GambleAware Calls for Health Warnings in Gambling Adverts

GambleAware, the gambling harm prevention and treatment platform, has announced it has commissioned detailed research into the effectiveness of gambling harm messages that are used in responsible gaming services.

GambleAware wants warnings in gambling ads.

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The research surveyed over 7,000 participants and found their opinions on the GambleAware logo, its position on gambling websites, and the type of messages shown to highlight the risks of gambling and promote responsible gambling services.

The survey also compared the GambleAware slogan of Take Time To Think (TTT) with another three messages that are designed to warn customers about the potential of gambling-related harm.

Following the research responsible gaming organizations have called for guidelines that would see more effective warnings accompanying all gambling advertisements.

Responsible gaming platforms have expressed they believe the GambleAware logo used by gaming operators is being used incorrectly, as it is not being used as a signpost to link vulnerable people to the range of tools that promote responsible gambling, including the GambleAware self-assessment tool.

In the absence of strict gambling marketing restrictions, it is absolutely vital that we see warnings on gambling advertising that highlight the addictive nature of gambling, paired with clear, unambiguous signposting for people to access support if needed. We need to see better regulation of gambling operators who are widely bombarding us with their ads.

Dr. Raffaello RossiLecturer in Marketing at Bristol University and co-author of the research

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Take Time To Think slogan seen as ineffectual

During the research, participants were asked to assess the impact of the current TTT slogan used by GambleAware to raise awareness of gambling-related harm. One of the messages ‘Gambling can be addictive’ was according to the results of the research seen to be more effective than the TTT message.

The other warning messages ‘Gambling comes at a cost’ and ‘Gambling can grip anyone’ both rated higher as more likely to have an impact on the betting behavior of customers on gaming websites.

GambleAware says the findings of this survey point to the need for messages that deliver a warning about the dangers of gambling for vulnerable customers and will lead to a safer gambling environment.

Gambling harms are a serious public health issue, and it is vital that people are aware of the risks associated. Today’s landmark study underscores the need to replace the industry-led slogan ‘Take Time To Think’ with more compelling health warnings. We're also concerned about operators’ misuse of the GambleAware logo and the lack of clear signposting to support channels. We urge industry to take heed of the growing body of evidence highlighting the need for better safeguards and restrictions.

Alexia CliffordChief Communications Officer for GambleAware

RELATED TOPICS: Responsible Gambling

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