Are Gambling Ads Doing More Harm?

When "Safer Gambling" Ads Do More Harm than Good: A Deep Dive into a New Study

A concerned individual reflects on the impact of gambling advertisements.

A groundbreaking new study from the charity GambleAware reveals a startling paradox: the very advertisements designed by the gambling industry to promote safe play may be having the opposite effect, encouraging gambling behavior, particularly among the most vulnerable. The research highlights a phenomenon known as the "backfire effect," challenging the current approach to responsible gambling messaging in the UK and beyond.

Conducted by Thinks Insight & Strategy with academic guidance from Professor Elliot Ludvig, an expert in human decision-making at the University of Warwick, the study found that certain industry-produced "safer gambling" ads reinforce the perception of gambling as a harmless pastime. Nearly half of the viewers of one ad felt it suggested gambling was simply "harmless fun," creating a false sense of security.

The backfire effect is most pronounced among at-risk demographics. The study found that individuals aged 18 to 34 were over three times more likely than those over 55 to engage with these ads during the experiment. This finding underscores the disproportionate impact of such marketing on younger audiences and those already experiencing gambling-related harms.

The research points to a disconnect between the intended and actual effects of these campaigns. While gambling operators in the UK are required to allocate a portion of their advertising budget to safer gambling messages, some of the tested ads, including those from major operators like William Hill and 888, were found to increase gambling intent and downplay risks. According to Professor Ludvig, these ads "have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose."

Case in Point: The Problem with Industry Ads

The GambleAware study specifically identified two videos, "Top Tips For Positive Play" by William Hill and "Made To Play Safely" by 888, as having a clear backfire effect. The research showed that these ads increased click-through rates to a mock betting app and were perceived by many viewers as suggesting that gambling was safe and a form of "harmless fun." In contrast, a video produced by GambleAware was found to reduce gambling intentions, reinforcing the idea that messages from independent, public health-focused sources are more effective than operator-led campaigns.

The Scale of the Problem: Shocking Statistics

This research comes amid growing concern over the true scale of gambling harm in the UK and Ireland. Recent data from the Gambling Regulatory Authority of Ireland (GRAI) estimates that 1 in 30 adults, or 130,000 people, are experiencing problem gambling—an estimate more than ten times higher than previous figures.

In the UK, a recent study by the Gambling Commission suggests that as many as 2.5% of the adult population, equating to over a million people, may be suffering from problem gambling. These sobering statistics highlight the urgent need for genuinely effective harm reduction.

Wider Regulatory Context

The findings have significant regulatory implications. The UK Gambling Commission is already in the process of implementing major reforms to tackle gambling harm. New rules will introduce stricter financial vulnerability checks and mandatory deposit limits for online gambling.

This broader shift shows that the issue is not just about advertising but about a holistic regulatory overhaul. GambleAware's Chief Communications Officer, Alexia Clifford, stated that it is "unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead," calling for government-led guidelines to ensure campaigns are genuinely protective.

To learn more about the psychological drivers of gambling behavior and how to protect yourself, you may find these articles helpful:

• Unlocking Your Mind: The Psychology of iGaming and How to Play Smarter

• Mastering Responsible Gambling

Your Take: A Call for Comments

We'd like to hear from you. Have you ever experienced a "backfire effect" from a safer gambling ad, where it made you think gambling was less risky? Have you noticed any specific gambling ads that you feel are misleading? We'd love to hear your perspective on it. Please take a moment to participate in our polls below, and share your thoughts in the comments.

Have you ever seen a "safer gambling" ad that you felt encouraged you to gamble, rather than making you more cautious?

• 0%Yes, I have
• 0%No, I haven't
• 0%I'm not sure

Which of the following do you think is most effective at promoting responsible gambling?

• 0%Ads produced by companies with a "safer gambling" message
• 0%Ads produced by charities (like GambleAware or GamCare)
• 0%Mandatory health warnings and clear problem gambling stats.
• 0%I don't think any of these are effective.

You can vote for more than one answer.

Do you believe gambling is "harmless fun" as long as you set limits and stay in control?

• 0%Yes, completely.
• 0%Yes, for the most part.
• 0%No, it can be risky even with limits.
• 0%I'm not sure.

Support & Resources for Problem Gambling

If you or someone you know needs help with gambling, confidential support is available.

Helplines and Support Organizations

• Gamblers Anonymous

A fellowship of men and women who share their experiences to help each other recover from a gambling problem. They have local chapters in many countries.

GamCare (UK): Provides free information, support, and treatment for problem gamblers. You can call the National Gambling Helpline on 0808 8020 133 or use their live chat service.

GambleAware (UK): An independent charity funding research, education, and treatment services to help reduce gambling-related harms in Great Britain.

Gordon Moody: Providing online help for people experiencing gambling harm

A global service offered by Gordon Moody, providing free practical advice and emotional support to anyone affected by gambling.

GamblingCare.ie (Ireland): The national helpline for problem gambling in Ireland. You can call them on 1800 936 725 for free, confidential advice and support.

Extern Problem Gambling: Provides free, one-to-one counseling sessions and support to anyone in the Republic of Ireland and Northern Ireland who has been affected by gambling harms.

National Council on Problem Gambling (US): Operates the National Problem Gambling Helpline (1-800-GAMBLER), providing confidential support and referrals to local resources.

Self-Exclusion Tools

GamStop: A free service that lets you self-exclude from all online gambling companies licensed in Great Britain. You can choose to be excluded for six months, one year, or five years.

Gamban: An application that blocks access to thousands of gambling websites and apps worldwide across all your devices, including phones and desktops. A subscription is required for this service.