Betting on influence: The impact of gambling advertising on the attitudes and behaviors of problem gamblers in France (2026)

OBJECTIVE: The proliferation of gambling advertising has raised concerns about its effects on gambling behavior, particularly among vulnerable populations such as highest risk gamblers. This study examines the influence of gambling advertising on attitudes and intentions to gamble on a large sample of gamblers in France.
METHOD: We used an online questionnaire in a cross-sectional design, with data collected between February 15 and April 30, 2021. Participants were recruited through a single recruitment channel, namely the client mailing list of the Française des Jeux, resulting in a final sample consisting of 1,334 participants (62% male, 38% female, < 1% other) with a mean age of 41.37 years (SD = 15.07). Participants completed validated questionnaires, including the Canadian Problem Gambling Index, advertisement recall, measures of impulsivity, and cognitive distortions. Exposure to responsible-gambling messages was recorded descriptively and not manipulated.
RESULTS: Results indicate that exposure to gambling advertising was significantly associated with more positive participants' attitudes toward gambling and their intentions to engage in gambling activities. Highest risk gamblers were more susceptible to the influence of advertising, showing higher recall of advertisements and greater likelihood of gambling after exposure.
CONCLUSIONS: The study highlights the urgent need for regulatory action to limit exposure of vulnerable populations to gambling advertising and formulate strategies to mitigate gambling-related harm. (PsycInfo Database Record (c) 2025 APA, all rights reserved). [Author's abstract]