Dead cert or long shot: the utility of social marketing in tackling problem gambling in the UK?

ocial marketing has grown from a fledgling discipline to one recognised as an established means of eliciting behaviour change. Concomitant with the maturation of social marketing has been an increasing focus on expansion into new and untapped areas for behaviour change. This paper examines the utility of applying social marketing to problem gambling in the UK by briefly detailing the development of social marketing and evidence of its effectiveness with traditional public health issues, and its applicability with emerging areas; outlining the situation in the UK regards problem gambling, and why this represents such a fertile testing ground for social marketers and proposing a broad agenda highlighting the potential applications of social marketing in relation to problem gambling, whilst considering the challenges that could encumber the effectiveness of such interventions. Copyright © 2008 John Wiley & Sons, Ltd.