Published today (27 June), a comprehensive report has shed light on the need for stricter regulations surrounding gambling advertising and the barriers people face when confronting gambling problems. This informative study, conducted by GambleAware in collaboration with Ipsos, draws upon the responses of 4,207 adults, offering a detailed insight into public opinion and concerns.
A significant highlight from the findings is a strong public inclination towards tighter control on gambling ads. According to the report, an overwhelming 74% of respondents expressed support for increased regulation of gambling advertisements on social media, while 72% advocated for similar restrictions on television. This indicates a substantial portion of the population is in favor of imposing more stringent measures to mitigate the pervasive nature of gambling advertisements.
Additionally, the study reveals that 67% of people believe there are too many gambling advertisements in general, with 66% voicing concern about their potential impact on children. The debate over the appropriateness of gambling advertisements in sports is also notable, as 61% of respondents are opposed to the use of gambling logos on football shirts.
The report does more than just capture public sentiment; it underscores the potential influence these advertisements have on gambling habits. Statistics show that 24% of those who have gambled in the past year took some form of gambling-related action after seeing an advert. This figure escalates to a dramatic 79% among individuals experiencing problems with gambling. For those struggling with gambling issues, a sizeable 54% admitted that advertisements made it hard for them to cut down on their gambling. Furthermore, 51% found it challenging to enjoy professional football without a compulsion to place bets, due to the ads.
Zoë Osmond, the Chief Executive of GambleAware, highlighted the risks presented by the normalization of gambling through widespread advertising. “Exposure to gambling advertising normalizes gambling and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm,” she stated. This, she elaborated, is the impetus behind the report and GambleAware’s call to future governments to enforce stricter regulations on gambling advertising, particularly in sports where children and young people are frequently exposed.
The report also provides a series of actionable recommendations to make gambling advertising safer.
. One of the key suggestions is implementing a pre-watershed ban on broadcast gambling advertisements across television, radio, and video on demand. This strategy aims to build on the existing voluntary whistle-to-whistle advert ban, which currently covers only about 2% of all broadcast gambling ads.
Furthermore, GambleAware advocates for the incorporation of independent, evidence-based health warnings in all gambling adverts, complete with effective guidance on where to seek help. This approach aims to direct those in need towards appropriate support systems.
Another significant recommendation is banning gambling marketing at sports events, encompassing the removal of sponsorships from sports clothing, merchandise, and stadiums. Despite Premier League clubs agreeing to phase out gambling logos from their shirts starting in the 2026-27 season, GambleAware is pushing for a broader and more immediate ban.
Aside from advertising, the GambleAware report also delves into the hurdles people face in seeking help for gambling-related harm. The findings show that 64% of individuals who have experienced gambling issues have not confided in anyone about their problem. Among this group, 39% cited stigma and discrimination as primary deterrents. Feelings of shame or guilt (17%) and concerns about being judged by others (13%) were common barriers mentioned.
Interestingly, 24% of those with gambling issues believed they could handle the problem on their own and thus did not seek help. Of those who did reach out, 76% reported feeling better as a result, and 63% thought they would have benefited from speaking to someone sooner. Key triggers for opening up included the negative impact of gambling on mental health (23%), finances (22%), and the desire for support to stop gambling (21%).
In terms of game types considered most addictive, instant win games and scratchcards topped the list, with 71% and 64% of respondents, respectively, identifying them as highly addictive.
This report lays a foundational call to action, urging a re-evaluation of the current landscape of gambling advertisements and support structures, to address and mitigate the risks associated with gambling-related harm.
