Research by GambleAware Raises Concerns About Safer Gambling Ads

GambleAware research shows some safer gambling adverts from online casinos may backfire, encouraging gambling instead of promoting safer behaviour.

New research from GambleAware has found that some industry-led safer gambling campaigns may actually encourage more gambling, raising questions about how effective these messages really are in protecting at-risk groups.

The study, carried out by Thinks Insight & Strategy with input from Professor Elliot Ludvig, tested gambling operator-produced video ads currently in circulation. The results revealed an unexpected trend: several of the campaigns reinforced the idea of gambling as safe and harmless entertainment.

Almost half (45%) of the people who saw one ad said it gave the impression that gambling was “harmless fun.” So, instead of prompting people to play responsibly, the ads appeared to soften the idea of risk and, in some cases, even encouraged online gambling or other forms of betting.

Younger players are most affected

The research showed that younger audiences were particularly affected by these ads. Research participants between the ages of 18 and 34 were more than three times as likely as those aged 55 and over to engage with gambling adverts during the experiment.

For GambleAware, this finding is particularly concerning given that younger players are already considered more vulnerable to gambling harms. In contrast, a GambleAware-produced campaigns aimed at reducing stigma around gambling harm were found to reduce gambling intentions.

Researchers found that campaigns designed and delivered by independent, public health-focused organisations may be more effective at promoting safer behaviour than those led by the industry itself.

Professor Ludvig explained the significance of the findings, saying:

“The study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose of helping people control how much they gamble.”

Calls for stronger safeguards

At present, casinos in the UK are expected to spend 20% of their digital and broadcast advertising budgets on safer gambling messaging. However, this research questions whether this is enough to really provide protection to those in need.

GambleAware has called for government-led guidelines that set clear standards for safer gambling campaigns, plus mandatory health warnings and stronger monitoring.

The organisation argues that oversight from independent businesses is essential to prevent mixed messages that may harm responsible gambling efforts.

By moving the responsibility for safer gambling campaigns away from the industry and towards public health authorities, GA believes messaging could be more consistent and ultimately more effective.

Part of a wider debate

This report arrived at a time when gambling advertising in the UK is under increased scrutiny. Campaigners have long argued that safer gambling messages run by operators often sit alongside promotions for new games at online casinos, sending contradictory signals to audiences.

GambleAware’s research adds weight to calls for a consistent regulatory framework around gambling advertising. Earlier this year, the charity reiterated its demand for mandatory signposting to support services in all operator-led communications.

The findings are also published against the backdrop of major change within the organisation itself. GambleAware is preparing for a managed closure in March 2026, with responsibility for commissioning gambling harm services due to transfer to public bodies and the UK Gambling Commission.

Despite this, the charity says it remains committed to giving evidence that can inform the public and the policy and help improve those practices for playing safer.

The latest study suggests that those safer gambling messages coming from the industry may be falling short of their intended purpose and, in some cases, creating more risk for those they are supposed to protect.

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By Deni

Verified Casino Expert

Expertise: Casino Content Writing, Journalism & (PR), Gambling Regulations, Dutch & German Gambling Markets

Hi, I'm Deni! I'm a research obsessive with a passion for gambling regulations, market trends, and casino news. I dig deep into every topic I cover - so every article, review, or guide I write is built on solid research and real detail.

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Last updated: September 22, 2025

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Research by GambleAware raises concerns about safer gambling ads

Younger players are most affected

Calls for stronger safeguards