Gambling ads designed to promote safer gambling are failing to reduce gambling intentions and may be having an opposite effect, according to new research.
Adverts created by gambling operators to promote safer gambling are failing to reduce gambling intentions and may be encouraging riskier behaviour, according to new research by GambleAware.
The study, conducted by Thinks Insight & Strategy with academic expert Professor Elliot Ludvig, tested a range of ads produced by gambling operators intended to encourage moderation, such as setting time or spending limits.
None were found to be effective. Instead, researchers concluded some campaigns actually encouraged viewers to gamble more.
A GambleAware-produced video aimed at tackling stigma around gambling harm was included for comparison. It was the only ad effective at normalising the idea of gambling problems as being common, encouraging self-reflection and countering the idea gambling is harmless fun.
Professor Ludvig says some operator ads create a “backfire effect”, encouraging gambling and “having the opposite effect to their intended purpose” to help people control how much they gamble.
According to the research, this was due to the videos reinforcing the idea gambling is safe and ‘harmless fun’, creating a false sense of security and subtly downplaying the risks. Almost half (45%) of those viewing one operator advert felt the video suggested gambling is harmless fun.
“This new research shows that so-called ‘safer gambling’ videos produced by gambling operators could be doing more harm than good,” says GambleAware chief communications officer Alexia Clifford. “It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.”
Under current rules, gambling operators are expected to spend at least 20% of their digital and broadcast advertising budgets on safer gambling messaging. However, the research notes there is little monitoring of compliance and, until now, no published evidence of whether such campaigns are effective.
The findings also revealed GambleAware was the most trusted brand in the study, highlighting the greater impact of public health messaging from independent organisations rather than industry sources.
In response, the charity is calling for government intervention to introduce video guidelines for safer gambling campaigns, as well as more effective monitoring and accountability to be put in place for industry-led campaigns. This follows on from GambleAware’s previous calls for mandatory health warnings and effective signposting to support to be put on all gambling marketing.
“The gambling industry cannot be left to ‘mark its own homework’ on such an important issue,” says Clifford.
“We need stronger legislation on gambling marketing and advertising, including more effective monitoring of gambling industry-led advertising campaigns, health warnings on all gambling advertising and for all adverts to signpost to where people can get help for gambling harms.”
The research follows news GambleAware has begun the process to manage its planned closure by 31 March 2026, as the UK health system transitions to a new statutory framework to combat gambling-related harms.
