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Improving safer gambling messaging on operator adverts – Executive summary

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

GambleAware commissioned YouGov to explore improvements to safer gambling messaging on gambling operator advertising.

Topics covered

  • effectiveness of current and alternative safer gambling messages on gambling ads
  • optimal positioning and design of GambleAware logo and messaging on ads
  • impact of safer gambling video endframes on gambling ads

Key findings

The research found several messages performed better than "Take Time To Think", and adding a short message like "Advice. Tools. Support." next to the GambleAware logo increased likelihood of searching for help.
Overall, findings suggest a need for clearer guidelines on safer gambling messaging tailored to different media channels.

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