Being good while being bad: How does CSR-communication on the social media serve the gambling industry?

Global businesses are known to use their social media accounts for legitimisation aspirations and national market assimilation. Still, we lack empirical tools for identifying the kind of public corporate social responsibility communication (CSRC) that helps along positive branding and social relevance. This is particularly important information in view of whitewashing aspirations by the vice industries. This study develops a content analytical tool for assessing gambling companies’ social media strategies by comparing CSRC by state-owned and licenced gambling operators in Finland and Sweden. The diachronic comparative design allows us to point out how the companies advance along ambitions to communicate responsible gambling (RG), affiliate with public interests, shape the companies’ public role as societal benefactors and normalise gambling as an activity. The concepts of tactical and strategic CSRC help us to expose these communication strategies in view of national policy changes, state control and public opinion.