Summary
- GambleAware urges the National Lottery to prioritize messaging that promotes responsible gambling.
- The operator might be using effective messaging even now.
- The public believes the lottery should do more to reduce the harm caused by gambling.
GambleAware, a leading charity in the United Kingdom, has warned government ministers that the National Lottery might need to take further action to combat problem gambling. The charity suggests that the Lottery's marketing materials could still contribute to gambling issues.
The National Lottery can do better to lessen gambling harm
The charity has raised concerns that gambling, particularly in relation to the lottery, could become normalized, especially as two out of five children are exposed to its products and advertisements. GambleAware shares these concerns, arguing that children are being targeted with customized products such as chocolate-scented scratch-and-sniff cards, holiday-themed scratchcards, and others. In a statement, GambleAware highlighted that because the National Lottery is accessed by individuals who may already be experiencing gambling-related problems, it has a significant responsibility to help prevent and mitigate such harm. Moreover, due to its widespread popularity and the trust the public places in its brand, actions taken by the National Lottery operator to improve guidance within its products and advertising could result in substantial positive effects. GambleAware underscores the need to recognize that the lottery is not a risk-free venture, as previously assumed, and that it can have complexities and negative consequences on both societal and individual levels. GambleAware also indicates a specific link between early exposure to gambling, even if passive, and the development of more serious problems later in life. Currently, around 600,000 people in the United Kingdom suffer from gambling-related harm. The general public appears to agree, with many believing that the National Lottery should do more to promote responsible gambling and reduce its negative impact. In a survey of 18,000 people, 74% supported the idea of the National Lottery enhancing its efforts in this area.
Change in messaging could help protect consumers
GambleAware is requesting that the National Lottery enhances its responsible and safer gambling messages within its products as a minimal logistical effort. The charity has already developed suggested guidelines and specific messages that it claims effectively reduce gambling-related harm. These messages are subtly incorporated and include phrases like Gambling can be addictive, Gambling can grip anyone, and Gambling comes at a cost.
