GambleAware Calls for Action on Gambling Ads and Stigma
GambleAware has raised concerns about the growing reach of gambling advertisements in everyday life, warning that widespread exposure, especially among young people, combined with persistent stigma around addiction, is hampering efforts to address gambling-related harm.
Gambling Ads Remain Ubiquitous Despite Safeguards
A new report from UK-based charity GambleAware points to a troubling rise in gambling advertisements across public spaces and digital platforms. Despite stated commitments from the industry to limit their spread, 62 percent of survey respondents said gambling ads are “everywhere.” Notably, nearly one in three people recalled seeing their first gambling ad before turning 17.
These findings suggest that existing regulatory measures may not be sufficient to limit exposure, particularly for young audiences. GambleAware argues that this reality demands urgent attention.
Equally concerning is the stigma that continues to surround gambling addiction. According to the report, 67 percent of respondents believe that stigma still exists, making it harder for individuals experiencing harm to speak openly or access support services.
Zoe Osmond, Chief Executive of GambleAware, stated:
“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 judgment.”
Multi-Sector Effort Needed to Address Harms
GambleAware is not acting alone. Over 20 organizations including Nationwide, the Football Supporters’ Association, and the National Gambling Support Network have expressed support for a more coordinated approach to reducing gambling-related harm.
Kathryn Townsend, Head of Customer Vulnerability at Nationwide, emphasized the need for stronger protections:
“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.”
Industry Response and Advertising Oversight
Trade bodies such as the Betting and Gaming Council (BGC) have reiterated their commitment to advertising regulations. The BGC has underscored its “zero-tolerance” stance on gambling by minors and pointed to areas of concern such as claw-grab and penny pusher machines, which it links to increased risk among children.
While the industry highlights its compliance efforts, GambleAware insists that a more comprehensive and public-facing response is required. The organization believes that only a collaborative strategy spanning industry, government, and non-profits can effectively mitigate the long-term effects of gambling-related harm.
