Gamblers are addicted not as much to the end goal of winning as to the thrill of being involved in a betting experience......

The authors recommend:
1. Creating an interactive gambling amendment bill, similar to the recent Bill in Australia, that bans in-play betting.
2. Obliging gambling companies to share their marketing research with non-partisan gambling charities and research agencies so they may better understand the psychology of online gamblers.
3. Banning gambling advertising during children’s television hours, including during live sporting events.