GambleAware urges public to open up about gambling with ‘anyone at risk of harm’

• GambleAware urges people to open up after new data reveals that more than two thirds of the public (67%) feel there is still stigma around gambling harms and warns that ‘anyone could be at risk of harm’ from gambling, including children.
• With new research finding that almost 1 in 3 (31%) say they recall seeing their first gambling advert before the age of 17, and 62% of the public say that gambling advertising is ‘everywhere’, GambleAware is urging further regulation on gambling advertising.
• The charity, alongside partners Nationwide, the Football Supporters’ Association, the National Gambling Support Network and 20 more national organisations, is calling for a national conversation to reduce the stigma around gambling harm that is holding people back from seeking help.
• British racing driver, Nicolas Hamilton (33) and members of the public support the campaign by sharing their experiences of gambling harm from a young age, challenging stereotypes and highlighting how anyone can be affected.  

16th April 2025: GambleAware, the leading charity working to tackle gambling harms in Great Britain, is calling for a national conversation around gambling harm – as new data reveals that two thirds of the public (67 per cent) feel there is stigma around the issue¹, which it warns is holding people back from seeking vital support. 
 
Gambling harm is a societal issue that can affect anyone, but stigma prevents many people from getting help. Research from the charity has found that a quarter (28%) of those who experience problems with gambling hide their activities from their family and friends, and a quarter (24%) who are experiencing the most serious harm do not seek support due to feelings of shame or embarrassment.

GambleAware has warned that ‘anyone could be at risk of harm, including children’, as it aims to encourage a conversation about the issue with a new installation at Westfield London in White City, featuring 85,000 poker chips. The installation illustrates the estimated number of children affected by gambling harm. Each chip represents one child (aged 11-17) experiencing harm from their own gambling in Britain in 2024² – a figure which has doubled since 2023³.    

Zoë Osmond OBE, Chief Executive of GambleAware, said: “Now is the time to have a national conversation about gambling harm. Only by encouraging an open dialogue can we  empower people to seek the support they need without judgement.

“Our daily lives are inundated with gambling advertising and marketing, normalising what is a risky activity which can have a huge negative effect on people’s lives, even children. This installation representing the 85,000 children affected aims to shine a  light on this pressing issue and encourage meaningful dialogue.”

The charity is concerned about the  widespread level of gambling advertising in Britain, which positions gambling as ‘harmless and just a bit of fun’, with the new data highlighting that 62 per cent of the public say that it is ‘everywhere’, and two in five (39 per cent) say they see it at least twice a day. Last year, GambleAware-commissioned research from the University of Bristol and Ipsos revealed that the country has some of the most lenient gambling marketing regulations in Europe⁵. 

There are growing concerns about the long-term impact of gambling advertising in Britain, with the public exposed to advertising from a young age. GambleAware’s new research found that almost a third (31 per cent) of adults recall seeing their first gambling advert before the age of 17, and two thirds (65 per cent) of adults agree that such advertising increases the likelihood of individuals experiencing harm. 

British racing driver, Nicholas Hamilton, is supporting the campaign, having experienced gambling harm in his 20s, which led to serious mental health concerns. 

With nearly half of adults (47 per cent) admitting they lack the confidence to support someone experiencing gambling harm, Hamilton is eager to share his story to build understanding and encourage the public to open up the conversation on gambling harm – and challenge the ongoing stigma which prevents people reaching out and getting support.

Hamilton said: “What started as a small bet during a football match quickly spiralled out of control, leading to a cycle of fear, shame, and losses that brought me to experience the darkest point in my life. Gambling harm can happen to anyone - it doesn’t discriminate based on age, background, or circumstance.

"Gambling advertising is everywhere in day-to-day life, from sport sponsorships to online and TV adverts and it’s frightening how easily people can be drawn in, even children. That’s why I’m passionate about raising awareness and encouraging people to seek help like I did - there’s no shame in asking for support, and I hope that by sharing my experience, I can inspire others to take the first step towards recovery."

Minister for Gambling Baroness Twycross said: "The stigma surrounding harmful gambling can prevent those in need from seeking vital support so we welcome this important campaign from GambleAware."

"We have now introduced a statutory levy on gambling profits which will raise around £100 million each year to fund research, prevention and treatment, further encouraging the public conversation around gambling harm.

"While most people gamble safely, we recognise the impact harmful gambling can have. That is why we are further strengthening protections for those at risk, implementing a stake limit on online slots and stricter rules on gambling marketing."

Renowned broadcaster and sports commentator, Clive Tyldesley said: “It's only in the last couple of years that I’ve spoken with people affected by gambling harms and started working with charities trying to address the issues. It has been a real eye-opener for me. The impact of gambling on so many normal people’s lives is much greater and more damaging than I ever realised. 

“And I think there’s a public will to do something about it, particularly as the problem is affecting more and more young people and children.
“I’ve never been altogether comfortable with football’s relationship with the gambling industry. The links seem to have grown stronger and the messaging louder and more seductive. Gambling advertising and sponsorship is everywhere in sport. It’s there for a reason… because it works, it draws us in. I think there is plenty of evidence to suggest it needs much tighter regulation.

“People struggling with gambling harms often hide their problems even from their loved ones. There seems to be a stigma attached to it. It’s a lonely place to be. But they are really not alone. Far from it. If we can just encourage those suffering to open up and share their difficulties, they can help themselves and help others to discuss and tackle the challenges.

“I’m sure the first conversation is the most difficult one. I’m equally certain it’s also the most important one. This is a widespread and growing issue. If you’re finding it a tough one to deal with, tell someone. Sharing is tackling is solving.”    

GambleAware is calling for stricter restrictions on gambling advertising to be implemented to protect the public, a view supported by an overwhelming majority (78 per cent) of Britons. The addictive nature of gambling products and advertising, combined with the ubiquity of gambling advertising, means anyone can be at risk of harm.

Niks Kolosnicins, aged 23, said: “Growing up, I was constantly exposed to gambling adverts. Like many children, I enjoyed playing video games and watching E-sports, and I would see gambling advertised on live streams or being promoted by my favourite influencers. After making my first bet when I was 12, gambling took over my teenage years – it affected my relationships with my friends and family and even set me back at school.”

A number of cross-sector partners are supporting GambleAware’s call for a national conversation around gambling harm to reduce stigma around the issue, including Nationwide, the Football Supporters’ Association, the National Gambling Support Network and 20 additional national organisations.

Kathryn Townsend, Nationwide’s Head of Customer Vulnerability, said: “While gambling can be an enjoyable activity for many, excessive or problem gambling can have negative impacts. It’s important that those experiencing gambling harm know that support is available without judgement and that is why we support GambleAware’s ongoing Stigma prevention campaign. 

“We have worked hard to better equip our colleagues to support customers and made a conscious decision to offer a gambling block with a 72-hour cooling off period to help people make decisions that are right for them. However, greater collaboration amongst industry, government and charities is essential to truly tackle financial harm caused by excessive or problem gambling.”

GambleAware is urging anyone who is concerned about how gambling makes them feel to search GambleAware online for advice, tools and support. GambleAware’s website also has a number of resources to guide conversations with young people about gambling.

If you are worried about your gambling or someone else’s, you can reach out to the National Gambling Helpline at 0808 8020 133. It's available 24/7 and offers free, confidential advice, tools, and support.   

ENDS

Notes to editors

1. Survey was conducted by YouGov. The sample size was 3,058 adults aged 18+ in GB and 750 people who gamble with a PGSI score of 1+. Fieldwork was undertaken between 13th - 26th February 2025. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
2. Gambling Commission, 2024 Young People and Gambling Report, November 2024. 
a.    1.5% of young people scored 4 or more on the DSM-IV-MR-J representing a young person experiencing ‘problems’ with their gambling. This equates to approximately 85,000 11–17-year-olds in England, Scotland and Wales (to the nearest 5,000).
b.    The most common types of gambling activity that young people spent their own money on were legal or did not feature age restricted products, namely:
-    playing arcade gaming machines such as penny pusher or claw grab machines (20 percent)
-    placing a bet for money between friends or family (11 percent)
-    playing cards for money (5 percent).
3. Gambling Commission, 2023 Young People and Gambling Report, November 2023
4. University of Bristol & Ipsos, Drivers of Gambling Marketing Restrictions – An International Comparison, November 2024
5. In most cases, the minimum legal age for gambling in Great Britain is 18. This applies to:
-    some types of arcade
-    all betting shops
-    bingo halls
-    casinos
-    race tracks
-    online gambling.

Additional Quotes

Experts

Dr Radha Modgil, NHS GP and broadcaster, said: “Gambling harm is a serious public health issue affecting both adults and children, and can lead to financial, mental, and physical health problems, as well as relationship breakdowns. 

“Stigma can prevent people from recognising they are experiencing gambling harm and seeking help. It's crucial to break this stigma down and support our loved ones by talking about it. There’s a range of free and confidential support available, and I want to encourage people to come forward and use these resources.”

Professor Dame Clare Gerada, Medical Director of the National Primary Care Gambling Service said: “In my position as a GP and as someone who runs a service for those with gambling-related harms, I see first-hand the huge repercussions that gambling harms can have on people and wider society. It is a serious public health issue which can affect anyone, which is why it is so important people know that gambling can be addictive and can cause harm. This public health campaign to address stigma is so critical as it is essential that we break down the barriers and encourage people to open up about gambling harm. There is a range of support and treatment out there for people, which is accessible for free through the GambleAware commissioned National Gambling Support Network, which I encourage anyone concerned about their gambling or someone else’s to access.” 

Case studies

Paul Nash (West Sussex, 31), said: “Everyone should be aware of the risks associated with gambling as it’s never possible to predict who might be affected – particularly with so many gambling ads everywhere.  Gambling harm had a devastating impact on every aspect of my life, which is why I am so passionate about protecting young people from the pressures they face.  
 
Opening up to family and friends was probably the most daunting part of the process as I quite simply didn’t know what to say. However, once I had, I felt the biggest sense of relief and the support I have received since has truly helped me turn my life around. I want others to know that they can overcome challenges like I have and it’s always okay to reach out for help.” 

Chris Spindler (Somerset, 27), said: "Gambling can seem like a bit of fun at first, but it’s so easy to get hooked and you can end up losing a lot of money. While I started with football, I was soon betting on sports I didn’t even enjoy like horse racing, so that I could gamble all day long. Lots of gambling sites use addictive elements like games and free bets that are designed to make it hard for people to walk away. 
“As someone who has experienced gambling harm, I know how isolating and destructive it can be, but today I’m proud to be able to use my story as a platform to help others experiencing similar challenges. If people can see that you're not afraid to talk about your problems with gambling, it shows them that they can do it too.” 
Partners

Dave Rose, Deputy CEO of The Football Supporters' Association, said:
 
"We know there are lots of fans out there who enjoy placing a bet at the weekend and celebrating their winnings with mates - but harm from gambling is a very real issue in this country affecting millions, and the sad reality is that many don’t feel able to open up and talk about the difficult side of the experience.
 
"Football should be a fun and welcoming environment for all fans, but you can’t escape gambling advertising and sponsorship – you see it on shirts, in stadiums, on TV - and that only increases the risk of harm. That’s why we’re committed to supporting GambleAware’s campaign, because we really need to open up the conversation and encourage people to get support if they need it – there’s no shame in asking for help.”

About GambleAware

• GambleAware is the leading independent charity (Charity No. England & Wales 1093910, Scotland SC049433) and strategic commissioner of gambling harm education, prevention and treatment across Great Britain to keep people safe from gambling harms.  
• GambleAware commissions the National Gambling Support Network (NSGN) which provides, free confidential treatment, as well as the National Gambling Helpline which takes over 55,000 calls a year.  
• The charity is independent and evidence-based, with a robust governance process in place to ensure the industry has absolutely no input or influence on our work.  
• Gambling harms can affect anyone, and not just those who gamble, but also their families and communities. These harms particularly affect communities that already face inequality.

About the Stigma Prevention Campaign 

• The Stigma Prevention Campaign is an important plank of GambleAware’s wider prevention programme, which uses a variety of interventions to reduce risk factors and increase protective factors against gambling harm.
• This regional launch builds on the success of the first two phases of the campaign, which was recognised by over 75% of the target audience. The independent evaluation also found that 94% of those in the target audience recognising the campaign reported taking an action as a result, such as contacting the helpline, using online chat, starting a conversation or going online for advice.
• The GambleAware website is now the world’s leading website for those seeking advice or support with over 6.5 million visits in 2023.