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Executive summary: Improving safer gambling messaging on operator advertising

Author: YouGov, The Outsiders, the Behavioural Insights Team, the University of Bristol Published: May 2024
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Summary

This report by YouGov, The Outsiders, the Behavioural Insights Team and the University of Bristol summarises the findings from a research project that explores and tests the potential improvements to safer gambling messaging that are used on gambling adverts.

Topics covered

  • executive summary about improving safer gambling messaging on operator advertising
  • how well current safety messages in gambling advertising work
  • testing new messages to see if they're more effective
  • the best way to show GambleAware's logo on adverts

Key findings

Those who experience harms are more likely to reflect on their own gambling behaviour when presented with messaging which highlights the harms caused by gambling empathetically, such as:
  • 'Gambling comes at a cost' 
  • 'Gambling can grip anyone'
Putting GambleAware's logo in the top left corner of adverts helps more people see it. Adding a short message next to the logo, like "Advice. Tools. Support", makes it clearer to understand what help is available.

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