Adverts created by gambling operators to promote safer gambling are failing to reduce gambling intentions and may be encouraging riskier behavior, according to new research by GambleAware.
The study, conducted by Thinks Insight & Strategy with academic expert Professor Elliot Ludvig, tested a range of ads produced by gambling operators intended to encourage moderation, such as setting time or spending limits.
None were found to be effective. Instead, researchers concluded some campaigns actually encouraged viewers to gamble more.
A GambleAware-produced video aimed at tackling stigma around gambling harm was included for comparison. It was the only ad effective at normalizing the idea of gambling problems as being common, encouraging self-reflection and countering the idea gambling is harmless fun.
