/or include a responsible
gambling message
These may include a final message or frame at the end of advertising
Print communications must contain ‘responsible drinking’ messaging
Encouraging responsible gambling
Minimising risk of alcohol
in context of gambling
Responsible gambling
messaging


Sponsorships
Sponsorships relating to
gambling or harmful products
While most jurisdictions do not have gambling sponsorship guidelines or policies,
some sponsorship standards relating to other harmful products reflect the
following guidelines (particularly, in relation to alcohol):

No sponsorships during sports programs or bulletins

No advertising messages from sponsors during sports
broadcasting

Advertising or sponsorships must be only in target audiences
which contain at least 75% adults (across all media channels)

Advertising is not permitted within 100m of schools

No sponsorship of sports team is permitted if players are
under 18

No branding on children’s replica sporting clothes
PAGE 110 OF 253
Gaming machine venue signage appears to have received limited attention in most advertising codes.
However, some jurisdictions have outlined requirements relating to the size of venue signage, the types of
signs permitted (e.g., only directional signs, no freeway billboards) and in New South Wales (Australia),
gaming machine venue signs have also been completely prohibited.
While sponsorship is reflected in some guidelines relating to children’s products and services, sponsorship
has not been well-addressed in most gambling advertising codes. This may also reflect the limited
available research on the topic. In addition, while culture is somewhat addressed through guidelines
relating to vulnerable groups, the only areas reflected in gambling advertising codes relates to advertising
which may encourage ‘cultural superstitions’. However, other general advertising codes offer some useful
principles relating to the protection of cultural values.
In terms of other possible approaches to improving gambling advertising, some jurisdictions have also
proposed either research to test the effects of gambling advertising on at-risk gamblers or have
developed tools to measure the risk of gambling advertising as part of business practices. Accordingly,
such practices may also present useful avenues for future consideration.
PAGE 111 OF 253
SECTION 3:
Qualitative research
exploring impacts of
gambling marketing
and advertising
A key part of research undertaken to examine the effects of marketing and advertising
of gambling products in New Zealand involved conduct of eleven qualitative focus
groups with a broad cross-section of gamblers (including mostly moderate risk and
problem gamblers and some recreational gamblers). The purpose of focus groups was
to qualitatively explore the potential impacts of marketing, advertising and sponsorship
of gambling through review of a selection of gambling advertising stimulus materials.
The inventory of real life gambling advertising stimulus materials was reviewed during
groups to generate discussion about possible impacts of gambling advertising. It
should be considered that the qualitative research undertaken was very exploratory
and findings should thus be considered indicative, rather than definitive. This was also
a necessary and useful approach, given the very limited prior research available on the
topic.
Findings of qualitative focus groups are structured as follows:

Awareness of gambling marketing and advertising within New Zealand

Impacts of gambling marketing and advertising – By major gambling activity

Public views on advertising targeting specific cultures

Strategies for developing safer gambling environments

Key findings in summary
PAGE 112 OF 253
Awareness of gambling marketing and advertising
within New Zealand
Recall of gambling advertising
While commonsense and intuitive, findings of research highlight that the general public in New Zealand
are most likely to attune to gambling advertising, if they already participate in the type of gambling being
advertised. From this perspective, participation in gambling ‘primes’ people to be more inclined to notice
advertising and in turn, to be more likely to respond to any possible impacts of gambling advertising.
In contrast, people who do not participate in certain forms of gambling are less likely to tune into
advertisements and in many situations do not attune to advertising messages. For instance, as commented
by one participant who did not participate in lotto - I switch off when lotto advertising is on, as I don't buy it.
But I listen to scratch it advertising, as I buy it and it's catchy. Like that guy walking on air (Reference to
recent scratch ticket advertising). Another comment related to TAB advertising - You have to be interested
in gambling to see the ads. If you don't do TAB, you don't tend to notice the ads. Such comments, however,
indicate that while advertising messages are not always actively processed, some latent awareness of all
advertising still exists.
Discussions with gamblers highlight that lotto is by far the most well-known and pervasive form of
gambling advertising in New Zealand. Many participants held the view that lotto and Instant Kiwi
advertising are the main types of gambling within New Zealand that are more ‘aggressively’ advertised. In
comparison, for other forms of gambling, there is seen to be relatively limited advertising and particularly
conservative advertising by world standards. In particular, the previous removal of pokies jackpot
advertising was seen to be the most significant change to gambling advertising in past years – When they
stopped advertising jackpots, that was probably the most significant change anyone has made to gambling
advertising in recent years. Apart from that, there’s not much around apart from lotto and Instant Kiwi
advertising; Advertising jackpots outside venues was the main problem, but they are now a thing of the past.
Due to the relatively limited gambling advertising within New Zealand, most gamblers also believed that
the general approach to advertising was well-balanced and conservative. From this perspective, most
suggestions about ways to lessen the harm of advertising were seen to be more about ‘fine-tuning’
current approaches, rather than implementation of more fundamental or significant changes.
Comments highlighting the pervasiveness of lotto and Instant Kiwi advertising included:

The only advertising that comes to mind is Lotto and Powerball. It's all glittery and promotes a
fantastic lifestyle.
Like it's everything you want

Big Wednesday and Powerball jackpots are the ones you see most advertising for
PAGE 113 OF 253

Every ad seems to be about lotto. They even had a lotto bus promoting prizes up to $5000. You had
to scratch the bus and they went all over the North and South Island. That attracted a lot of
attention. There doesn't seem to be much other advertising you see around

I think of Instant Kiwi advertising. TV ads and posters are everywhere

Big Wednesday ads are on all the time

You walk into a lotto shop and there are posters and flyers everywhere

I think most advertising of gambling is from lotto. I see it on the TV all the time. There's Big
Wednesday and that sort of thing

Instant Kiwi is another thing that has a fair amount of advertising

I think lotto advertising is the heaviest (advertising) of all types of gambling

Lotto and Big Wednesday are what I recall. Ads seem to be on all the time

I just recall ads where people are dancing and are happy when they get a lotto ticket

Lotto is definitely the main type of advertising - especially Big Wednesday

There's a lot of lotto and scratch-it advertising around

The Instant Kiwi ads have been going for years

You see advertising on Keno too. You see the draws and they remind you to play

Lotto and Instant Kiwi are the big ones. Big Wednesday, Keno, Bullseye. They are all advertised a lot
these days

I think lotto advertising is brainwashing. We're not a big enough country to have it Saturday and
Wednesday.
It drives you nuts as it's on TV all the time

Those lotto draws with the big prizes lead people who don't buy tickets to purchase one. You see a
lot of that
While advertising by the NZ Lotteries Commission (relating to products such as lotto, scratch tickets and
keno) was by far the most commonly noticed type of advertising, a number of participants recalled
increasing levels of advertising by the TAB and particularly in the context of sports betting. Many
comments suggested that market awareness of TAB advertising was increasing and that the advertising of
sports betting particularly was now seen to be more pervasive. Some types of advertising recalled
appeared to be related to sports commentaries discussing odds (i.e., commentators talking up odds),
rather than more ‘traditional’ forms of TAB advertising.
Comments included:

The TAB comes to mind. You also see a lot in the newspapers on the TAB. There's one ad on TV
which says how to do bets. Like Banker bets and so forth. It lost me to be honest. They are usually on
towards midnight

You see a lot more TAB advertising now than in the past. The Racing Channel talks up the odds all
the time

TAB is promoted a fair bit now. I seem to be noticing more ads on that these days

Sports betting advertising seems to be getting popular. They talk about predicting the games. They
discuss the odds and what they're like. I think it's called Sports Talk TV (Program on TVNZ)

There's a lot of advertising on sports betting these days. People are talking up the odds all the time

I see advertising on Trackside relating to the horses. You mainly see TV advertising for the big events

You see a bit of TAB advertising as well - like for betting on the rugby

They are definitely marketing the TAB more to young people these days
PAGE 114 OF 253
As focus groups were undertaken in Auckland, advertising by Sky City casino was mentioned as a
somewhat pervasive type of advertising. Discussions with focus group participants, however, indicated that
TV advertising by the casino was seen as generally relating to entertainment, rather than gambling itself.
However, it was clear that participants who recalled the advertising had developed somewhat of an
association between the casino’s advertising and the availability of gambling at the casino. Comments
were also made about the advertising promotions delivered by the casino in the context of the casino
loyalty program:

Sky City does a lot of TV ads. But most ads are about entertainment at the casino

Sky City ads remind of gambling at the casino, but they are generally about entertainment at the
casino precinct.

I'm not sure really how much advertising on gambling exists in New Zealand. There's only one-off
deals advertised at the Sky City Hotel. It's fairly limited in my opinion

There are certainly no billboards with flashing lights in New Zealand. The only advertising is mostly
in the casino

The Action Rewards program at the casino does a lot of advertising. They send you advertising offers
for free car parks all the time
While pokies is a major form of gambling within New Zealand, it was interesting to note that not a single
participant in focus groups mentioned signage relating to poker machines as a major type of ‘gambling
advertising’. In this respect, it was apparent that other forms of promotion were relatively more pervasive
and salient to most gamblers. It should also be noted in this context that advertising of non-casino pokies
– other than general venue signage (e.g., pokies lounge or similar) – is generally not permitted under New
Zealand law.
PAGE 115 OF 253
Perceptions of what consumers consider as ‘harmful’ gambling advertising were also probed. There was a
view that any type of advertising could be harmful for a ‘problem gambler’, given that they were already
spending too much on gambling. Specific comments included:

Harmful advertising is advertising which brings people there who can't afford it. Or ads indicating
that people can turn their luck around in life by gambling

If you're a problem gambler, any type of advertising can be risky and can draw you in. Anything is
dangerous if shown to the wrong person
Summary insights – gambling advertising in New Zealand

Gamblers are more likely to attune to gambling advertising if they already
participate in the activity

Lotto is the most well-known type of gambling advertising within New
Zealand, with casino advertising also quite pervasive

Gamblers report increasing recall of TAB advertising – particularly sports
betting and promotion of live sports odds (including by sports
commentators)

Not a single gambler saw pokies signage as a major form of gambling
‘advertising’
PAGE 116 OF 253
Impacts of gambling marketing and advertising –
By major gambling activity
General impact of gambling advertising
Discussions with focus group participants clearly highlighted that advertising of gambling products played
some role in both determining the attractiveness of products and in determining overall participation in
gambling activities. As previously highlighted, however, it was also apparent that prior participation in
activities was generally the most significant determinant of attuning to specific advertising messages.
When describing the impacts of gambling advertising at a general level, most participants held a view that
advertising served to reinforce views people already held about gambling activities and also helped build
further interest and involvement in activities already played.
In comparison, it was relatively difficult for participants to identify circumstances when advertising had led
to new products being tried. While this clearly does not imply that advertising does not attract new
participants, this may imply that a range of other factors are probably more important in influencing
product uptake, rather than advertising alone.
Examples of gambling advertising impacts at a general level were described as follows:

Pokies – as advertising of gaming machines is limited by regulation to general street signage,
most participants reflected that advertising played a minimal role in their decision to play pokies.
However, some at-risk gamblers made comment that they entered venues to play pokies without
planning due to street signage

Lotto – as participation in lotto is high across the general population, advertising was reported to
‘remind’ people of upcoming draws and helped to remind people of the benefits of winning and
how lives can change through winning

Instant Kiwi – most participants saw Instant Kiwi as an ‘impulse purchase’ which was typically made
incidental to other purchasing. Advertising was seen to create interest in different types of scratch
ticket games and reinforced the desire to win money and prizes

TAB – TAB advertising was generally seen to be related to major sports or racing events and
advertising helped remind participants that such events were forthcoming. This included racing
days at the track. While some non-TAB gamblers had noticed advertisements relating to ‘how to
bet’ in recent months, there was comment that such advertising had created a perception that
betting is quite complex and difficult

Casino – As Sky City advertising was seen as related to general entertainment, most existing
participants would attune to advertising relating to ‘special offers’ at the casino precinct. This
would include special restaurant deals, entertainment relating to special events and the like. In this
context, advertising would only increase gambling in situations where participants attended the
casino to experience events and offers
Impacts of gambling advertising by product line – Pokies
PAGE 117 OF 253
As non-casino pokies advertising is largely limited to the display of street signage within New Zealand
(e.g., ‘Gaming Lounge’, ‘Pokies’ signs outside venues), most comments about pokies advertising related to
the impact of street signage on at-risk and recreational gambling behaviour. While non-problem gamblers
were generally of the view that pokies signage was not harmful and had limited impact on gambling,
at-risk gamblers reported some instances of being ‘tempted’ to gamble after seeing street signage. There
was also a general view that pokies signage was relatively limited within New Zealand and far less
pervasive than other types of gambling signage such as lotto - I can't even recall seeing any advertising on
pokies, only lotto – you see that all the time.
It was reported that signs located on sidewalks (facing pedestrians) were more ‘tempting’ to at-risk
gamblers than signs in pub or club windows which were relatively ‘less conspicuous’ unless people entered
venues. This was also because sidewalk signs were often easily viewed while walking or driving along the
street.
Comments made relating to pokies signage included:

I've gone in on the spur of the moment after seeing a pokies sign - the trigger is the sign. I've
definitely spent more than I should have after seeing a sign. The sign lured me in there. It's
happened a few times

Yeah I have [entered a venue to play pokies after seeing a sign]. I've walked past and have gone in
and spent more than I can afford. I have bipolar disorder and I had a manic period and went in. I
lost more than I should have spent

I've done it before. You go in and then you come out in an hour and a half and you've got no
grocery money

If I don't see signs, I'd probably go straight past. It's those sidewalk signs when you're driving by that
lead you in
For some at-risk gamblers, seeing signage also related to a desire to enter a pub or club to experience
new types of pokies (i.e., new games which may be available). While signage was acknowledged as
somewhat of a trigger for at-risk gamblers to gamble, there was also acknowledgement that advertising
itself was not the ‘cause’ of the problem and that signage just made it ‘easier’ for at-risk gamblers to locate
venues. Moreover, there was a strong view that the proliferation of venues with pokies in communities was
by far the most significant factor in reinforcing harmful gambling:

If I'm by myself and I'm walking along and I see a sign with 'gaming lounge', I'll have a crack for
sure. The advertising just makes it easier for me to see where they are. It saves you time finding
them. When I was a problem gambler, I don't think advertising had anything to do with it for me. It
was purely the closest venue and the number of available venues around my local area

Why is it that pokies, liquor stores and TABs are in the poorest areas. They shouldn't be handing out
licences in these areas. That's the main issue. They need to look at it from a city planning point of
view. They are never in Remuera. Gambling represents hope for something better in the people who
can least afford it

I've been to some suburbs. You drive through and you go in to see if they have different machines.
So the signs do it for me
Past experience was also mentioned as a much more significant factor than advertising – The signs only tell
you that pokies are there, but once you know they are there, the signage doesn’t matter at all. There was
similarly a general view that advertising was not the main determinant of gambling problems - I don't think
advertising causes people to develop gambling problems. They typically have problems before the
advertising.
PAGE 118 OF 253
Discussions also focused on how clubs and pubs advertised the availability of pokies through other
mechanisms – such as through printed or online advertising materials. There was a general view that most
promotions were fairly limited and conservative (e.g., basic information about the availability of
non-casino pokies at a pub or club) and this was attributed to self-regulation by venues which would fear
possible repercussions by either the community or government - The RSAs tell you they've got meals and
they've got poker machines, but they try to not go overboard, as most probably don’t want to get in trouble.
Club and pub web sites appeared to also be infrequently viewed by most gamblers and when they were
viewed, most were seen as fairly conservative - Some pubs and clubs have web sites, but most content is
fairly discrete, so it doesn't worry me. They often just say they have pokies.
Colocation of machines with other entertainment activities was also seen to be a quasi form of ‘marketing’
in that it would effectively cross-sell gambling to people engaging in other activities who had not planned
to gamble. One frequently mentioned example involved placement of pokies in bowling alleys - I see the
machines when I'm down bowling, so I end up going in, even though I hadn’t planned to go, Keep pokies
away from ten pin bowling alleys. I like going there, so I don't want the Government to get rid of it, but I see
it's somewhat of an issue. It's just priming kids for gambling. They shouldn't put pokies around arcade
games.
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Discussions also focused on whether changes to pokies signage may assist in preventing unplanned
gambling in at-risk gamblers. There was a general view that some changes to signage placement could be
potentially useful, if signs were not easily viewed when walking or driving along a street, such as placing
small signs in windows (perpendicular to the sidewalk). Such an approach was seen to provide consumers
with information that pokies were available in the venue, without making signs too visible from a distance.
There was acknowledgement, however, that changes to pokies advertising would not have a major impact
on problem gamblers, given that gambling at certain locations was a learned behaviour.
Comments about possible changes to signage to minimise harm included:

I don't think they should have any signs-out. If you're a gambler, you know that pokies are there

Even if you changed the sign to a smaller sticker, I'd look for that sticker. Then once you know they
are there, you'll keep going

I don't see any difference between a pokies sign and a liquor store sign. You can't apply different
rules to gambling

I've been to some suburbs. You drive through and you go in to see if they have different machines.
So the signs do it for me

I don't think it matters if they have signs out there or not. People know where they are

Stick to the actual window and advertise gambling in smaller print. Put it in the window. No flashing
signs

Don't put things on the edge of the pavement. It's too easy to see. But if it's in the windows, it's not
in your face to tempt you

I think that the signs should be taken away. They've taken away a lot of cigarette advertising, so why
not do it with the pokies
There was also reported to be some level of risk to minors with pokies signage being potentially confused
with arcade gaming - I think the wording is wrong. My son saw the word 'gaming' as an 18 year old. He
thought it was an arcade with games. Kids see those signs and that's what they think; (Another person) Yeah.
I used to think that too. You see gaming and it didn't click it was a bar with pokies.
Poker machines were seen by gamblers to be implicitly marketed in many indirect ways. For instance, while
there was currently a regulation that pokies must not be visible from outside venues, there was comment
that in-venue exposure of machines to patrons was still a form of ‘advertising’ that pokies were available.
This was reported to occur on trips to the bathroom and also when patrons heard jackpots being won.
Comments included:

You may not be able to see the pokies from the street, but you can often hear them. Even when you
go
in for a meal

I go to the pub with dad for a couple of drinks and then get triggered to go when I walk past them in
the venue. Sometimes it's also because I have coins in my pocket

Sometimes the trigger is hearing people go ‘Wahoo - 15 free spins'. Then you get tempted to go into
the pokies room
In terms of other influences in venues, one at-risk gambler reported that ‘advertising’ about higher-prize
draws would encourage more frequent gambling at a specific venue. While not a jackpot per se, it was
apparent that higher money-based prize draws functioned very similar to the effect of larger pokies
jackpot - I wish they didn't have the pokies at the clubs. Usually when the draw is $500 we're not that
attracted, but when it goes up to $800, we end up going twice a week. So I hate that.
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There was a general view of participants that any advertising showing pokies or promoting sounds made
by pokies would attract people to play gaming machines. In this respect, there was a view that future
advertising should avoid these elements to ensure that at-risk players were not ‘triggered’ to play pokies
as a result of advertising.
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It was also interesting to note several comments made by participants, who recalled the recent social
marketing campaign to respond to problem gambling in New Zealand. These participants reflected that
hearing the pokies sound in the advertisements had triggered an emotional response which in turn had
triggered the desire to gamble:

The only time I felt motivated to gamble from advertising was when I heard the anti-gambling
advertisement. Those sounds of pokies make me want to play them

That advertising that says don't gamble makes me want to gamble at the pub. But not so much the
casino ads

I think of that ad on TV with the click, click, click. That ad made me want to gamble
As gaming revenues are allocated by gaming machine societies (trusts) to charitable causes throughout
New Zealand (including to sports clubs), the relationship between gambling and ‘sponsorships’ by trusts
was explored during focus groups. In this context, it should once again be noted that trusts are required to
allocated profits to authorised purposes (referred to as ‘charitable causes’ in the current report). This was
also of interest, as it is frequently a requirement for many sports clubs to display that they received money
from trusts as part of grants awarded (e.g., through display of trust logos). Accordingly, there is potential
for some positive community perceptions of gambling to develop through trust ‘sponsorships’.
While distribution of pokies revenue to sports clubs is very common within New Zealand, discussions
revealed that most gamblers had very limited knowledge of how pokies revenue was actually distributed.
There was similarly limited knowledge about where money is distributed, if a gambler play pokies at a
specific venue.
Gamblers with some awareness of distribution methods, however, frequently believed that money would
return to ‘local suburbs’ and it was apparent that this was reinforced by trust signage, suggesting that
pokies money would go to the ‘local area’. Several trust signs were used as stimulus materials to test for
understanding, misperceptions and awareness.
Example comments reflecting some level of confusion or uncertainty included:

What's Pub Charity?

Does Pub Charity mean that they give it to the charities for pubs? I don't know what it means

I've seen NZCT. Doesn't it mean New Zealand Community Trust? I guess money goes to the
community, but whose community? I didn't really know where the money goes to be honest

I've seen the Lion Foundation sign. Isn't that the Lions Club? It looks like the Lion Red Beer to me

I recognise the Lion Foundation and I associate the sign with the pokies, but I'm not sure what it is.
But it doesn’t make me think of any pokies in any really positive way. I just know there is some link

I think some money goes to sports clubs and some goes to the community. Like money goes to the
Waikato or Auckland Council and they distribute the money. But I’m not 100% sure how it all works

I think sports clubs get the money

Does the Lion Foundation act on behalf of the Lotteries Commission?

I knew that it goes to the community, but I didn't realise that the trusts own the machines

I didn't really know about trusts and how they work, but I had seen the Lion Foundation sign before

The Lion Foundation donates vehicles to charity. You see vehicles saying thanks to the Lion
Foundation
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There was mention by most gamblers attending groups that trust signage play a very limited role in their
choice of gaming machine venue and was not actively seen as an endorsement of gambling. This was also
seen to be the case where trusts displayed their logo indicating sponsorship at sports events:

I don't think those signs promote gambling

I'm not at all attracted to go into venues because of the signs, although I did associate the Lion
Foundation with the pokies

The signs don't influence me at all

I don't think having a sign saying that money goes to a charity is leading me or anyone else to
gamble.
That's not the driver. People gamble because they want to

None at all. I go to the closest one and the one which is fastest to get to

I don't think that having sponsorship signage at sports events is encouraging gambling. You see the
sign
and you think of charities, but not gambling

My impression of the Lion Foundation is pretty positive, as they sponsored my rugby club. But I
didn't know that the Lion Foundation was linked to the pokies

I sort of knew there was some association between the Lion Foundation and the pokies. But it was
only a vague association. You see it in the pokies room

I went to a Lion Foundation book fair. I just went for the books. So it's the same issue with the pokies.
People simply go there for the pokies, but I don't go there just because of the Lion signage

I don't think the way trusts promote themselves is harmful, as none of us know much about them.
So their marketing must be fairly limited
Although there was mention by two participants that they chose to play at venues in their local area, as
they believed that money would return to the local area specifically. One of these participants worked for a
charity and hence had some prior knowledge about both trusts and how money was allocated – I choose
pokies in my local area, as I know that money will go back to my community. Waitakere Licensing Trust is for
Waitakere, so I try to play pokies there, so it goes back to the local area (Interestingly, the pubs in which
machines are operated might be Waitakere Licensing Trust premises, but the Licensing Trust is not a
gaming machine society and it does not own and operate the machines in these premises. Accordingly,
this highlights some level of potential community confusion).
Display of a trust sidewalk sign as a stimulus which read that money is allocated to ‘good causes in your
local community’ also elicited the following comments:

When I think of the term 'local community', I think it must go to my suburb. But the term local is
quite vague

I would like to see more about where money is going. They should show more information during
the TV ads
It should be also noted that some trusts have adopted a policy of making grants largely to authorised
purposes within the same area as the venues in which money is raised.
In spite of limited knowledge of trust money distribution practices, gamblers expressed interest in being
able to access more information on how money from individual venues would be distributed. This was also
seen as potentially allowing consumers some level of choice about where best to play gaming machines.
Though it was apparent that such information would only be used by some consumers to choose a venue.
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Comments included:

I would look at the information on where money is going, but it wouldn't influence where I play or
my choice of club or pub

They never tell you who got what as a proportion of the total. They just say so and so got $10,000.
You need more information on how money is divided up

Why don't they say our gambling machines support the SPCA or this or that rugby club. So then you
know if you gamble there, this is where your money will go

It's hard to put information on signs, as there would be too many sponsorships. But they could list
some of the organisations they sponsor

How about saying this trust gives 40% to sports and 10% to this or that

Tell people that so many percent goes to different types of things - like schools or sports. Then
people will be able to play at venues knowing that their money will benefit children in their local
area

I'd like to know where money is going. Especially on administration fees and how much is going to
the community. And how they prioritise spending

I think they put information in the newspaper. But it's not very often. I think it may only be once a
year, but it should be more often. They should put everything on a web site, so people know where
the money is going

I'd like to know that all money from Ponsonby goes to the Ponsonby Rugby Club and when the
money was allocated. That would be ideal

I don't think they should have the words charity and pokies together. It gives a misleading
impression that you should play pokies to be good to charities
Comparisons were also made to how gaming revenues are allocated and structured within Australia
(where clubs own gaming machines and machines at clubs generate money for specific clubs) - In
Australia, they have surf clubs and people play at those and know the money goes there. If we started it here,
it would change the whole dynamics. Families would start going to clubs they like. I'd probably be more likely
to play at certain venues.
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Summary insights – Pokies advertising

Some at-risk gamblers viewed signage advertising pokies venues as leading
to
unplanned gambling

Pokies signage facing oncoming pedestrians (e.g., sandwich boards) is seen
to increase the potential for unplanned gambling in at-risk gamblers

Pokies signage is not seen by at-risk gamblers as the ‘cause’ of problem
gambling,
however, is recognised as leading to some level of unplanned gambling

Small changes to pokies signage (i.e., placement in windows, rather than
facing pedestrians) were seen to have some potential to reduce unplanned
gambling by at-risk gamblers
Summary insights – Trusts

Gamblers have a limited understanding of how trusts operate in New
Zealand

Trust branding plays a limited role in a gambler’s choice of gaming machine
venue

Some gamblers play at local gaming machine venues as they believe that
money will be returned to the local area – some trust signage has also
reinforced this view

Trust sponsorship at sports and community events is not seen to promote
or increase the attractiveness of gambling
Impacts of gambling advertising by product line – Lotto
As the most popular form of gambling in New Zealand, lotto advertising was generally seen as playing a
major role in driving consumers to purchase lotto tickets. There was also a common view that advertising
significantly increased the attractiveness of participating in lotto and that this was achieved in the way that
advertising encouraged consumers to ‘dream’ about how winning would change their lifestyle. In this
context, advertising was seen to give consumers ‘hope’ for a possible win and the benefits winning would
bring. This was also a common perception of both recreational and at-risk gamblers. It was also
emphasised that the drive to purchase tickets would be higher in people experiencing financial difficulties,
as there was a greater motivation for such individuals to change their life. In this context, advertising for
people with any financial difficulties was described as potentially harmful.
Comments highlighting how lotto advertising increases the attractiveness of lotto as a product included:

It's not the words they are using. It's the way they show that people can win this good lifestyle. They
show you the cars and the boats. You see the person spinning the wheel. It makes you think that
that gambling can make you happy
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
Lotto advertising makes you think it's part of your lifestyle. Like the bach at the beach, the new car
and so on

Advertising gives you hope. It's the dream of winning

I think the Big Wednesday ads are a bit extreme. They show that one day life sucks and the next you
have
five cars and the bach

The advertising grabs you. It shows you that you can change your life if you take part. It's the way
they advertise the dreams and the cars

What would you do - It sets you on the train of thinking what you'd do. I don't think it's harmful
though

I like prizes. With prizes, you think about the lifestyle they are associated with. If you don't have that
lifestyle, you definitely desire it when you see the prizes
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There was mention that lotto signage along the street worked in conjunction with TV advertising to
‘remind’ consumers to purchase tickets - You see the blue and the coloured balls from the street. If I have
money in my pocket and I see the sign, I go in and buy a ticket. Word-of-mouth was similarly reported to
play a role in encouraging ticket purchasing, in that large draws tended to lead to people to talk about
lotto and the dream of winning. This was also seen to increase the social acceptability of lotto ticket
purchases by consumers:

People talk a lot when the big ones are on. Even people on the street you meet who you don't know.
You dream of chucking in your job or whatever

The lotto jackpots lead people to talk. People talk about it like the weather. So it does make it more
socially acceptable. Even the kids encourage me to buy a lotto ticket when the big prizes are on.
Though it doesn't concern me, as there are age limits for buying tickets
Lotto advertising was also seen by the community as typically ‘fun’ and it was apparent that this also
created the perception that playing lotto is fun - Big Wednesday ad with elephants and caravan going
backward - That's joyful and funny, not harmful.
Discussions generally indicated that hearing advertising with terms such as ‘Must be Won’ encouraged
most consumers to purchase a higher number of tickets than normal. There was similarly a view that, the
higher the prize, the more consumers were inclined to purchase tickets. In addition, while most gamblers
attending groups were at-risk, the impact of ‘Must be won’ in advertising was also described as very
attractive by moderate risk and problem gamblers. It was apparent that such groups were somewhat more
tempted to purchase tickets for such draws, as they were frequently desperate to improve their lifestyle
and financial situation. Some people also reported spending more on ‘Must be Won’ draws than they
could afford.
Illustrative comments highlighting the advertising impact of large ‘Must be Won’ draws included:

I bought a ticket when it was $30 million. The majority of people who buy into this are typically not
so well-educated and they are hoping for a better life. It encourages people to buy into the dream of
winning and changing their life

I think that there is too much at the top as far as prizes go. The prizes are too big and there are so
few winners. People go into frenzies with these big wins

When the 'Must Be Won's' are on, people probably spend more than they can afford. I think it is
creating harm

I think harm was happening when they had that $30 million draw. People spend their whole pay

I used to work in a shoe shop opposite a lotto shop. The queues were huge during the big draws.
People were handing over $100 notes. They weren't just buying one ticket

Advertising definitely makes me spend more money. When the Powerball or Big Wednesday is up to
$30 million or whatever, I'm definitely buying more tickets. You go to places like Manukau which
have won in the past and people line up. You spend more than you can afford as it's the big one

Must be won is harmful (without prompting). You want to buy more. I definitely buy one when I hear
that

Must be won is a message that someone must win, so it gives you the impression that you can win

I always make sure I get one when it's 'Must be Won'. You think maybe it'll be me

Must be won has a huge effect on people. Someone is going to win and you want to be that person. I
would probably buy a little bit more than I usually do

For me, if I hear 'Must be won' I put extra on top to win
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
You have to be in when it's Must Be Won

When they have those big draws, they have definitely much more advertising compared to usual

When you hear ‘Must be Won’, the jackpot will be won. So it's stating a fact. The more they
advertise, the bigger the sales and the bigger the prize pool

When they advertise something big, people are drawn to take part. People say we've got to get our
lotto ticket. It creates a sense of urgency and some people spend more than they can afford in the
process

The bigger the jackpot, the greater the appeal

Must be won will entice people more, but it's still honest

Must be won is quite vague. It doesn't say how much, when and how people can win. So there's a
need for more information on advertising
In addition to use of terms such as ‘Must be Won’, participants mentioned a range of other aspects of
advertising that they personally believed as harmful. This is not to state that such methods are harmful,
however, represents community perceptions of harm:

A lot of gambling advertising promotes the ability to escape reality. But people don't realise that you
have to spend $100 to do it and many people may not be able to afford it

The way they play the lotto ad with the son paying back his old man isn't good. As it's a 1 in 3
million chance perhaps. So you're creating potentially difficult relationships between families

I think that gambling advertising grooms people under 18 to gamble. It makes young people think
that gambling is a way to better your life

Some people in my family spend more than they can afford. They are struggling financially, so they
keep buying lotto tickets to get out of their financial struggles

People who hope to win or are optimistic about winning are always going to be vulnerable to
gambling advertising
The widespread availability of locations for purchasing lotto was also seen as a form of ‘marketing’ which
while very convenient, encouraged some gamblers to purchase tickets on ‘impulse’. This was seen as
particularly the case for supermarkets, where lotto tickets may be purchased before food. However, some
participants also felt that availability of lotto was not at all harmful. Comments included:

I don't like the idea of lotto at supermarkets. People will buy tickets before they buy food. They
should only put them on the way out, so people can buy their food first

There are about six outlets by car I can get to in my local area. They must be all within a drive of
about five minutes

When you hear of the big prizes, you feel tempted to buy a lotto ticket in the supermarket when you
know you shouldn't. I prefer lotto tickets to be in a separate outlet, but not in supermarkets. In the
shopping centre is OK though

I don't think it's risky to have lotto at supermarkets

Back in the old days, there used to be one place you'd buy lotto. Now they are everywhere. I think
we're going too far with how many outlets there are

If tickets were a bit out of reach, people wouldn't buy tickets on impulse. You'd think more about
your spending. But there'd be less spending overall
A review of recent and past lotto advertising as stimulus materials also helped to identify how lotto
advertising influences consumers. It was apparent that several aspects to advertising led consumers to
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form incorrect perceptions of lotto products and in some cases, reinforced perceptions that lotto winning
may not be random.
A summary of insights is in Table 11. This is not to imply that all outlined advertising effects are
inappropriate, however, reflects the impacts of lotto advertising, as perceived by consumers. All findings
were based on a review of a diverse range of lotto advertising stimulus materials during focus groups.
Themes emerging from a review of lotto advertising highlighted that:

Displaying the potential to win prizes alongside cash - gave some consumers the perception that
there were increased chances of winning. While this may be the case in some draws, in others, the
odds of winning may be the same. This highlights the need for advertising to clearly display how
prize draws work

Promotion of stores which have sold winning tickets (e.g., Big Winner Sold Here Posters) – while
some people recognise this is just ‘fun’, this leads some consumers to believe in the concept of
‘lucky stores’
and reinforces the perception that winning may not be random. This is also evidenced through
the behaviour of consumers to queue outside winning stores for major jackpot draws

Advertising which emphasises large cash values – consumers reported attending to mainly the
major prize size in lotto advertising. Advertising large prize values was seen as problematic, where
it was unclear whether the amount was the total prize pool or whether the actual prize was being
promoted

Not clearly advertising the price of lotto products – products such as Triple Dips were seen as
confusing for consumers, as they didn’t always clearly identify the cost of the product. For
instance, some consumers were unclear about how this was purchased and whether only a single
ticket purchase was required

Low entry price lotto games offering high-returns – lotto games such as Bullseye (an online lotto
game) which promoted a very low entry cost for the chance to win a large prize, were seen to be
potentially harmful for people with financial difficulties (as they were effectively seen as being
promoted as ‘cheap’ to purchase)

Game design – Bullseye was seen as offering greater chance to win, as numbers win either side of
the Bullseye number. This aspect of game design was seen as creating the perception that such
games are more winnable than conventional lotto

Cross-selling of other lotto products – it was reported that being asked to purchase another lotto
ticket when purchasing another ticket type would lead some consumers to purchase on impulse.
However, it was also emphasised that the cost of some tickets such as Bullseye were low ($2) and
thus created minimal harm (however, effectively still increased the total cost of gambling
expenditure)
Table 11. How lotto advertising influences consumers – examples identified from review of lotto advertising materials
Advertising issue
How advertising influences
perceptions and behaviour
Illustrative comments
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Advertising issue
Display of prizes,
alongside cash
How advertising influences
perceptions and behaviour
Can lead consumers to believe
that there are more chances to
win
(which may not always be the
case)
Illustrative comments


Promotion of stores
which have sold winning
tickets
This leads consumers to believe in
the concept of ‘lucky stores’ and
that winning is not random



Advertising the major
prize which may be a
pooled total, rather than
the monetary amount
which can be won
When it says 100 extra prizes, you think it's more
prizes, but it doesn't say whether one person wins
the prize or whether more people will win prizes.
Advertising which offers more prizes can be more
attractive, as you think that more prizes will be
given out. So you tend to spend more thinking
that something is the outcome when it may not
be exactly how you're thinking it to be
When you have more prizes, it sometimes makes
you think that you have a better chance of
winning. It's like you have additional chances to
win
They advertise that this store has won so many
times. So you buy from there, as it gives you the
impression that the store is a lucky lotto shop
You often see queues when they advertise they
are a winning lotto outlet
The ‘Big Winner Sold Here’ poster makes people
think that certain stores are luckier than others. It
plays on people's superstitions
The top prize is always the main
piece of information people
attend to in lotto advertising. One
poster with $2 million promoted
with prizes was seen as unclear, as
it was uncertain whether the
major prize was $2 million or
whether this was the total pool of
prizes

Lotto products which
don’t clearly identify the
purchase price
Triple Dip posters were seen as
confusing, as they didn’t identify
the price of the Triple Dip

Triple dips, 100 extra prizes advertised on lotto
poster - You have to spend more money to get a
Triple Dip. All those extra prizes you can only win
when you purchase a Triple Dip. Oh - I didn't
realise that (several others). I thought that you
just had to buy a single ticket. So you have to
spend extra, but it doesn't say that. It makes you
think that it's just a ticket. Most people won't
know the definition of a Triple Dip
Low entry price lotto
games offering
high-returns
(e.g., for just $2, you
can win $x)
Games which promote low cost
entry prices for high returns are
reported to be particularly
attractive for people with financial
difficulties

Bulleyes promotes it's only $2 and they advertise
that you get a big return. This attracts people
who don't have much money. They shouldn't do
this


When I see lotto advertising, I look mainly at the
$35 million. It's primarily the prize size that
attracts you
My friends definitely buy more tickets when there
is a really large jackpot. It's simply the amount of
the prize
When they promote the prizes, people mainly
look at the first prize or the largest prize
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Advertising issue
Game design of
Bullseye lotto game
How advertising influences
perceptions and behaviour
Game design can create a
perception that players may have
a ‘better chance of winning’
Illustrative comments


Cross-selling
Cross-selling techniques at lotto
outlets can lead to unplanned
gambling

The Bullseye game gives you the impression that
there are better chances, because your number
can win either side of the Bullseye number. At the
casino, there are wristband numbers and I've
thought if only they used numbers either side of
the Wristband, like they do in Bullseye (Perception
of a better chance of winning). You have a better
chance of winning in Bullseye because you can
win either side. It looks much more winnable than
regular lotto. Yes - I think it does
The frequency of Bullseye also gives you the
feeling that you have a better chance of winning.
I think Bullseye is quite addictive online. It was
quite entertaining though
My husband went to the shop and he was asked Do you want a Bullseye?
Participants in focus groups expressed views that winners’ stories promoted as part of lotto advertising
may be harmful in some situations. There was some concern that stories which promoted how lotto turned
people from hardship to prosperity may be harmful to people who are financially struggling. One problem
gambler who reported frequently spending more than he could afford reflected that such advertising led
him to reflect on how such circumstances resembled his own personal situation. There was also mention
from many consumers that they enjoyed reading such stories and particularly liked hearing of stories
where lotto had been won by those less fortunate. This may suggest that, while such stories are admired
by many people, they may encourage ticket purchasing by those experiencing similar financial struggles.
Writing about scenarios such as redundancy, job loss or other less fortunate experiences were seen as
particularly harmful from this perspective.
Comments included:

People think that you can get out of a tight and poor situation. You hear about these stories. People
may have been down to their last $5 and then they win. It inspires you to have a go. You have to
take part as you think that's me. They seem to write them in the paper too

I think those (winner's) stories tempt people who can't afford to play. Nothing else is working for
them, so they see the ticket as their last hope to change their lives. They buy into the dream and
relate to the storyline

They push those winning stories around a lot. That makes you think you can win. Then they say you
have to be in to win

I think those stories about hardship get more ticket buyers

It encourages you to buy tickets hearing those rags to riches story. I also recall the man in Papakura
- the hunter who won. You think it's good that someone like him won. He was a hard worker and a
family man. You think it's like me, as I'm a hard worker and family man too

I like to hear about sad stories and people winning prizes. When you read the negative, you feel
more inclined to think about your situation and so you buy a ticket

To me, it's not honest. It's exploiting people's pressures. You think that person's like me and I can
buy a ticket and win
PAGE 131 OF 253

They put statements in - like things are said by the Lotteries Chief Executive. It makes it sound
official and makes you want to buy one. He's like endorsing the product to make you want to buy it.
It's written as a report and it's not - it's advertising. I don't like that they say a couple paid off their
loan with a scratch it either. It makes you think this is how you pay off your loan

Talking about redundancy and family in the Phillipines - That's good advertising to play on people's
emotions. It's very unethical to promote things like that. You think that's me, I was made redundant
and I have family I need to look after
There was similarly comment that winners’ stories which promoted people winning lotto while on holiday
can encourage people to believe that they should buy tickets during holiday trips (and that this practice
may increase their chance of winning lotto). Comments included:

If we're on holiday and out of Auckland, we buy a lotto ticket in new areas we go to. Because it's a
different area, it can increase your chances of winning. You hear stories about people passing
through areas on holiday and they win. You think if it worked for someone in the past, it may work
for me

Sometimes you buy a ticket on holiday, as you think there may be a better chance of winning. We
bought lotto in Australia too and from Samoa. You feel luckier when you're on holidays as you hear
all these stories of people winning
PAGE 132 OF 253
Summary insights – Lotto advertising

Consumers focus primarily on the size of cash prizes in lotto advertising

The larger the cash prize value, the higher the consumer attraction to
purchase lotto tickets – this appears to be the case for both recreational and
at-risk gamblers

‘Must be Won’ promotions stimulate all gamblers to buy more lotto tickets.
While the precise effect on at-risk gamblers is unknown, it is likely to be
amplified simply because at-risk gamblers are generally more motivated to
gamble

Promotion of prizes alongside cash leads some consumers to believe there
are increased odds of winning (which may not be the case) and this can lead
to larger spending

Promoting stores selling winning tickets leads some consumers to
incorrectly believe in the concept of ‘lucky stores’ and this reinforces the
misperception that winning is not random

Advertising large prize values leads consumers to believe that exact prizes
promoted can be won. There is often misunderstanding that amounts are
just ‘prize pools’

Some lotto products do not clearly identify ticket costs and can mislead
consumers

Promotion of low priced lotto games offering high-returns are seen as
harmful for consumers with financial difficulties (as they are inferred to be
‘cheap’ or ‘affordable’ gambling products) – including at-risk gamblers

Game designs offering consumers a chance to win with a number ‘either
side’ of a target number (e.g., Bullseye) are seen to offer a better chance of
winning – in this respect, the game design appears to undermine consumer
understanding of how odds work

Winners’ Stories promoting scenarios where gamblers go from hardship to
prosperity may be harmful advertising for people in similar financial
difficulties – including at-risk gamblers

References to people winning lotto during holidays also has a similar effect
– i.e., people buy tickets on holiday thinking that it will increase their chance
of winning
PAGE 133 OF 253
Impacts of gambling advertising by product line – Scratch tickets
Scratch ticket (Instant Kiwi) advertising was generally viewed as one of the more interesting types of
gambling advertising in New Zealand. It was also seen as relatively more pervasive than other forms of
gambling advertising (apart from lotto advertising). Consumers particularly enjoyed the different types of
‘games’ offered in scratch tickets and it was apparent that advertising of new games played a significant
role in attracting consumers to purchase tickets. Purchase of Instant Kiwi was generally viewed as an
‘impulse’ purchase, although it was apparent that most impulse purchases were also made by people who
typically bought Instant Kiwi on a regular basis. As such, advertising served as a reminder to experience
new scratch games and to buy tickets more generally.
Comments about how scratch tickets advertising attracts consumers to the product included:

The advertising tells you that you can change your whole life style. That's attractive for me

I love that ad where the guy is dancing around is fun (Greatest American Hero TV advertisement)

Win it all - that inspires me as it says you can have whatever you want

I liked the Tex Mex ad on TV. They are interesting characters and quite funny. I just enjoyed the ad
and
it's a bit of fun. They are good entertainment (Instant Kiwi TV advertisements)

I enjoyed the guy dancing around and the lunacy of the whole thing. I got lost in the tune. I don't see
any harm at all. It's not glamorising anything in terms of wealth and possessions, it's just a rollicking
good time. It's not selling an Aston Martin (Greatest American Hero TV advertisement)
A review of different Instant Kiwi advertising materials also helped identify how advertising influences
consumer product perceptions. Similar to lotto, a number of advertising approaches were identified which
created some misunderstandings or confusion in consumers. Insights are summarised in
Table 12. Once again, this is not to imply that all advertising effects are inappropriate, however, reflects
perceived consumer impacts of scratch ticket advertising.
The review of scratch ticket advertising highlighted the following advertising impacts:

Misinterpretation of the odds of winning – some consumers reported misunderstanding
advertising stating that ‘1 in 3 tickets’ would win. This was described as leading some consumers
to purchase three tickets thinking that they would ‘definitely win’ (implying that odds were not
understood)

Lack of information on Instant Kiwi prizes still available – some consumers reported a need for
further information on which specific prizes were still available to allow more informed decisions
about whether to purchase scratch tickets

Advertising influences on children – children are reported to be attracted to Instant Kiwi
advertising and the colourful games used to sell tickets. This was raised as a concern by some
consumers

Advertising low cost tickets for the chance to win big – this was reported to make scratch tickets
quite attractive and particularly for lower income earners who could not afford other types of
gambling

Advertising not clearly identifying what is to be won - Some people reported purchasing tickets
advertising holidays, when in reality, it was reported that the prize was apparently only cash to
buy a holiday
PAGE 134 OF 253

Some advertising does not convey the cost of products – Advertising promoting ‘fun packs’ was
described as an example of a promotion which does not clearly communicate the cost of
products. Consumers believed that further information on product costs should be available in all
advertising

Words such as ‘hurry’ and ‘prizes still to be won’ – were critiqued as hurrying consumers to
purchase tickets without thinking and ‘prizes still to be won’ was seen as not clearly
communicating which prizes were still available

Use of gambling to promote scratch tickets – some consumers objected to advertising which
showed a poker hand as a method of advertising scratch tickets, as this was seen to create greater
risk to ‘heavy gamblers’

Use of the word ‘Free’ attracts consumers – consumers mentioned that the word ‘free’ attracted
people to notice advertising and may lead some consumers to overlook the price of tickets (the
advertising reviewed, however, related to a free ticket holder)

Winning prizes alongside money - this was reported to lead some consumers to better process
advertising and make ticket purchasing more attractive

Promoting prize pools, rather than specific actual prizes – Consumers were sometimes confused
about whether monetary amounts on tickets were prize pools or specific individual prizes

Encouraging risk taking in advertising was seen as inappropriate – Consumers believed that
advertising should not play on people’s emotions by encouraging ‘risk taking’ behaviour (referring
to an advertisement ‘Fortune favours the Bold’)
Table 12. How scratch ticket advertising influences consumers –
examples identified from review of scratch ticket advertising materials
Advertising issue
Advertising stating the
odds of winning
How advertising influences
perceptions and behaviour
Some consumers are reported to
misinterpret the presentation of
odds – especially when
advertising reads
‘1 in 3 tickets’ will win
Illustrative comments


Lack of information on
prizes still available
Consumers highlight the need for
clearer information on prizes still
available.

In Instant Kiwi, they say buy 10 tickets and then if
you don't win anything we'll give you another
ticket or whatever. But it's actually that 1 in 10
tickets are winners, so you end up spending
heaps and then you win $2. This happened to me
previously. I think it’s harmful, as it gives the
impression that you'll win more than you can in
reality. It makes you think that you can't lose
When they say 1 in 5 people can win, you think
you should buy five scratch tickets to win. People
think that you're guaranteed a prize after 5
tickets. People want to test it out, so buy the
tickets
The people in the dairy are quite pushy when
they bring out new Instant Kiwi tickets. They say
this one hasn't had a winner yet, but you don’t
know which prizes have been won and which
haven’t
PAGE 135 OF 253
Advertising issue
Advertising influence
on children
How advertising influences
perceptions and behaviour
Illustrative comments
Children are reported to be
attracted to the fun design of
games and frequently accompany
parents while purchasing tickets.

Advertising low cost
tickets
for the chance to win big
Cheap tickets appeal to many
people and particularly lower
income earners.

Advertising may not
always clearly identify
what
is to be won
Some people reported purchasing
tickets advertising holidays, when
in reality, it was reported that they
found out the prize was only cash
to buy a holiday.



Some advertising does
not convey the cost of
products
The cost of some products – such
as a poster showing ‘fun packs’
was unclear to consumers.
Similarly, ‘Live a little for 20 years’
implied to some consumers they
may receive $50,000 annually over
20 years

My kids see the advertising and tell me to buy a
scratchy
My son is 13 now. He likes matching symbols and
when he wins $2, he'll want to buy another one.
They like the games and the scratching. Winning
$2 to a 13 year old is heaps. He'll sometime win
and buy a chocolate with his winnings
I'm attracted to them as they are reasonably
cheap. The cheap price makes them attractive.
You can win maybe $10,000 and it only costs $2.
It’s good for people like me who don’t have much
money
Scratch ticket advertising a holiday to win - I
bought a scratch ticket that was promoting the
chance of winning a holiday. But it turned out
you win cash to buy a holiday. It was misleading
as it was only a cash prize. I bought it on the
basis of winning a holiday. For me, the attraction
was the holiday and that was the reason I bought
it and then felt deflated afterwards
Tex Mex poster - Game 1 Paris, Game 2 New
York, Game 3 London, Game 4 Fiji - I bought one
of these thinking I'd win a holiday to the
destinations on the poster. But you don't win
holidays, so it's misleading. I wanted to go to Fiji.
You only win cash. They put that there, so people
will be more likely to buy the ticket
Live a little for 20 years - Grab a fun pack (shows
a picture of an envelope with several scratch
ticket types) - It's not clear what that's advertising
in the pack. They say win up to $50,000, but the
prices on the tickets are not there. And how much
does a fun pack cost. To me that looks like you
have to buy a fun pack to win money for 20
years. That's what living a little for 20 years
means to me. They need to have more pricing
information. It doesn't say how much a fun pack
costs to buy into the 20 years deal. It's not at all
clear to me. What are you actually getting out of
it?
PAGE 136 OF 253
Advertising issue
Hurry while stocks last –
prizes still to be won
How advertising influences
perceptions and behaviour
Consumers believed that words
such as ‘hurry’ may lead people to
rush into purchases. Phrases such
as ‘prizes still to be won’ were also
critiqued in not communicating to
consumers which prizes were still
available in tickets sold.
Illustrative comments




Use of gambling to
promote scratch tickets in
advertising
Some consumers felt that it was
not appropriate to use another
mode of gambling to advertise
scratch tickets.

Use of the word ‘Free’
attracts consumers
The word ‘free’ was reported to
attract consumers


Winning prizes alongside
money
Promoting prize pool,
rather than specific actual
prizes
Prizes alongside money was
reported to lead some consumers
to better process advertising and
make ticket purchasing more
attractive
Consumers were sometimes
confused about whether
monetary amounts on tickets
were prize pools or specific
individual prizes which could be
won


Hurry while stocks last - That encourages you to
buy quickly without thinking too much about it
Hurry Loads of Prizes still to be won - promoting
Xmas tickets - I think this is trying to get rid of
Xmas tickets. They say hurry to buy tickets, but it
could be that the big prize has been won, so you
need more information on which remaining
prizes are still available. The word 'still' to me
means that the big prize hasn't gone off
Quick Lots of Prizes - It's trying to rush people to
make a decision. But it doesn't tell you the types
of prizes available. May be the big prize has gone
Blue lotto signs on sidewalks - I'm ok with the
sign, as it doesn't pressure you. It doesn't say
'hurry - like the other ads', so I don't have a
problem with it and don't think it's risky or
harmful. Hurry makes people buy tickets on
impulse
Snap up the full set (picture of cards) - As a card
player, the card symbols interest me. It
encourages you not to think about it or to
enquire whether the big prizes have gone off. I
don't think that they should advertise poker, as
it's another form of gambling. So it may attract
big gamblers like poker players
They also say 'grab a free ticker holder' - the
word free attracts people to the product, until
they realise that they are just getting a holder to
keep the tickets
Free Ticket Holder - You respond to the word free.
So you become attracted to the offer and
probably don't realise the price of the tickets
Prizes along with money make it more attractive.
You reflect on it longer and it makes you process
the advertising better. Winning cars is attractive
to me as it's nice to get other toys to play with.
Things that you could never afford to buy
Millions of dollars in cash prizes - The ticket
resembles a bank note, so it looks more
appealing. The $50 note is in a colour like
Cadbury's chocolate. It reminds you about things
you like. $50 notes are nice and Cadbury
chocolate is nice. It seems they put the biggest
number there, whereas I guess you can win $2.
They don't say the probability of winning that
money. It says millions of dollars in cash prizes,
but in reality you can only win $250,000. So
people get attracted to these words and miss the
main message that you can only win up to
$250,000
PAGE 137 OF 253
Advertising issue
Encouraging risk taking in
advertising was seen as
inappropriate
How advertising influences
perceptions and behaviour
Consumers believed that such
advertising may encourage ‘risky
gambling’ behaviour
Illustrative comments

Fortune Favours the Bold (Chinese style
promotion in red) - That's saying to people to
take a risk and don't be a wuss. It plays on
people's insecurities. Red denotes power. I think
the 'lucky fortune' theme appeals to people who
are superstitious like me. I don’t think that’s a
good idea, as it could lead to risky gambling
PAGE 138 OF 253
Summary insights – Scratch ticket advertising

Some gamblers misunderstand advertising stating that ‘1 in 3 tickets win’
(implying that odds information is not understood)

Consumers reported a need for more information on ‘still available’ Instant
Kiwi prizes in the context of purchasing to allow more informed decisions
about whether tickets should be purchased (i.e., remaining prizes should be
identified if the promotion says - ‘prizes still to be won’) – In addition, the
word ‘still’ led some consumers to infer that this meant that major prizes
had not been won

Advertising of scratch tickets should avoid approaches which promote low
cost tickets for the chance to win big – as this promotes ‘cheap’ and
affordable gambling to low income consumers (implying some risk to
at-risk gamblers)

Advertising of some scratch ticket products has led consumers to
misunderstand the nature of prizes available (e.g., a scratch ticket
promoting a holiday as a prize was reported to be only cash to buy a
holiday; ‘live a little for 20 years’ led consumers to believe that the prize
would be supplied annually for 20 years)

Consumers are confused about the price of some scratch ticket promotions
and highlight the need for clearer information on ticket pricing in
advertising
(e.g., fun packs)

Advertising words such as ‘Hurry’ and ‘Quick’ were said to hurry consumers
to purchase tickets without thinking and this was seen as potentially
contributing to risky gambling

Using gambling games to promote scratch ticket advertising was seen as a
‘risky’ practice which may entice ‘heavy’ gamblers (with potential to affect
at-risk gamblers)

Use of the advertising word ‘free’ attracts consumers and can lead some
people to overlook ticket pricing (implying the need for clear advertising
and cautious use of such words in advertising)

Advertising which promoted prize pools – rather than exact prizes to be
won – confused consumers and most believed that prize values were
specific prizes

Encouraging risk taking in advertising was seen as inappropriate - Such as
encouraging consumers to believe that ‘being bold’ brings good fortune
(e.g., Fortune favours the Bold)
PAGE 139 OF 253
PAGE 140 OF 253
Impacts of gambling advertising by product line – TAB
While TAB advertising was not seen as pervasive as other advertising such as lotto, many participants
perceived that the TAB had been advertising more frequently in the past couple of years. As TAB punters
were frequently of the view that TAB outlets were not the nicest place to visit - TABs are not a nice place to
go, most of the discussion centred on online betting channels and TV advertising.
There was a general perception that TV sports commentators were implicitly advertising sports betting
when they’d ‘talk-up’ the odds during or before live games. This practice was also somewhat criticised by
participants, who believed that this practice could lead to some punters placing ‘unplanned’ bets when
they could not afford it, or trying to recoup losses during a game when their team was losing. Accordingly,
this type of ‘advertising’ practice was seen to be associated with the potential for at-risk gambling
behaviour.
Comments included:

People do commentaries while sports are happening. I think you could end up betting more on one
game as people do more bets as the game continues. People who are losing in their match are the
ones who put more bets on. It used to be good when people placed one bet, but now people are
putting on bets during the game

The commentators bring up the odds during games. They say they were favourites at the beginning
and then they say how the odds have changed. So the odds are promoted live as people talk. If
people are at-risk, they'll be likely to be encouraged to bet during the game. They need to set
guidelines like no betting after half-time. The more into the game, the more the odds are likely to
change. I think encouraging that sort of impulse betting is dangerous. People say I better hop online
and put $100 bucks on without thinking further about it

Those pop-ups which come up on Sky (TV) encourage impulse betting too. They show the odds and
encourage people to bet on impulse. That sort of thing encourages people to bet when they
shouldn't be betting. Anything that encourages people to bet on a whim isn't a good idea. It's like
standing at the TAB. People wait for the good odds and then jump in to place their bets

Once the game starts, I think they should limit betting and not advertise new odds to encourage
people to bet during the game

They have these commentators who say - 'Last week - one punter got the Pick6 - $250,000' and you
think that sounds good
There also appeared to be high consumer awareness of sports betting web sites overseas. Some punters
made comment that they had been exposed to online advertising of sites through general internet use
and some were more attracted to overseas sites as they were seen to offer better odds. Many were also
well-aware of the ability of place TAB bets online and through other channels such as via mobile texting
and through Sky TV.
Comments included:

You can get better odds overseas - Primalsports.com is an example. Centrebet is another example.
The odds are far better than in New Zealand

I look at the odds on my phone (Mobile betting). It makes betting much easier now

Placing bets through Sky - I have that, but I don't use it

Text betting is convenient, but by making it more convenient, you're encouraging people to bet on
impulse and exposing vulnerable people to risk
PAGE 141 OF 253

With phone betting, you can't put a really low bet on like $5. So you have to go online to bet small
amounts
A review of advertising stimulus materials also identified a range of TAB advertising approaches which
were discussed by consumers. Once again, this is not to say that all are harmful, however, they illustrate
how consumers are influenced by TAB advertising approaches. A summary is provided in Table 13. Trends
included:

Contrasting low entry price betting with the potential for large wins – Advertising which showed
how small bets can lead to large wins was described as harmful for at-risk and low income
gamblers

Using words which liken punting to ‘investments’ and ‘share’ – Consumers disapproved of
wording in advertising which suggested that punting was an investment, rather than gambling
expenditure

Using words such as ‘smart’ and ‘successful’ – Such words were seen as implying that skill was
mainly used to increase the success of gambling (as opposed to the role of chance and luck)

Advertising free monetary incentives to set-up a TAB account – this promotion (which offers $20
to set-up an account) was seen as potentially attracting people in low income brackets and was
thus seen as harmful

Free TAB account top-ups – this type of promotion was seen as less harmful, as it was directed to
people who already had a TAB account (and had thus already made an informed decision to
gamble)

Advertising focusing on entertainment or the experience of punting – this type of advertising was
seen as far less harmful than advertising which drove consumers to make bets to earn or win
money

How to bet like an expert (publication title) – This was seen to encourage people to think that skill
is mainly used to make money from betting and downplaying the role of chance

Advertising with limited information on odds of winning – there was a general comment that most
TAB advertising did not contain information on the odds of winning (apart from odds for specific
races)

Use of social marketing to encourage others to gamble – consumers believed that advertising
should not contain messages encouraging people to promote gambling to their friends to ‘be a
good mate’. This was seen as inappropriate peer pressure

Advertising using the strapline ‘Beat the Odds’ – this phrase was seen as encouraging people to
believe that odds can be beaten, de-emphasising the role of luck

Advertising promoting guaranteed prize values – Pick6 promotions offering a guaranteed $1
million confused consumers. While the advertising suggested that someone would definitely win,
there was a view that information should emphasis that this would occur only if someone
‘Picked6’. If more than one person ‘Picked6’, further explanation was also seen as necessary in
terms of how prizes would be distributed. The same issue was raised for advertising which
PAGE 142 OF 253
generically promoted prizes as ‘guaranteed’. They were only guaranteed if the right combination
of bets were won

Advertising which promotes the highest possible return – Consumers saw that advertising focused
mainly on the highest return possible, rather than the more typical return

Mobile betting ‘Anytime, Anywhere’ – Such language was seen as encouraging punters to bet
continuously and all the time and was not seen as in the spirit of responsible gambling

Advertising showing ‘free bets’ with limited information on conditions – Consumers emphasised a
need for more information on how free bets could be obtained (The location of bets was
promoted, but no information on how they were attained)

Advertising promoting the opportunity to hear ‘industry experts’ – this was seen to lead
consumers to believe that mostly skill was used for punting

Advertising offering a ‘share’ for $5 – consumers were confused about what a share constituted
and what odds were applied (Harness Jewels – a $5 share)

TAB Facebook advertising – Some people were concerned about the exposure of advertising of
punting on Facebook to minors

Advertising promoting ‘terminating’ races – advertising ‘terminating’ races was described as akin
to the effect which ‘Must be Won’ had in lotto in that it would encourage higher participation

Advertising ‘It’s all on’ – this was seen as potentially encouraging people to bet more than they
could afford

Smart Trifecta – this product was deemed to be promoted in a way which led consumers to think
that intelligence was part of picking a trifecta

‘Bet now’ – this was described as encouraging people to bet without thinking

Cross-selling gambling – it was described as inappropriate to promote a free casino chip to TAB
punters
(with the underlying principle to not use one form of gambling to promote another form)
Table 13. How TAB advertising influences consumers – examples identified from review of TAB advertising materials
Advertising issue
Contrasting small entry
price betting with the
potential for large wins
How advertising influences
perceptions and behaviour
Advertising showing how small
bets can lead to large sums of
money was seen as potentially
harmful for low income or at-risk
gamblers
Illustrative comments





$4 trifecta won $12,000 - It definitely makes it
more attractive. It's totally misleading, as many
people would lose, but they don't tell you the
odds
Bet Smart - Win Big - This just plays into things
for problem gamblers. I think the presentation
plays into it as well. It looks really cheap with a
big return. People shouldn't be given the
impression that you can make a fortune from
gambling
I don't think they should be able to say it doesn't
cost much to win big
Bet Smart - This shows a guy only spent $4 and
won $8 grand. It sounds like it's really cheap
A $4 trifecta won $12000 - They seem to show
lower amounts to attract low-income people to
bet. It looks like it’s cheap to place a bet
PAGE 143 OF 253
Advertising issue
Using words which may
liken punting to financial
‘investments’
How advertising influences
perceptions and behaviour
Consumers disapproved of
wording in advertising which
suggested that punting was an
investment, rather than gambling
expenditure
Illustrative comments




Using words such as
‘smart’ and ‘successful’
can imply that gambling
utilises skill get a ‘share’ was also
viewed as inappropriate
Consumers disapproved of words
such as ‘bet smart’ and terms such
as ‘successful’, as these were seen
to incorrectly suggest that
winning in gambling was
skill-based, rather
than luck




All it took was a $6.50 investment to take home
$X,
All it took was a XX bet to win XX (Bet Smart, Win
Big - TAB site). Gamblers say investment as a
joke, but they shouldn't use words like that
At the TAB, they used to say 5 min till the TOTE
closes, you have 5min to make your investment.
It's a word that has been associated with
gambling for years, but it's not an investment and
shouldn't be used as it does create the wrong
impression about gambling. I think investment
implies that you have more of a guarantee of
getting a return. A word punt is more
appropriate, but would be less attractive in the
advertising
Bet Smart - All is took was a $6.50 investment –
they shouldn’t use words like that!
Only $8 was needed to win $14,000 - They
shouldn't use words like investment in gambling.
It makes it sound like you can get money back.
Whereas it's a gamble. Investment also makes it
sound like a more intelligent decision. Gambling
is gambling. There's nothing intelligent or
successful about it
Bet Smart - They shouldn't say smart, as you
can't bet smart. It's just luck
Bet Smart - Win Big - $5 easy bet can win
$10,000 It seems like a lottery dip as the computer does it
for you. Only $8 was needed. This punter was
successful in turning - that implies a skill
‘Get a share now’ - It's almost referring to
gambling like it's an investment. The word
‘syndicate; also sounds a bit like the stock market.
It's subtle but these are words that shouldn't be
used
Bet Smart also sounds like it's using skill. It
doesn't tell you that luck is involved. A $10 multi
returning $8000. They shouldn't use words like
returning too. It sounds like investment language
PAGE 144 OF 253
Advertising issue
Advertising free monetary
inducements to gamble
(i.e., free $20 to set-up
a TAB account)
How advertising influences
perceptions and behaviour
Consumers disapproved of offers
which gave people $20 to start
a TAB account, as the practice was
seen as creating risk for low
income earners
Illustrative comments






Free TAB account
top-ups were seen as less
harmful
Free account top-ups which target
existing consumers were seen as
less harmful than monetary
inducements to set-up an
account, although some people
also saw that such advertising
shouldn’t occur


I signed up to that TAB account for a free $20.
When I saw it, I immediately jumped on that. But
they somehow worked out I had an account in
the 90s, so I wasn't eligible. In the end, I ended up
setting up my own account to bet on the State of
Origin. I think that offer is quite good
I think that free $20 offers attract poorer people.
It's free money and for people with money, it
doesn't really matter. If you win, it could be the
beginning of a problem
I don't think it's right giving away free money. I
think it creates unnecessary risk to people giving
away money. But it wouldn't attract me
personally
I don't think offering free money causes any
harm. My mate and I had a great time and he
even won $120 bucks
I don't think that they should be offering the free
$20 to people who are spending a lot of money.
Another - But the TAB is going broke, so they're
trying to build new markets. I don't think there's
anything wrong with it myself. Online accounts
are part of how people operate today
I think that advertising which gives people $20 is
harmful, as it will attract people who can't afford
to gamble. People with money won't worry about
this at all
Offering things to existing account holders isn’t
quite as bad as leading people to set up new
accounts to get money
$100 account top-up - Targeting people who
already have accounts is just putting the TAB in
your face when you weren't thinking about it.
Giving away $200 of free bets on Radio Trackside
is the same thing
PAGE 145 OF 253
Advertising issue
Advertising focusing on
entertainment or the
experience, rather than
just money was seen as
more appropriate
How advertising influences
perceptions and behaviour
This was seen as a type of
advertising which was very low
harm, due to a focus on the
experience, rather than winning
money
Illustrative comments






Form guide titled – How
to read race form like an
expert
This was seen to encourage
people to think that skill is mainly
used to make money from betting
and downplaying the role of
chance



Limited information on
odds of winning in some
types of advertising
There was a general comment
that most TAB advertising did not
contain information on the odds
of winning (apart from odds for
specific races)

Use of social marketing,
encouraging mate-ship
Advertising encouraging punters
to get their mates to gamble was
seen as inappropriate


TAB race day ads (for track) - For me, a day at the
races is what it's all about. I think this type of
approach is fine. It's not about making money. It's
about fun and entertainment and not about
making money which seem to be a focus of the
other ads
TAB race day ads (Set your heart racing) - I prefer
this type of ad. This one is advertising an
experience. My view is that serious problem
gamblers wouldn't be going along to events
which focus on a great time. People are more
focused on making money
Bet on an exciting summer - that sort of
approach is fine. It's still exciting whether you win
or lose
We went to a day at Ellerslie after seeing
advertising on TV. It looked like a lot of fun, so we
went
Those race day ads are just showing you that you
can have a good day out. We used to do it as a
family in the old days. Kids went too. It was a real
family day
Those racetrack ads are just about fun. They are
much less harmful than those ones which tell you
that you can bet like an expert or whatever
How to read race form like an expert - I think
expert has connotations of someone who is
successful at what they do. I think it implies how
to be successful
I don't think they should say 'like an expert'. It
says there's a skill to it and not necessarily that
there's luck involved
How to read race form like an expert - You look
at it and it gives you the impression that you can
become an expert better and win more money
gambling. They shouldn't put that on brochures
The TAB tend to advertise just all the winnings,
but never the losses
Be a good friend and tell your mates - I think it's
harmful when people are trying to pressure their
mates to gamble. Also those ones which give
people $20 for signing-up their mates
‘Tell your friends’ is a harmful ad - they're saying
that you'll only be a good mate if you pass the
offer on. Everyone wants to be a good mate, so
this is pressuring people
PAGE 146 OF 253
Advertising issue
Advertising using the
words
‘Beat the odds’
How advertising influences
perceptions and behaviour
This was seen as suggesting that
skill can be applied to gambling
Illustrative comments


Advertising using the
word ‘guaranteed’, when
the prize may be pooled
or the specifics of how to
win
are unclear
Consumers were confused about
the prize in advertising relating to
a Pick6




Advertising which
promotes the highest
possible return
Consumers saw a need for
advertising which was more
realistic in the presentation of
possible winnings (rather than the
highest winnings)



Beat the odds' - I think that's setting a challenge
to people and could give people the impression
that you can strategize to beat the odds. To me,
that seems to suggest that you can beat the odds.
Although it's gambling talk and most people
know it as such
Beat the odds - I think that this is misleading, as
you can't beat the odds. They shouldn't tell
people that you can beat odds, as it's luck
This week's Pick6 is guaranteed at $1 million They're dabbling in financial jargon in my
opinion. It's a little bit like financial terminology;
To me, that's misleading as it says that it'll be
guaranteed for someone to win, but they actually
need to Pick6. So if someone doesn't Pick6, it
won't go off. Guaranteed to me implies that it's
rock-solid and you know someone will win. But
that doesn't fit into this in my view
It doesn't also explain that sometimes more than
one person will win Pick6. But it creates the
impression that if you win the Pick6, you'll
definitely win $1 million. (Another - Oh - I
assumed that that was guaranteed as a $1
million prize. I don't think it's fair to put it as that.
You may know this in the back of your mind, but
they should really state that it is a $1 million pool.
If they put the pool in the advertising, it would be
less appealing from a marketing point of view)
This week's prize is guaranteed - It sounds like the
prize must be won, but it doesn't explain unless
you pick the seven winners or whatever. But they
don't explain that. It's too unclear
If someone doesn't win, the $175,000 won't go off,
but it says it's guaranteed, so it gives the
impression that someone will definitely win. So
people will think I'll spend more to increase my
chance of getting this. So it's misleading people.
The more bets help to increase the volume of
prizes, but the big prize won't necessarily go off
A $10 Multi could return $6,430 - The 'could
return' is misleading. They've probably said
what's the highest return from $10. But in reality,
the return may not be that high. They say that
odds are subject to change, but it's in such small
print, you can barely see it. They should tell you
the facts that you may not win this
If you have a problem, you'll only focus on what
you want to see. So people read in the prizes how
they want to see them
Could return $6,430 - That's a big vague isn't it.
Why don't they explain how they have arrived at
$6,430.
Like explain the assumptions better
PAGE 147 OF 253
Advertising issue
How advertising influences
perceptions and behaviour
Mobile betting advertised
as
‘Bet Anytime, Anywhere’
This was seen as encouraging
punters to be continuously and ‘all
the time’

Advertising showing free
bets, but with no
information on conditions
Consumers emphasised the need
for more information on how free
bets would be obtained

Advertising promoting
the opportunity to hear
advice from ‘industry
experts’
Use of words like ‘experts’ was
seen to lead consumers to believe
that skill is used in punting

Illustrative comments

Advertising offering a
‘share’
for $5
TAB Facebook advertising
Consumers were confused about
what a ‘share’ constituted

Some people were concerned
about the exposure of advertising
of punting on Facebook to minors

Advertising the word
‘terminating’ was seen as
similar to ‘must be won’
in lotto
Advertising ‘terminating’ races
was described as akin to the effect
which ‘Must be Won’ had in lotto
in that it would encourage higher
participation

Advertising - ‘It’s all on’
This was seen as potentially
encouraging people to bet more
than they could afford

Confusing terminology
about trifecta product
This product was deemed to be
promoted in a way which
confused consumers

Mobile TAB site - Bet Anytime. Anywhere - While
that's the point of having the mobile service, it's
almost advertising that you don't have to miss a
race.
Win free bets on Radio Trackside and LIVESPORT
- I don't think that there's enough detail on this
ad. People get drawn in by words like ‘free’. They
need more information on what people are
getting into. I see there is 'more' in the top right
hand corner. But they should put information on
the same page as the offer, so the offer is much
clearer. They should also put the terms and
conditions in the same size print or at least so you
can read it
You'll receive prizes and insight from industry
experts (‘Odds on’ promotion) - To one who is
gullible to, they are very encouraging words. It
makes you think that these people can bet
successfully and predict race outcomes. Industry
is a key word there. It sounds like inside
knowledge
Get the odds and the inside picks from [name of
industry expert] - It gives you the impression that
this guy can pick the winners and that skill is
required in betting
Harness Jewels - a $5 share - they say $5 share
but they don't tell you the odds or what you're
likely to win. The information is only on the cost
TAB on Facebook - The advertising guidelines say
not to promote to minors. A lot of young people
are on Facebook, so where are the restrictions to
prevent minors seeing the TAB Facebook site?
There are no restrictions. They should have age
restrictions like a page or credit card number to
get in. Or get people to put their TAB account
number into the Facebook site to get in
$100K Terminating Pick6 - This means someone
has to win it. If you get the most winners, you
win. You don't have to pick the whole 6. It's like
when the lotto 'must be won'. It stimulates people
to bet more
It's all on - That suggests to people you should
put all of your pay on. That's harmful
Collect more often with a Smarter Trifecta - It
suggests you're going to win more. It says you
can be smart when you're gambling and using
skill. But it's only increasing your chance of
winning. The more horses you bet, the more the
cost will be. But it doesn't tell you how much. You
have a better chance of getting the trifecta, but
not winning bigger prizes. For a gambler, it's
quite confusing.
PAGE 148 OF 253
Advertising issue
How advertising influences
perceptions and behaviour
Illustrative comments
Advertising ‘Bet Now’
This was described as
encouraging people to bet
without thinking

Cross-selling gambling
products from one type
of
gambler to another
It was described as inappropriate
to promote a free casino chip to
TAB punters (with the underlying
principle to not use one form of
gambling to promote another
form)

Bet now - To me, it's creating a sense of urgency.
Like it's encouraging people to do things without
thinking carefully. So that could be potentially
harmful
TAB odds - on offer (TAB odds on email offers a
promotion to TAB punters to attend the casino for
a $10 playing chip) - I think promoting one form
of gambling to another shouldn't be done. People
should seek it out and not be led into different
types of gambling
PAGE 149 OF 253
Summary insights – TAB advertising

Gamblers increasingly notice that sports commentators are implicitly
advertising odds during sports commentaries and many gamblers see this
as high-pressure
advertising (creating perceptions that ‘expert’ recommendations are being
made)

Talking up live betting odds was seen to further increase the risk of
unplanned gambling and impulse betting

TAB punters report increasing exposure to overseas TAB advertising, as
many report using overseas web sites to bet on sports and other events

Advertising promoting low entry price betting with the potential to ‘win big’
was seen as harmful for low income consumers – including at-risk gamblers

Use of words likening punting to ‘investments’ (e.g., for a $8 investment…)
or ‘Returning’ (e.g., A $10 multi returning $8,000) were seen as
inappropriate, as they implied that money can be made from gambling

Use of words such as ‘smart’, ‘successful’ in advertising was seen
inappropriate, as it gave punters the impression that skill is used to increase
the success of gambling

Advertising free $20 incentives to set-up TAB accounts was seen as a risky
practice for low-income consumers and potentially harmful

Free TAB account top-ups were seen as less harmful, as they were directed
to people already with a TAB account (i.e., people who had made an
informed decision to gamble)

Advertising focusing on the entertainment or experience of punting was
seen as far less harmful than advertising focusing on punting as a way to
‘make money’

Advertising words - ‘How to bet like an expert’ - were seen to convey that
skill is used to make money from betting (contributing to myths about
gambling)

Social marketing approaches in advertising such as – ‘Be a good mate’ were
seen as inappropriate, as they were seen to pressure consumers

Advertising the strapline – Beat the odds – was seen to encourage punters
to believe that odds can be beaten with skill

Advertising promoting ‘guaranteed’ prize values frequently confused
consumers and led to the impression that prize values would definitely be
won (in reality, this may not be the case unless a single punter correctly
Picked 6)
PAGE 150 OF 253

Many TAB advertisements were seen as needing further information about
the assumptions of prizes promoted (e.g., Guaranteed Pick 6 - based on a
single punter Picking 6 or ‘Free bets’ – explaining how free bets are attained
and conditions; Harness Jewels - $5 share – should explain the share in
more detail)

Advertising which promoted the highest possible return – rather than
typical or possible ranges of returns – led punters to believe that prizes
would be won

Mobile betting advertising the potential to bet ‘Anyway, Anytime’ was seen
to encourage continuous betting and was not seen to be in the spirit of
responsible gambling

Advertising promoting an opportunity to hear ‘industry experts’ was seen to
imply that betting was primarily skill-based
Terminating races were described as having a similar effect on consumers
as ‘Must be Won’ in lotto in that use of such words would lead to higher
participation levels


Advertising ‘It’s all on’ was seen as encouraging people to bet more than
they could afford

Smart Trifecta – was seen to imply that intelligence was part of being a
successful gambler

Gamblers believed that it was inappropriate to cross-sell gambling – such as
offering TAB punters a free casino chip to gamble at the casino
Impacts of gambling advertising by product line – Casino gambling
Discussions with participants highlighted a number of advertising influences and impacts which related to
casino based advertising and promotions. There was a general view that the approach to TV advertising of
the major casino was well-balanced and generally focused on the entertainment available to patrons
visiting Sky City. The key focus of advertising was thus seen to be placed on fun, rather than gambling or
winning money. Some participants also acknowledged the use of words such as ‘Come play’ in advertising
which some participants associated with gambling – They don’t use the word gamble. They use the word
‘play’. It makes you think of the gambling and it probably makes it more socially acceptable too.
Illustrative comments made by participants included:
PAGE 151 OF 253




I think of Sky City advertising as people on TV laughing and happy. They focus on fun and
entertainment
They seem to advertise fun. They focus on a good night out, rather than gambling
I don't think the casino’s advertising is harmful, but it may not be realistic
The Sky Tower itself is a form of advertising. It reminds you that the casino is there
A review of advertising materials from several casinos across New Zealand revealed how materials
influence and are perceived by consumers. Key insights are summarised in Table 14. Once again, issues
summarise how advertising is viewed from a consumer perspective and may not necessarily indicate that
each advertising approach is harmful.
Themes raised relating to advertising materials included the following:

Low cost gambling promotions - Promotions which advertise low cost gambling opportunities
were viewed as potentially harmful to low income people (e.g., pokies promoted as ‘Cent City’)

Advertising promotion to ‘win $30,000’ - One advertisement in Chinese was reviewed by a
Chinese-speaker and was identified as not containing sufficient detail about which specific prizes
were available for winning

TV advertisement portraying a ‘tough guy’ theme (casino outside Auckland) - A TV advertisement
promoting a ‘tough guy’ gambling in a casino was seen as suggesting that gambling makes you
‘tough’ or more popular and hence, was viewed as potentially harmful

Print advertisement - ‘Do you stack up?’ – a print advertisement was seen as playing on a
gambler’s ego and was thus viewed as inappropriate

Wristband promotions to enter free prize draws - Promotions which encouraged people to
remain in a casino were seen to need information on how long consumers needed to wait and
prize sizes. There was also a view that prolonged waiting periods should not be applied, as this
was seen as potentially creating risk to consumers

Advertising of free learn to play tables - Free learn to play tables were seen as potentially posing
some risk to new gamblers who may be unaccustomed to gambling

Email, web or Facebook advertising by casinos - Advertising via online or web channels was seen
as needing further controls to prevent risk to gamblers

International gambling web sites which link to NZ Casinos - One example was provided of an
international gambling web site which linked to poker tournaments in a NZ casino. The entry
prices of such tournaments were also seen as frequently unclear in advertising

Advertising promoting ‘guaranteed’ prizes - The word ‘guaranteed’ was seen to stimulate interest
and participation in gamblers

Possible risks of ‘Happy Hour’ or other alcohol promotions in context of gambling - Some risks
were identified in promoting low cost alcoholic drinks adjacent to gambling

Advertising with slogan - ‘Don’t miss your chance’ – This phrase was seen as pressuring some
people to gamble and was seen as inappropriate

Free offers which must be redeemed in short periods (e.g., 24hrs) - Free offers which could only
be claimed in very short periods of time were seen as potentially harmful to at-risk gamblers

Free gambling chip give-aways - Free gambling chip offers were see as potentially harmful to
at-risk gamblers and low income earners

Offers which require matching of expenditure – These were viewed as relatively more harmful
than free gambling chip offers
PAGE 152 OF 253

Free $2 voucher for people who attend casino in groups - Advertising for offers of very limited
dollar value were seen as ‘inducements’ to gamble which offered limited value to consumers (and
posed more risk than consumer value)

Advertising promoting money to be won with limited detail - Advertising promoting that money
‘Must be Won’ triggered consumer interest. However, advertising was also criticised for having
too limited information on the value of specific prizes

Poker Champs promotion
- A poker competition was seen to be pitched like a ‘sport’,
increasing the consumer appeal

Use of words ‘On a roll’ in advertising - The words ‘On a roll’ were seen as presenting risk to
problem gamblers in that the language created an impression that winning would be likely

Promotion of lucky machines - Some pokies were promoted as ‘winning machines’ and this
reinforced superstitions about gambling that certain machines can be ‘lucky’

Use of superlatives which sound unrealistic - Advertising which over-emphasised poker machine
pay-outs was seen as misleading advertising

Attraction of prizes advertised in promotions
- Prizes such as cars at casinos were seen as
‘easier to win’ than jackpots and created high interest from consumers
Table 14. How casino advertising influences consumers – examples identified from review of casino advertising
materials
Advertising issue
Low cost gambling
promotions
How advertising influences
perceptions and behaviour
Low cost gambling promotions
which promoted low cost
gambling opportunities were
viewed as potentially harmful to
low income people
Illustrative comments




Advertising promotion
to ‘win $30,000’
One advertisement in Chinese was
reviewed by a Chinese-speaker
and identified as not containing
sufficient detail about which
specific prizes were available for
winning

Any offers which show that you can gamble for a
very small amount to win a large amount are
generally harmful for problem gamblers
Cent City - This may be leading people in who
can't afford it
Cent City - You can't buy anything for a cent
these days, so it seems that it's cheap enough for
everyone to play
Cent City is the worst ad. They usually cost more
to play as the return is lower. It makes people
think gambling is cheap and affordable
(Chinese Advertisement) The advertisements
don't tell you when or what prizes are in the draw
for the $30,000. They just tell you it's for $30,000.
They should list the prizes like one prize of
$10,000, one prize of $5,000. But it just says a
prize of $30,000. So people don't know how the
prizes are structured based on the description
given. It's designed to attract people to the big
prizes, but doesn't give you the information
PAGE 153 OF 253
Advertising issue
How advertising influences
perceptions and behaviour
Illustrative comments
TV advertisement
showing a ‘tough guy’
theme (casino outside
Auckland)
A TV advertising promoting a
‘tough guy’ gambling in a casino
was seen as
suggesting that gambling makes
you ‘tough’ or more popular and
hence, was viewed as potentially
harmful

This ad uses a tough guy, bravado voice. The
addiction aspect is promoted too where it says
'snap of the cards'. The whisper of romance
aspect is also telling people it's a place you can
pick up girls. It says lads, you can be on fire here.
Others - I don't have much problem with it.
(Another view) But it says if you use our product,
you will be more successful in these ways. It's
advertising go to the casino, get laid, get drunk
and have a great night. All these things aren't
that appropriate to advertise. Even putting the big
stack in front of the guy makes him seem the big
hero. Everyone wants to be at the table with a big
stack. I don't think this complies with those
advertising standards.
Print advertisement ‘Do you stack up?’
This print advertisement was seen
as playing on gamblers’ ego’s and
was thus viewed an inappropriate

Do you stack up - That's setting a challenge to a
guy who wants to win. It says to me - Are you
adequate? To me, it's just advertising but to
someone with problems, it's setting them a
challenge

Having a big stack creates the image of a winner
Wristband promotions
to enter free prize draws
Promotions which encouraged
people to remain in a casino were
seen to need information on how
long consumers needed to wait
and prize sizes. There was also a
view that prolonged waiting
periods should not be applied, as
this was seen as potentially
creating risk to consumers

Draws which lead you to stick around for hours
aren't good. They should tell you how long you
have to stick around to win. Like tell people, you
have to get your wristband at 7pm and you'll
have to stay for 3 or 4 hours before the draw
happens

I like the wristband draws at the casino. They
draw big crowds. We were about to leave but
then we saw the wristbands and stayed another
hour. We then realised that the draw was only
$1000. The casino is making money in the interim
The casino has these draws at 8pm and 12pm.
You get a wristband. It has a number and if it's
drawn, you win the money. They encourage you
to be there between 8pm and 12pm. Then you get
the wristband at 7.30pm. But the car park often
goes only for 3hrs. Though I think now that you
can go after 8pm and get into the second draw.
This is more reasonable. But I don't like the one
where they make you stay for hours

PAGE 154 OF 253
Advertising issue
Free learn to play
tables
How advertising influences
perceptions and behaviour
Free learn to play tables were seen
as potentially posing some risk to
new gamblers
Illustrative comments




Email, web or Facebook
advertising by casinos
Advertising via online or web
channels were seen as needing
further controls to prevent risk
to gamblers





International gambling
web sites which link to
NZ Casinos
One example was provided of an
international gambling web site
which linked to poker
tournaments in a NZ casino. The
entry prices of such tournaments
was also seen as frequently
unclear


For someone who doesn't gamble, free tables can
get them hooked
Free to learn tables can lead on to paid money
tables. It says the thrill and the excitement, but
where's the thrill if no money is at stake. It's
educating people to play tables for money
In the bar, they have these free tables you can
warm up on. If you're drinking and playing fake
chips, you get the feeling you can do the real
tables, so you head there next
Learn to Play is a bit schemier. People go to the
bars to drink and these tables with drunk people
don't mix. It's the fact that they are advertising
the free tables close to where people drink that
makes it harmful. They should be only advertising
the free tables around where people are playing,
but not at areas where they are drinking
Advertising entertainment on Facebook (if at a
casino) is OK. But they shouldn't advertise
gambling.
At the moment, I think advertising is pretty good
in New Zealand, but with all the technology
changes, I wouldn't want it to be pushed into
people's phone or email boxes. So they need to
pre-empt these things before they happen
The reach of Facebook means advertising has a
much greater effect now. People may be catching
up on their emails and then get advertising in
their face, because their friends 'like it' or
whatever. I reckon they shouldn't advertise any
gambling through Facebook
I'm OK with it, as long as there's transparency
and they give you the right information online
If you're sitting on your couch and you get a
pop-up inviting you to register for a poker
tournament. So that locks you in, I don't think
that's right. There shouldn't be signing-up of
people online who are at home
The tables are often linked to web sites. I play Full
Tilt (www.fulltiltpoker.com). You play an online
game on an overseas web site and then you can
end up playing at the casino in a tournament.
There are various steps. If you get through 5
tourney's, you get into a paid one. So the online
sites can lead you to play in Christchurch or
Auckland casinos
To get into the big tournament, you often have to
get through various smaller ones. So there are
re-buys and you get into other levels. But they
don't tell you how much the entry fee is. If it's an
$1100 entry fee, they should tell you it on the
advertising. So the cost of participating isn't as
clear as it could be.
PAGE 155 OF 253
Advertising issue
Advertising promoting
‘guaranteed’ prizes
Possible risks of
‘Happy Hour’ or other
alcohol promotions in
context of gambling
How advertising influences
perceptions and behaviour
Illustrative comments
The word ‘guaranteed’ was seen
to stimulate interest and
participation in gamblers and
gave the perception to some
gamblers of a greater chance of
winning

Some risks were identified in
promoting low cost alcoholic
drinks adjacent to gambling




Advertising with slogan
‘Don’t miss your chance’
‘Don’t miss your chance’ was seen
as pressuring some people to
gamble

Free offers which must be
redeemed in short
periods (e.g., 24hrs)
Free offers which could only be
claimed in very short periods of
time were seen as potentially
harmful
to at-risk gamblers




Guaranteed - that's playing on the idea that it
could be you winning the prize
The word 'guaranteed' is definitely a pull. It gives
you the perception that you have a greater
chance of winning
The word 'guaranteed' makes you think you can
win. You shouldn't use it in advertising
Happy Hours are a good thing. But people get
drunk and then people who don't intend to
gamble can start gambling, even though they
had no intention to gamble
I don't like that Action Rewards offer you 2 for 1
drinks (a previous offer). Mixing alcohol offers
with gambling can be potentially harmful, as
alcohol leads people to lose control over their
gambling
I don't like words like 'Don't Miss Your Chance'.
This is pressuring people to gamble. It also says
you're being left out and says you could win. It
creates a sense of urgency. It also has a negative
message, while most other advertising is quite
positive
I don't think there should be offers that make you
come back in 24hrs to get the free offer
I think it's harmful as you have to redeem your
(Action Rewards) points in 24hrs. The short time
frame is harmful and I don't agree with that. It
should be a more reasonable time frame to avoid
harm
If you earn 50 points in a night, you get a free car
park or a meal voucher. But you only get 24
hours to use it. So it encourages you to come
back. But I don't think that is long enough time to
gamble in a responsible way. It's horrible. So
many people complain about it
You get free points and may earn 500 points on
the Action Rewards program. You can get about
3hrs free parking now. But unlike in the past
where you had a long time to use it, now you
have a much shorter time to use it. So it's forcing
you to come back more often
PAGE 156 OF 253
Advertising issue
Free gambling chip
give-aways
How advertising influences
perceptions and behaviour
Free gambling chip offers were
see as potentially harmful to
at-risk gamblers and low-income
earners.
Offers which require matching of
expenditure were also viewed as
relatively more harmful than free
gambling chip offers.
Illustrative comments





Free $2 voucher for
people who attend casino
in groups
Advertising for offers of very
limited dollar value was seen as
inducements to gamble which
offered limited value to
consumers


I find free chip give-aways as harmful if you have
to match the value of the chips. I saw an offer for
free $5 chips and you had to match with another
$5 from yourself. Ordinarily I wouldn't have done
this. (Did it create harm?) Not really. I just had a
play and left
I saw a hotel package with a free $10 playing chip
and a discounted room price. And free 24 hour
parking. That's something that leads people to
gamble. The clincher for me was the $10
gambling chip
Free bonus play chip - It certainly gets you to
play. They've taken away so much in the Action
Rewards card, so I like that these are available. If
they're sent to cardholders, I don't have any issue
with it, as these people have already registered.
But if they send these types of things out to South
Auckland or to people who are in vulnerable
communities, that could be harmful
I think the advertising with the free money targets
lower socioeconomic people. Small amounts
attract low income people, so I think that low
value incentives shouldn't be allowed
It's OK to get a free $10 chips, but I don't think
you should have to match money. I think the door
is a lot wider open to causing harm, if you have
the match the dollar value
I think it's harmful giving some people a $2
voucher at Sky City. The $2 is just a starting point,
it's not a real offer. It's a joke
The free $2 Sky City voucher is targeting really old
people. That's a real hook, but it's a joke. The
value is too low to be meaningful. It's not worth
redeeming. Some vulnerable people may be
attracted to this and it may get them hooked.
Once people start, they could easily spend $50.
It's targeting people who normally would not
gamble. It's like giving people a taste of crackers
and dip
PAGE 157 OF 253
Advertising issue
Advertising promoting
money to be won with
limited detail
How advertising influences
perceptions and behaviour
Advertising promoting that
money ‘Must be Won’ triggered
consumer interest. However,
advertising was criticised for
having limited information on the
value of
specific prizes
Illustrative comments




Poker Champs
promotion
A poker competition was seen to
be pitched like a ‘sport’, increasing
the consumer appeal

Use of words ‘On a roll’
in advertising
The words ‘On a roll’ were seen as
presenting risk to problem
gamblers in that the language
created an impression that
winning would be likely



Promotion of lucky
machines
Some pokies were promoted as
winning machines and this
reinforced the perception that
certain machines can be ‘lucky

Must be won - There's not enough information
which says how it must be won. Do you need to
earn a point to be in the draw or what exactly?
The ad which says $80,000 daily means it's
divided up so it's $80,000 in total. But not a prize
of $80,000. (Another - Ah - I didn't realise that.
That's quite misleading isn't it) You just read the
big words $80,000 daily means an $80,000 prize
per day, but not divided up. They often put some
things in small letters. But I see it as a marketing
ploy, as you're attracted to the big prizes
We've reserved your seat - I think that's
misleading as to get into those poker
tournaments, it costs a lot of money. I think the
minimum entry price should be promoted, so
people know the cost
With that $25,000 draw, it makes you think that a
single person will win $25,000. But it probably
means that the total prizes for the day amount to
$25,000. So the advertising isn't telling you the
reality of what actually happens. Big prizes will
attract people more, so people need more
information on prize structures to be able to work
out whether it's worth staying or whether they
should go home
NZ Poker Champs - It's a competition and it
pitches it like a sport. But people are champions
when they win. If they called it a Poker
Competition, it wouldn't stack up to what people
know poker as. It is a tournament
On a roll - I don't have a problem with it, but I
can kind of see how such a statement could click
in a problem gambler's head though.
On a roll Thursday - To me the whole message is
that you're going to win. At the end of the day,
the odds are that you're not going to win. For me,
those words shouldn't be used
Some of the wording needs to be improved - Like
'On a roll' may create the perception that people
can win and get to the top. It reinforces people's
ego
On the end of the row of machines at the casino
they often tell you which ones won. It makes you
think that this set of machines is luckier. It
reinforces the sense of lucky machines. It leads
you to think that if you play those games, you can
win big money
PAGE 158 OF 253
Advertising issue
How advertising influences
perceptions and behaviour
Illustrative comments
Use of superlatives
which sound
unrealistic
Advertising which
over-emphasised poker machine
pay-outs was seen as misleading
advertising

Attraction of prizes
advertised in promotions
Prizes such as cars at casinos were
seen as ‘easier to win’ than
jackpots and created high interest
from consumers

(Casino outside Auckland) - The advertising that
says games are bigger, better and go off more
often. Where's the evidence that they are? It
sounds a bit dodgy. Ours are bigger says there's
no limit and the exaggeration is over the top in
my opinion. Go off more often - more often than
what exactly?
For me and my mate, the most appealing prizes
are the cars. The high level gamblers are
attracted to these prizes, as you're more likely to
win the car rather than the jackpot. It's because
it's physically sitting there, so you have a better
chance of winning. It looks like cars are won more
often than the jackpots as cars are a smaller
prize, although this is probably not the case. The
odds are probably still the same
Focus group participants were aware that the Auckland casino had developed some sponsorships and
linkages to sporting teams. It was apparent that this also created some level of positive association and
increased the appeal of the casino to people who liked the sports teams. Sporting matches were also
culturally very popular and helped attract patrons to the casino. Specific comments included:

They have some linkages to sport. Also the cheerleaders and the Rugby teams get sponsored by the
casino

They sponsor a lot of sport. They are linked to the Warriors. We go to Sammy's a lot and watch the
rugby

Isn't it the Sky City warriors? (Another - Oh no, they are the Vodafone Warriors) (highlighting that
the branding was associated with SkyCity)

Sports draw a lot of people into the casino

I see the Aussie games. The Broncos have CentreBet on their jerseys. But they don't seem to have
that over here

I don't have a problem with sports advertising by casinos. I don't think it's creating any harm
PAGE 159 OF 253
Summary insights – Casino advertising

Casino advertising promoting entertainment and fun is seen as more
appropriate and lower risk than advertising which focuses on making
money from gambling

Advertising promoting low cost gambling offers were seen as potentially
harmful for low income consumers – including at-risk gamblers (e.g., pokies
‘Cent City’ promotions give the promotion that ‘cheap’ or ‘affordable’
pokies are available)

Advertising of some casino prize draws was seen as misleading, as large
prize values would be advertised without mentioning that the prize value is
a prize pool (e.g., win $30,000 means to a consumer that $30,000 is the
prize, however, in reality this could be a total prize pool; Win $80,000 daily
may imply a prize pool, but consumers assume that a single prize of
$80,000 is available daily)

Advertising of bravado and status were seen as inappropriate and
potentially harmful in gambling advertising

Advertising which plays on gambler egos was seen as inappropriate and as
having potential to create harm (e.g., ‘Do you stack up?’)

Promotions for free prize draws which require consumers to stay in casinos
for hours are viewed as having potential to harm both recreational and
at-risk gamblers - gamblers also advocated the need for casinos to better
inform consumers about conditions associated with such draws

Advertising via Facebook and the web was seen as needing further controls
to prevent risk to gamblers

Advertising ‘guaranteed’ prizes was reported to have similar effects to ‘Must
be Won’ prizes in lotto in that they attract stronger gambler interest

Gamblers raised concern over the possible harms of ‘Happy Hour’
promotions
in the context of gambling advertising

Advertising which promotes ‘Don’t miss your chance’ was seen as
inappropriate,
as it was seen as pressuring consumers to gamble

Free offers which must be redeemed within 24hrs or very short periods
were seen as creating harm, as gamblers would visit the casino the next day
to claim the offer

Free gambling chip giveaways were seen as potentially harmful to low
income and at-risk gamblers, as were offers requiring consumers to match
expenditure
PAGE 160 OF 253

Very low value inducements (e.g., $2 free chip) to gamble were seen as
creating harm, as the value of the offer was too low to balance the risk to
consumers

Advertising words such as ‘On a roll’ were seen to create the impression in
at-risk gamblers that winning would be likely

Pitching poker tournaments like a sport was seen to increase consumer
appeal
(e.g., ‘poker champs’ promotions) – there was also seen to be a need for
clearer information on total expenditure required to play in poker
tournaments

Promoting ‘lucky’ poker machines was seen to contribute to gambling
superstitions

Using superlatives in poker machine advertising without reference to
specific return to player information was seen as misleading consumers
(e.g., ours are ‘bigger, better and go off more often’)

Prizes such as cars at casinos were seen as ‘easier to win’ than jackpots and
created high interest from consumers
PAGE 161 OF 253
Public views on advertising targeting specific cultures
Discussions with people of Maori and Pacific backgrounds generally also indicated that most believed that
current gambling advertising was not ‘targeting’ such communities, although there was a general view
that the proliferation of gambling venues in low income communities adversely affected such
communities. From this perspective, the availability of gambling (particularly pokies venues) was seen as
the most harmful type of ‘advertising’ which disproportionately affects Maori and Pacific peoples. Specific
comments included:

There may be some advertising in New Zealand that offends Maori. But it is gambling advertising
itself, not specific types of products. Maori are affected by gambling more than other communities,
so any type of gambling advertising is harmful

I can only think of the anti-gambling commercials. They seem to unfairly target Pacific people

I can't think of any advertising which targets a Maori demographic or any particular demographic

I do think that advertising plays on people's vulnerabilities. Like people who are poor don't have
much, so they are more vulnerable to hearing all those messages saying you can change your life
and win. This is why advertising affects Maori. It’s also because there are more places to gamble in
low income communities

I don't think lotto does any advertising targeting Pacific people

I don't think the advertising is harmful for Maori communities. But Maori people may be more
inclined to make a choice to go to the casino. So it’s the higher participation that makes gambling
advertising harmful

I find it disturbing that there are finance companies advertised by Maori, but I don't see much in the
way of gambling advertising. Stacey Jones as an example was partly targeting Pacific people. That
was inappropriate

I think Maori and Pacific people gamble a lot more. But I don't see people from certain cultures
being targeted through advertising. The fact that they gamble more makes them more vulnerable

I've seen a couple of Pacific style pokies. But it was a bad play on it. It may be offensive to some
Pacific people. But it doesn’t bother me

If their intentions are to promote advertising to Maori, you have to look at their intentions. If they
are trying to appeal to Maori, this isn't acceptable. But if people are part of a group, that would be
OK. Just including one race like European then other ethnic groups may question why other
ethnicities aren't included. A mix should be included

If you showed an ad with Maori and Pacific people driving up to gambling and leaving their kid in
the car, that would be targeting Maori people. So that advertising which says that Maori have
problems is contributing to stigmatisation - even if it's true that Maori have more problems with
gambling

It would be interesting to see a poker machine with Maori designs. If anything popped up, it would
be all over the news and it would be taken off straight away.

None of the advertising in New Zealand typically aims at a specific culture. They're just aimed at
anyone who's interested in gambling. I've never seen an ad encouraging Maori to hurry up and get
to the casino

Russell Harrison (a Maori presenter and lotto presenter) was a Sky City singer and was used in some
advertising. He was promoting lotto. Some people may associate him with gambling. But that’s all I
can think of

Stacey Jones (Maori rugby player) was promoting instant finance. I don't think that that was
appropriate, as it was appealing to Maori
PAGE 162 OF 253

There are more pokies in South Auckland than the North Shore, so that's a type of marketing - the
availability of pokies is much greater in areas where there are a lot of Pacific and Maori people

There's no advertising I can see which has offended Maori culture

They are typically young and gorgeous people in the casino advertising. I don't recall any advertising
that targets Maori

Using people of specific ethnic backgrounds can be culturally offensive, but I don't see too much in
New Zealand

When I see a casino ad, I expect to see a hot blonde. They don't target Maori people at all in their
advertising

You don't want gambling advertising to portray Maori as wasting their money on gambling. People
would then say 'typical Maori - he's wasting his money'. This would be very inappropriate

Don’t offer really cheap food appeal to Pacific people. It's the cost of it. There's something which is
now $4 for some sort of meal at the casino. It's really cheap. It's not really appropriate, but it's
cunning as it draws people into the environment. It's not culturally insensitive though
PAGE 163 OF 253
Discussions with people of Asian backgrounds who attended the casino also highlighted a view that the
major Auckland casino was seen to actively promote Chinese New Years. However, promotions were not
viewed as culturally offensive and were not reported to lead most Asian gamblers to spend more than
they could afford at those times of the year. There was also a view that promotions by many other
establishments in Auckland similarly embraced Chinese New Year. Comments included:

Come Chinese New Year, they really splash out on advertising. They get people there. So the
advertising attracts people to the casino and they know they will gamble

I don't feel any more likely to go or spend more at Chinese New Year than at different times of the
year

I don't feel that their advertising is offensive. It's just clever. I think they are at the Mooncake Festival
and the Lantern Festival too

I don't think it's culturally offensive. I think that they are making effort to learn the Chinese culture,
so that's nice

I don't think the casino targets people of certain ethnicities. They do specific Asian marketing during
Asian holidays, but everywhere does. Especially during Chinese New Year and the regular New Year

They embrace the Asian culture. It's a good thing and quite clever

The Chinese New Year is targeted for Chinese and Korean people, but it's just fun and just
embracing our culture

I think that Sky City does a good job of promoting to the Chinese in the New Year. They give out red
packets and money is in the packet. I see it as a form of bribery (laugh). It's just a freebie though. I
feel like going in. They get you through the door and then you spend money. Although I think it
depends on the individual person. The chance of being able to win money is attractive
Advertising was also described as culturally offensive if it made fun of Asian people or specifically
portrayed only Asian people. However, currently advertisements were seen as relatively balanced in this
respect. Comments made about Asian specific advertising strategies included:

If the advertising is making fun of Chinese people, that would be offensive. Building a Chinese client
base isn't taking advantage of people

If they had just Asian people in their advertisements, it may be offensive. If you have a mixture of
different races, it's OK. A commercial with just Asian people would be crossing the line

On TV, they never just show Chinese people at the casino. They don't show anything which is
culturally offensive. They show all types of people

Sky City Action Rewards Database asks you to tick whether you're Chinese. I wonder are they
targeting Chinese specifically? I used to work at Sky City, but I don't know how this works. Do they
send out the advertising to Chinese people only I wonder? From a business perspective, I guess they
have to. But perhaps Chinese are vulnerable to advertising if they just target Chinese. They have
both language preference and ethnic group on the sign-up form

The only advertisements I see are for the Action Rewards program. I don't see it as culturally
offensive

Things which would be offensive would be showing Chinese in a negative light. Like depicting that
Chinese gambling are linked to crime or something like that
PAGE 164 OF 253
Summary insights – Advertising issues relating to Maori and Pacific people

People of Maori and Pacific backgrounds see current gambling advertising
as generic and hold a view that there is limited or no gambling advertising
which targets Maori and Pacific people – this is attributed to industry
self-regulation

The high availability of poker machine venues in Maori and Pacific
communities is seen as a type of ‘advertising’ which presents risk to Maori
and Pacific people

Maori and Pacific people believe that key risk factors which make Maori and
Pacific people more vulnerable to gambling advertising are gambling
promotions which appeal to lower income people. These include ‘low
priced’ gambling offers, advertisements which promote the perception that
gambling is ‘cheap or affordable’, advertising using Maori or Pacific
celebrities, advertising which tells stories of low income people winning in
gambling (which implicitly suggests that gambling can address hardships or
improve lifestyles - e.g., Winners’ Stories) or advertising which reinforces
misperceptions that people of lower educational backgrounds may hold
about gambling (e.g., playing on notions of luck and superstition as an
example)
Summary insights – Advertising issues relating to Asian people

People of Asian backgrounds are not strongly opposed to casino
advertising of Chinese New Year, as most promotions relate to broader
entertainment within casinos – there is also a view that the practice is
acceptable as other commercial establishments have similar promotions
(e.g., restaurants etc.)

Whilst not culturally offensive to participants in the current study, Chinese
New Year gambling promotions which offer inducements to gamble (e.g.,
coins in red packets) could be considered as potentially presenting some
risk to all Asian people – as the value of the inducement to gamble is lower
than the potential risk of the advertising offer

People of Asian background would be offended by any future gambling
advertising which portrays Asian people as ‘gamblers’ or shows only Asian
people in advertising – This is related to the concern that this would
stigmatise people of Asian backgrounds as ‘gamblers’
PAGE 165 OF 253
Strategies for developing ‘safer’ gambling
environments
While participants were able to readily identify advertising approaches with some potential to lead to
harm, it was relatively much more difficult for participants to identify strategies to create ‘safer’ gambling
environments. This was in part because advertising itself was recognised as making gambling attractive
and appealing to consumers. However, example suggestions made by focus group participants by type of
gambling product are in Table 15.
Overall themes related to a need for more accurate information about gambling offers (for greater levels
of informed consumer consent), provision of warnings on gambling offers which highlight risks, a greater
focus on social marketing campaigns to promote responsible gambling and to avoid language which was
previously identified as misleading or harmful. Participants also believed that presenting information on
the true odds of winning may help balance the harmful effects of gambling advertising in some cases.
There was similarly a suggestion to give gamblers more time to redeem ‘free’ offers (i.e., not 24 hours) and
to use harm-minimisation research to test advertising prior to major advertising publications to ensure
that they do not adversely affect at-risk gamblers.
As part of discussions, participants were also asked about their awareness of ‘host responsibility’ initiatives
in gambling venues. Unsurprisingly, most participants had limited understanding of such programs or
what was involved in such programs. However, there was some awareness that similar types of programs
applied to alcohol consumption and some people were familiar with the term ‘host responsibility’, but not
specific details.
Examples of reflections made by participants about host responsibility programs included:

I banned myself from the casino for two years and I found out about it from a guy at the venue. That
sort of thing is useful, but not enough people know about this

I only know the host responsibility programs for drinking. I haven't heard about that for gambling
though

I've never heard of Host Responsibility programs. I've heard of the number you call for gambling
problems though
In addition, there was limited awareness of the existence of the Code for Advertising Gaming and
Gambling, as developed by the New Zealand Advertising Standards Authority. However, a number of
people were generally aware that complaints could be made about advertising more generally.
When participants were shown the Code, there was also a feeling that some current advertising may be
breaching the Code. In particular, there was a view that some advertising materials reviewed may be
alluding to the idea that gambling can address financial difficulties (a standard under the Code) - I think
that gambling advertising is telling people that it can relieve your financial difficulties, so that goes against
the current advertising standards (Guideline 2b is that ‘Advertisements should not promote reliance on
gaming as a means of relieving a person's financial or personal difficulties’).
Comments made about New Zealand’s Code for Advertising and Gambling related to the potential for
greater public awareness of the Code and additionally, greater promotion of where complaints can be
directed. Example comments included:

I didn't know there were advertising standards for gambling, but I did know there were advertising
standards
PAGE 166 OF 253

People should be made aware about how to make complaints. People should be aware of the
guidelines, so that you know what can be complained about. They should have an 0800 number for
people to call

I didn't know about these, but would a complaint really make a difference?

I've heard of the Advertising Standards generally, but I didn't know there were standards for
gambling specifically
The need to pre-empt the potential harmful effects of relatively ‘unregulated’ online gambling advertising
was also emphasised as a priority to create safer gambling environments in the future - At the moment, I
think advertising is pretty good in New Zealand, but with all the technology changes, I wouldn't want it to be
pushed into people's phone or email boxes. They need to pre-empt these things before they happen.
PAGE 167 OF 253
Table 15. Suggestions from focus group participants about how to create ‘safer’ gambling environments
Gambling product
Comments illustrating views about how to create ‘safer’ gambling environments
Non-casino gaming
machines

Don't put the pokies rooms in traffic areas. You walk right past the toilets and there they
are

I just think they need to change the gaming signs. Put stickers on the window, but not in
your face and don’t put signs on the footpath

I think people need information to help feel that personal responsibility for their gambling

I think they need more information to encourage people to think about how they gamble.
They have some ads about problem gambling, but there needs to be more

I think they should show statistics up on the wall. To show people you can't win

If you show people the stats, people may be able to think a bit more about whether they'll
play

Put a door on the pokies room. Glen Eden RSA is out of the way. It's not right next to where
you're drinking. If you didn't know it was there, you wouldn't be able to find it. Another in
the area is right there in front of you almost. You can see it from where you're drinking

Staff need more training on how to recognise the danger points

It's OK to focus on the dream, but you need to also show the flipside about how likely you
are to win

They need to tell people the chance of winning in all lotto ads. I don't think it will damage
their sales, as you can still be that one in a million

More information on the odds of winning

More information about odds

They need to tell the cold hard facts about how likely people are to win. They don't seem to
do this

I think that there needs to be more information to balance the advertising, so that people
know the chance of winning

They should tell you which prizes have been won. Sometimes staff in the dairies don't like
telling you the facts. But they should promote who's won more, so that people are more
aware of their chance of winning the big prizes

Be clearer on what prizes are available. Provide more information
Lotto
Instant Kiwi
PAGE 168 OF 253
Gambling product
Comments illustrating views about how to create ‘safer’ gambling environments
TAB

Don't mislead people to think that they are going to be certain winners. All the fine print on
the TAB site needs to be made much more obvious so people can understand what they are
betting on and the likely money they'll get if they win

I don't think they should offer the free $20 to start people off

I don't think they should use words like investment. It's about taking a risk, so they need to
write advertising that balances out the information in the ads

I think that advertising needs to be done in a way that doesn't harm participation, but
doesn't harm the compulsive gamblers. Why don't they do research to test it to make sure it
doesn't mislead people? They should be made to pull advertising if it impacts on problem
gamblers in a negative way

I think the glamour of race days isn't needed. Tell people it's fun, but don't portray it as
glamorous. This sort of thing attracts people who don't have much to think it's more than it
is or that they can aspire to improving their social status. Just focus on fun

I think they should test advertising with problem gamblers to make sure they are not
vulnerable to the advertising. They should do this to check the advertising and use some of
the money from gambling to do this sort of work

Take words like expert and guarantee away - Take away those words that give you the
impression that you can win

Tame down the ads and tone them down, so that people don't see all the gloss

They need more responsible gambling messages in all the advertising - like have fun and
enjoy your bets, but don't lose your shirt and family while betting

They need to have more balanced information in advertising - like what you have to spend
to win, the odds and be real about the prizes offered. Don't say it's a $100,000 prize, if it's a
prize pool or don't say that this prize can be won when it may not go off if someone doesn't
pick the right combination of horses

They seem to focus on what's won, rather than the odds of winning. So they need more
information about the odds in advertising

They shouldn't use banking and investment jargon in any gambling advertising including
TAB advertising

What struck me is that gambling will be starting to target people through web sites, email
and Facebook. So more education is needed on odds and how gambling works for the
general community, as gambling is going into the mainstream now
PAGE 169 OF 253
Gambling product
Comments illustrating views about how to create ‘safer’ gambling environments
Casinos

At the moment, there are no warning signs. They should say things like 'Think of your
family' or that 'Too much gambling is bad for your health or 'Think Again’

Don't lead people to stay around for hours for draws. The length between when you enter
and when they have the draws can lead to harm, as some make you stay far too long

Get rid of the pressure to come back and gamble again in short periods of time. People
should be given 30 days or a reasonable time frame to use their coupons. The coupons
used to be every month, now the coupons are often only good for one week. So people have
to come in once a week. It feels like being forced and I don't like it

Have real information on the prizes - put all the facts down. At the moment, the wording is
too generic so people don't know all the details about what they are buying

I don't think that they should have high priced tables. Have a low stack table, so people can
take part in all games, but not just high prices which may encourage people to spend more
than they can really afford

I think that they should be more balanced and realistic in advertising. Don't glamorise it

Have a daily draw, but not multiple draws through a short period of time. It leads people to
stay there to chase the wins. I think one a day is less harmful

I think they should take the pressure off the repeat visit. Don't create a need to go back too
soon

I think they should tell people how much they have to gamble to enter a competition. Put
more details so people understand what they are getting into

Stop making false images of people looking like heroes

Tell people more stories about problem gambling and not gambling responsibly

They have the Problem Gambling organisations here. You see them on TV but they don't
have the big campaigns like in Australia. I travel there a lot for my work. So I notice it a lot

They need to put more messages on the games and prizes to warn people of the risks. They
need to provide more information so people know what they're buying too

They shouldn't promote heavily on the off days so people keep coming every day of the
week

I think the amounts (jackpot sizes) should be removed from the advertising

I think the frequency of email and direct mail advertising should be limited

Putting the chances of winning on ads may be helpful to people. But I'm not sure if that will
help problem gamblers. Informed decisions about betting are important though

I think loyalty programs encourage you to spend more. You get points for spending more,
but there's no consequence for spending too much. You need to measure when someone
has had too much

I think advertising shouldn't be sent to low income communities. You need to think about
where all the advertising flyers are going. As some communities will be more affected by
these offers than others

They need to tell you on those print ads the value of the prize and how likely you are to win

Why don't they display odds of winning on the advertising, so people know what they're
getting into

Words like win 'at least' is a little misleading. How much you can win should be clear in all
the advertising

I think that advertising is mostly fine, but all the advertising needs messages to counter the
effects which balances the potential risks with the potential benefits

The majority of people who go to the casino are from low socioeconomic backgrounds. So
in many respects, the offers and promotions prey on the people who can least afford it

I think the advertising with free money targets lower socioeconomic people. Small amounts
attract low income people, so I think that low value incentives shouldn't be allowed

Some of the wording needs to be improved - Like 'On a roll' may create the perception that
people can win and get to the top. It reinforces people's ego
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Summary insights – Creating safer gambling environments

Gamblers highlighted the potential to address the previously identified
advertising issues, as a means of reducing the harmful effects of gambling
advertising

Gambler awareness of host responsibility programs is fairly limited and
there is also limited understanding of the benefits of such programs

While there is some latent awareness that people can complain about
advertising generally, specific channels for making complaints about
gambling advertising are unfamiliar to most gamblers

Research to test advertising effects on at-risk gamblers may be a further
method to prevent harmful gambling advertising (i.e., research prior to
major campaigns)

Improved social marketing campaigns and responsible gambling messaging
in the context of gambling advertising were seen as future methodologies
to create ‘safer’ gambling environments
PAGE 171 OF 253
Key findings in summary
General effect of gambling advertising
Findings of research highlight that gamblers in New Zealand are most likely to attune to gambling
advertising, if they already participate in the gambling being advertised. From this perspective,
participation in gambling ‘primes’ consumers to be more inclined to notice advertising and in turn, to be
more likely to respond to any possible effects.
Pokies venue signage
Findings of research highlight that at-risk gamblers are sometimes tempted to gamble on gaming
machines following viewing of pokies signage outside clubs and pubs (e.g., gaming lounge, pokies
signage etc.). While signage may encourage some level of unplanned gambling in at-risk gamblers, at-risk
gamblers do not see advertising as the major cause of gambling problems.
Gaming trusts
While (gaming machine) trust signage is widely promoted within New Zealand, research showed that
signage is not seen to ‘promote’ gambling or lead to significantly improved community perceptions about
gambling. This is also because there is relatively limited consumer understanding about how gambling
trusts operate and where money is distributed. For this reason, trust signage also plays a very limited role
in a gambler’s choice of gaming machine venue.
Effects of gambling advertising approaches
Findings of research highlight a diverse range of impacts of gambling advertising. These were elicited from
a review of gambling advertising stimulus materials from within New Zealand. While effects of advertising
varied according to the type of gambling activity and promotional materials reviewed, a range of common
themes emerged.
Together, these trends represent gambling advertising approaches which may pose some level of risk to
either all gamblers and particularly to at-risk and problem gamblers. Based on research, risk to all
gamblers occurs when gamblers misread or misunderstand advertising offers, as they are presented in a
way which prevents an informed understanding of the content.
Advertising which presents special risks to at-risk gamblers, in comparison, tends to reinforce myths held
about gambling or reinforces that gambling outcomes can be controlled. A further risk related to the
potential for gambling advertising promoting ‘low cost’ gambling opportunities to harm any gamblers
from low-income backgrounds.
While further research is clearly needed to understand and quantify effects, exploratory qualitative
research highlights the following overall findings:

All gamblers primarily fixate on prize values in gambling advertising. The higher the prize, the
greater the attractiveness of a gambling opportunity and the more likely gamblers will spend
money on that activity

Many gambling advertising offers were misinterpreted by gamblers, as prize values shown in
gambling advertising were not always those ‘on offer’. This typically occurred in cases where
advertising:
PAGE 172 OF 253

Presented ‘prize pools’ rather than the distribution of specific prizes available

Did not fully articulate the assumptions of prizes (e.g., did not show how prize values
were derived and on what assumptions they were based)

Presented prizes inaccurately (e.g., holidays when only cash was available to buy a
holiday)

Did not clearly outline conditions associated with winning prizes (e.g., including more
detailed pricing or entry conditions)

Presented the ‘best’ possible prize outcome, rather than ‘typical’ or ranges of possible
outcomes

Used words such as ‘guaranteed’ in spite of the possibility that actual prize values may
not be won or would only be won under certain conditions
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
Advertising which reinforces superstitions about gambling can potentially lead to harm. It is also
likely that harm for problem and at-risk gamblers is greater, due to the tendency of such groups
to hold these misperceptions. Advertising which reinforces superstitions includes concepts such as
‘lucky’ lotto stores, ‘lucky’ poker machines, referencing luck generally, referencing lotto wins
during holidays and suggestive luck-oriented phrases (e.g., 'On a roll')

Advertising using words, phrases or terms such as expertise, expert, smart and successful can
potentially harm all gamblers and particularly problem and at-risk gamblers. Use of such terms
tends to reinforce the misperception that gambling is expertise-based (and non-random) or that
gambling outcomes can be influenced or controlled (and should thus not be used unless skill
applies)

Advertising which presents odds in certain ways can confuse some gamblers. For instance, some
gamblers were reported to buy three tickets if a draw says ‘1 in 3 tickets will win’, as they believed
that this implies a guaranteed or ‘highly likely’ win. This also implies the need for very clear
descriptions of any advertising promotions which present the concept of gambling odds, as it is
possible that some gamblers will misunderstand this type of promotion

Advertising which promotes ‘Prizes still available’ are difficult for gamblers to evaluate, as it is
currently seen as very difficult or not possible to obtain information on actual prizes ‘still’ available
(particularly in scratch ticket promotions). Accordingly, information on prizes available should
accompany promotions or the advertising technique should be avoided

Advertising approaches prompting gambling decisions 'on the spot' are higher-risk forms of
advertising due to the ‘pressure’ they place on gamblers. Such approaches are seen as having
potential to lead to poorly considered decisions to gamble and for this reason, are likely to pose
some level of risk to all gamblers and particularly problem and at-risk gamblers. This may include
use of advertising words such as ‘hurry’, ‘quick’, ‘beat the odds’, ‘Don’t miss your chance’, ‘Be a
good mate’ and even pressure from sports commentators during live sporting events (e.g.,
‘talking up’ live odds)

Advertising which encourages bravado and perceptions of status from gambling or encourages
gamblers to question their self-worth (e.g., Do you stack up? Fortune favours the bold) is seen as
potentially harmful forms of gambling advertising. This is because such statements challenge
gambler emotions or encourage risk taking and may thus not lead to more rational or informed
decisions about gambling

Advertising offers with very short time frames to claim ‘free offers’ or discounts can be potentially
harmful to all gamblers and particularly to problem and at-risk gamblers. These include casino
advertising offers such as free points, free car parks and food and beverage offers with short time
frames to claim offers. This implies that promotions should consider timeframes for responsible
gambling in the context of any free offers or discounts

Advertising offers such as ‘free prize draws’ which require consumers to remain in a venue for
some time are seen as having potential to harm gamblers (and particularly problem and at-risk
gamblers) if the period between entry and the prize draw is lengthy. While a maximum length to
avoid harm cannot be determined from qualitative research, this highlights that the structure of
draws should be considered in the future from a promotional perspective

Advertising words such as ‘free’ frequently focus gambler attention in advertising at the expense
of other important information (e.g., conditions of offers etc.). While using such words is a valid
way to attract consumer interest, gambling advertising should recognise that use of the word
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‘free’ can make it difficult for gamblers to adhere to other information in advertising (possibly
implying that all advertising information should be checked for high clarity when words such as
‘free’ are utilised)

Using superlatives in gambling advertising (e.g., our pokies go off more often!) should be avoided
unless specific claims can be proven – Some advertising was identified with extreme claims which
were difficult for any consumer to prove and were possibly also incorrect. Using such approaches
was seen as presenting risk to all gamblers, as claims were unable to be evaluated and advertising
did not contain information to allow consumers to independently assess claims
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
Any gambling advertising promoting 'low-priced' offers are frequently seen as ‘cheap and
affordable’ gambling opportunities by people of low-income backgrounds. Such offers tend to
convey that little money may be needed to generate large amounts of money or winnings. As
problem gamblers are by definition 'spending more than they can afford', they are effectively
vulnerable to this type of advertising. Use of words such 'only’ (e.g., only $2 to win $10,000) also
reinforces the perception that the betting or gambling offer is ‘cheap and affordable’. For this
reason, such approaches should be avoided. Advertising offers providing 'free money' (e.g., free
$20 to gamble with) may also appeal to lower-income gamblers and may potentially pose risk in a
similar way

Advertising words which equate gambling to ‘investments’, give gamblers the misperception that
money can be made from gambling. Examples include words such as ‘invest’, ‘returning’ and
‘share’

Any winners’ stories (or similar advertising) which detail how people went from ‘hardship to
prosperity’ from winning in gambling (e.g., lotto) tend to appeal to more vulnerable people
(particularly people of lower-income backgrounds or those experiencing financial difficulties).
Such groups identify with the people described in the stories and this increases the effect of the
advertising (and the appeal of gambling). This implies that stories depicting hardships should be
avoided in advertising to protect more vulnerable consumers (e.g., including avoidance of words
such as redundancy, mortgages, financial difficulties or other hardships which more vulnerable
people may relate to). As at-risk gamblers by definition spend more than they can afford, this
group may similarly also be at-risk for potential harm

Gambling advertising depicting gambling activities appears to particularly appeal to at-risk
gamblers and should be avoided in gambling advertising. This may include use of themes such as
card games and casino games in advertising of other types of gambling products. As problem
gamblers play many gambling activities, advertising using gambling themes may also pose
particular risk to this segment

Advertising phrases suggesting continuous or irresponsible gambling are seen by gamblers to
encourage such behaviour (e.g., ‘Bet anytime or anywhere’). This implies the need to ensure that
future advertising slogans and straplines do not contradict the principles of responsible gambling

Very low value inducements to gamble (e.g., $2 free chip) are seen to pose more risk to gamblers
than the value of the inducement. This implies that gambling advertising offers should be
evaluated in terms of both their potential risk to gamblers, balanced alongside the value of the
inducement from a consumer perspective

‘Must be Won’ lotto promotions appear to stimulate buying in all segments of gamblers –
including recreational and at-risk gamblers. Gamblers also report a large effect of such
promotions on ticket purchasing. Given this effect, there is potential to balance the effects of such
advertising with responsible gambling messages to ensure that all gamblers consider the
affordability of gambling during ‘Must be Won’ (and similar) promotions. A similar effect was also
observed for ‘Terminating’ races in wagering and to a lesser extent, use of the word ‘Guaranteed’
in gambling advertising offers (e.g., $20,000 guaranteed)
Cultural aspects to gambling advertising
While Maori, Pacific and Asian gamblers participating in groups could not identify any current approaches
to gambling advertising in New Zealand which offended Maori culture, the high availability of poker
PAGE 176 OF 253
machine venues in Maori and Pacific communities was seen as a type of ‘advertising’ which presents clear
risk to people living in any low income communities (particular Maori and Pacific people).
In addition, Maori and Pacific people reported vulnerability of the community to low-priced gambling
offers, as these may be seen to promote the perception that gambling is ‘cheap or affordable’ or ‘a way to
make money’. In addition, gambling advertising posing risk to Maori and Pacific communities was seen to
include advertising approaches which:

Portray Maori or Pacific celebrities as part of advertising

Reinforce common misperceptions that people of lower educational backgrounds may hold
about gambling (e.g., advertising which plays on notions of luck and superstition as an example)

Tells stories of lower income people winning in gambling (which implicitly suggests that gambling
can address hardship or improve lifestyles - e.g., Winners’ Stories)
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Findings of research also suggested that people of Asian backgrounds were not strongly opposed to
gambling advertising in the context of Chinese New Year, as most promotions were seen to relate to
broader entertainment. Whilst not culturally offensive to participants in the study, Chinese New Year
gambling promotions offering inducements to gamble (e.g., coins in red packets) could be considered as
potentially presenting some risk to all Asian people, as the value of the inducement is lower than the
potential risk of the advertising offer.
Creating safer gambling environments
Findings of research highlighted that refining the advertising identified during focus groups was seen as
the most useful way of creating ‘safer’ gambling environments for all gambling consumers. In addition,
findings showed that:



While there is some latent awareness that people can complain about advertising generally,
specific channels for making complaints about gambling advertising are largely unfamiliar to most
gamblers
Research to test advertising effects on at-risk gamblers may be a method to prevent harmful
gambling advertising (i.e., research prior to major advertising campaigns)
Improved social marketing campaigns and responsible gambling messaging in the context of
gambling advertising were seen as future methodologies to create ‘safer’ environments for all
consumers
The other general strategy to create safer gambling environments related to advertising and promotion of
gambling as entertainment, rather than focusing on the benefits of winning money in gambling. From this
perspective, most gambling advertising within New Zealand was seen to be mostly focused on monetary
gain. In addition, it was also emphasised that web advertising of gambling through online channels
(including through Facebook) should be more closely monitored in the future to ensure that such methods
do not inadvertently pose risks to consumers.
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SECTION 4:
Quantitative research
exploring impacts of
gambling marketing and
advertising
As part of the study, a small-scale exploratory quantitative survey was undertaken with
gamblers within New Zealand to better understand the effects of gambling advertising.
For this purpose, a convenience sample of 400 gamblers was identified and screened
using an online research panel. Participants included 97 gamblers of Maori
background, 101 of Pacific background, 100 of Asian backgrounds and 102 of New
Zealand European backgrounds. Targets of approximately 100 respondents were set
for each ethnicity to allow an analysis of cultural aspects to gambling advertising.
The methodology used for the survey is presented in the methodology section of the
report (refer page 55). Data for moderate risk and problem gamblers is combined for
reporting purposes. Overall figures are weighted based on the distribution of all
gamblers within New Zealand (with data kindly supplied by the Ministry of Health).
Unweighted figures are additionally presented for each reported gambling risk
segment. Statistically significant results are indicated through p<.05. This implies that
the chance of a trend not occurring is very low (i.e., implying that the trend is likely).
As panel surveys naturally present limitations in being able to generalise to the broader
New Zealand population, findings of the survey should be considered as exploratory
and indicative, rather than definitive. The respondents, for instance, could also be
atypical in that they could possibly be quite well-engaged with media and advertising
(being on a survey panel).
The purpose of the study was to use a readily accessible source of survey data to
further explore possible effects of gambling advertising (and in a context where very
limited prior research had been undertaken). As such, it was used to complement and
supplement qualitative research findings. For this reason, due care and caution should
be applied in the interpretation of all results. Findings of the survey are structured as
follows:

Impact of advertising of New Zealand gambling trusts

Impact of advertising signage of pokies venues

Impact of social media promotions of gambling

Impact of online advertising of gambling opportunities
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
Impact of lotto and Instant Kiwi advertising

Impact of lotto jackpots and advertising slogans

Impact of TAB advertising

Impact of casino advertising

Awareness and promotion of host responsibility programs

Protecting consumers from harmful gambling advertising

Analysis of special research topics

Key findings in summary
Impact of advertising of New Zealand gambling
trusts
Awareness of EGM profit distribution
Gambler awareness of how EGM profits from gambling trusts are distributed within New Zealand is in
Table 16. As shown, 87% of all NZ gamblers were aware that profits from gaming machines were
distributed to charitable causes. Awareness was significantly lower in gamblers of Asian and Pacific
backgrounds, compared to NZ European backgrounds (p<.05).
Table 16. Awareness that EGM profits are distributed to charitable causes in NZ –
results by ethnicity (N=400, February-April 2011)
% of gamblers (Unweighted)
Aware of
how EGM profits
are distributed
NZ
European
Maori
Asian
% all NZ
gamblers
(weighted)
Pacific
Aware
80
78
53
65
87
N
102
97
100
101
400
Question: Were you aware that gaming machine profits (from pokies) are distributed by
trusts to charitable community causes in NZ? (Base: All surveyed gamblers)
Awareness of where EGM profits are distributed
Gambler awareness of where EGM profits are distributed within New Zealand is in Table 17. As apparent
from results, 64% of all gamblers had ‘no idea’ about how profits were distributed. It is interesting to note
that very few respondents selected the correct answer (that money could go anywhere within New
Zealand). Compared to New Zealand European gamblers, Asian and Pacific gamblers were also more likely
to indicate that they had ‘no idea’ about how profits were distributed (p<.05).
Table 17. Awareness of where EGM profits are distributed in NZ – results by ethnicity (N=400, February-April 2011)
% of gamblers (Unweighted)
Understanding of where
EGM profits are distributed
The pub owner keeps 70% of profits
and 30% is given to charity
All of the money goes back to the
local community (or town)
Around 10% goes to the Central
% all NZ
gamblers
(weighted)
NZ
European
Maori
Asian
Pacific
12
8
9
11
16
3
5
4
2
4
20
7
6
8
9
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Government, 10% to the pub and 80%
to the pub’s local community
The money could go to charitable
causes anywhere in NZ (not
10
16
8
9
6
necessarily the local community)
I have no idea how profits are
56
63
73
70
64
distributed
N
102
97
100
101
400
Question: If you played pokies at a pub in your local area, to the best of your knowledge, where do the
pokies profits go?
(Base: All surveyed gamblers)
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Display of trust logos to identify sponsorships
Gamblers were asked to indicate their views on how acceptable it was for trusts to display logos indicating
their sponsorships. Results are in Table 18. Of all surveyed gamblers, 60% believed it was acceptable and
36% had no opinion, indicating complacency about the issue. In addition, gamblers of Asian and Pacific
backgrounds were particularly complacent, with respectively 75% and 63% of each group having no
opinion on the matter.
Table 18. Views about display of trust logos to indicate sponsorships – results by ethnicity (N=400, February-April 2011)
% all NZ
gamblers
NZ European
Maori
Asian
Pacific
(weighted)
Acceptable
42
29
19
24
60
Not acceptable
11
10
6
13
5
Don't have an opinion
47
61
75
63
36
N
102
97
100
101
400
Question: Community trusts sometimes display their logo on sports fields and during other sports events to
show that they have given a sports club money from community gaming machine profits. Do you see this as?
(Base: All surveyed gamblers)
% of gamblers (Unweighted)
View
Value of trust branding in choice of gaming machine venues
As part of the study, gamblers were asked to indicate whether they played pokies which belonged to a
particular trust. This was to explore the value of trust ‘branding’ in the decision to play at a gaming
machine venue. Results are in Table 19. As shown, trust branding plays a very limited role in the decision
about where to play pokies, with 92% of gamblers indicating that it plays ‘no role at all’. While all groups
placed limited value in trust branding, compared to NZ European gamblers, Maori and Asian gamblers
were somewhat more likely to use trust branding in their decision about where to gamble (p<.05).
Table 19. Whether gamblers choose to play EGMs at venues owned by particular trusts –
results by ethnicity (N=194, February-April 2011)
Frequency of
% all NZ
% of gamblers (Unweighted)
play at EGM
gamblers
venues owned
playing pokies
NZ
Maori
Asian
Pacific
by particular
at pubs/clubs
European
trusts
(weighted)
Not at all
83
59
55
75
92
Sometimes
13
36
42
23
7
Often
4
3
0
0
0
Always
0
2
3
2
0
Mean
1.2
1.5
1.5
1.3
1.1
N
54
58
38
44
194
Question: To what extent do you choose to play pokies which are owned by a particular NZ community
trust?
(1=not at all, 5=always) (Base: All surveyed gamblers playing pokies at pubs/clubs)
PAGE 182 OF 253
PAGE 183 OF 253
Impact of advertising signage of pokies venues
Views and perceptions about the impact of pokies signage
The link between EGMs and charitable causes is in Table 20. Most EGM players who played pokies at pubs
and clubs did not justify their play by rationalising that money ‘goes back to the community’. While this
justification was more frequently used by moderate risk and problem gamblers (p<.05), a mean of 1.6
suggests that the behaviour is fairly uncommon. A similar trend applied to the second item (p<.05).
Table 20. Giving money back to the community as a justification for playing EGMs –
results by risk for problem gambling (N=194, February-April 2011)
Mean (Unweighted)
(1=not at all, 5=very frequently)
Frequency of different activities
in the past 12 months
Non-problem
gamblers
Low risk
gamblers
Moderate risk
and problem
gamblers
Played pokies using the excuse that money you
spend goes back to your local community
1.1
1.2
1.6
Spent more than you could afford on pokies,
using the excuse that money goes back to your
local community
1.0
1.2
1.6
N
35
47
112
Question: How often have you done the following in the past 12 months? (1=not at all, 5=very frequently)
(Base: All surveyed gamblers playing pokies at pubs/clubs)
Mean all NZ
gamblers
playing
pokies at
pubs/clubs
(weighted)
1.1
1.0
194
Influence of pokies signage on unplanned play
EGM players were asked to indicate how frequently they had seen pokies signage and whether signage
had encouraged unplanned play. Results are in Table 21. Findings showed that all risk segments reported
seeing pokies signage only somewhat frequently.
Compared to low risk gamblers, moderate risk and problem gamblers reported more frequent signage
exposure (p<.05). The role of signage in triggering unplanned play was similarly quite minimal. In addition,
while moderate risk and problem gamblers were more likely to enter venues on an unplanned basis due to
signage (p<.05), at a mean of only 2.0, the behaviour appears infrequent.
Table 21. Influence of pokies signage on unplanned pokies play –
results by risk for problem gambling (N=194, February-April 2011)
Mean (Unweighted)
(1=not at all, 5=very frequently)
Frequency of different activities
in the past 12 months
Seen signage outside a club or pub entrance
displaying the availability of pokies
Entered a pub or club to play pokies only after
seeing a pokies sign, even though you had NOT
PLANNED to enter
N
Mean all NZ
gamblers
playing
pokies at
pubs/clubs
(weighted)
Non-problem
gamblers
Low risk
gamblers
Moderate risk
and problem
gamblers
2.4
2.1
2.6
2.1
1.2
35
1.4
47
2.0
112
1.3
194
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Question: How often have you done the following in the past 12 months? (1=not at all, 5=very frequently)
(Base: All surveyed gamblers playing pokies at pubs/clubs)
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Whether pokies signage led EGM players to spend more than they wanted to spend on pokies is in Table
22. The base for this question included EGM players who played both casino and non-casino gaming
machines. Findings overall suggested that the role of advertising signage is fairly limited. Results similarly
showed that the influence of signage was greater for moderate risk and problem gamblers (p<.05),
compared to non-problem gamblers.
Table 22. Overall influence of pokies signage on spending – results by risk for problem gambling (N=239,
February-April 2011)
Mean (Unweighted)
(1=none at all, 4=significant influence)
Influence of pokies signage
Non-problem
gamblers
Low risk
gamblers
Moderate risk
and problem
gamblers
All NZ
gamblers
playing pokies
at pubs/clubs/
casinos
(weighted)
Influence of pokies advertising signage on the
tendency to spend more than one wanted to
1.1
1.2
1.7
1.2
spend
N
48
63
128
239
Question: If any, how much influence do you feel that pokies advertising/signage had on you spending more on pokies
than you wanted to spend in the past 12mths? (1=none at all, 4=significant influence) (Base: All surveyed gamblers playing
pokies at pubs/clubs/casino)
Appropriateness of pokies advertising signage
Views about the appropriateness of pokies signage are shown in Table 23. Overall, 85% of gamblers
believed that basic signage display was appropriate. No significant differences were recorded by risk
segment.
Table 23. Views about the appropriateness of pokies advertising signage –
results by risk for problem gambling (N=194, February-April 2011)
% of gamblers (Unweighted)
Appropriateness of
displaying pokies signage
to advertise the availability of pokies
Non-problem
gamblers
Low risk
gamblers
Moderate risk
and problem
gamblers
Signage is appropriate
63
68
70
Signage should not be displayed
37
32
30
N
35
47
112
Question: What is your view about the display of signage advertising the availability of pokies?
(Base: All surveyed gamblers playing pokies at pubs/clubs)
% all NZ
gamblers
playing
pokies at
pubs/clubs
(weighted)
85
15
194
PAGE 186 OF 253
Findings also showed that people of Asian and Pacific backgrounds were more likely to believe that
signage should not be displayed (each 39%), compared to people of NZ European background (p<.05).
Results are in Table 24.
Table 24. Views about the appropriateness of pokies advertising signage –
results by ethnicity (N=194, February-April 2011)
% of gamblers (Unweighted)
Appropriateness of
displaying pokies signage
to advertise the availability of pokies
NZ
European
Maori
Asian
Pacific
Signage is appropriate
80
67
61
61
Signage should not be displayed
20
33
39
39
N
54
58
38
44
Question: What is your view about the display of signage advertising the availability of pokies?
(Base: All surveyed gamblers playing pokies at pubs/clubs)
% all NZ
gamblers
playing
pokies at
pubs/clubs
(weighted)
85
15
194
PAGE 187 OF 253
Impact of social media promotions of gambling
As respondents were participants obtained from an online research panel, this should be considered when
reviewing results in this section of the report (as such respondents may be more frequent users of the
internet than the general community).
Role of social media in advertising gambling
Gamblers were asked about any informal social marketing they engaged in to tell their friends or family
about gambling. This could include use of Facebook, SMS and similar practices. Results are in Figure 3.
Overall, results indicated that social marketing practices were not highly prevalent, although were
undertaken by a small proportion of gamblers. Calling someone about a good pokies jackpot was the
most commonly reported activity.
Figure 3. Percent of gamblers engaging in informal
social marketing of gambling opportunities with family
or friends - overall results (February-April 2011)
Question: Sometimes people talk about gambling with friends and family. In the past 12
months, how often have you done the following? (Base: All gamblers playing the relevant
activity) (Base for pokies includes gamblers playing pub/club/casino pokies N=239, Base for
TAB including people only taking part in horse, harness or greyhound racing N=157. Overall
data weighted.
PAGE 188 OF 253
PAGE 189 OF 253
Impact of online advertising of gambling
opportunities
Internet gambling advertising
While casino-style internet gambling is not offered or permitted within New Zealand (a regulation under
the Gambling Act 2003), wider use of the internet may imply that many gamblers are exposed to internet
gambling advertising. On this basis, the issue was examined in the study. Awareness of gambling
advertising on the internet is in Figure 4. Around 72% of gamblers reported some level of advertising
exposure. Findings also showed that moderate risk and problem gamblers reported higher exposure
(mean=2.6), compared to non-problem gamblers (mean=2.1) (p<.05). It should be noted that the question
focused on any type of online gambling advertising (which could also potentially include online TAB and
lotto advertising, which are permitted within New Zealand).
Figure 4. Percent of gamblers who had viewed advertising on the
internet about gambling - overall results (N=400, February-April 2011)
about online
surveyed gamblers)
Question: In the past 12 months, how often have you seen advertising on the internet
gambling and overseas casinos? (1=not at all, 5=very frequently) (Base: All
Overall data weighted.
The effect of online gambling advertising on gamblers who reported advertising exposure is in Table 25.
While numbers are small, findings suggest that 13% of gamblers (each) visited an online gambling site for
curiosity after seeing advertising or tried a ‘free to play’ site. However, only 4% had gambled at an online
casino after seeing advertising. In addition, moderate risk and problem gamblers displayed a tendency to
engage in all behaviours significantly more often, compared to non-problem gamblers (p<.05).
Table 25. Frequency of visits to online gambling sites for gamblers exposed to online gambling advertising results by risk for problem gambling (N=316, February-April 2011)
Frequency over the
past 12 months
Visited an online casino over the internet for
curiosity after seeing gambling advertising
online (even if you didn't gamble)
Played at an online casino for fun after
% of gamblers (Unweighted)
Moderate
NonLow risk
risk and
problem
gamblers
problem
gamblers
gamblers
% all NZ
gamblers seeing
online gambling
advertising
(weighted)
19
30
51
13
21
29
43
13
PAGE 190 OF 253
seeing the advertising, but didn't make bets
using money (such as ‘free to try’ sites)
Gambled at an online casino for money
5
7
21
after seeing advertising
N for all questions
94
82
140
Question: In the past 12 months, have you? (Base: All gamblers who reported seeing online gambling
advertising)
4
316
PAGE 191 OF 253
Impact of lotto and Instant Kiwi advertising
Frequency of viewing lotto/Instant Kiwi advertising
The frequency of viewing lotto and scratch ticket advertising (based on gamblers who played each activity)
is shown in Table 26. No significant differences were recorded between moderate risk and problem
gamblers, compared to non-problem gamblers. Similar awareness levels of lotto and scratch ticket
advertising across risk segments may be due to the wider exposure of the general public to lotto and
scratch ticket advertising.
Table 26. Frequency of viewing lotto/Instant Kiwi advertising - results by risk for problem gambling
(N=386 lotto players and N=319 scratch ticket players, February-April 2011)
Frequency of
viewing advertising
Mean (1=not at all, 5=very frequently)
(unweighted)
Moderate
Non-problem Low risk
risk and
gamblers
gamblers
problem
gamblers
Base
Mean
all NZ lotto
or scratch
gamblers
(weighted)
General advertising on NZ lottery
3.2
3.5
3.4
draws
Lotto players
Advertising on very large NZ lottery
jackpots (i.e., Larger than usual
3.2
3.4
3.4
jackpots)
N for lotto players
120
101
165
Advertising on Instant Kiwi scratch
Scratch ticket
3.0
3.3
3.2
tickets
players
N for scratch ticket players
91
81
147
Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently)
(Base: Lotto or scratch ticket players)
3.2
3.2
386
2.9
319
Frequency of viewing lotto advertising – by media channel
The frequency of viewing lotto advertising by different media channels (based on lotto players) is in Table
27. This shows that lotto is most frequently seen through TV advertising, in shopping centres, in the local
dairy and supermarkets. Interestingly, only a few significant differences were apparent. Compared to
non-problem gamblers, moderate risk and problem gamblers were more likely to view lotto advertising
over the internet, in pharmacies and in train stations (p<.05).
Table 27. Frequency of viewing lotto advertising by media channel - results by risk for problem gambling
(N=386 lotto players, February-April 2011)
Media channels used in
lotto advertising
On the TV
In shopping centres
In the local dairy
Supermarkets
In paper stores or newsagents
Over the internet (Lotteries NZ web
site)
On the radio
Mean (1=not at all, 5=very frequently)
(unweighted)
Moderate risk
Non-problem
Low risk
and problem
gamblers
gamblers
gamblers
3.5
3.7
3.6
2.8
3.0
3.0
2.8
3.1
3.1
2.7
3.0
2.9
2.4
2.7
2.5
2.1
2.0
2.6
2.2
2.6
2.1
Mean all NZ
lotto
gamblers
(weighted)
3.6
2.7
2.5
2.4
2.3
2.3
2.0
PAGE 192 OF 253
In newspapers and magazines
2.2
2.6
2.5
2.0
Bus shelters
1.9
2.1
2.1
1.7
In pharmacies
1.4
1.6
1.8
1.3
In train stations
1.3
1.4
1.5
1.2
N
120
101
165
386
Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently)
(Base: Lotto players)
Influence of lotto advertising on unplanned purchasing – by media channel
The tendency of lotto advertising to lead to unplanned purchasing of lotto tickets is in Table 28. As shown,
for most lotto players, the overall impact of advertising was minimal. Comparative trends also showed
that, relative to non-problem gamblers, moderate risk and problem gamblers were more likely to report
unplanned purchases of lotto tickets due to advertising across most channels including via TV, dairies,
pharmacies, paper stores, shopping centres, train stations, internet, newspapers/magazines, bus shelters
and supermarkets (each p<.05). The largest gaps between risk segments interestingly related to dairies,
shopping centres and supermarkets (a mean gap of 0.7).
Table 28. Influence of lotto advertising on unplanned purchasing by media channel – results by risk for problem
gambling
(N=386 lotto players, February-April 2011)
Mean (1=not at all, 5=very frequently)
Mean all NZ
(unweighted)
Media channels used in
lotto
Moderate risk
lotto advertising
gamblers
Non-problem
Low risk
and problem
(weighted)
gamblers
gamblers
gamblers
On the TV
1.7
1.7
2.1
1.5
Supermarkets
1.6
1.8
2.3
1.4
In the local dairy
1.4
1.6
2.1
1.3
In paper stores or newsagents
1.4
1.4
1.7
1.3
In shopping centres
1.5
1.7
2.2
1.3
On the radio
1.2
1.3
1.4
1.1
Over the internet (Lotteries NZ web site)
1.3
1.4
1.7
1.1
In newspapers and magazines
1.3
1.4
1.6
1.1
Bus shelters
1.2
1.2
1.5
1.1
In pharmacies
1.1
1.2
1.4
1.0
In train stations
1.1
1.1
1.3
1.0
N
120
101
165
386
Question: Over the past 12mths, how often have you made an unplanned lotto ticket purchase when you saw
lotto advertising in the following locations? (If at all) (That is, you bought a ticket ONLY AFTER seeing
advertising, but had NOT planned to buy a ticket) (1=not at all, 5=very frequently) (Base: Lotto players)
Messages that influenced unplanned purchasing of lotto
Advertising messages reported (by lotto players) to influence unplanned purchasing of lotto tickets are in
Table 29. Qualitative messages are presented for interest. Findings indicated that lotto jackpot messages
are frequently associated with unplanned purchasing and particularly for moderate risk and problem
gamblers.
PAGE 193 OF 253
Table 29. Advertising messages recalled which led lotto players to purchase unplanned lotto tickets
– results by risk for problem gambling (N=89, February-April 2011)
Non-problem gamblers (N=23)























Big jackpot
$12 million lottery
$20 million prize pool
A bigger than normal
jackpot
A large jackpot ad
A larger than usual jackpot
Advertising a larger than
usual lotto winning - or
extra prizes that could be
won that week
Better life
Big 20 million dollars
Big jackpots available
Big jackpots, bigger than
usual
Big money
Big wins
Bigger than usual Jackpot
Don't remember what the
message was, but their
advertisement on TV just
made me realise that I
forgot to buy a lotto ticket
Extra large jackpot draw
Extra prize draws
Generally a jackpot
High jackpot
High win reward
presentation
Huge jackpot and lots of
extra draws of prizes
I can't remember the exact
words but it's usually when
they advertise a jackpot
It advertised how much you
were able to win should you
get a lotto ticket and it was
in big bold letters and
numbers (e.g., $22 MILLION
UP FOR GRABS)
Low risk gamblers (N=16)
















Huge jackpot
$22 million
At checkouts
Big jackpot
Don’t forget your ticket for
this weeks lotto draw
Good life
Good prizes/more chances
to win
Grab your lotto ticket now
Half of the proceeds of all
lotto sales for that particular
week were going towards
the rebuild of Christchurch
after the recent earthquake.
I found this to be a very
worthwhile cause as well as
a possible chance for me to
win a prize
Help Christchurch - buy
your lotto and donate $1 to
the quake
High first division prize
High prize money and the
more chances to win
Hitting the Powerball
jackpot
I think it was the amount
that could be won if you win
the jackpot
I thought I might get lucky
and win the big one
It advertised a large lotto
jackpot
Moderate risk/problem gamblers (N=50)































A big prize (x2)
'COULD WIN' etc.
'What would you do?' phrase
'Win Big this Wednesday'
'Wouldn’t it be nice' - signs to try my
luck
$10 MILLION POWER BALL
$12.5 MILLION - POWERBALL WIN
$10 MILLION - POWERBALL BIG
WEDNESDAY - LUXURY PRIZES TRIPLE DIP - BE IN TO WIN
$12.5 million jackpot Powerball
$15 million jackpot
$20 million Powerball
$25,000,000
A very big jackpot - extra bonus
draws reminded me by suggestion,
to buy a ticket
Advertising lotto at supermarket
entrance, but wasn't planning to buy
one
Advertising the Powerball had
jackpotted to over $10 million
dollars. Also the shop had 1st prize
winners on many occasions
An opportunity to win a huge
amount
BE IN TO WIN...AND LIVE YOUR
DREAMS - POWERBALL $10
MILLION
Become a millionaire...win
today...start using it tomorrow
Better lifestyle. That my life would
completely change for the better.
That my life would be easier. The
best things in this life are free. Get
what you want
Big amount to be won
Big jackpot - extra bonuses
Big jackpot (x3)
Big jackpot and that it must go!
Big jackpot tonight
Big jackpots, good chances to win
Big jackpots. Prize draws.
Big money
Big money and prizes
Big Powerball jackpots
Big sign saying jackpot 18 million
Big Wednesday 2 million
Big win, jackpot, scratch and win, big
Wednesday
PAGE 194 OF 253
Non-problem gamblers (N=23)
Low risk gamblers (N=16)
Moderate risk/problem gamblers (N=50)
Biggest jackpot ever
Extra prises on top of normal lotto
prizes

First division was won at this lotto
shop

Going to a local charity

High amounts of money

How big the jackpot was or Big
Wednesday

How good would it feel? (if you won
lotto)

How high the jackpot is on the lotto
and Strike and Powerball

How much the 1st division prize was
- often made me buy the ticket

Huge jackpot

Huge jackpot and that I could win

Huge winnings

Huge Jackpots! I spend more than
usual when I see that

If there was a big prize, or additional
prizes like cars, boat or a trip

Instant winner and sounded
convincing

It acted as a reminder to buy a ticket

It just triggered my mind to think
about it then thought might as well.
Usually I forget to get a ticket and
wouldn’t buy it, if I hadn’t had a
trigger to remind me
Question: What were the messages in the lotto advertising which led you to make an unplanned lotto ticket purchase?
(Base: Lotto players indicating unplanned purchasing of lotto tickets)


Reasons for buying lotto tickets
Reasons why lotto players purchased tickets are in Table 30. Compared to non-problem gamblers,
moderate risk and problem gamblers were more likely to cite all reasons for buying a ticket (p<.05). Of
particular interest is the large gap between groups in relation to ‘feeling better about life’ and ‘wanting to
make a large purchase’. This could suggest that advertising messages relating to such topics resonate
more with higher risk segments.
Table 30. Reasons why lotto players purchase lotto tickets – results by risk for problem gambling
(N=386, February-April 2011)
Frequency of reasons for
buying a lotto ticket over the past 12 months
Fun and entertainment
To help improve your financial situation
To help you feel better about your life
Mean (1=no influence, 5=had a lot of influence)
(unweighted)
Moderate risk
Non-problem
Low risk
and problem
gamblers
gamblers
gamblers
2.2
2.7
2.8
2.9
3.4
3.6
1.7
2.2
2.6
Mean
all NZ lotto
gamblers
(weighted)
2.3
2.7
1.6
PAGE 195 OF 253
Buying a lotto ticket as you wanted or needed to
make a large purchase and didn’t have the
1.5
2.0
2.4
1.3
money
N
120
101
165
386
Question: Over the past 12mths, if any, how much influence did the following have in your decision to buy tickets for lotto
draws....
(1=no influence, 5=had a lot of influence) (Base: Lotto players)
Overall influence of lotto advertising on spending
The overall influence of lotto advertising on players spending more than they wanted to spend is shown in
Table 31. The overall effect was generally minimal across all players. Findings also showed that moderate
and problem gamblers reported a larger effect, compared to non-problem gamblers (p<.05). However, at
a mean of 2.1, the overall effect was conservative.
Table 31. Overall influence of lotto advertising on spending – results by risk for problem gambling
(N=386, February-April 2011)
Influence of lotto advertising
Mean (1=none, 4=significant influence)
(unweighted)
Moderate risk
Non-problem
Low risk
and problem
gamblers
gamblers
gamblers
Mean
all NZ lotto
gamblers
(weighted)
Influence of lotto advertising on spending more
1.6
1.8
2.1
1.4
on lotto than player wanted to spend
N
120
101
165
386
Question: If any, how much influence do you feel that lotto advertising had on you spending more on lotto than you wanted
to spend in the past 12mths? (1=none, 4=significant influence) (Base: Lotto players)
PAGE 196 OF 253
Impact of lotto jackpots and advertising slogans
Influence of advertising of jackpots and prize configurations on likelihood of ticket purchasing
The influence of large jackpot sizes and different types of prize draws on lotto player likelihood to
purchase a ticket is in Table 32. Interestingly, there was a linear relationship between jackpot size and the
likelihood to purchase a ticket, with particularly strong buy-in at very high jackpots (such as $36 million).
Jackpots offering money alone were also seen as more attractive than those offering money plus prizes.
Moderate risk and problem gamblers were significantly more likely to purchase a ticket for all prize
configurations, compared to non-problem gamblers (p<.05). Interestingly, there was a slightly larger gap
between groups at the three higher jackpot sizes (mean gap of 0.5) ($10m, $20 and $36m), compared to
the lower jackpot sizes (mean gap of 0.4) ($1m and $5). While further research would be needed to
confirm effects, this may suggest that attractiveness of big jackpots is disproportionately larger for higher
risk segments (relative to non-problem gamblers).
The predictors of being likely to purchase a ticket for a $36 million jackpot were also examined (based on
all gamblers). Findings showed that playing lotto was the best predictor (partial r=0.25), followed by risk
for problem gambling (partial r=0.21) (Partial correlations show the unique predictor power of variables).
However, being in poor financial situation was not a significant predictor of being attracted to buy a ticket.
Further analysis showed similar results for $10 million and $20 million jackpots, although for $1 million and
$5 million jackpots, being in a poor financial situation was associated with an increased likelihood to buy a
ticket.
Table 32. Influence of lotto jackpots and prize configurations on likelihood of ticket purchasing –
results by risk for problem gambling (N=386, February-April 2011)
Jackpot sizes and prize configurations
Mean (1=not at all likely, 5=very likely)
(unweighted)
NonModerate risk
Low risk
problem
and problem
gamblers
gamblers
gamblers
2.2
2.5
2.6
2.8
3.2
3.2
3.4
4.0
3.9
3.9
4.4
4.4
4.1
4.5
4.6
3.4
3.8
3.9
Mean
all NZ lotto
gamblers
(weighted)
$1 million jackpot
2.0
$5 million jackpot
2.9
$10 million jackpot
3.4
$20 million jackpot
3.8
$36 million jackpot
4.1
Jackpots which just offer money alone
3.4
Jackpots which offer money plus prizes (e.g.,
3.2
3.6
3.7
3.0
holiday, car)
Jackpots which give away a very flash/prestige car
2.5
2.8
3.0
2.5
N
120
101
165
386
Question: If you saw or heard advertising about a very large lotto jackpot, how likely or unlikely would you be to buy a
lotto ticket for the following jackpot sizes or types of lotto draws? (1=not at all, 5=very likely) (Base: Lotto players)
PAGE 197 OF 253
Influence of lotto slogans on likelihood of ticket purchasing
The influence of various lotto slogans on the likelihood of lotto players purchasing a lotto ticket was tested
in the study. Results are in Table 33. Overall results showed that ‘Must be Won’ jackpots by far had the
greatest impact on purchasing and a much greater impact, compared to other slogans. The impact of all
slogans was also significantly more for moderate risk and problem gamblers, compared to non-problem
gamblers (p<.05).
It is noteworthy, though, that the gap (between non-problem and moderate risk/problem gamblers) for
‘Must be Won’ promotions was the lowest (mean gap of 0.3), possibly suggesting that the impact is
relatively more consistent for all groups (compared to other slogans where greater differences emerged).
The largest gap was observed in relation to the slogan ‘Trump up your life’ and the winner’s story about
lotto fixing financial hardships (each a mean gap=0.6). This may indicate that such slogans are relatively
more powerful in convincing moderate risk and problem gamblers to buy tickets. This may also indicate
the need to avoid slogans that relate to improving one’s financial position in life.
Table 33. Influence of lotto slogans on likelihood of ticket purchasing –
by risk for problem gambling (N=386, February-April 2011)
Lotto slogans tested
Mean (1=not at all likely, 5=very likely)
(unweighted)
Moderate risk
Non-problem
Low risk
and problem
gamblers
gamblers
gamblers
Mean
all NZ lotto
gamblers
(weighted)
The advertising said the jackpot must be
3.5
3.6
3.8
4.0
won
The advertising encouraged you to think
about your life after lotto and asked 2.3
2.5
2.8
2.1
What's your ultimate lifestyle?
The advertising showed a man who won
lotto and then asked you - What would you
2.3
2.4
2.8
1.9
do with your prize money?
The advertising used Donald Trump and the
slogan - Trump Up Your Life and win a
1.7
1.9
2.3
1.4
luxury week in New York for 4
You heard a good news story about a
person who had no money and then won a
2.2
2.3
2.8
1.9
large lotto jackpot which fixed their financial
worries
N
120
101
165
386
Question: Imagine you walked into a local shop and then saw some lotto advertising. If at all, how likely would you
be to consider buying a lotto ticket if the advertising mentioned the following? (1=not at all, 5=very likely) (Base:
Lotto players)
PAGE 198 OF 253
Influence of scratch ticket slogans on likelihood of ticket purchasing
The influence of scratch ticket slogans on ticket purchasing was also tested in the study. Results are in
Table 34. Findings showed that the slogan ‘It can all change in an Instant’ and ‘Add a little thrill to your
day’ both had the largest effect on purchasing of all tested slogans. Findings similarly showed that the
effect of all slogans was significantly greater for moderate risk and problem gamblers, compared to
non-problem gamblers (p<.05). As mean gaps between non-problem and moderate risk/problem
gamblers were fairly similar for all slogans, the effect of slogans across risk segments was fairly consistent.
Table 34. Influence of scratch ticket slogans on likelihood of ticket purchasing –
by risk for problem gambling (N=319, February-April 2011)
Scratch ticket
slogans tested
Mean (1=not at all likely, 5=very likely)
(unweighted)
Moderate
Non-problem
Low risk
risk and
gamblers
gamblers
problem
gamblers
1.9
2.4
2.6
1.7
2.2
2.4
Mean
all NZ scratch
ticket
gamblers
(weighted)
The advertising told you - It can all change in an instant
1.7
The advertising told you to - Live a little
1.5
The advertising encouraged you to - Add a little thrill to
1.9
2.4
2.5
1.7
your day
The advertising said a ticket can - Lead you to loads of cash
2.0
2.4
2.7
1.6
N
91
81
147
319
Question: Imagine you walked into a local shop and then saw some scratch ticket advertising. If at all, how likely would you be
to consider buying a ticket if the advertising mentioned the following? (1=not at all, 5=very likely) (Base: Scratch ticket players)
PAGE 199 OF 253
Influence of lotto/scratch ticket advertising using ethnic celebrities on likelihood of ticket purchasing
As part of the study, the effect of featuring different cultures in lotto advertising was examined. Findings
are in Table 35. Results showed that, if Maori celebrities were featured in lotto advertising, Maori would be
more likely to purchase tickets, compared to NZ Europeans (p<.05). A similar effect was observed for other
ethnicities. If Pacific celebrities featured in advertising, Pacific would be more likely to purchase tickets,
than NZ Europeans (p<.05). In addition, if Asian celebrities featured in advertising, the appeal to buy
tickets was significantly higher for Asian people, compared to NZ Europeans (p<.05). Together, results
confirm that using celebrities of specific ethnicities in advertising resonates with people of the same ethnic
background.
Table 35. Influence of ethnic celebrities in advertising on likelihood of ticket purchasing –
results by ethnicity (N=400, February-April 2011).
Unweighted mean
(1=not at all likely, 5=very likely)
NZ
Use of cultural elements in lotto advertising
European
Maori
Asian
Pacific
If a famous Maori celebrity appeared in the advertising
1.2
1.8
1.5
1.9
If a famous Pacific celebrity appeared in the advertising
1.2
1.6
1.5
2.2
If a famous Asian celebrity appeared in the advertising
1.2
1.5
1.8
1.8
N
102
97
100
101
Question: Imagine you walked into a local shop and then saw some lotto or scratch ticket advertising. If at all, how
likely would you be to consider buying a lotto ticket if the advertising mentioned the following: PLEASE TRY TO RATE
ITEMS DIFFERENTLY
(1=not at all, 5=very likely) (Base: All surveyed gamblers)
Overall influence of scratch ticket advertising on spending
The overall influence of scratch ticket advertising on players spending more than they wanted to spend is
in Table 36. Generally, for scratch ticket players overall, the influence of scratch ticket advertising was quite
limited. Moderate risk and problem gamblers also reported a significantly greater influence, than
non-problem gamblers (p<.05).
Table 36. Overall influence of scratch ticket advertising on spending –
results by risk for problem gambling (N=319, February-April 2011)
Influence of
scratch ticket advertising
Mean (1=no influence, 4=significant influence)
(unweighted)
Moderate risk
Non-problem
Low risk
and problem
gamblers
gamblers
gamblers
Mean
all NZ scratch
ticket gamblers
(weighted)
Influence that Instant Kiwi
advertising had on you spending
more on scratch tickets than you
1.3
1.5
1.8
1.1
wanted to spend in the past
12mths
N
91
81
147
319
Question: If any, how much influence do you feel that scratch ticket advertising had on you spending more on
tickets than you wanted to spend in the past 12mths? (1=no influence, 4=significant influence) (Base: Scratch ticket
players)
PAGE 200 OF 253
PAGE 201 OF 253
Messages that influenced scratch ticket spending
Scratch ticket advertising messages which led players to spend more on tickets than they had wanted to
spend are in Table 37. While messages are only presented for qualitative interest, it is noteworthy that
moderate risk and problem gamblers particularly recalled messages about instant winning or the message
‘it can all change in an instant’ (or variants of the message). The recent TV advertising campaign theme
song was also frequently mentioned.
Table 37. Advertising messages recalled which led scratch ticket players to spend more than they wanted
to spend on scratch tickets – results by risk for problem gambling (N=72, February-April 2011)
Non-problem gamblers
(N=11)











Cars
Cash in an instant
High-colour TV ads
caught my attention
I can’t remember, but
just saying that it’s
quick and easy
Instant cash to be won
Instant Kiwi now has
more chances of
winning - it can
change your life in an
instant
It’s not the messages
that somewhat
influenced my decision
to spend, it’s the
pictures
MONEY!!!
More chances to win,
new games
Nothing specific usually how easy they
are to get and chances
of winning big
amounts despite
knowing the odds
must be
over-exaggerated
Quick cash

















Low risk gamblers
(N=17)
Moderate risk and problem gamblers
(N=44)
'Up to $40,000 to be won'
and
'live a little'
A fun to play scratchy
Add a little thrill to your day
Big cash prizes
Big prize
Bonus quick cash prizes.
Instant wins
Instant cash
Instant Kiwi can do
It could all change in an
instant
Just seeing advertisements
reminded me of Instant Kiwi
and encouraged me to buy.
Also seeing new types of
games
Large amounts of winning
from buying a cheap ticket
Like it would tell us instantly
$10,000 for just $1.00
Live a little
More cash prizes to be won
More money
New tickets now available,
offering more money or
chances to win. New games
to play on Instant Kiwi
tickets, something new and
exciting to play
Quick and easy, possibility of
winning money right then
and there































'It could all change in an instant' made
me feel my decision now could have a
sudden positive change and outcome
'Live a little', add something exciting to
your day, it makes you think about all the
things that you could do with the money
and it encourages you to buy the scratchy
$1,000 a week for 3 years - $5 ticket big
prize too be won
$50,000 cash to be won
1 in 10 tickets win
15 games in one ticket
A reminder to buy and that you can tell
instantly if you win. Catchy theme song
Absolute freedom to do what ever you
wanted to do if you won
American Hero theme song. Very funny
Believe it or not I'm walking on air! (x3)
Believing that any ordinary person can
win
Big amount of money
Bigger the prize
Just the guy dancing around and singing
Easy win
Get back what you give back
I can’t remember, but the ticket caught
my eye, so perhaps the colouring
Instant cash/win (x6)
It can all change in an instant (x4)
Just the cash part
Just the prizes
Live a little (x2)
More chances to win
More money, more prizes
Multiple wins and bright colours
Must be won
New instant scratchy. More chances to
win
Prize draws. New design. New games
Prize money
Prizes $100,000
Spend a $1 and you could win $25,000
PAGE 202 OF 253
Non-problem gamblers
(N=11)
Low risk gamblers
(N=17)
Moderate risk and problem gamblers
(N=44)
That all can change in a moment. The guy
is walking on air - great imagination!

That I could win a large amount of money
for a small cost
Question: What were the messages in the Instant Kiwi advertising which encouraged you to spend more than you wanted to?
(try to describe in detail) (Base: Scratch ticket players spending more than they wanted to spend in the past 12 months due to
advertising)

PAGE 203 OF 253
Impact of TAB advertising
Frequency of viewing TAB advertising
The frequency TAB punters had seen advertising relating to horse/harness/greyhound racing and sports
betting in the previous 12 months is in Table 38. Compared to moderate risk and problem gamblers,
non-problem gamblers had not viewed advertising as frequently (p<.05).
Table 38. Frequency of viewing TAB advertising - results by risk for problem gambling (N=157, February-April 2011)
Frequency of
viewing advertising
Mean (1=not at all, 5=very frequently)
(unweighted)
Moderate risk
Non-problem Low risk
and problem
gamblers
gamblers
gamblers
Mean
all NZ TAB
gamblers
(weighted)
How often TAB punters have seen
advertising on horse/harness/
2.0
2.0
2.6
1.8
greyhound/sports betting in the past 12
months
N
37
43
77
157
Question: How often have you seen advertising on horse/harness/greyhound racing/sports betting – including
TAB advertising - in the past 12 months? (1=not at all, 5=very frequently) (Base: TAB punters)
Frequency of viewing TAB advertising – by media channel
The frequency of TAB punter viewing of advertising by media channel is in Table 39. Results showed that
TV advertising was the most pervasive, compared to other forms of media. Moderate risk and problem
gamblers had seen all types of advertising more frequently, compared to non-problem gamblers (p<.05).
Table 39. Frequency of viewing TAB advertising by media channel results by risk for problem gambling (N=157, February-April 2011)
Frequency of
viewing advertising
Advertising on television (e.g., Free to air, Sky, Trackside)
Advertising of race events at race tracks
Advertising on NZ TAB internet site and TAB email
newsletters
Inside pubs
Inside the casino
Advertising of race events or TAB in newspapers/magazines
or form guides (e.g., Best Bets/Turf Digest etc.)
TAB outlets on the street
Advertising on radio (e.g., Radio Trackside and others)
Inside clubs
N
Mean (1=not at all, 5=very frequently)
(unweighted)
Moderate
Non-problem
Low risk
risk and
gamblers
gamblers
problem
gamblers
2.0
2.1
2.7
1.8
1.9
2.5
Mean
all NZ TAB
gamblers
(weighted)
2.2
1.7
1.8
1.8
2.4
1.6
1.8
1.3
1.7
1.4
2.4
2.1
1.4
1.4
1.7
1.8
2.4
1.4
1.8
1.6
1.4
37
2.1
1.6
1.3
43
2.9
2.3
1.9
77
1.4
1.3
1.2
157
PAGE 204 OF 253
Question: How often have you seen advertising on horse/harness/greyhound racing/sports betting in the following locations in
the past 12 months? (1=not at all, 5=very frequently) (Base: TAB punters)
PAGE 205 OF 253
Influence of TAB advertising on unplanned betting – by media channel
Whether TAB advertising media channels led to punters making unplanned bets is shown in Table 40. As
shown in results, for the population overall, TAB media channels had a very limited impact on punters
making unplanned bets. All media channels had a greater impact on unplanned bets by moderate risk and
problem gamblers, compared to non-problem gamblers (p<.05). It is also noteworthy that racetrack
advertising had a particularly large effect on the higher risk segment and that the relative impact of pub
TAB advertising was greater than for clubs in this segment. This may be due to the greater use of alcohol
in such venues.
Table 40. Influence of TAB advertising on unplanned betting by media channel – results by risk for problem gambling
(N=157, February-April 2011)
Media channels used
in TAB advertising
Mean (1=not at all, 5=very frequently)
(unweighted)
Moderate
Non-problem Low risk
risk and
gamblers
gamblers
problem
gamblers
1.2
1.2
1.8
1.1
1.2
1.6
1.1
1.2
1.7
1.2
1.2
1.8
1.2
1.3
1.9
1.2
1.2
1.7
Mean
all NZ TAB
gamblers
(weighted)
Inside pubs
1.1
Inside clubs
1.1
Inside the casino
1.1
Advertising on TV (e.g., Free to air, Sky, Trackside)
1.1
Advertising of race events at race tracks
1.1
Advertising on radio (e.g., Radio Trackside and others)
1.1
Advertising on NZ TAB internet site and TAB email
1.2
1.3
1.7
1.1
newsletters
Advertising of race events or TAB in newspapers/magazines
1.2
1.2
1.7
1.1
or form guides (e.g., Best Bets/Turf Digest etc.)
TAB outlets on the street
1.3
1.3
1.8
1.1
N
37
43
77
157
Question: Over the past 12mths, how often have you placed an unplanned bet after you saw horse/harness/greyhound
racing/sports betting or TAB advertising in the following locations? (That is, you placed a bet ONLY AFTER seeing the
advertising, but had NOT planned the bet)
(1=not at all, 5=very frequently) (Base: TAB punters)
PAGE 206 OF 253
Messages that influenced unplanned TAB betting
Messages reported to lead to unplanned betting by TAB punters are in Table 41. While very few messages
were recalled by non-problem and low risk gamblers (also because they did not link unplanned betting to
advertising messages), moderate risk and problem gamblers recalled a number of current messages used
in TAB advertising. While only based on a small sample, it is interesting to note somewhat higher recall of
messages which suggest that betting is ‘easy’ or that large returns are available with small bets.
Table 41. Advertising messages recalled which led TAB punters to place unplanned bets –
results by risk for problem gambling (N=44, February-April 2011)
Non-problem gamblers
(N=3)



Pretty much high odds
The odds were good
The prize money
Low risk gamblers
(N=7)







Big Race day
Good odds on Melbourne
Cup
Good pay-out
Something like spend a few,
win a lot
Melbourne Cup
Super 15 rugby
The type of race - e.g.,
Group 1
Moderate risk and problem gamblers
(N=34)


























Bonuses for the end of month
being advertised online. Seeing the
advertisement of how much can
be won on easy bets
Big prize
Big wins with little bet
Easy five
Easy win
Favourite to win
Good horse paying good dividends
Good odds to win, so betting small
good
High probability of a win
Huge amount of money
Jackpot or jackpot has to go (x2)
Just passed a TAB and saw it
Luck is action/luck (x2)
Made it seem easy to bet and win
Melbourne Cup winner
More word of mouth about a
horse that would be a good punt
Must be struck
Sandwich board signage
Saw TV with race on and placed a
bet
Special event
Take a bet - Money goes to charity
TAB here or what races and where
it is
The greyhounds in Wanganui.
Usually where the races are
located
The look of the horse/dog, pace
plus breed
The Melbourne Cup race was
mainly just big lettering with
something like 'don’t miss out this
year' - this appeals to me on a
personal level as I do always miss
it
The prize
PAGE 207 OF 253
Non-problem gamblers
(N=3)
Low risk gamblers
(N=7)
Moderate risk and problem gamblers
(N=34)
To win big/win big money (x2)
Very good odds
What big paying races were on
that day or a well-known horse
that was running

Win (x2)
Question: What were the messages in the advertising which led you to place an unplanned bet? (i.e., the advertising of
horse/harness/greyhound races, sports betting or TAB) (try to describe in detail) (Base: TAB punters indicating unplanned
punting)



Influence of TAB advertising slogans on likelihood of betting
The impact of various TAB advertising slogans was tested as part of the study. Results are in Table 42. As
shown, the most powerful effect was recorded for messages which contrasted a low bet price with the
prospect to win a large amount. This was also more powerful from a communications perspective, than
just stating the prize alone.
Moderate risk and problem gamblers reported a greater effect of all advertising slogans, than
non-problem gamblers (p<.05). It is also noteworthy that the most powerful slogan produced the largest
mean gap between non-problem and moderate risk/problem gamblers, relative to other slogans (mean
gap=0.90). This may suggest that messages which convey that a small bet can produce a large return have
a greater influence on higher risk segments.
Table 42. Influence of TAB slogans on likelihood of betting results by risk for problem gambling (N=157, February-April 2011)
TAB slogans tested
For only a $4 bet
______________
WIN $12,384
If you get an account online, you'll get $20 free for
betting
The prize money for a win is $12,384
Only $8 is needed to take home $14,000
All it takes is a $6.50 investment to take home
$7,000
Bet smart - Win big
N
Mean (1=not at all, 5=very likely)
(unweighted)
Moderate
Non-problem
Low risk
risk and
gamblers
gamblers
problem
gamblers
Mean
all NZ TAB
gamblers
(weighted)
2.3
2.7
3.2
2.4
2.3
2.5
3.0
2.3
2.1
2.0
2.0
2.2
2.7
2.6
2.1
2.0
1.9
2.1
2.5
1.8
1.6
37
1.8
43
2.4
77
1.5
157
PAGE 208 OF 253
Question: Now imagine that you saw some advertising showing various betting opportunities. If at all, how likely would
you be to consider placing a bet if the advertising mentioned the following: PLEASE TRY TO RATE ITEMS DIFFERENTLY
(1=not at all, 5=very likely)
(Base: TAB punters)
Overall influence of TAB advertising on spending
The overall influence of TAB advertising in leading punters to spend more on wagering than they wanted
to in the past 12 months is in Table 43. As shown, overall impacts of TAB advertising were minimal.
However, effects were reported to be greater for moderate risk and problem gamblers, compared to
non-problem gamblers (p<.05).
Table 43. Overall influence of TAB advertising on spending – results by risk for problem gambling
(N=157, February-April 2011)
Influence of
TAB advertising
Mean (1=no influence, 4=significant
influence) (unweighted)
Moderate risk
Non-problem Low risk
and problem
gamblers
gamblers
gamblers
Mean
all NZ TAB
punters
(weighted)
Influence that TAB advertising had
on you spending more on wagering
1.1
1.3
1.6
1.1
than you wanted to in past 12 mths
N
37
43
77
157
Question: If any, how much influence do you feel that TAB, racing or sports betting advertising had on you
spending more on wagering than you wanted to spend in the past 12mths? (1=no influence, 4=significant
influence) (Base: TAB punters)
Impact of casino advertising
Gambler perceptions of casinos
The perceived glamour of casinos was measured from the perspective of all gamblers. Findings are in
Table 44. People of Pacific backgrounds were more likely to see casinos as a high-class gambling
opportunity, compared to NZ Europeans (p<.05). There were no differences, however, for Maori or Asians,
compared to NZ Europeans.
The perception of a casino gambler was also examined. While Maori, Asian and Pacific people were more
likely to believe that casino gamblers were ‘intelligent and sophisticated’ (compared to NZ Europeans p<.05), all ethnicities generally disagreed with the statement.
Table 44. Gambler perceptions of casinos – results by ethnicity (N=400, February-April 2011)
Views about casino gambling
Casinos are a high-class type of gambling
opportunity
Mean (Unweighted)
(1=strongly disagree, 5=strongly agree)
NZ
Maori Asian
Pacific
European
2.9
3.0
3.0
3.5
Mean all NZ
gamblers
(weighted)
2.8
PAGE 209 OF 253
Casino gamblers are intelligent and sophisticated
2.1
2.3
2.4
2.5
2.1
N
102
97
100
101
400
Question: How much do you agree or disagree with the following? (1=strongly disagree, 5=strongly agree) (Base: All
gamblers)
Frequency of viewing casino advertising
The frequency casino gamblers viewed casino advertising is in Table 45. Findings showed moderate level
exposure of all casino gamblers to casino advertising. In addition, moderate risk and problem gamblers
reported viewing casino advertising more frequently, compared to non-problem gamblers (p<.05).
Table 45. Frequency of viewing casino advertising – results by risk for problem gambling (N=217, February-April 2011)
Frequency of viewing casino advertising
Mean (unweighted)
(1=not at all, 5=very frequently)
Moderate
NonLow risk
risk and
problem
gamblers
problem
gamblers
gamblers
Mean all NZ
casino
gamblers
(weighted)
Frequency of seeing advertising about NZ casinos
2.1
2.2
2.8
2.7
in the past 12 months
N
46
56
115
217
Question: How often have you seen advertising about NZ casinos in the past 12 months? (1=not at all, 5=very
frequently)
(Base: Casino gamblers)
PAGE 210 OF 253
Frequency of viewing casino advertising – by media channel
The frequency of viewing casino advertising by media channel is in Table 46. Interestingly, results showed
that direct mail advertising was the most commonly viewed type of casino advertising. While there were
no significant differences in the frequency of viewing TV casino advertising across risk segments,
compared to non-problem gamblers, moderate risk and problem gamblers reported viewing casino
advertising more frequently on the internet, through the mail and in newspapers and magazines.
Table 46. Frequency of viewing casino advertising by media channel – results by risk for problem gambling
(N=217, February-April 2011)
Mean (unweighted)
(1=not at all, 5=very frequently)
All NZ
Media channels used in
casino
Moderate
casino advertising
gamblers
Non-problem
Low risk
risk and
(weighted)
gamblers
gamblers
problem
gamblers
Advertising through the mail
1.8
1.6
2.6
2.8
Internet or email newsletters
1.6
1.8
2.5
2.5
TV
2.2
2.2
2.4
2.4
Newspaper or magazine advertising
1.7
1.7
2.1
2.2
Radio
1.5
1.4
1.7
1.4
N
46
56
115
217
Question: How often have you seen advertising on NZ casinos in the past 12 months in the following
locations?
(1=not at all, 5=very frequently) (Base: Casino gamblers)
Overall influence of casino advertising on spending
The overall influence of casino advertising on gamblers spending more than they wanted to at the casino
is in Table 47. Findings showed a small influence overall. In addition, moderate risk and problem gamblers
reported a greater influence of advertising on casino spending, compared to non-problem gamblers
(p<.05).
Table 47. Influence of casino advertising on overall spending on casino gambling in past year –
results by risk for problem gambling (N=217, February-April 2011)
Influence of casino advertising
Mean (unweighted)
(1=no influence, 4=significant influence)
NonModerate risk
Low risk
problem
and problem
gamblers
gamblers
gamblers
All NZ
casino
gamblers
(weighted)
Influence that casino advertising had on you
spending more on casino gambling than you
1.1
1.3
1.8
1.5
wanted to spend in the past 12mths
N
46
56
115
217
Question: If any, how much influence do you feel that casino advertising had on you spending more on casino
gambling than you wanted to spend in the past 12mths? (1=no influence, 4=significant influence) (Base: Casino
gamblers)
PAGE 211 OF 253
Messages that influence unplanned casino gambling
Messages in casino advertising reported by casino gamblers to lead to unplanned gambling are in Table
48. While few messages were recalled by the other risk segments, moderate risk and problem gamblers
recalled a range of messages. Qualitative trends revealed message themes such as free prize draws,
jackpots, free parking and winning money. This may suggest that higher risk segments are attracted to
monetary incentives to gamble, rather than the general entertainment value of the casino.
Table 48. Advertising messages recalled which led casino gamblers to unplanned casino gambling –
results by risk for problem gambling (N=68, February-April 2011)
Non-problem gamblers
(N=5)





A chance to win big money
just by entering the casino
Earn rewards points
Enjoy the feeling of
gambling and have a fun,
win a prize
Fun
The atmosphere
Low risk gamblers
(N=12)












A friend winning $5k just by
entering the casino
A winner every hour
Big prize
Get a free wristband and
enter for a draw of up to
$10K
Casino had some live
performance on and
entertainment
The casino has the whole
package
Live entertainment
Receive the mailer and earn
points on your card every 6
months
TV advertising
Win a set amount by being
there at a designated time
Winning money, liked the
logos etc. [caught my
attention]
You get free stuff if you
become a member of the
loyalty program
Moderate risk and problem gamblers
(N=51)






















Free Parking
A car can be won. $10,000 messages advertised as part of the
loyalty program
As a member of the rewards
program, I will sometimes go there
with the intention of using the
coupons I receive in the mail, to
claim bonus points and rewards
and there was a scratchy thing
that came on the New Zealand
Herald last year
Big and colourful signs
Big jackpot must be won
Big wins
Bonus offer (e.g., Free draw to win
big money)
Chinese new year jackpot – had to
be won
Chinese New Year celebrations
Chinese New Year performances.
Every person wins every 10
minutes
Free
Free entertainment - Who will be
in to win?
Free newspaper entries to choose
an envelope to win money at Sky
City
Free parking - win a jackpot discounts on food and drinks entertainment
Free parking and bonus prizes
draw for the night
Free parking and drinks
Free points & chance to win
$10,000
Free prize draw
Game time
Have a fun in the casino
Have a good time with good
PAGE 212 OF 253
Non-problem gamblers
(N=5)
Low risk gamblers
(N=12)
Moderate risk and problem gamblers
(N=51)
food/drinks
High-roller jackpots
I wouldn't say a message - but the
pictures speak louder than words

Jackpot

Jackpot about to go off

The draws - you only had to wear
a wristband to be in the draw to
win money

Lucky draws, extra points for
birthdays

Make money

Money, money, money

Monthly mail and regular email
messages from the casino itself

More chances of winning big

New deals

Prize draws and saying how much
could be won that night, plus other
advertising offering us extra points
for visiting

Prize draws. Discounts off and car
parking drinks and food

Food and fun

Somebody won

Spin to win

Sweepstakes draw, must be there
to win

That the casino is fun and exciting
and it is a good escape

The prize

The jackpot

The random draws at certain times
of the day - gamble during a
specific time and listen out for the
winner

They advertise in the lifts, - Every
Wednesday is a $70,000 draw

Have a chance to win

To make a night of it

See people holding their cheques
and that they win big – offer is to
be in at 7pm to 10pm and swipe
your card and win $$$$$

When they did a campaign for the
1,000 person to walk in – person
gets cash

Win $10,000 etc.

Xmas specials

You'll have fun and if you gamble,
you'll win some money or a
jackpot
Question: What were the messages in the casino advertising which encouraged you to attend the casino for gambling, even


PAGE 213 OF 253
Non-problem gamblers
(N=5)
Low risk gamblers
(N=12)
Moderate risk and problem gamblers
(N=51)
though you had not planned to gamble? (try to describe in detail) (Base: Casino gamblers indicating unplanned casino visits for
gambling)
PAGE 214 OF 253
Awareness and promotion of host responsibility
programs
Awareness of host responsibility programs
Gambler awareness of host responsibility programs was examined in the study. Results are in Table 49. In
total, 67% of gamblers surveyed had heard of host responsibility programs. Qualitative discussions in
focus groups, however, highlighted that understanding of programs was fairly limited. No differences
between risk segments were recorded. In addition, Pacific people (38%) had lower awareness of host
responsibility programs, compared to NZ Europeans (54%), and Asians (60%) had higher awareness of
programs, compared to Maori (42%) and Pacific people (p<.05).
Table 49. Gambler awareness of host responsibility programs – by risk for problem gambling
(N=400, February-April 2011)
Awareness level
% gamblers (unweighted)
Moderate
Non-problem
Low risk
risk and
gamblers
gamblers
problem
gamblers
% all NZ
gamblers
(weighted)
Awareness of host
responsibility programs
49
47
49
67
in gambling venues
N
127
104
169
400
Question: Host responsibility is about gambling venues having policies and procedures
to help prevent customers from experiencing harm from gambling. Were you aware
that gambling venues are required to have host responsibility programs? (Base: All
surveyed gamblers)
How well host responsibility programs are promoted
How well host responsibility programs are promoted in venues is in Table 50. There was an overall
perception that promotion of host responsibility programs is limited. In addition, moderate risk and
problem gamblers saw that programs in casinos, clubs and the TAB were better promoted, than
non-problem gamblers (p<.05). However, the same trend did not apply for pubs.
Table 50. How well host responsibility programs are promoted –
by risk for problem gambling (N=400, February-April 2011)
Type of host
responsibility
program
Casinos
Clubs
Pubs
TAB
N
Mean (unweighted)
(1=not at all well,
5=very well promoted)
Moderate
NonLow
risk and
problem
risk
problem
gamblers gamblers
gamblers
1.9
2.1
2.4
1.6
1.9
2.1
1.9
2.1
2.2
1.8
2.1
2.4
107
104
169
Mean all NZ
gamblers
(weighted)
1.8
1.9
2.0
1.7
400
PAGE 215 OF 253
Question: How well are host responsibility programs promoted or advertised in
[insert venue]? (promotion only - not their effectiveness) (1=not at all well, 5=very
well promoted)
(Base: All gamblers)
PAGE 216 OF 253
Protecting consumers from harmful gambling
advertising
Gambling advertising which should not be permitted in New Zealand
Gambling advertising which gamblers believed should not be permitted in New Zealand is in Table 51.
Many comments indicated the potential to remove ‘glamour’ from gambling advertising and highlighted
the need to avoid gambling sponsorships (e.g., use of celebrities) and advertising which focuses on
monetary aspects to gambling. There was a view that entertainment should be the key focus, rather than
the potential to win money. Also of interest is the view that advertising promoting ‘cheap’ gambling
opportunities with high returns should be avoided, along with messages about how gambling can change
your life. (e.g., Ban messages like: spend only $2 and win $100,000 or images showing what a lot of money
can do for your life).
Table 51. Gambling advertising which should not be permitted in New Zealand –
results by risk for problem gambling (N=60, February-April 2011)
Non-problem gamblers
(N=24)













Advertisements that lure
consumers to gamble in terms of
models, big lettered money
prizes
Advertising that leads you to
believe that you can make easy
money
All advertising (x6)
All signage as well as all
discounts they try to use to lure
people in
Half price drinks
Anything with monetary
amounts. e.g., $4 bet at TAB
could win you
$X amount
Ban all advertising on TV
Ban messages saying things
such as spend just a little and
you could win a lot etc.
Beautiful people smiling and
screaming that they've won big
money
Big flashy ads
Don’t talk about 'It could change
your life' in advertising.
Gambling should be portrayed
as entertainment, not a lifestyle
Can't really think of any
messages to ban as the casino
advert shows mostly fun and
entertainment
Casino, TAB and Pokies
Low risk gamblers
(N=17)









Ads that suggest
everyone is a winner
Advertising showing
people winning heaps
All advertising (x6)
All advertising should
be low key - certainly
no over the top glossy
advertising
At end of the day the
final decision is made
by consumers as to
whether and how
much to gamble. I
don't see why
advertisements need to
be banned just
because some people
have low self-control. I
am one of them but I
don't blame those ads
Ban advertising of
casinos
Ban all televised
gambling and
advertising
Ban celebrities from
promotion of any
gambling and people
holding a whole lot of
cash
Big billboards and TV
advertising
Moderate risk and problem gamblers
(N=19)











All advertising (x3)
A homeless person walking off the street
to put a coin in the machine and
instantly winning the jackpot. A person
on pay day taking all his/her money to
play at the machines/tables, while the
family waits at home for them
A well known actor/actress modelling
around all the luxuries
Ads that focus too much on the financial
gains and those that manipulate
statistics to make it seem more likely to
win
Advertisements where the same actors
are used in different ads. Could
encourage people to continue gambling
and lead to addiction
Advertising in the low-income
communities
Advertising that is almost everywhere try to limit the places (e.g., NOT close to
schools etc.)
Associating gambling with any sports or
sport's icon should be banned
Ban all advertising that shows celebs,
expensive prizes like cars homes, in fact
any advertising that misleads
consumers to believe they will win
Ban all visual advertising pub/club
billboards
Ban messages like: spend only $2 and
win $100,000 or images showing what a
lot of money can do for your life
PAGE 217 OF 253
Non-problem gamblers
(N=24)





advertising
Celebrities should not endorse
gambling/celebrity images (x2)
Children should not be
associated with gambling
advertising – no gambling
advertising prior to 8.30pm
Do not push the big
gains/change your life themes
Don't use celebrities, don't make
it seem easy to win, don't
glamorise gambling
Don't use Polynesian or Maori
actors. No advertising the
chance to win big, because all
gamblers know the odds are
stacked against them
Low risk gamblers
(N=17)



Big posters that catch
the eye
Advertising of big
prizes
Billboards
Moderate risk and problem gamblers
(N=19)






Be there to win. Play for so many points
then you could win
Big jackpots
Colours
Cool actors with posh dressing with
wine glasses and girls around rich guys
shouldn't be portrayed
Dreams - what you can be doing with
money
Don't portray easy riches
Question: If you were trying to protect consumers from harmful effects of gambling advertising, what styles of gambling advertising would you ban
or not permit within New Zealand? (Think of advertising content such as messages, images portrayed and the actors) (Base: All gamblers)
Awareness of channels for complaints about gambling advertising
Gambler awareness of complaint channels relating to gambling advertising is in Table 52. In total, 63% of
gamblers indicated that they were aware that complaints about gambling advertising can be made.
Discussions in focus groups, however, revealed that specific channels were frequently unknown (i.e., there
was only awareness that complaints about advertising generally can be made). Awareness of people of
Asian backgrounds was also lower than other ethnicities (p<.05).
Table 52. Awareness that complaints about gambling advertising can be made –
results by ethnicity (N=400, February-April 2011)
Awareness level
% gamblers (unweighted)
NZ
Maori Asian
Pacific
European
% all NZ
gamblers
(weighted)
Aware that complaints about
56
54
41
60
63
gambling advertising can be made
N
102
97
100
101
400
Question: Were you aware that you can make complaints about gambling advertising to the NZ
Advertising Standards Authority? (Base: All surveyed gamblers)
Views about the most harmful type of gambling advertising
The most harmful type of gambling advertising, from the perspective of surveyed gamblers, is in Table 53.
Pokies advertising was considered harmful by the highest number of gamblers, followed by casino and
TAB advertising. In comparison, lotto and scratch ticket advertising was considered harmful by only a very
small group of gamblers. It is interesting to note that casino advertising was considered harmful by a
reasonably high proportion of people of Asian backgrounds. In addition, it was also seen as the most
harmful type of gambling advertising by Asian people.
PAGE 218 OF 253
Table 53. Most harmful type of gambling advertising – results by ethnicity (N=400, February-April 2011)
% gamblers (unweighted)
% all NZ
NZ
gamblers
Maori
Asian
Pacific
European
(weighted)
Pokies advertising
55
60
29
57
66
Casino advertising
16
19
38
18
15
TAB/racing/sports betting advertising
14
9
11
8
10
Lotto advertising
12
5
13
12
2
Instant Kiwi advertising
2
3
5
1
4
Another form of gambling advertising
2
4
4
4
3
N
102
97
100
101
400
Question: Which type of gambling advertising do you see as most harmful to the general public within New
Zealand?
(Base: All surveyed gamblers)
Type of gambling advertising most
harmful to the general public
PAGE 219 OF 253
Why different types of gambling advertising are harmful
Reasons why gambling advertising was seen as harmful are in Table 54. For pokies advertising, major
concerns related to the fact that pokies are a known ‘addictive’ type of gambling, the availability of pokies
and the general harm that pokies cause to communities. Casino advertising was seen as harmful due to
issues such as the range of games, the potential to make big losses, the glamour of advertising and the
24/7 availability.
Lotto advertising was seen as harmful due to its pervasiveness in the community and the ease of access to
lotto outlets. Very few reasons were nominated for why TAB and scratch ticket advertising was harmful
and little consistency was observed across responses.
Table 54. Why advertising of specific gambling activities was seen as harmful – results by activity (N=91, February-April
2011)
Pokies advertising
(N=52)










Because it’s
addictive (x4)
Affects people like
me
A lot of people love
to play the pokies
and they go over
board spending
more then they
should
A lot of people that
play pokies in clubs
and pubs can't
afford to play
I know three friends
that play pokies and
struggle to feed their
children
As the pokies venues
are everywhere and
more accessible to
the low income
earners
Bad for low income
families
Bad news for those
who get caught up
in the pictures of the
machines and think
'I haven't played
that one'
Because pokies
gambling is the
most addictive and
is the fastest way to
lose money
Because all bars
have the sign
Casino advertising
(N=18)








It’s addictive and
has a variety of
choice of
gambling
opportunities
Addiction
Again, they
promulgate the
idea that it is cool
and profitable to
play
As gambling is a
bad habit
As it covers a lot of
games that people
can choose from
to play. Whereas,
the TAB is just
only on horses
and there is a cut
off time when
betting stops. The
casino goes 24
hours a day in
Auckland
As it shows high
class people and
this makes people
think they could
become part of
high society
Because the
casino is always
open
Because I think
people would
spend more
money gambling
Lotto advertising
(N=14)







Because lotto
advertising is
everywhere, on
billboards, TV, radio,
backs of buses, on
bus stops, a lot of
dairies now as they
sell lotto tickets.
There is so much
advertising for lotto,
the list goes on
Because everyone
can afford a ticket
Because I believe it
has the lowest
chances of winning
and people don't
realise this
Because I see so
many people who
can’t afford it (my
assumption) with
handfuls of tickets
paid by EFTPOS
Because it hosts the
largest prize pools
and opportunities to
win and is easy to
play, therefore more
people are likely to
gamble in this way
Because it is
advertised very
frequently
Because it is
everywhere and so
often, even during
the draws. Lotto
TAB advertising
(N=5)





Because I always
see the TAB as full
of people as
pokies and other
gambling areas
are never as bad
Because it’s
addictive and
people could
easily lose all their
money on the
excitement and
not have any
money left for
their kids
Because older
people go to the
pub during the
day and always
get lured in by the
TAB and bet on
the horses and
such. If they didn’t
do that, then
people would be
at home with
more money in
their pockets!
Because this is
where a lot of
people lose their
money
Because it can
easily turn into an
addiction
PAGE 220 OF 253
Pokies advertising
(N=52)










'Gaming Lounge'
outside. And little
local bars are
positioned in the
same vicinity where
people shop
Because everybody
thinks they can beat
a computer
Because I have a lot
of family members
just getting over
their gambling
habits I’ve seen how
harmful it can get
Because I see a lot
of people who are
easily influenced by
pokies
Because I see
sometimes poor
people use pubs and
clubs and can’t
afford to play, but
still gamble
Because I think it is
the easiest form of
gambling to get
sucked into and too
many people lose
money with this
type of gambling
Because it brings
people in through
the ads
Because it is easy
and comfortable to
do. It’s quite
addictive and it
doesn't feel like you
are losing much
money
Because it is not
properly monitored
and can make
people become
addicted
Because it’s
addictive and the
easiest game to play
Because it is very
addictive and is
readily available to
Casino advertising
(N=18)










at casinos than
other types of
gambling
Because I’ve seen
first-hand what
this addiction can
do to peoples lives.
The host
responsibility
programs aren't
actively enforced,
as doing so would
damage profit
margins
Because it is most
harmful
Because it’s the
most visited
gambling area of
gambling addicts
Because of the
temptation for
public as a way of
earning quick
profits or big
money
Because people
potentially bet the
biggest and can
lose the most in
casinos
Because some of
the things they say
in ads are not
appropriate
Because the lower
income people
usually go and
spend all their pay
Because they are
rapid fire or
continuous games
Because you
spend more then
you have
Big losses can be
made
Lotto advertising
(N=14)







TAB advertising
(N=5)
advertises all the
good they do in
local communities.
This can lead people
with addictive
personalities (many
of whom have
gambling problems)
to believe that what
they are doing is
helpful
Because it is the
most socially
acceptable form of
gambling that is
promoted as ‘giving
back’ to the
community, when it
really has a great
cost on society
Because it is very
easy to buy a lotto
ticket anywhere and
every week there is
a lotto draw and Big
Wednesday draw on
a weekly basis too
Because it’s every
where and very
hard to win lotto
Because most
frequent lotto
buyers would not
consider themselves
gamblers, yet they
spend a lot of
money betting with
a slim chance of
winning - slimmer
than your normal
gambling games - I
am one of them and
I do consider myself
a semi-gambler for
this reason
Because of the
prizes and
messages they use
Because you can’t
just buy one ticket
without spending
more money
Because you buy
PAGE 221 OF 253
Pokies advertising
(N=52)
















many people
Because it's there
and easy to access
Because it’s
addictive
Because its easy to
put $2 in a machine
and continue to play
Because the signs
are the hook and
mental trigger
Because it’s most
accessible and local
Because it’s
something I think
it’s very addictive
and you can zone
out
Because I’ve seen
friends and family
members get easily
addicted
Because of the
amount of people
who gamble heavily
on pokies
Because once you
hop on a machine
you don’t want to
hop off and you just
put more money in
Because people
spend more on
pokies
Because people will
sit in pubs all day
feeding their
gambling addictions
Because pokies are
everywhere
Because pokies are
everywhere now,
there is more
temptation
Because pokies can
be played alone,
whereas casinos are
fun environment
Because some
people end up
addicted
Because the
colourful ads show
Casino advertising
(N=18)
Lotto advertising
(N=14)
TAB advertising
(N=5)
too many
PAGE 222 OF 253
Pokies advertising
(N=52)












Casino advertising
(N=18)
Lotto advertising
(N=14)
TAB advertising
(N=5)
how easy it is to
play - makes you
think you can win,
but you don’t
Because pokies are
everywhere and
people can get
drawn in while
doing everyday
tasks
Because there are a
lot of pokies and it's
easily accessible and
is very cheaply
priced
Because there are a
lot of addicted
gamblers out there
Because there are so
many places that
have pokies and
people get addicted
too easily
Because there is so
much of it,
everywhere
Because they are in
pubs and people
who are impaired by
alcohol will more
likely spend all their
hard earned money
Because they are
everywhere and
easily accessed
Because they are in
pubs and drinking
and gambling are a
bad mix
Because with pokies,
players feel the
obligation to
continue playing as
they feel as if they're
going to win the
jackpot
Because you can get
totally hooked
Because it’s hard to
monitor your
spending
Because pokies ruin
people’s lives
PAGE 223 OF 253
Pokies advertising
(N=52)

Casino advertising
(N=18)
Lotto advertising
(N=14)
TAB advertising
(N=5)
because they get
addicted and chase
losses
Because they are in
most pubs and clubs
Instant scratch tickets


Because it gives people false hope and sometimes causes an addiction for some people
Because those tickets can be bought at any time. You don't have to wait for a certain day to get the results. The tickets can be
bought 24/7
Question: Why do you regard this type of advertising as most harmful to the general public within New Zealand? (describe)
(Base: All gamblers)
Gambling advertising seen as culturally offensive or inappropriate by Maori, Asians and Pacific people
Gamblers of non-European backgrounds were asked to indicate whether there was any gambling
advertising in New Zealand which they saw as culturally inappropriate or offensive. Results are in Table 55.
The majority of all ethnic groups believed that current gambling advertising did not target or offend any
particular cultures.
The only group providing some feedback were people of Asian backgrounds. There was a view that
showing ‘stereotypical’ Asian people in gambling advertising may lead to negative views about the culture,
although this was not a commonly held view. A Maori gambler also provided a useful insight about past
practices in gambling advertising - In the past, it seems advertising was directed to someone of my ethnicity,
but it looks like that is now being rectified.
Table 55. Gambling advertising seen as culturally offensive or inappropriate – results by ethnicity (N=231,
February-April 2011)
Maori (N=91)









None (x76)
Not sure (x4)
All (x2)
As a young Maori New
Zealander, I know that a lot of
my family members are keen
on horse racing. But if they are
going to gamble, then they
would do it whether it was well
advertised or not, so no I don't
think that gambling
advertising is inappropriate
As long as people realise it’s
for all cultures and
nationalities, it’s OK
Cultural advertising
Gambling advertising in
general (x2)
In the past it seems advertising
was directed to someone of my
ethnicity, but it looks like that
is now being rectified
Pokies advertising
Asians (N=84)








None (x71)
Not sure (x7)
A casino filled with Asians, but
do also appreciate that that is
what it looked like the last time
I was at a conference at the
casino
All (x1)
Always make the image that
Asian are problem gamblers
Appearance of Asians with
strong accents and having
them talk and act stupidly. I
find this very disturbing. This is
very stereotyping and portraits
a very bad image for Asians
(akin to racism)
I don’t consider advertising
inappropriate, because they
are
telling the truth
None - but in general we are
not encouraged to gamble and
the advertisements especially
Pacific (N=56)









None (x40)
Not sure (x5)
Can't really say I take much
notice
Casino advertising – because
some people go there due to
jackpots and spend all their
money without thinking
Don’t really pay much attention
to advertising unless it shows a
mega prize pool
Having sports hero or celebs in
ads
I haven’t seen any that I can
think of, that I found offensive to
my culture
I think everyone has a choice - I
don't find gambling ads that
offensive because all ethnic
groups gamble some more than
others
Any multicultural issues in
advertising of gambling,
PAGE 224 OF 253
Maori (N=91)
Asians (N=84)
irrespective of whether it shows
Asians, Maori or Pacific people

Never thought about it

No - but most of the people on
TV ads are talking about
gambling problems affecting

Maori or Pacific people

No there isn't – Cultural
background has nothing to do
with it. Whether you're rich or
not, you have all walks of life of
people in advertising

Not one to observe billboards
while driving except for ones
giving directions
Question: Is there any gambling advertising within New Zealand which you see as either inappropriate or offensive for someone
of your cultural background? (please describe and explain why you see it as inappropriate) (Base: Maori, Pacific and Asian
gamblers)

Advertising in places when
you’re trying to buy dinner
from the supermarket. It’s kind
of weird that supermarkets
now have lotto kiosks once you
pass through the entrances
No opinion
Pacific (N=56)
on TV do not help
Gambling advertising seen as generally inappropriate for New Zealand
Gambling advertising seen to be inappropriate for New Zealand was reported as part of the study. Results
are in Table 56. As evident from previous responses, most gamblers saw that New Zealand had a fairly
balanced approach to gambling advertising. However, themes related to some concern over ‘glamorising’
advertising (e.g., glamour of casinos and ‘family fun’ aspects to gambling), the proliferation of advertising
(e.g., for pokies, lotto) and advertising which suggested that gambling is an easy way to make money.
Table 56. Gambling advertising seen as generally inappropriate –
results by risk for problem gambling (N=95, February-April 2011)
Non-problem gamblers
(N=31)









Ads for casinos always shows a
bar and people having fun, it
doesn't show the people
walking home
Again I’m happy with what we
have. It’s not too over the top
Again, I don't know. I just don't
think about these things that
much
All types are inappropriate (x3)
Animal racing
Any advertising on TV for
gambling is bad
Any promotion that entices the
poor to instant riches is
inappropriate
Casinos, pokies, horse racing
betting
Direct mail from casinos. Mass
Low risk gamblers
(N=22)






Advertising fun family
atmosphere at the races or
family areas set aside, still
doesn’t hide the fact that
people tend to drink and swear
and do silly things, under the
influence or just have a bad
day betting
Advertising in the community
(x2)
Any ads with sex scenes should
be banned but nothing else
None (x2)
Casino ad portrayal of fun
with people enjoying
themselves and saying you
can win big
Casino advertising that
promotes 'having fun and
Moderate risk and problem gamblers
(N=42)










Don't know (x2)
Can't think of any
Advertising guaranteeing money
winnings
Advertising pokies - they don’t need
advertising
Advertising which makes people
believe they will never lose if they
gamble
All of them. We should only have
casinos, not local pokies
Anything that would put children
and animals at risk
Anywhere there are children playing
sports or fun activities, as kids do not
need to know about gambling
facilities
Can't think of any at the moment
It’s all appropriate
PAGE 225 OF 253
Non-problem gamblers
(N=31)










promotion is fine, but when
they target those who already
have a real interest or
addiction to gambling it’s
dangerous
Can’t think of any (x11)
I consider the advertising of
gambling as nothing because
it doesn’t appeal to me at all
I disagree with the ad for a
casino that shows young
couples and groups of people
having lots of fun throwing
away all their money. In
reality, I find casinos quite the
opposite to this advertising,
very depressing and full of
people that have lost a lot
I don't feel that ANY
advertising in NZ regarding
gambling is inappropriate.
People have their own minds
and can make them up
themselves about whether to
gamble or not
I find no gambling advertising
inappropriate, as I don't really
pay any attention to gambling
advertising
I haven't seen any gambling
advertising that I object to
I think all gambling advertising
is inappropriate, as it
encourages people who would
not normally gamble or who
may not have the finances to
gamble
I think lotto is the safest bet
with gambling and I don't
mind their kind of advertising
as there are way more chances
of winning with lotto than
other gambling activities
I think that all types of
advertising advocating getting
rich for little effort as
inappropriate and lowers the
character of the community
I think that the Melbourne Cup
and Auckland racing day ads
advertised on TV are
inappropriate, as they make it
look and sound as though it is
Low risk gamblers
(N=22)














having a great time' with a
celebrity face. In my opinion,
this type of advertising is
targeted only toward socially
responsible punters
Don't usually pay any
attention to this kind of
advertising
Don’t take much notice except
at holiday time
I can't really remember at this
time, because I always look at
the ads for few seconds only
I can't think of anything
I cannot think of any
inappropriate ads off the top
of my head
I don't have an opinion on that
sorry
I don't like ads which depict
unrealistic lifestyles if you win
I don’t know
I don’t see that many
inappropriate ads, so I
wouldn’t know how to answer
I think encouragement of
online gambling is anti-social
and people can spend a lot of
money without leaving their
homes. Also others may not be
able to recognise that they
have a gambling problem until
it’s too late
I think none of them are
inappropriate
I think our main problem is
Pokies - there are too many in
our community
I think the amount of
advertising I have seen is
about the right amount.
I don’t think we should have
any
Moderate risk and problem gamblers
(N=42)

















At casinos showing everyone having
a great time, most don't
Advertising on buses
Can't think of anything (x9)
Casino - Showing too much about
the feeling of winning. Lotto - keep
telling people how much the Jackpot
is in order to encourage more
people to gamble
Casino enticing people into the
casino with the possibility of winning
some money in a draw, then they
have to stay for hours to be in the
draw and have spent money
Advertising involving children/teen
adults
Advertising which says ‘for only so
much, you could win’
Gambling is part of Kiwi life. I know
many people have a problem with
gambling including myself.
However, the advertising of
gambling is not going to make a lot
of difference to these types of
people, as they are going to gamble
anyway
Haven't really paid a good attention
to any of the advertising except for
lotto which I don't have anything to
say against
Housie and casinos
I believe that gambling advertising
shouldn't be placed in low-income
communities
I can't really comment on this as I
can't really complain about
advertising, as millions of people will
be interested in advertisements
I can't think of any inappropriate
advertising
I do not consider any advertising
inappropriate
I don't know of any that is
inappropriate
I don't like the ad where the Pacific
lady says they don't want more
pokies in their community. It makes
South Auckland look like it’s so poor,
when I know for a fact that some
areas are quite well looked after
I don't think any of the advertising is
particularly inappropriate, but I
don't think it should exist. People
PAGE 226 OF 253
Non-problem gamblers
(N=31)
Low risk gamblers
(N=22)
Moderate risk and problem gamblers
(N=42)
glamorous which it is not
shouldn't be encouraged to gamble
I don't think so. Most gambling
advertising in New Zealand is
appropriate

I haven’t seen any

I think casino advertising should be
restricted, as well as the TAB,
because they promote gambling
which can lead to bad addictions to
which I have seen disastrous
outcomes

I think it is OK for gambling to
advertise. It is the decision of the
individual whether to participate in
gambling activities or not

I think they shouldn't advertise on
TV - except lotto as it is giving back
big time to the communities

I think the quantity of gambling
adverts on television is a little
excessive. The reduction of this may
be beneficial
Question: Are there any types of gambling advertising or promotion in NZ which you consider inappropriate and why? (please
describe clearly as this is really important) (think of advertising relating to activities such as casinos, pokies, lotto, bingo/housie, horse
racing betting etc.)
(Base: All surveyed gamblers)

PAGE 227 OF 253
Analysis of special research topics
Several analyses were also conducted to examine a number of special topics. Results are presented below.
Frequency of viewing gambling advertising – Gamblers playing activity versus those who didn’t
The first analysis examined how awareness of advertising was affected by playing a gambling activity. This
analysis was undertaken for lotto play, pokies play, TAB punting and casino gambling.
Findings are in Table 60. Apart from general lotto draws (where no significant differences emerged), results
suggested that playing an activity is associated with a greater likelihood to recall seeing advertising in the
past year (p<.05), compared to people who did not play the activity. The question relating to lotto draws
did not have a large sample of non-players, as 97% of the sample reported playing lotto at some point in
the previous year (implying a limited comparison group of only 14 players).
Table 57. Frequency of seeing advertising – results by gambling activity participation (February-April 2011)
Frequency of seeing gambling
advertising in the past 12 months
Mean frequency of seeing
advertising (Unweighted)
(1=not at all, 5=very frequently)
Played
Did not play
activity
activity
General advertising on NZ lottery draws
3.4
2.7
Advertising of very large NZ lottery jackpots
3.3
2.0
N for lotto players
386
14
Seen signage outside a club or pub entrance
2.4
1.9
displaying the availability of pokies
N for pokies players
206
194
Seen advertising on horse/harness/
2.3
1.6
greyhound racing or sports betting
N for TAB
157
243
Frequency of seeing advertising about NZ
2.5
2.1
casinos
N for casino gamblers
217
183
Question: How often have you done the following in the past 12 months? (1=not at all,
5=very frequently) (Base: All surveyed gamblers playing the indicated activity)
It is interesting to note that the gap between players and non-players for lotto jackpots was larger than
general lotto draws. Unfortunately, however, further analysis of this trend was prevented due to the small
sample of people who did not play lotto in the past 12 months.
PAGE 228 OF 253
Best predictor of frequency of viewing gambling advertising
In the next analysis, multivariate stepwise regression was undertaken to examine the extent to which risk
for problem gambling and being of a certain cultural background (i.e., Maori, Asian or Pacific) added to
the prediction of advertising awareness over and above frequency of playing the activity. Results are in
Table 60.
Findings showed that risk for problem gambling added to the prediction of advertising awareness (i.e.,
seeing advertising in the last 12 months) for nearly all activities tested.
For lotto advertising, being non-Asian was associated with a higher frequency of seeing advertising (which
implies that being Asian was associated with lower pokies advertising awareness).
Being of Maori or Pacific background added to the prediction of TAB advertising awareness (and in the
case of one prediction, being Pacific was actually a significant predictor of TAB advertising awareness,
while risk for problem gambling was not). For TAB advertising, being Asian was once again associated with
lower TAB advertising awareness.
For casino advertising, however, only risk for problem gambling was a significant predictor of advertising
awareness. There was no effect for frequency of gambling at the casino, nor for ethnicity.
Table 58. Variables adding to the prediction of advertising awareness
(results of stepwise multiple regression analysis showing partial correlations)
Partial correlations (r) based on stepwise regression
(unique predictive validity of variables)
Gambling activity
Frequency of
Risk for problem
playing the
Ethnicity
gambling
activity
Pokies (frequency of seeing pokies signage)
Pokies (with Maori as the
ethnicity)
-0.19 (p<.001)
0.11 (p<.05)
ns
Pokies (with Pacific as the
ethnicity)
-0.19 (p<.001)
0.11 (p<.05)
ns
Pokies (with Asian as the
ethnicity)
-0.17 (p=.001)
0.12 (p<.05)
-0.13 (p<.01)
TAB (racing)
TAB (with Maori as the ethnicity)
-0.35 (p<.001)
0.11 (p<.05)
0.14 (p<.01)
TAB (with Pacific as the ethnicity)
-0.38 (p<.001)
ns
0.13 (p<.01)
TAB (with Asian as the ethnicity)
-0.35 (p<.001)
0.12 (p<.05)
-0.14 (p<.01)
Casino
Casino (with Maori as the
ethnicity)
ns
0.24 (p<.001)
ns
Casino (with Pacific as the
ethnicity)
ns
0.24 (p<.001)
ns
Casino (with Asian as the
ethnicity)
ns
0.24 (p<.001)
ns
Question: DV=How frequently have you seen this type of gambling advertising in the past 12
months? (Base: All gamblers). Independent variables were playing the activity in the past 12mths
(1=weekly, 5=never), risk for problem gambling (1=non-problem gambler, 3=moderate
risk/problem gambler) and being of a certain ethnicity (i.e., Maori, Pacific or Asian background
with ethnicity coded as 1 and others 0).
PAGE 229 OF 253
PAGE 230 OF 253
Best predictor of gambling advertising influence
In the final analysis, the unique predictive power of several variables on the overall influence of advertising
was examined (on a player spending more than they wanted to in the past twelve months). Variables
examined included the frequency of playing the gambling activity, risk for problem gambling, the financial
situation of the gambler and ethnicity of the gambler (whether the gambler was Maori, Pacific or Asian).
Stepwise multivariate regression was used as the analytical method. Findings are in Table 60. Partial
correlations show the significant unique predictor variables (which added to the prediction over and above
other variables).
For all activities, risk for problem gambling was consistently a significant predictor of the overall influence
of advertising. Examination of the partial correlations also showed that this was by far the best predictor
overall.
A number of trends were also apparent for different types of gambling activities:

For lotto - risk for problem gambling was the best predictor of the influence of lotto advertising.
In addition, struggling with financial issues added to the prediction of lotto advertising influence.
Being Maori decreased the likelihood of lotto advertising influence and being Asian increased the
likelihood of lotto advertising influence

Pokies - the key variable related to the influence of pokies advertising was being at higher risk for
problem gambling. No other variables added to the prediction of pokies advertising influence

TAB - A similar trend applied to TAB punting. Risk for problem gambling was the largest predictor
of the influence of TAB advertising. In addition, being Asian added to the influence of TAB
advertising over and above a gambler’s risk for problem gambling

Casino gambling – while risk for problem gambling was again a predictor, so was playing table
games at the casino more frequently. In addition, being Maori was associated with a reduced
effect of casino advertising, while being of Pacific background increased the effect of casino
advertising.
Overall, findings highlight that risk for problem gambling is a strong and consistent predictor of the
influence of lotto, pokies, TAB and casino advertising and being of a lower financial situation is also a
consistent predictor of increasing effects of lotto advertising (although is only a moderate predictor in
terms of partial correlation size). This latter result requires further research, however, may reflect that lotto
players of lower financial situation may be influenced to buy lotto tickets as a means to improving their
finances.
Table 59. Variables adding to the prediction of advertising influence
(results of stepwise multiple regression analysis showing partial correlations)
Gambling activity
Lotto
Lotto (with Maori as ethnicity)
Partial correlations (r) based on stepwise regression
(unique predictive validity of variables)
Financial
Frequency of
Risk for problem
situation of
playing the
Ethnicity
gambling
gambler
activity
ns
0.23 (p<.001)
-0.15 (p<.05)
-0.16 (p<.01)
PAGE 231 OF 253
Gambling activity
Partial correlations (r) based on stepwise regression
(unique predictive validity of variables)
Financial
Frequency of
Risk for problem
situation of
playing the
Ethnicity
gambling
gambler
activity
Lotto (with Pacific as ethnicity)
ns
0.23 (p<.001)
-0.14 (p<.01)
ns
Lotto (with Asian as ethnicity)
ns
0.22 (p<.001)
-0.16 (p<.01)
0.13 (p<.01)
Pokies (influence of pokies signage)
Pokies (with Maori as ethnicity)
ns
0.35 (p<.001)
ns
ns
Pokies (with Pacific as ethnicity)
ns
0.35 (p<.001)
ns
ns
Pokies (with Asian as ethnicity)
ns
0.35 (p<.001)
ns
ns
TAB
TAB (with Maori as ethnicity)
ns
0.37 (p<.001)
ns
ns
TAB (with Pacific as ethnicity)
ns
0.37 (p<.001)
ns
ns
TAB (with Asian as ethnicity)
ns
0.37 (p<.001)
ns
0.23 (p<.01)
Casino
Casino (with Maori as ethnicity and
-0.17 (p<.05)
0.39 (p<.001)
ns
-0.15 (p<.05)
table games as activity)
Casino (with Pacific people as
-0.20 (p<.01)
0.37 (p<.001)
ns
0.23 (p=.001)
ethnicity and table games as activity)
Casino (with Asian as ethnicity and
-0.17 (p<.05)
0.39 (p<.001)
ns
ns
table games as ethnicity)
Question: DV= Question: If any, how much influence do you feel that this gambling advertising had on you spending
more than you wanted to spend in the past 12mths? (1=none, 4=significant influence). (Base: All gamblers). Independent
variables were playing the activity in the past 12mths (1=weekly, 5=never), risk for problem gambling (1=non-problem
gambler, 3=moderate risk/problem gambler) and being of a certain ethnicity (i.e., Maori, Pacific or Asian background
with ethnicity coded as 1 and others 0). Financial situation was coded where 1=struggling a little or a lot to 4=financially
very comfortable.
PAGE 232 OF 253
Key findings in summary
Advertising of trusts
Quantitative research showed that many gamblers are unfamiliar with the approach to EGM revenue
distribution within New Zealand. In addition, trust branding appears to play a limited role in a gambler’s
choice of gaming machine venue and many gamblers are also unaware of the role and purpose of trusts.
Most surveyed gamblers were not concerned about the display of logos by trusts as part of sponsorships,
with only 11% of NZ Europeans, 10% of Maori, 6% of Asians and 13% of Pacific people viewing trust logo
display at events as ‘unacceptable’.
Limited gambler understanding of trusts and trust operation within New Zealand provides some evidence
that the appeal of gambling is probably not significantly enhanced by trusts or trust sponsorships.
Advertising of pokies venues
The effect of pokies signage on unplanned gambling was explored in the study. While moderate risk and
problem gamblers were more likely to enter pokies venues on an unplanned basis due to signage
(mean=2.0/5 compared to mean=1.2/5 for non-problem gamblers), low means indicate that the behaviour
is probably infrequent. This may suggest a conservative effect of pokies signage on unplanned gambling
for all risk segments.
Advertising of lotto products
Research confirmed that lotto advertising is the most pervasive type of gambling advertising in New
Zealand. The most well-recalled lotto advertising channels for all gamblers were TV (mean=3.6/5),
shopping centres (mean=2.7/5) and dairies (mean=2.5/5).
The most significant channels of influence on unplanned purchasing of lotto tickets were as follows:


Moderate risk/problem gamblers – lotto advertising in supermarkets (mean=2.3/5)
and shopping centres (mean=2.2/5)
Non-problem gamblers - lotto advertising on TV (mean=1.7/5).
Qualitative recall of messages influencing unplanned lotto purchasing appeared to relate to large jackpots
for both non-problem and moderate risk/problem gamblers. Relative to non-problem gamblers,
moderate risk and problem gamblers showed a greater tendency to buy lotto tickets to:



Improve their financial situation (mean for moderate risk/problem gamblers=3.6/5 v
mean for non-problem gamblers=2.9/5)
Feel better about life (mean for moderate risk/problem gamblers=2.6/5 v
mean for non-problem gamblers=1.7/5)
Get money to make a large purchase (mean for moderate risk/problem gamblers=2.4/5 v
mean for non-problem gamblers=1.5/5)
Advertising of large lotto jackpots
Research showed a relatively linear relationship between jackpot size and the likelihood of lotto ticket
purchasing – the higher the prize, the more attractive the opportunity to buy a ticket. Moderate risk and
problem gamblers were more likely to purchase a ticket for all tested prize configurations, compared to
non-problem gamblers.
PAGE 233 OF 253
Surprisingly, moderate risk and problem gamblers also reported lotto advertising as having the largest
effect of all types of gambling advertising (on the group spending more than they wanted to on lotto
tickets - Refer comparative effects in Table 61).
PAGE 234 OF 253
Influence of ‘Must be Won’ lotto promotions
When different lotto advertising slogans were tested, results showed that ‘Must be Won’ jackpot
messaging had the greatest impact on ticket purchasing and a much greater impact, compared to other
types of slogans.
In addition, the gap between non-problem and moderate risk/problem gamblers for ‘Must be Won’
promotions was lowest for all slogans (mean gap of 0.3/5), possibly suggesting that the impact is
consistent across risk segments (compared to other slogans where larger differences emerged).
The largest gap in slogan effects across risk segments was observed in relation to the slogan ‘Trump up
your life’ and a ‘winner’s story’ about lotto addressing financial hardships (each a mean gap=0.6 between
non-problem and moderate risk/problem gamblers). This may indicate that such messages are relatively
more powerful in convincing moderate risk and problem gamblers to buy tickets (compared to the effect
for non-problem gamblers).
Advertising of scratch tickets
While awareness of scratch ticket advertising was second highest of all gambling activities (second to
lotto), results suggested that scratch ticket advertising had only a very minimal effect on gamblers
spending more than they wanted to on scratch tickets (mean=1.1/4 for all gamblers). While the effect was
higher for moderate risk/problem gamblers (mean=1.8/4), means were still relatively conservative.
Advertising of horse/harness/greyhound/sports betting
Moderate risk and problem gamblers reported higher awareness of TAB advertising (mean=2.6/5),
compared to non-problem gamblers (mean=2.0/5). However, the effects of TAB advertising on gambler
spending were lowest (mean=1.6) of all types of gambling advertising.
When various TAB slogans were tested, results showed that messages had the greatest impact on betting
when small amounts were contrasted with the prospect of a large win (e.g., For only $4 - Win $12,384).
This slogan also produced the largest mean gap between non-problem and moderate risk/problem
gamblers (mean=0.90), possibly indicating a larger effect on higher risk segments.
Advertising of casinos
Casino advertising was the third most frequently viewed type of gambling advertising in New Zealand
(second to lotto and scratch tickets). Similar to other gambling advertising, moderate risk and problem
gamblers reported seeing casino advertising more frequently (mean=2.8/5), than non-problem gamblers
(mean=2.1/5).
Channel differences also emerged. Casino advertising was most frequently seen on TV by non-problem
gamblers (mean=2.2/5) and mail advertising was most frequently seen by moderate risk and problem
gamblers (mean=2.6/5).
The perception of casinos was also explored as part of the study. People of Pacific backgrounds were more
likely to believe that casinos are a high-class gambling opportunity, compared to NZ Europeans. There
were no significant differences, however, for Maori or Asians.
Awareness of complaint channels about gambling advertising
In total, 63% of surveyed gamblers indicated that they were aware of complaint channels for gambling
advertising. However, awareness was lower for people of Asian backgrounds (41%), compared to all other
ethnicities.
PAGE 235 OF 253
Cultural aspects to gambling advertising
Findings confirmed that showing ethnic celebrities in gambling advertising makes the advertising more
appealing to those ethnicities. This effect was also found to occur for people of Maori, Pacific and Asian
backgrounds.
As part of the study, gamblers of non-European backgrounds were asked to identify any gambling
advertising they found to be culturally inappropriate or offensive. The majority of all ethnic groups
believed that current gambling advertising in New Zealand did not target or offend any particular cultures.
Frequency of viewing gambling advertising – comparative results
Awareness of major types of New Zealand gambling advertising in a comparative format is summarised in
Table 60.
Table 60. Awareness of gambling advertising – comparative results – results by risk for problem gambling
(February-April 2011)
Mean (1=not at all, 5=very frequently)
All
(unweighted)
Frequency of
gamblers
Moderate
viewing gambling
(weighted)
Base
Non-problem Low risk
risk and
advertising
(as per
gamblers
gamblers
problem
base)
gamblers
Lotto players
General advertising on NZ lottery draws
3.2
3.5
3.4
3.2
(N=386)
Advertising on very large NZ lottery
Lotto players
3.2
3.4
3.4
3.2
jackpots (i.e., Larger than usual jackpots)
(N=386)
Advertising on Instant Kiwi scratch
Scratch players
3.0
3.3
3.2
2.9
tickets
(N=319)
Casino
Advertising about NZ casinos
gamblers
2.1
2.2
2.8
2.7
(N=217)
Club/pub
Signage outside a club or pub entrance
pokies players
2.4
2.1
2.6
2.1
displaying pokies availability
(N=194)
Advertising on the internet about online
All gamblers
2.1
2.4
2.6
2.1
gambling and overseas casinos
(N=400)
Advertising on
TAB punters
horse/harness/greyhound racing/sports
(N=157)
2.0
2.0
2.6
1.8
betting
Question: How often have you seen the following in the past 12 months? (1=not at all, 5=very frequently) (Base: As outlined)
For samples by risk segments, refer individual tables throughout the report.
Overall influence of gambling advertising on spending – comparative results
The influence of different types of gambling advertising on spending in a comparative format is in Table 61.
PAGE 236 OF 253
Table 61. Overall influence of gambling advertising on spending – comparative results –
results by risk for problem gambling (February-April 2011)
Mean (Unweighted)
Influence of gambling
All NZ
(1=not at all, 4=significant influence)
advertising on the gambler
gamblers
Moderate risk
spending more than they
(weighted)
Non-problem Low risk
Base
and problem
wanted to spend on gambling
(as per base)
gamblers
gamblers
gamblers
Casino
Influence of casino advertising
gamblers
1.1
1.3
1.8
1.5
(N=217)
Lotto players
Influence of lotto advertising
1.6
1.8
2.1
1.4
(N=386)
Pub/club/casino
Influence of pokies advertising
pokies players
1.1
1.2
1.7
1.2
signage
(N=239)
Scratch ticket
Influence of Instant Kiwi advertising
1.3
1.5
1.8
1.1
players (N=319)
Influence of TAB, racing or sports
TAB punters
1.1
1.3
1.6
1.1
betting advertising
(N=157)
Question: If any, how much influence do you feel that this gambling advertising had on you spending more than you wanted
to spend in the past 12mths? (Base: As outlined) For samples by risk segments, refer individual tables throughout the report.
Appendices
PAGE 237 OF 253
PAGE 238 OF 253
Appendix A – Focus group discussion guide
Advertising of gambling

How much advertising and promotion exists about gambling in New Zealand?

What types of gambling advertising and promotion in NZ come first to mind?

Which gambling activities are MOST promoted? Which are LEAST promoted?

Does use of typical emotive sales language have a different effect for different types of gambling
products and services? How long do effects last?
Knowledge and views of trusts

Who owns the various parts of the gambling industry in New Zealand?

Who benefits or profits from each type of gambling?

How about pokies in clubs and pubs? Who owns the machines/gets the profits?
(Sense for awareness of trusts)
Trusts - signage awareness/promotion

Have you seen these signs before (Show examples)? What are these about? Who is the (example
of trust)?

(Show trust signs) If you saw this sign in Wanganui, where do you think pokies money from this
venue is distributed? Why do you say this? How about this sign? Where is money distributed?

Were you aware that money from pokies is distributed by trusts in New Zealand?
Trusts – views about branding

What do you think of trusts generally? (e.g., Are your views positive/negative? Why?)

How important or not important is the work of trusts?

To what extent do you choose to play pokies owned by certain trusts? (Which and Why?)

Does anyone know where you can find out how trusts distribute pokies money?

What else would you like to know about trusts?

How useful would it be to have more information on how much money goes to different types of
causes? (e.g., sports v health etc.) and the amount of pokies money returned to your local
community?

If you knew more about how trusts distribute money, would this affect your choice of where you
play?
Trusts - sponsorship

Have you seen these types of trust logos? (sense for awareness of trust promotions on sports
fields etc.)

Tell me about all the places you’ve seen these types of logos?

Why do you think that trusts put their logo in these locations?

What does it say to the community? What is the impact of these promotions?

How appropriate are these types of promotions? Why?
Trusts - are they seen to be promoting gambling?
PAGE 239 OF 253

To what degree does trust signage on sports fields promote gambling? Why do you say this?

Are there any places where this sponsorship isn’t appropriate?
PAGE 240 OF 253
Attraction to pokies in venues

Have you ever been in a club or pub and entered the pokies room, even though you had not
planned to play pokies? What were the triggers?

To what degree did advertising of the gaming lounge play any role in your decision to play
pokies?

How much have jackpots/people winning been a trigger for playing pokies on impulse?

Under NZ law, advertising of jackpots is not permitted and you’re not supposed to see pokies
from the street (outside venues). To what extent do clubs and pubs in New Zealand adhere to this
regulation?

Are there any ways to further improve the design of gaming areas in venues to ensure that people
don’t play pokies on impulse? (describe)
Pokies advertising

What is your view about the appropriateness of gaming machine venue signage?
(e.g., displaying a sign like ‘gaming lounge’ or ‘pokies’ on the sidewalk)

How often have you entered a venue to play pokies when you hadn’t planned to after seeing a
sign?

Are there any issues in having such signage outside venues in New Zealand?

To what degree do these types of signs lead people to play pokies on ‘impulse’?

(If issues are identified) In which way could gaming machine venue signage be further improved
to lessen the likelihood that people play on impulse? (explore ideas of changing signage size,
appearance or limiting hours of display)
Lotto and scratch ticket advertising

To what extent are lotto and scratch tickets widely advertised in New Zealand?

What specific advertising can you recall?

Where does money from lotto and scratch tickets go in New Zealand? Who operates each
product?
Scratch ticket advertising

Where have you most frequently seen this type of advertising?

What is your overall opinion of this type of advertising?

How would you describe the overall approach to scratch ticket advertising?

What impact does this type of advertising have in the general community? Why?

At which locations do you tend to be most influenced to buy scratch tickets due to advertising?

Why does this location have a much greater promotional impact? (Which locations have a less
impact?)

To what extent do you plan your purchase of scratch tickets versus buy them without planning
(including on impulse)? (such as after you see advertising)

Which type of advertising tends to have the greatest impact on unplanned purchasing? Why?

What messages in the Instant Kiwi advertising led you to buy a ticket?

Were there any particular life events that have led to you buying a scratch ticket?
PAGE 241 OF 253

To what degree does Instant Kiwi advertising lead to any harm being experienced by the public?

To what degree does it lead people to spend more than they can afford?

If you were the Ministry of Health, how would assess the advertising from a public health and
wellbeing perspective?

How would you suggest that scratch ticket advertising could be further improved to ensure that
the general public is not harmed through advertising?
PAGE 242 OF 253
Lotto advertising

Where have you most frequently seen lotto advertising?

What is your overall opinion of this type of advertising?

How would you describe the overall approach to lotto advertising?

What impact does this type of advertising have in the general community? Why?

At which locations do you tend to be most influenced to buy lotto tickets due to advertising?

Why does this location have a much greater promotional impact? (Which locations have lesser
impact?)

To what degree does it lead people to spend more than they can afford?

To what extent do you plan your purchase of lotto tickets versus buy them without planning
(including on impulse)? (such as after you see advertising)

Which type of advertising tends to have the greatest impact on unplanned purchasing or impulse
buying?

What messages or content in the lotto advertising led you to buy a ticket?

What are your thoughts on these slogans?

What about the specific types of lotto games? Is advertising any different?

What are the impacts of different actors, speakers and music in TV lotto advertising?

Have there ever been any life events that led to you buying a lotto ticket?

To what degree does lotto advertising lead to any harm being experienced by the public?

If you were the Ministry of Health, how would assess the advertising from a public health and
wellbeing perspective? What issues may present for recreational v problem gamblers?

How would you suggest that lotto advertising could be further improved to ensure that the
general public is not harmed through advertising?
Lotto advertising - jackpots

How would you describe the promotions associated with regular lotto prizes versus extremely
large jackpots? (How do they differ?)

To what extent does advertising lead you to take part in major jackpots?

What aspects of the messages in the advertising create the most influence?

How much more or less attractive are major jackpots?

How big does the jackpot have to go for you to feel the urge that you must take part?

What happens when you hear that a major jackpot - MUST BE WON?

To what extent do you spend more than you can afford during major jackpots?

How is your other gambling spending/leisure spending generally affected? Why?
TAB advertising

Where do you most frequently see racing/sports betting advertising? What can you recall?

What is your overall opinion of this type of advertising?

How would you describe the overall approach to TAB and race day advertising?

(Show examples) What impact does this type of advertising have in the general community? Why?

At which locations do you tend to be most influenced to place a bet on races/sports/TAB due to
advertising? Why does this location have a much greater promotional impact?

To what extent do you plan to bet at the TAB versus place bets without planning (including on
impulse)? (such as after you see advertising)
PAGE 243 OF 253

What messages/content in the racing/sports betting advertising led you to place a bet?

Which type of advertising tends to have the greatest impact on unplanned betting? Why?

Have there been any life events which led to you placing a bet on the TAB?

To what degree does TAB advertising lead to any harm being experienced by the public?

To what degree does it lead people to bet more than they can afford?

If you were the Ministry of Health, how would assess the advertising from a public health and
wellbeing perspective? What issues may present for recreational v problem gamblers?

How would you suggest that TAB advertising could be further improved to ensure that the
general public is not harmed through advertising?
Casino advertising

Where do you most frequently see advertising about the casino? What can you recall?

What is your overall opinion of this type of advertising?

How would you describe the overall approach to casino advertising?

Explore any comments on: TVCs, Newspaper ads, Casino sponsorship of community events,
Internet, Direct mail and other advertising

How about if you received direct mail that said - Free car parks inside.

What type of advertising most influences you to go to the casino? Why?

To what extent do you plan to go to the casino? Do you ever see advertising and go on the spur
of the moment? (explore location of this advertising)

Has there been any advertising that has led you to spend more than you can afford?

What is your view on terms used in casino advertising such as ‘game responsibly’? To what extent
does this help create a safe gambling environment?

What other messages could be used to create a safer gambling environment?

(Showing materials) What are your thoughts on this sort of advertising? What messages are being
emphasised in the advertising materials? Are any inappropriate? Why?
Host responsibility programs

What do you understand when a gambling venue advertises a host responsibility program? How
does it make you feel about a venue when you see this advertised?

To what extent does this make a gambling environment safer or could such an environment be
made safer through such programs?
Culturally-specific advertising

What is your view on gambling advertising as a person of Maori/Pacific/Asian background?

What are the most preferred or favoured types of gambling in your community?

Are there any particular cultural or historical issues that you feel may influence the overall impact
of gambling advertising?

Are you aware of any gambling advertising that specifically markets to people of your cultural
background? (describe) What is your view on this advertising?

What effect does gambling advertising have on your community?

What specific cultural views, perceptions and beliefs may help account for the effects of gambling
advertising?

Which aspects of advertising may make your community more vulnerable to gambling more than
what is affordable?
PAGE 244 OF 253

Which specific vulnerabilities do you believe that gambling advertising needs to be aware of to
ensure that your community is not harmed through advertising?

(If any) Which types of advertising do you believe have created the most harm? Why? (explore
channels)

Are there any particular aspects of pokie machine design which you believe are not appropriate
for your community? (e.g., symbols, branding etc.)

What other types of imagery and symbols have been used in gambling promotion, despite being
sacred or culturally important to certain communities?

What types of guidelines need to be in place to ensure that Maori, Pacific and Asian community
members are not placed at-risk or harmed by gambling advertising?

What guidelines need to be in place to ensure that cultural values are not offended?

(Even if not currently used - Determine future principles) How would you define what is culturally
offensive or culturally-inappropriate?

If any, what current industry practices need to be refined or revised in this context?
Advertising codes and standards

Do you know how to make a complaint about gambling advertising in New Zealand?

Where do you direct complaints (gauge awareness)?

Have you heard of the New Zealand Advertising Standards Authority (ASA)?

How appropriate are the ASA guidelines for gambling advertising?

How could you further improve the guideline?
Future directions for gambling advertising in NZ

How would you summarise an approach to gambling marketing and promotion which is
acceptable, versus one which is unacceptable? How do we know when an approach is becoming
unacceptable?
What are the criteria and why?

What approaches to the marketing of gambling do you believe pose particular risk to problem
gamblers or those at-risk of developing a gambling problem?

Are there any particular words or language used in marketing which may heighten risk to players
or reinforce other misperceptions about gambling? (especially on reflection of what we have just
reviewed)

Thinking of issues we’ve discussed, how would you describe the appropriateness of NZ’s overall
approach to the marketing and promotion of gambling products, providers and services? Is it
on-track or otherwise?

How would you summarise the major areas for further development and/or improvement?

What practices - if any - should not be permitted?

What marketing and promotional principles need to be considered to ensure that practices
remain in line with community expectations and preferences?

What allowances need to be given to permit industry to pursue a sustainable business in the
provision of gambling products and services?

How can we work as a community to ensure that marketing and promotion of gambling (1) is not
harmful in the future? (2) does not breach or offend cultural values? and (3) does not harm
vulnerable groups within communities?
PAGE 245 OF 253

How can marketing and promotion be used in a way which creates ‘safer’ gambling environments
within New Zealand?
Conclude discussion, thank participants and administer vouchers.
PAGE 246 OF 253
Appendix B – Quantitative survey instrument
Following is a copy of the survey instrument used for the online panel survey of 400 gamblers within New
Zealand.
PAGE 247 OF 253
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