GambleAware's latest research shows that the so-called "safer gambling" advertisements produced by gambling operators may not have achieved the expected effects, but instead have reinforced the notion of gambling as "harmless entertainment" to some extent, raising concerns about their impact on high-risk groups.
This study was conducted by Thinks Insight & Strategy and completed with the academic support of Professor Elliot Ludvig. The research team tested several industry promotional videos currently in use and found that some content conveyed the implication that gambling is safe and fun. Data shows that 45% of the audience believed the message conveyed by the advertisements was "gambling is harmless fun".
The impact is particularly significant among young groups and those already experiencing gambling problems. Experimental results show that participants aged 18 to 34 were three times more likely to be exposed to gambling advertisements than those over 55. This means that industry advertisements may be having a negative effect on the most vulnerable groups.
In contrast, GambleAware's own videos, which focus on public health and reducing stigma, showed more positive effects and were able to reduce people's willingness to gamble. Researchers concluded that independent channels with health-oriented messaging are more effective in providing real protection than operator-led advertisements.
Professor Ludvig noted: "Some industry advertisements not only fail to help people control their gambling behavior but may induce more participation, running counter to the original intention of 'responsible gambling'."
In response, GambleAware is calling on the UK government to issue unified advertising guidelines, strengthen regulation and health warnings, to ensure that safe gambling promotions truly provide protection. Chief Creative Officer Alexia Clifford emphasized: "It is unacceptable for advertisements claiming to reduce risks to encourage more gambling."
The report also echoes GambleAware's earlier suggestion to establish a consistent gambling advertising regulatory framework and to mandatorily provide clear guidelines for help services in advertisements. This study is released as GambleAware is set to orderly shut down in March 2026, with its responsibilities for preventing gambling harm gradually transferring to public institutions across the UK.
