Safer Gaming Ads May Do More Harm Than Good, Study Finds
Some safer gambling campaigns run by operators are not only ineffective but may also be counterproductive, a new study by GambleAware has revealed.
LISTEN TO THIS ARTICLE:The research was conducted by Thinks Insight & Strategy, in collaboration with Professor Elliot Ludvig. It evaluated the effectiveness of existing video campaigns produced by the gambling industry to promote safer gambling practices, as well as its impact on viewers’ perceptions and behaviours.
The study revealed that several of the adverts analyzed gave viewers a false sense of security by depicting gambling as a safe and harmless form of entertainment. One ad was interpreted by almost half (45%) of its viewers as suggesting that gambling was "harmless fun.”
The research noted that the effect was most notable in younger demographics and among those who were already vulnerable to gambling harms. Additionally, young adults aged 18-34 were more than three times as likely to engage with gambling adverts.
Comparing the industry-backed ads to a GambleAware video, researchers claimed that the latter’s content, designed to combat stigma around gambling harm, led to a decrease in gambling intentions among viewers.
The study suggests that campaigns from independent, public health-oriented sources could be more successful than those led by operators.
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.
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In light of the research, GambleAware is urging the establishment of government-led guidelines to ensure gambling campaigns prioritize safety. Campaigns should also be accompanied by stricter monitoring and mandatory health alerts.
It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.
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