University of Twente Student Theses
Gambling Advertising in Transition : How Dutch Regulatory Changes Reshaped Gambling Marketing Strategies
Montfoort, D.P.M. van (2025) Gambling Advertising in Transition : How Dutch Regulatory Changes Reshaped Gambling Marketing Strategies.
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| Abstract: | This study examined how gambling advertisers in the Netherlands have adapted exploitation of heuristics in response to regulatory changes since the implementation of the Remote Gambling Act on October 1, 2021. By analysing how persuasive mechanisms evolved following regulations, this research assessed whether restrictions affected the exploited heuristics in gambling advertisements. A content analysis was conducted on 696 gambling advertisements spanning five regulatory periods, focussing on the use of heuristics. The study categorised and tracked the prevalence of key heuristics, such as anchoring, mental accounting, and social proof, to determine shifts in advertising strategies. Following new restrictions, a shift occurred from traditional media to data-driven online platforms, where advertisers utilised heuristics better suited for personalised online targeting, while adopting more cost-efficient strategies to maintain visibility despite reduced budgets. Findings indicated that dominant heuristics were primarily used to attract new players and re-engage past users, despite the legalisation’s stated goal of shifting existing gamblers to regulated platforms. Rather than reducing the persuasive power of gambling advertisements, regulations influenced their distribution channels. The persistent use of heuristics that encourage impulsive engagement suggests that current policies may be insufficient in reducing harm. Stronger interventions, such as restricting misleading heuristic-based tactics, may be necessary to enhance consumer protection. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/106400 |
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