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GambleAware reports recommend full integration of safer gambling messaging

Three reports commissioned by GambleAware have recommended that safer gambling messaging be implemented in all aspects of operator functions.


‘An Integrated Approach to Safer Gambling’ was conducted by Revealing Reality and included input from; Betfred, both retail and digital; Genting Casino; Buzz Bingo; Gamesys; and 888.

It found that “significant progress” could be made in the development of safer gambling messaging, and recommended that its normalisation in every aspect of customer communication was integral for success.

This was supplemented by a further analytical report, and subsequent evaluation, by the Behavioural Insights Team. The combined studies were designed to “assess the effectiveness and impact of operator interventions and support them in the development of their own safer gambling messaging”.

A conclusion of the studies recommends a top-to-bottom approach to safer gambling messaging, both in terms of internal company communication (and culture) and player outreach.

Commenting on the findings of the report, Damon De Ionno from Revealing Reality said: “For many operators, safer gambling is often viewed as an add on. But our report has shown that to be successful in communicating safer gambling to customers, operators need to build safer gambling messages into every aspect of business and customer interaction. It is time operators look to prevent gambling harms, rather than just react to them”.

This project was funded via a grant awarded by GambleAware, based on a brief developed by the Responsible Gambling Strategy Board and with input from the Gambling Commission.

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