From Ads to Addiction: The Role of Online Gambling Advertising Spend in Problem Gambling Search Trends over a Decade

Abstract

This study examines the impact of online gambling companies’ ad expenditures on Google search behaviors related to gambling problems, using a decade of data (2014 – 2024). We contextualize the rise of problem gambling as a public health issue and discuss the limited, conflicting research on the effects of legalization and advertising. By analyzing Google Trends data as a proxy for gambling addiction, we find that problematic gambling-related searches have increased over time. Although the legality of gambling does not significantly influence search behaviors, increased advertising expenditures are positively correlated with higher search volumes for gambling problems, particularly following the 2018 legalization of sports betting. This relationship strengthens over time, suggesting that sustained exposure to gambling ads may contribute to rising problem gambling behaviors.