GambleAware study finds industry safer gambling adverts may increase gambling behaviour
New research shows industry-produced safer gambling adverts can backfire, raising concerns over their impact on at-risk groups.
Key points:
– Study finds some industry safer gambling adverts reinforce perception of gambling as ‘harmless fun’
– Younger audiences and those with existing problems shown to be most affected
– GambleAware calls for UK Government guidelines and stricter monitoring of industry campaigns
GambleAware has published new research highlighting shortcomings in gambling operators’ safer gambling campaigns, warning that some adverts are having the opposite of their intended effect.
The study, conducted by Thinks Insight & Strategy with academic input from Professor Elliot Ludvig, tested industry-produced video campaigns currently in use.
Researchers found several of these adverts reinforced the notion of gambling as safe entertainment, creating what they described as a false sense of security.
Nearly half (45%) of viewers of one advert reported it suggested gambling was “harmless fun.”
According to the study, the effect was most pronounced among younger audiences and those already experiencing gambling harms.
Participants aged 18–34 were over three times more likely than those aged 55 and older to engage with gambling adverts during the experiment.
Good to know: Gambling operators are expected to allocate 20% of their digital and broadcast advertising budgets to safer gambling messaging
In comparison, a GambleAware-produced video designed to reduce stigma around gambling harm was found to reduce gambling intentions. Researchers concluded that messaging from independent, public health-focused sources may be more effective than operator-led campaigns.
Professor Ludvig said: “The study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose of helping people control how much they gamble.”
In response, GambleAware called for the creation of government-led guidelines to ensure safer gambling campaigns are genuinely protective, alongside stronger monitoring and mandatory health warnings.
CCO Alexia Clifford said: “It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.”
The report follows GambleAware’s earlier calls for a consistent regulatory framework on gambling advertising and mandatory signposting to support services.
This research comes as GambleAware prepares for a managed closure in March 2026, with responsibility for commissioning gambling harm services set to transfer to public bodies across the UK.
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