The latest report released by GambleAware shows that 67% of the British population feels that there’s still a stigma around gambling addictions. According to the same research, this is the leading cause of people not seeking timely assistance for their problems. The charity continues its efforts towards destigmatizing gambling-related issues and encouraging a more open discussion on the topic.

Results from the Research Conducted by YouGov

The released data is based on research commissioned by GambleAware and conducted by YouGov. The survey was made up of 3,058 adults aged 18 or older and 750 gamblers with a Problem Gambling Severity Index (PGSI) score of 1+. For context, PGSI is a nine-question tool used to measure gambling behavior. Here’s a breakdown of the different PGSI scores:

67% of the respondents believe that there’s still a stigma around problem gambling. Nearly a third of problem gamblers in Great Britain keep their activities secret from family and friends. 24% of those with the most serious addictions avoid seeking much-needed gambling support and advice due to feelings of shame and embarrassment.

Even more troubling, nearly half of adults in Great Britain say they lack the confidence to support someone struggling with gambling addiction. This means that even when people reach out for help, they may not receive the assistance they need.

Other Issues Highlighted by the GambleAware Research

The survey commissioned by GambleAware also shows that almost 1 in 3 (31%) of respondents say that they’ve seen their first gambling ad before the age of 17. Additionally, 62% of respondents say that gambling advertisements are “everywhere”. This is one of the primary reasons behind the significant increase in young people (ages 11-17) experiencing gambling problems.

According to the 2024 Young People and Gambling Report released by the UKGC, there’s been a 50% YoY spike from 0.7% in 2023 to 1.5% in 2024. This means that about 85,000 children aged 11-17 experience gambling problems – a disturbing fact that’s impossible to ignore.

Ways to Fight the Stigma Around Gambling Addiction

Stigma leads to discrimination and feelings of shame and guilt, which is exactly what prevents people from opening up about their problems and seeking timely assistance. As one of the most reputable responsible gambling organizations in the UK, GambleAware is actively looking for ways to raise awareness around the issue and fight it.

Over the years, the independent charity has conducted countless studies and research to understand the depth of the issue and find the right approach to reduce its negative consequences. As a result, GambleAware has identified several factors to consider and integrate into its messages and campaigns related to the stigma of gambling addiction.

Language Matters

According to GambleAware, using stigmatizing language does real harm by labeling people and reducing them to their stigmatized characteristics. This means that one of the first steps in fighting the issue is using respectful and non-judgmental language. The charity has given further guidance and examples in the following video:

Terms like “gambler” and “gambling habit” should be replaced with “person who gambles” and “gambling dependency”, respectively. GambleAware considers that even the Problem Gambling Severity Index (PGSI) uses stigmatized language. It recommends moving away from terms like “problem gamblers” that place the focus on the individual as the problem, rather than someone who’s currently experiencing difficulties.

Using Social Art to Empower Change

One of the latest campaigns by GambleAware painted a harrowing picture, aiming to encourage a conversation about young people exposed to gambling harm.

The organization set up an installation at Westfield London, including 85,000 poker chips – one for every child aged 11-17 estimated to be at risk of developing a gambling dependency. You can learn more about the powerful campaign in the following video:

Utilizing Opinion Leaders

Another effective way to fight the stigma around problem gambling is by enlisting opinion leaders. The Westfield poker chips installation campaign was supported by British racing driver Nicolas Hamilton, who shared his personal experience with gambling harm in his 20s.

Hamilton said that a small football bet led him to the darkest point in his life. His gambling activities quickly spiraled out of control and caused significant concerns for his mental health. Thankfully, he was able to overcome his struggles, and now, he remains committed to raising awareness and helping others avoid or overcome gambling addictions.

The Road Ahead

As stigma remains the main barrier to seeking assistance for gambling harm, there’s a long road ahead. GambleAware is focused on identifying different ways to fight this issue and educate the public about how they can contribute to these efforts. This includes using non-judgmental language to encourage people to open up and share their problems.

The prominent British organization continues on its mission to tackle gambling addiction. Investing in continuous research and building knowledge are essential steps of the process. Creating carefully thought-out campaigns, like the latest one at Westfield London, is another crucial tactic that GambleAware uses to its full potential.