The purpose of this report is to assist the Massachusetts Gaming Commission to understand the likely impacts of gambling advertising, determine the extent to which gambling behavior and gambling problems in Massachusetts are influenced by gambling advertising, and provide recommendations for how to prevent or mitigate harm resulting from gambling advertising in Massachusetts. The information presented in this report is important given the recent legalization of sports betting in the Commonwealth and its rapid implementation.

Much of the material in this report distills lessons from the extensive literature that already exists on the impacts of advertising generally, and what is known specifically about the impacts of advertising on gambling behavior. Data from three online panel surveys carried out in Massachusetts between 2014 and 2023 is useful in highlighting the potential impacts of gambling advertising in Massachusetts. Readers are cautioned that the results of online panel surveys, which typically include high proportions
of regular gamblers, cannot be generalized to the population but are informative regarding the direction of changes of behavior in populations.