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Exposure to gambling ads can act as a constant reminder and push to gamble. Higher exposure to gambling advertising is linked to higher gambling rates and severity13Psychologically Informed Environments .

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Acceptability and social norms

The society we live in influences our behaviour. In societies where gambling is ‘normalised,’ the activities and harms associated with gambling are seen as acceptable and ordinary. This means that gambling behaviour may be passed down as a part of life to each generation, through their upbringing and socialisation16 .

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If we are surrounded by opportunities to gamble, both in person and online, this makes it easier to participate. For example, gambling venues are more likely to be located in deprived areas14  , and people who live near to gambling venues are more likely to gamble and experience harm15  . People who experience homelessness may prefer in-person gambling as they may not have constant access to a smartphone, remember their online logins or have access to wifi in secure locations.

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For some people, having a bit of money to spare can mean they are more likely to gamble. In contrast, if someone is experiencing extreme impacts on their health and financial wellbeing due to homelessness, gambling may be seen as a possible way out, similar to selling items if you have no money.

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Being more familiar with, and aware of, different types of gambling or gambling brands can influence behaviour. For example, young people with higher awareness of gambling brands are more likely to currently gamble17 .

Cross-promotion (or ‘cross-selling’) is a marketing strategy that some companies use to promote other products while a customer is currently gambling. For example, “Bet £5 in a Sports Event, Get £5 Casino Bonus.”