GambleAware Study Warns Safer Gambling Ads Might Unintentionally Encourage Riskier Behavior

New research from GambleAware, supported by academic expert Professor Elliot Ludvig, reveals that safer gambling video campaigns currently used by leading operators may be having unintended consequences. Instead of reducing gambling time and spending, some ads appear to encourage users to gamble more.

The key issue lies in how these ads portray gambling—as “harmless fun”—while including vague calls for “safer” and “responsible gambling.” This framing downplays the serious risks associated with gambling and may mislead viewers, particularly vulnerable groups such as young people and those already experiencing gambling problems.

Professor Ludvig’s randomized controlled trial tested the impact of different safer gambling videos on behavior, attitudes, and intentions. The findings suggest these ads could create a “backfire effect,” increasing gambling intentions rather than promoting caution.

GambleAware highlights the urgent need for stricter oversight and clear standards for the production and regulation of gambling ads. Although the creation of responsible gambling ads is mandatory, current oversight of their content and messaging is lacking.

Alexia Clifford, Chief Communications Officer at GambleAware, stressed the importance of stronger legislation and independent monitoring. She called for all gambling adverts to carry health warnings and direct viewers to support services, emphasizing that the industry cannot regulate itself effectively.

This study comes as GambleAware prepares for its dissolution next year, with responsibility for gambling harm prevention shifting to government bodies alongside the introduction of a new mandatory industry levy.