Gambling companies are increasingly promoting messages centered around responsible gambling, with major U.S. operators like FanDuel and DraftKings launching standalone campaigns featuring well-known personalities. In the UK, gambling firms have committed to allocating at least 20% of all TV and radio advertising to safer gambling initiatives.
However, recent research indicates that users often distrust these companies when it comes to responsible gambling messaging, with many disregarding catchphrases like "gamble responsibly."
A potentially more effective approach could be to elicit feelings of guilt or shame in gamblers, especially if those messages come from trusted entities like public health authorities. The emotional response may also hinge on how a person feels they are perceived by their peers.
A study conducted by researchers at the University of Bristol examined the impact of various self-appraisal messages on gamblers in the UK. One resonant message was, "Would you be comfortable telling your family how much you lost gambling today?" This statement particularly affected participants categorized as high-risk gamblers, prompting guilt and a desire to reduce their gambling habits. One participant remarked, "This resonates as a powerful message. It would stop me in my tracks if I saw this," while others noted it was significantly more impactful than existing responsible gambling advertisements, describing it as "necessarily hard-hitting" and "just cold hard reality."
Dr. Philip Newall, who led the study, emphasized that effective guilt stems from the thought of discussing gambling losses with family. Previous campaigns like GambleAware's "Bet Regret" have faced backlash for fostering self-reproach without addressing familial perspectives. Newall stated, "If the guilt was just purely internal, then there's more of a risk that the feeling just gets balled up and ends up driving you to more gambling as avoidance."
Research has shown that shame can correlate with heightened rates of depression, anxiety, and continued gambling addiction cycles. Many individuals turn to gambling as an escape from shame, creating a vicious circle where losses exacerbate negative emotions. Newall added, "If you are thinking of your parents or your kid, that’s really quite a strong motivator. When you’re in the gambling zone, I think the tendency is to be inwardly looking, and you’re not really thinking about others."
Louis Ruggiero, a former gambling addict, shared that it was a friend's encouragement to be honest with loved ones about his gambling that catalyzed his recovery. Messaging that addresses how families will react could serve as a compelling impetus for change.
Trust in gambling companies to promote responsible gambling is waning. A recent study in the journal Psychology of Addictive Behaviors revealed that ads from gambling companies are viewed with suspicion compared to those from health organizations. Led by researcher Chance Dow from the University of Memphis, this study aligns with feedback from focus groups where participants expressed mistrust towards the gambling industry's commitment to responsible gambling. Dow reflected, "It doesn’t make sense if they’re also saying, ‘Hey, you know, you should gamble responsibly’ when they push promotions like, ‘bet $5, get $250 for free.’
Despite companies spending a total of $3.9 billion on advertising last year, only around $60 million was dedicated to responsible gambling initiatives. In the UK, while the Betting and Gaming Council has instituted a 20% advertising rule for safer gambling messages, some studies suggest that certain safer gambling ads may inadvertently promote increased betting behavior. Alexia Clifford, Chief Communications Officer for GambleAware, remarked, "It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead."
Newall has been studying the effectiveness of gambling messaging for seven years, noting a lack of significant advancements in campaign strategies. He mentioned that smaller countries tend to have more collaborative efforts compared to the UK, where recent shifts in leadership, such as GambleAware ceasing operations in March, have complicated matters. Newall pointed out, "When a new organization takes over, they’ve got to take a while to get under the hood and figure out how they want to do things."
Researchers argue that the generic messaging used by gambling companies has proven to be largely ineffective and advocate for evidence-based practices. One analysis reviewed over 3,200 articles from 1890 to 2024, finding that self-appraisal messages are favored. They also recommend utilizing dynamic presentations of these messages, like pop-ups during electronic gaming, tailored to a gambler's risk profile.
Operators may be hesitant to implement personalized self-appraisal messages unless mandated to do so. Nonetheless, there is potential for more meaningful responsible gambling campaigns, with organizations like the Digital Wellness Center collaborating with companies to improve user engagement. Evidence suggests that avoiding the label of "responsible gambling" can enhance outreach.
WinSpirit Casino and Casino Guru, entities earning revenue from player gambling at online casinos, have successfully run campaigns with the Digital Wellness Center, experiencing considerable engagement. WinSpirit PR Manager Kate Jones remarked, "The industry still treats Responsible Gaming as a static, defensive feature—warnings and disclaimers—when the real opportunity is to make it feel human and relevant."
In terms of future research, Dow expressed the need for additional studies to inform responsible gambling communications. Ganga Hewage, a marketing professor involved in new projects at the University of Memphis, noted the scarcity of research focusing specifically on responsible gambling messaging, despite extensive studies on gambling communication in general. She proposed, "If a gambling company is going to do responsible gambling in the future, I think there needs to be more testing to understand what kind of programs work."
Newall echoed the sentiment, advocating for active involvement from public health groups and governments in the responsible gambling arena. He maintained, "I think the key thing is just to explore things in naturalistic environments and also measure them, so the approaches could be improved and updated over time."
He suggested that a clear call to action, like a prompt to set a deposit limit, could enhance the effectiveness of responsible gambling messages. As gambling operators assert their commitment to responsible gambling, it remains essential to balance this with their profit motives. Ruggiero emphasized that companies should not solely fund responsible gambling initiatives and that oversight from governments and health boards is crucial to establishing a balanced approach.
