GambleAware Study Finds Some Safer Gambling Ads May Encourage More Betting

Overview of GambleAware’s Findings

GambleAware, a UK-based gambling charity, recently published a study revealing that certain safer gambling advertisements might unintentionally promote increased engagement with betting companies. The research, carried out by Thinks Insight & Strategy, analyzed multiple safer gambling campaigns created by leading operators and found mixed results regarding their effectiveness.

Most Advertisements Fail to Discourage Gambling

The study highlights that many responsible gambling messages may inadvertently give viewers a false sense of security, implying that gambling is risk-free. For instance, nearly 45% of individuals who watched one operator’s campaign perceived gambling as harmless entertainment, suggesting that these ads could normalize betting rather than caution against it.

However, a unique campaign developed by GambleAware itself, aimed at reducing the stigma around gambling-related harms, was the only one shown to effectively decrease participants’ intentions to gamble. Elliot Ludvig, a Psychology Professor from the University of Warwick involved in the research, emphasized the importance of basing safer gambling content on solid evidence to prevent unintended consequences.

“Some safer gambling videos from operators might backfire, encouraging more gambling instead of helping control it.”

Elliot Ludvig, Psychology Professor, University of Warwick

As GambleAware prepares to close operations in the near future with governmental bodies assuming responsibility for preventing gambling harm, the charity has urged regulators to closely monitor how gambling firms present safer gambling messages. Without updated and stricter guidelines, these campaigns risk undermining broader harm reduction efforts.

Recommended Approaches for Safer Gambling Campaigns

While critical of current operator-produced ads, GambleAware also suggested improved strategies for future safer gambling messaging. The study found that campaigns highlighting the negative impacts of problem gambling were more effective than generic pleas to “play responsibly.” Including practical advice, like setting betting limits or using self-exclusion tools, was seen as beneficial when combined with clear warnings about risks.

Other best practices identified include sharing personal stories and maintaining a supportive tone. Study participants expressed a preference for messages that encourage seeking help and reducing stigma around gambling harms. Additionally, employing visual storytelling and emotional narratives was found to resonate well, enhancing the message’s appeal and relatability.

“The gambling industry shouldn’t be left to evaluate its own marketing; stronger laws on gambling advertising are needed.”

Alexia Clifford, Chief Communications Officer at GambleAware

In conclusion, GambleAware stresses the significant role advertising plays in shaping people’s views on gambling. The charity warns that poorly designed or manipulative messages can cause more damage than good. It is crucial for UK regulators to ensure operators prioritize player safety and accurately represent the real societal risks linked to gambling.