In an era where gambling advertisements are a constant fixture across various media platforms, a recent study commissioned by GambleAware has raised significant concerns over the efficacy of existing responsible gambling campaigns. The research scrutinizes the impact of the widely used ‘Take Time To Think’ (TTTT) slogan, a message intended to encourage responsible gambling among UK operators. However, the response from a sizable pool of over 7,000 participants casts doubt on the slogan’s effectiveness in raising awareness on the risks of gambling harm and directing affected individuals to support services.
The study suggests that the ‘Take Time To Think’ message falls short in capturing public attention and fails to be memorable, with many respondents calling for the implementation of three new, clearer, and more compelling health warnings. Feedback indicates that these proposed warnings would likely resonate more profoundly with the public and those who gamble.
One of the recommend replacements for the existing slogan reads ‘Gambling can be addictive’. This particular phrase garnered support from 46% of respondents, indicating a perceived greater impact in comparison to TTTT’s 35%. Similarly, alternative slogans such as ‘Gambling comes at a cost’ and ‘Gambling can grip anyone’ also showed promising support among those surveyed, drawing 22% and favorable metric performances, respectively.
In an interesting revelation, the report underscores that a separate, explicit GambleAware health warning placed at the conclusion of a 30-second gambling advert could be more than twice as effective as the TTTT message in illustrating available support. This finding was supported by 72% of participants, as opposed to the 30% who were not in agreement.
As part of their initiative to foster safer gambling practices and prevent harm, GambleAware has stated that this comprehensive analysis will lay the groundwork for new guidelines set to offer operators clear guidance and recommendations. Following this landmark study, further research into the issue is expected to bolster these efforts.
The findings have not gone unnoticed within the organization. Chief Communications Officer Alexia Clifford expressed particular concern over the study’s implications, specifically highlighting some operators’ misuse of the GambleAware logo and their failure to adequately assist customers. Clifford stresses the significance of acknowledging gambling’s serious implications as a public health issue, recognizing the critical need for more stringent health warnings and improved signposting to support services in advertising.
The research, funded by GambleAware, was conducted independently, with Dr. Raffaello Rossi, a lecturer in marketing at Bristol University, at the helm of the study. Dr. Rossi asserts the urgency of implementing warnings in gambling advertisements that explicitly highlight the addictive nature of gambling, coupled with unambiguous directives for people seeking support. He calls for reinforced regulation of gambling operators, noting the overwhelming exposure of the public to gambling ads.
Today, as the study sheds light on the stark reality of gambling-related harm and the shortcomings of current gambling health messages, there is an echoed consensus amongst researchers and industry experts. The call to action is clear: it is imperative to reassess and refresh the approach towards responsible gambling advertising, to ensure that the messages conveyed are not only impactful, but also provide a beacon of guidance for those in need of support.
