New research from GambleAware has raised serious questions about the effectiveness of safer gambling adverts from industry operators. Some of these campaigns appear to encourage gambling particularly among vulnerable groups.

The study by Thinks Insight & Strategy, under Professor Elliot Ludvig’s guidance, tested several real adverts currently in use. One advert stood out, with 45% of viewers saying it made gambling seem like harmless fun. Researchers warned that this messaging can create a false sense of safety. The results suggest that industry campaigns might be unintentionally reinforcing risky behaviors instead of reducing them. 

Young Adults and At-Risk Groups Most Affected

The impact was most significant among younger viewers and those with gambling-related issues. Participants aged 18 to 34 were three times as likely to respond positively to the gambling adverts compared to those aged 55 and above.

These findings suggest vulnerable groups are the ones most likely to engage with messaging that frames gambling as a risk-free activity. They counter public health goals and call for stricter measures in crafting and sharing gambling-related messages.

Conversely, an advert created by GambleAware led to a decrease in gambling intentions. This difference highlights the importance of effective delivery and messaging. 

GambleAware Urges Stricter Oversight and Clear Guidelines

In response to the findings, GambleAware has called on the UK Government to step in with clearer guidelines and stricter monitoring of safer gambling campaigns. Public health interests must take the lead, rather than leaving messaging to operators. Alexia Clifford, Chief Communications Officer at GambleAware, stated: “It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.” 

Gambling companies are currently required to allocate 20% of their digital and broadcast advertising budgets to safer gambling messaging. But the quality and effectiveness of their content remain uneven. This report strengthens the argument that mandatory health warnings and government regulations are needed to protect the public.

A Critical Moment Ahead of Major Industry Changes

This research comes at a strategic time for the sector. GambleAware is set for a managed closure in March 2026, shifting responsibility for gambling harm services to public health bodies. This makes it even more urgent to establish stronger messaging standards.

The charity has called for consistent regulation across all gambling advertising. It also continues to push for mandatory links to support services in all campaigns.

As the UK reviews its gambling advertising laws, this study confirms some “safer gambling” messages are worsening the problem. The delivery and framing of the messages could be the difference between help and harm.