Publicidad del juego en España: : loterías normalizadas, apuestas estigmatizadas

Andrea Fernández; Jose Antonio Martinez Garcia

doi:10.5565/rev/qp.435

Gambling advertising in Spain:

normalized lotteries, stigmatized sports betting

Authors

Andrea Fernández Universidad Politécnica de Cartagena https://orcid.org/0009-0006-6923-1159
Jose Antonio Martinez Garcia Universidad Politécnica de Cartagena https://orcid.org/0000-0003-2131-9101

PDF (ES)

Abstract

This research compares advertising for private sports betting and state lotteries in Spain and examines its impact on public perceptions. Using a qualitative design that combines semi‑structured interviews with content analysis of four emblematic TV spots, the study reveals a marked symbolic asymmetry: lotteries are framed as emotional tradition and solidarity, whereas sports betting is associated with risk, addiction and “vice”. Findings show how communication helps normalize public gambling while stigmatizing private operators, highlighting tensions between consumer protection goals and the state’s fiscal interest in promoting its own gambling products.

Keywords

gambling advertising, state lotteries, sport betting, social perception

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Author Biography

Jose Antonio Martinez Garcia, Universidad Politécnica de Cartagena

Profesor Titular de Universidad. Departamento de Economía de la Empresa.