The latest report published today (27 June) by GambleAware in collaboration with Ipsos sheds light on the significant barriers individuals face when opening up about gambling-related problems. The groundbreaking research, consisting of responses from 4,207 adults, presents a detailed examination of public opinions and experiences related to gambling advertisements and their subsequent impacts.
Among the most notable findings, a substantial portion of the public appears to support stricter regulations on gambling advertisements. Specifically, 74% of respondents expressed a desire for increased regulation on social media, while 72% supported more stringent controls on television ads. These numbers underscore a growing concern among the populace regarding the pervasive nature of gambling advertisements across different media platforms.
GambleAware’s report also highlighted the sentiments of a significant number of consumers who believe there are too many gambling adverts. Precisely, 67% of those surveyed agreed that the frequency of these adverts is excessive. Additionally, 66% raised alarms about the potential harmful effects of these ads on children, indicating a widespread concern about the youth’s exposure to such content.
Moreover, the report calls attention to the impact of gambling advertisements on individuals’ gambling behaviors. Astonishingly, 24% of respondents who had gambled in the past 12 months reported taking gambling-related action after encountering an advert. This figure surged to 79% among those currently experiencing issues related to gambling. Within this vulnerable group, 54% admitted that advertisements make it harder for them to cut down on gambling. Further, 51% found it challenging to watch professional football without feeling compelled to place a bet due to the influence of gambling adverts.
Zoë Osmond, the Chief Executive of GambleAware, emphasized the dangers posed by the normalization of gambling through advertising. “Exposure to gambling advertising normalises gambling, and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm,” Osmond stated. “This is why we have published our new report, to call on the next government to do more to regulate gambling advertising, particularly around sport where children and young people can see it.”
To address these concerns, GambleAware has proposed a series of measures aimed at making gambling advertising safer.
. One significant recommendation includes instituting a pre-watershed ban on broadcast advertising across television, radio, and video-on-demand platforms. This suggested ban would extend beyond the existing voluntary whistle-to-whistle advert ban, which currently covers only about 2% of all broadcast gambling ads.
Another crucial recommendation involves mandating that all gambling advertisements contain independent, evidence-led health warnings, along with effective signposting to support services. GambleAware believes this move will guide those in need towards appropriate help and support resources.
The report also advocates for a ban on gambling marketing at sports events. This would include the removal of gambling sponsorships from sports clothing, merchandise, and wider stadium advertising. It is worth noting that Premier League clubs have already agreed to eliminate gambling logos from their shirts beginning the 2026-27 season, a step GambleAware now encourages to be adopted more widely.
Beyond advertising concerns, the report delved into the challenges faced by individuals seeking help for gambling-related issues. Astonishingly, 64% of respondents who have experienced gambling problems reported that they had not discussed their issues with anyone. Among those, 39% cited stigma and discrimination as major deterrents, with feelings of shame or guilt (17%) and concerns about judgment from others (13%) being notable barriers.
Interestingly, 24% of individuals believed they could handle their gambling issues independently. Among those who did seek support, 67% spoke with someone within a year of identifying their problem, though 28% waited over a year. Encouragingly, 76% of individuals who opened up felt better as a result, and 63% believed they would have felt better had they spoken to someone sooner.
Motivations for seeking help included the negative impact of gambling on mental health (23%), financial strain (22%), and a desire for support to stop gambling (21%).
The types of games perceived as most addictive were also identified in the report. Instant win games topped the list, with 71% of respondents agreeing on their addictive nature, followed by scratch cards, which 64% of participants identified as addictive.
Overall, the report calls for a combined effort from the government, regulatory bodies, and the gambling industry to minimize the potential harm caused by gambling advertisements and to provide more effective support to those affected by gambling-related issues.
