Published today (27 June), a new report by GambleAware sheds light on significant barriers people face when attempting to address issues related to gambling. Conducted in partnership with Ipsos, the study is based on responses from 4,207 adults, and reveals a widespread desire for greater restrictions on gambling advertisements, amidst concerns about their impact on public health.
One of the key findings from the report is the evident public support for increased regulation of gambling promotions. A striking 74% of respondents advocate for tighter controls on social media gambling ads, while 72% express a similar sentiment regarding television advertisements. These statistics underscore a growing public concern over the ubiquity of such advertisements and their potential influence, particularly on vulnerable populations.
According to the findings, 67% of consumers believe there is an overabundance of gambling advertisements in general, and 66% are particularly worried about the impact these ads may have on children. Moreover, 61% of those surveyed oppose the usage of gambling logos on football shirts, reflecting a specific concern about the normalization of gambling through sports sponsorships.
The report also identifies troubling correlations between exposure to gambling advertisements and gambling behaviors. While 24% of respondents who had gambled in the past year reported taking some gambling-related action after seeing an advertisement, this figure skyrockets to 79% among those experiencing gambling problems. Alarmingly, 54% of individuals in this latter group say that advertisements make it harder for them to reduce their gambling activities, and 51% indicate that the ads make it difficult to enjoy professional football without feeling the urge to bet.
Zoë Osmond, Chief Executive of GambleAware, commented on these findings: “Exposure to gambling advertising normalizes gambling and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm. 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.”
GambleAware has put forward a series of recommendations aimed at making gambling advertising safer. Central to these recommendations is the introduction of a pre-watershed ban on all broadcast advertising across television, radio, and video on demand. This proposed measure would extend the current voluntary whistle-to-whistle ban, which only covers about 2% of all broadcast gambling ads.
Additionally, the organization calls for all gambling advertisements to include independent, evidence-based health warnings that offer clear signposts to support services.
. This initiative is intended to guide individuals who need help towards appropriate resources in an effective manner.
The report also suggests a prohibition on gambling marketing at sports events, including the removal of sponsorships from sports clothing, merchandise, and venues. Notably, Premier League clubs have already agreed to eliminate gambling logos from their shirts starting from the 2026-27 season, and GambleAware advocates for an even more comprehensive ban.
Beyond advertising concerns, the report delves into the barriers that prevent individuals from seeking help for gambling-related harm. Findings indicate that 64% of respondents who have experienced gambling problems have not spoken to anyone about these issues. Stigma and discrimination play a significant role; 39% of those in this group avoided discussing their problems due to fear of shame or judgment, with 17% feeling ashamed or guilty, and 13% worried about being judged by others.
On a somewhat more hopeful note, 24% of individuals did not seek help because they felt capable of managing the problem on their own. Encouragingly, 67% spoke with someone within 12 months of identifying their issue, albeit 28% took longer than a year to do so. Of those who did reach out, 76% reported feeling better afterward. Furthermore, 63% believed they would have experienced relief sooner had they spoken up earlier. Key motivations for seeking help included negative impacts on mental health (23%), financial troubles (22%), and the desire for support to stop gambling (21%).
Respondents also identified the types of gambling games they found most addictive. Instant win games topped the list, with 71% agreeing on their addictiveness, and scratchcards followed closely, with 64% finding them addictive.
In conclusion, the GambleAware report makes a compelling case for stronger regulations on gambling advertisements, citing widespread public support and the need to protect vulnerable individuals, particularly children. It also highlights critical barriers to seeking help for gambling-related issues, emphasizing the importance of timely intervention and support.
