Anti-Gambling Ads Could Help Reduce Addiction Rates

Swansea University, collaborating with the University of Bristol and CQ University, Australia, conducted in-depth research on a potential way to reduce the impact of gambling advertisements, mimicking measures introduced to address similar public health hazards. The study focused on younger gamblers and found that watching an intervention video highlighting the dangers of gambling harm reduced their willingness to engage with promotional offers by operators.

Participants Reported Intriguing Results

The research encompassed 1200 UK-based gamblers aged 18 to 29, focusing on younger bettors who are traditionally more susceptible to gambling harm. Half of the participants watched a novel inoculative intervention video specifically crafted to bolster their resistance to common gambling advertising strategies. Meanwhile, the other half watched a control video on healthy eating to serve as a baseline.

Participants completed the Problem Gambling Severity Index (PGSI) and measured their gambling advertisement skepticism before and after seeing one of the two videos. Around 800 gamblers also had a third screening after a month, helping measure the intervention video’s long-term effects. Researchers hoped the results would complement other gambling harm prevention studies and help introduce new customer-focused tools.

There is a need for independently developed counter-advertising strategies for gambling advertising.

Swansea University study

Results have been promising, with participants who watched the inoculation video displaying improved resistance to common marketing strategies and reducing their engagement with gambling advertisements. The effects persisted during the one-month follow-up check, showing the video’s long-term impact. Meanwhile, the control group recorded no statistically significant changes.

Similar Videos Could Complement Existing Measures

The study noted that counter-advertising strategies had proven their effectiveness in combating alcohol and tobacco addictions, highlighting their potential use in preventing problem gambling. Researchers added that relaxing regulations worldwide had led to the swift proliferation of gambling ads across all forms of media in leading jurisdictions like the USA, UK, Spain, Nigeria, and Australia, necessitating a better understanding of their effect on consumers.

Gambling companies often craft ads to appeal to certain demographics and maximize viewer engagement. Operators frequently onboard customers with promotional offers promising free bets, sign-up bonuses, and refund offers, which serve the dual purpose of attracting new bettors and promoting a riskier style of play. While more regulators have begun to crack down on such practices, this study aims to offer another solution to complement existing harm prevention strategies.

Gambling advertising’s persuasive strategies include the positive framing of gambling, where gamblers are falsely shown as predominantly winning.

Swansea University study

This newest research can prove pivotal in gambling regulators’ efforts to curb addiction rates and protect consumers. Some leading jurisdictions have mandated gambling ads to include warning messages, and these longer videos could prove a valuable tool to increase public awareness and protect them from predatory marketing strategies.