Gambling operators’ social media image creation in Finland and Sweden 2017–2020

Aim: This is a first audit of how gambling operators in Finland and Sweden address citizens on social media. The study is able to pinpoint some differences between how gambling operators utilise social media in a state monopoly system (Finland) and in a license-based regulatory framework (Sweden). Methods: Curated social media posts from Finland- and Sweden-based accounts in national languages were collected from March 2017, 2018, 2019 and 2020. The data (N = 13,241) consist of posts published on YouTube, Twitter, Facebook, and Instagram. The posts were audited in terms of frequency of posting, content and user engagement. Results/Conclusions: Operators in both countries were, in general, active on their social media accounts, but there was a decline in number of posts between 2017 and 2020. A substantial number of the analysed posts did not visually portray gambling or games. In the Swedish license system, operators seem to present themselves more straightforwardly as gambling companies, whereas in the Finnish monopoly system the image was more tied to a social role of public good doing. Beneficiaries of gambling revenues became less visible in the Finnish data over time.