Purpose of Review: Gambling marketing is pervasive. Evidence suggests that greater exposure to gambling marketing can increase gambling engagement and elevate the risk of gambling harm. The effects of marketing are likely to vary across population groups and across different types of marketing. This systematic review summarises qualitative empirical evidence regarding the perceived effects of gambling marketing on gambling behaviours and attitudes in different population groups and across various marketing formats.

Recent Findings: The sample consisted of 46 peer-reviewed articles published between 2009 and 2025. Most research was conducted in Australia, followed by the UK. The results indicate that marketing–particularly the association of gambling with sports–normalises gambling within societies and can encourage increased gambling. Inducements and direct marketing are associated with higher levels of gambling consumption, particularly amongst young people and individuals experiencing gambling problems. While young men interested in sports are viewed as the primary intended audience of gambling marketing, children and young people are highly susceptible to marketing content featuring sports, athletes, celebrities, and influencers, potentially contributing to future gambling intentions. Due to extensive marketing, and limited risk-mitigation measures, both children and adults reported annoyance and called for restrictions on marketing.

Summary: Gambling marketing can have both direct and indirect implications for gambling behaviours, but the effects vary across marketing formats and population groups. Stricter, population-level regulations are needed to reduce exposure to gambling marketing and mitigate associated harms.