Published today (27 June), the report centers on the barriers people face when trying to open up about problems related to gambling. GambleAware, in collaboration with Ipsos, conducted comprehensive research, gathering responses from 4,207 adults across the UK.
One of the primary revelations from the study indicates a strong public inclination towards more stringent regulations on gambling advertisements. Notably, 74% of the participants are in favor of increased regulation for social media platforms, while 72% support stricter controls on television advertising.
The report also highlights a general consensus among consumers that the volume of gambling advertisements is excessive. A significant 67% of respondents believe that there are too many gambling ads, and 66% express concern about the impact of these advertisements on children. Furthermore, 61% oppose the presence of gambling logos on football shirts, signaling a broader unease about the normalization of gambling through sports.
Concerns about the influence of gambling advertisements are another critical aspect flagged in the report. Around 24% of those who have gambled in the past year admitted to taking gambling-related actions as a result of seeing an advert. This figure dramatically rises to 79% among individuals dealing with gambling-related problems. Within this cohort, 54% state that adverts make it challenging to reduce their gambling, and 51% find it hard to watch professional football without feeling tempted to place bets.
“Exposure to gambling advertising normalizes gambling and portrays it as harmless fun, without highlighting the risks of gambling addiction and the harm it can cause,” said Zoë Osmond, Chief Executive of GambleAware. “This is why we have published our new report, to urge the next government to increase regulations on gambling advertising, particularly in sports, where children and young people are easily exposed to these messages.”
In terms of measures to make gambling advertising safer, GambleAware has proposed an array of recommendations. Among these, a pre-watershed ban on broadcast advertising across television, radio, and video on demand stands out.
. This move is intended to build on the existing, voluntary whistle-to-whistle ban, which currently covers only around 2% of all broadcast gambling ads.
Additionally, GambleAware is advocating for all advertisements to feature independent, evidence-based health warnings with effective directions to support resources, which they believe will guide those in need towards appropriate help.
Another significant suggestion involves banning gambling marketing at sports events, including removing sponsorships from sports clothing, merchandise, and stadiums. While Premier League clubs have agreed to drop gambling logos from their shirts starting from the 2026-27 season, GambleAware is pushing for an even broader ban.
The report also delves into the obstacles people face when seeking help for gambling-related harm. Alarmingly, 64% of respondents who have encountered problems with gambling have not spoken to anyone about their issues. Of these, 39% cited stigma and discrimination as primary reasons for their silence. Key barriers include feelings of shame or guilt (17%) and fears of being judged by others (13%).
Some 24% believed they could manage their problems independently, without external assistance. Nevertheless, 67% of those who did seek help spoke to someone within 12 months of recognizing their problem, whereas 28% delayed seeking help for over a year.
Encouragingly, 76% of those who sought help reported feeling better after doing so, and 63% believed they would have benefited from talking to someone sooner. Main motivations for seeking help included the negative impact of gambling on their mental health (23%), financial strain (22%), and a desire for support to quit gambling (21%).
Regarding the types of games perceived as most addictive, the survey participants ranked instant win games at the top, with 71% agreeing on their addictive nature. Scratchcards followed closely, with 64% considering them highly addictive.
As the report underscores, these insights not only reflect public sentiment but also reinforce the need for proactive measures to curb the pervasive influence of gambling advertisements and offer effective support for those struggling with gambling-related issues.
