LIACOM researchers Ana Cristina Antunes and Cláudia Silvestre, in co-authorship with Ana Rita Farias, a researcher at the Digital Human-Environment Interaction Labs of Universidade Lusófona, have published the article “Advertising in Traditional Media and Gambling Behaviour among Young Adults” in the journal Comunicação e Sociedade.

In this study, the researchers profile young adult gamblers and examine how gambling advertising disseminated through traditional media may influence gambling attitudes, intentions, and behaviours among this population. The study contributes to the scientific debate on the impact of communication strategies on particularly vulnerable audiences, highlighting the importance of understanding the role of advertising in the adoption and reinforcement of gambling-related behaviours.

International literature has consistently shown that exposure to gambling advertising can influence individuals’ perceptions, attitudes, and behaviours, reinforcing the relevance of this line of research. Conducted in the Portuguese context, this study reflects growing international concern about the effects of gambling advertising and the need to promote more responsible and socially sustainable communication practices.

Read the full article here.