In a recent study, GambleAware found that operators’ safe gambling ads may be ineffective. In fact, some of them backfire, presenting gambling as “harmless fun” and leading to an increase in problem gambling. With GambleAware’s closure fast approaching, it has provided some suggestions.

Current Gambling Ad Rules

Legitimate operators follow the UK Code of Broadcasting Advertising (BCAP Code). They have agreed to dedicate 20% of their budget to responsible gambling ads, including TV, radio, and online ads.

Under the UK’s rules, responsible gambling advertising is prioritized. As such, ads must not:

• Portray, condone, or encourage socially irresponsible gambling behavior
• Exploit young or vulnerable people
• Advertise gambling as a solution to financial problems
• Feature anyone under the age of 25 gambling

Operators also have rules for online advertisements, like making it clear that the ads are for people over 18. The ads must also include messages about responsible gambling, and the operators must post about it on their social media accounts. However, this may prove insufficient to curb problem gambling.

GambleAware’s Research

GambleAware recently published a study on safe gambling video ads, to test their efficiency. The study was conducted by Thinks Insight & Strategy, with the help of Professor Elliot Ludvig and Matt Zarb-Cousin. They used a Randomized Controlled Trial, where participants were assigned to different groups and shown one of five safe gambling ads.

Participants would go through a simulation, where they watched two unrelated videos and one of the safe gambling ads, which included several operators and GambleAware’s own ad. Then, they would have the option to close the link, which would also appear on the third video, or click on it to access the simulated online casino.

Participants could use their free bet at the online casino or go to the safer gambling settings. They would also offer feedback on the ads and their effectiveness.

Key Findings

GambleAware’s study revealed some concerning trends about the safe gambling videos. Some of the ads, specifically 888 and William Hill’s, were ineffective and led to more problem gambling.

Of the participants, 45% felt that the safe gambling videos promoted gambling as harmless fun. They felt the advice was too broad, and too much focus was put on promoting the company.

Shockingly, only GambleAware’s ad reduced the amount of clicks on gambling ads, while the others remained neutral or increased clicks. When giving feedback, participants said it was because GambleAware’s independent status is more trustworthy and it addresses the stigma surrounding gambling addiction.

Meanwhile, the operator ads had inappropriate tones or focused too much on the brand. However, many participants thought they had clear messages and tips.

GambleAware’s Suggestions and Other Findings

GambleAware also found that vulnerable groups like young people were the ones most affected by the backfire. Its report also outlines several ways these ads could be improved:

• Add more stories from personal experiences
• Outline the harm caused by problem gambling
• Emphasize safer gambling tools like betting limits
• Use supportive tone
• Include visual elements like animations
• Normalize seeking help

More personal stories and better visual storytelling could help engage viewers, but the advice needs to be more practical. Since many problem gamblers struggle with loneliness, ads should use a support tone. Most importantly, operators need to emphasize the negative consequences of gambling.

GambleAware believes the industry shouldn’t be left to organize on its own. The government needs to implement specific guidelines and rules for ads and stricter monitoring of the budget used for them. Operators should also have to report details of their campaigns.

GambleAware’s Closure

GambleAware is doing as much as possible before it closes on the 31st of March 2026. The UK government recently introduced a statutory levy. It also appointed three new national commissioners to take over GambleAware’s work on prevention and treatment.

The company has advocated for a statutory system for years, so the chair of trustees, Andy Boucher, is satisfied with this development.

While the decision is official, the system is still transitional. GambleAware will continue to offer its services until the system launches in April, so the government has time to organize its new structure.

It remains to be seen how this change will affect the UK’s gambling industry as some worry the government is becoming a nanny state.