GambleAware criticizes the industry for losing focus in its video gambling ads.

Recent research, commissioned by GambleAware and carried out by Thinks Insight & Strategy, reveals a surprising twist in the world of advertising. Instead of boosting awareness about responsible gambling, the tactics used by some companies—or at least in certain cases—seem to have misfired. These ads may actually encourage people to spend more time and money on gambling.

The organization, alongside academic expert Professor Elliot Ludvig, has reached a compelling conclusion after conducting a comprehensive study on the effectiveness of current safer gambling video campaigns by major operators in the country. This in-depth analysis has revealed a surprising outcome: rather than curbing gambling time and spending, these ads may unintentionally encourage people to gamble even more. The crux of the problem lies in the advertising itself. Instead of spotlighting the serious consequences gambling can have, the ads paint it as harmless fun, merely echoing the phrases safer and responsible gambling. Professor Ludvig explained that this study was a Randomised Controlled Trial designed to test how different safer gambling ad videos influence people’s gambling behavior, attitudes, and intentions. The goal was to gather evidence that could guide the creation of truly effective safer gambling videos and determine the best ways to measure their impact. Unfortunately, the research shows this isn’t enough. It might even lead more people to believe gambling poses no potential harm. It emphasizes that industry-generated adverts may actually heighten gambling intentions in the communities most vulnerable, including young people and those already grappling with gambling-related issues.

Professor Ludvig points out a concerning insight: instead of helping those struggling with gambling, responsible gambling videos might actually encourage it. This unexpected backfire effect highlights the need for a rethink. The results of this study should be pivotal in shaping the creation of gambling advertisements that are not only effective but genuinely safer, the professor urges, stressing the need for standards to gauge their success. GambleAware emphasizes a crucial shortcoming: while these videos are required, there's currently no control over their content or impact. This research offers a chance to set guidelines that focus on raising real awareness about the risks of gambling in a responsible, sustainable manner. Alexia Clifford, GambleAware’s Chief Communications Officer, sees this as a vital moment to push for greater scrutiny of gambling ads. The gambling industry cannot be trusted to regulate itself on such a critical issue, she warns. We need more stringent laws governing gambling marketing, improved monitoring, mandatory health warnings on all ads, and clear directions to help services for those harmed by gambling. This research comes as GambleAware prepares for its dissolution next year, aligning with government plans to implement a mandatory levy and oversight changes.