The Marketing of legal but potentially harmful products

June Buchanan, Lester W. Johnson

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution


A number of industries sell products such as tobacco, alcohol and gambling that, although legal, are considered potentially harmful to certain members of society. Unlike non-controversial products that attract no attention when using strategies to increase market share, many of these potentially harmful products attract backlash from concerned members of society and often governments when their markets increase. This paper investigates a number of marketing mix strategies (the 7 Ps of services marketing) used by operators of one form of gambling services, namely electronic gaming machines (EGMs) in order to ascertain the extent to which their organisation includes corporate social responsibility (CSR) in their marketing. Thirty-seven face to- face and/or telephone interviews were undertaken with EGM manufacturers, gaming consultants, managers of gaming establishments and casino operators in Nevada (USA) and New South Wales (Australia), along with management of the gaming regulatory authority in New South Wales (NSW). We found that the major gaming operators in Nevada are aware of, and practice, CSR to a significantly higher degree than do gaming operators in NSW. In terms of regulatory constraints, a blanket ban exists on all external advertising of EGMs in NSW, whereas Nevada has very little restriction. Interestingly, Nevada operators choose to focus on venue facilities, such as entertainment, food and particularly on the Las Vegas Strip, accommodation, in spite of their freedom to advertise more broadly.
Original languageEnglish
Title of host publicationMarketing theory into practice
Subtitle of host publicationproceedings of the Academy of Marketing Conference 2007
Place of PublicationKingston, UK
PublisherKingston Business School
Number of pages13
ISBN (Print)9781872058146
Publication statusPublished - 2007
EventAcademy of Marketing Conference (2007) - Egham, UK
Duration: 3 Jul 20076 Jul 2007

Publication series

NameResearch paper series
PublisherKingston Business School


ConferenceAcademy of Marketing Conference (2007)
CityEgham, UK


  • Gambling, Gaming, Electronic Gaming Machines, Marketing of Potentially Harmful Products, Social Responsibility
  • gambling
  • gaming
  • electronic gaming machines
  • marketing of potentially harmful products
  • social responsibility

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  • Cite this

    Buchanan, J., & Johnson, L. W. (2007). The Marketing of legal but potentially harmful products. In Marketing theory into practice: proceedings of the Academy of Marketing Conference 2007 (Research paper series; No. 61). Kingston, UK: Kingston Business School.