{"id":10559,"date":"2025-08-22T09:06:17","date_gmt":"2025-08-22T08:06:17","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=10559"},"modified":"2025-08-22T09:06:21","modified_gmt":"2025-08-22T08:06:21","slug":"gambleaware-calls-for-safer-standards-in-gambling-video-advertising","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/08\/22\/gambleaware-calls-for-safer-standards-in-gambling-video-advertising\/","title":{"rendered":"GambleAware Calls for Safer Standards in Gambling Video Advertising"},"content":{"rendered":"\n

GambleAware<\/strong> has urged the UK Government to develop rules for creating safer gambling video adverts. The initiative follows new research that questioned the effectiveness of operator-led advertising campaigns promoting responsible gambling.<\/p>\n\n\n\n

The charity also emphasized the need for stricter monitoring and greater transparency from the industry, as well as a unified framework to ensure such advertising genuinely serves a protective function.<\/p>\n\n\n\n

The research was conducted by Thinks Insight & Strategy in collaboration with Professor Elliot Ludvig.<\/strong> Its goal was to assess how effective current safer gambling video campaigns used by leading gambling operators really are.<\/p>\n\n\n\n

The review included: a control video, \u2018Magnets\u2019<\/strong> stigma campaign by GambleAware, \u2018Play At Your Best\u2019 <\/strong>by Betfair<\/strong>, \u2018Top Tips For Positive Play\u2019<\/strong> by William Hill<\/strong>, \u2018Take Time To Think\u2019 <\/strong>by the Betting and Gaming Council (BGC)<\/strong>, as well as \u2018Made To Play Safely\u2019 <\/strong>by 888.<\/strong><\/p>\n\n\n\n

Participants were randomly shown different safer gambling adverts, after which they entered a simulated online environment where researchers measured how the videos influenced their inclination to gamble. The study aimed to determine which types of messages impact players\u2019 perceptions and behaviors, as well as how effective operator-led campaigns are at reducing the risks of harmful gambling.<\/p>\n\n\n\n

\u201cBackfire Effect\u201d<\/strong><\/p>\n\n\n\n

The study revealed that William Hill\u2019s Top Tips For Positive Play and 888\u2019s Made To Play Safely videos had a \u201cbackfire effect,\u201d leading to a significant increase in click-through rates compared to the control.<\/p>\n\n\n\n

According to the findings, these videos \u201cmay encourage gambling engagement, potentially due to their framing or the promotional nature of their messaging. Survey results suggest the videos may reinforce the idea that gambling is safe, create a false sense of security, increase gambling intent, and, despite being perceived as trustworthy, subtly downplay the risks associated with gambling.\u201d<\/p>\n\n\n\n

It was noted that 45% of participants who watched 888\u2019s \u201cMade to Play Safely\u201d video believed it portrayed gambling as harmless fun. For William Hill\u2019s \u201cTop Tips for Positive Play\u201d advert, this figure stood at 38%.<\/p>\n\n\n\n

Professor Ludvig stated: \u201cThe study shows that some so-called safer gambling videos produced by operators actually have a backfire effect: they encourage gambling and achieve the opposite of their stated purpose \u2014 helping people control how much they gamble.<\/p>\n\n\n\n

These findings should be used to inform the development of truly effective safer gambling advertising campaigns and the creation of standards for assessing their impact.\u201d<\/p>\n\n\n\n

Other findings<\/strong><\/p>\n\n\n\n

The \u201cMagnets\u201d anti-stigma campaign video demonstrated a \u201cprotective effect,\u201d reflected in a notable decrease in click-through rates. This may have been influenced by the personal storytelling and serious tone of the video, which helped foster greater awareness of gambling-related harms.<\/p>\n\n\n\n

Survey results indicated that the video \u201chelped normalize the perception of gambling problems as widespread, encouraged self-reflection, countered the idea that gambling is harmless fun, and was perceived as a trustworthy source of information \u2014 factors that may have strengthened its protective influence on behavior.\u201d<\/p>\n\n\n\n

Nevertheless, 15% of participants still felt the advert portrayed gambling as harmless entertainment.<\/p>\n\n\n\n

Betfair\u2019s \u201cPlay at Your Best\u201d and the Betting and Gaming Council\u2019s (BGC) \u201cTake Time to Think\u201d did not produce significant behavioral changes. The study noted that \u201cTake Time to Think\u201d \u201chad no effect,\u201d while \u201cPlay at Your Best\u201d was described as having \u201ca straightforward and clear communication style that did not backfire.\u201d<\/p>\n\n\n\n

In addition, researchers pointed out that these videos may offer \u201cuseful strategies for managing gambling but do not sufficiently encourage self-regulation or behavior change; they slightly increase gambling intentions and create an illusion of control without clearly influencing gambling decisions.\u201d<\/p>\n\n\n\n

Among participants, 39% believed that Betfair\u2019s \u201cPlay at Your Best\u201d suggested gambling was harmless fun, while 32% drew the same conclusion about the BGC\u2019s \u201cTake Time to Think.\u201d<\/p>\n\n\n\n

The Industry Cannot \u201cMark Its Own Homework\u201d<\/strong><\/p>\n\n\n\n

According to GambleAware, research has shown that advertising created by the gambling industry itself increases the inclination to gamble among the most vulnerable groups \u2014 particularly young people and those showing signs of gambling addiction. For instance, 14% of participants aged 18\u201334 clicked on a pop-up advert offering a free bet, compared to just 4% among respondents aged 55 and older.<\/p>\n\n\n\n

The organisation also reminded that gambling operators are required to allocate 20% of their digital and television advertising budgets to promoting safer gambling messages. However, prior to this study, there had been no proper monitoring of compliance with this requirement and no verified evidence of its effectiveness.<\/p>\n\n\n\n

According to Alexia Clifford<\/strong>, Chief Communications Officer at GambleAware: \u201cThis new research shows that so-called \u2018safer gambling\u2019 videos produced by gambling operators could be doing more harm than good. It\u2019s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.  <\/p>\n\n\n\n

\u201cThe gambling industry cannot be left to \u2018mark its own homework\u2019 on such an important issue. We need stronger legislation on gambling marketing and advertising, including more effective monitoring of gambling industry-led advertising campaigns, health warnings on all gambling advertising, and for all adverts to signpost to where people can get help for gambling harms.\u201d<\/p>\n\n\n\n

Don\u2019t forget to subscribe to our Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

GambleAware has urged the UK Government to develop rules for creating safer gambling video adverts. The initiative follows new research that questioned the effectiveness of operator-led advertising campaigns promoting responsible gambling. The charity also emphasized the need for stricter monitoring and greater transparency from the industry, as well as a unified framework to ensure such […]<\/p>\n","protected":false},"author":10,"featured_media":10560,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,24,564],"tags":[738,13730,4147,400,13731,4206,46,1969,4198,13728,13729,3790,452,3822,3613,3418,225],"class_list":["post-10559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-regulations","category-slider","tag-888casino","tag-alexia-clifford","tag-betfair","tag-bgc","tag-elliot-ludvig","tag-gambleaware","tag-gambling","tag-gambling-addiction","tag-gambling-advertising","tag-oversight","tag-public-service-advertising","tag-research","tag-responsible-gambling","tag-safer-gambling","tag-transparency","tag-united-kingdom","tag-william-hill"],"yoast_head":"\nGambleAware Calls for Safer Standards in Gambling Video Advertising - 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