GambleAware reports success of anti stigma gambling campaign

GambleAware has released the results of its comprehensive three-year public health campaign focused on reducing stigma associated with gambling harm and encouraging individuals to seek help. The findings demonstrate substantial engagement from the campaign’s target audiences and notable changes in behaviour linked to exposure to campaign messaging.

The report highlights measurable shifts in awareness and actions taken by individuals at risk of gambling harm following exposure to the initiative. It also underscores ongoing challenges around stigma in society and renewed calls from GambleAware for stronger regulation of gambling advertising.

A new public health initiative focused on stigma

The campaign, known as Let’s Open Up About Gambling, was implemented between April 2023 and May 2025. GambleAware, an independent charity committed to preventing gambling harm and supporting those affected by it, described this initiative as one of the first of its kind to focus specifically on reducing stigma related to gambling harm.

Stigma in the context of harmful gambling has been recognised as a significant barrier that prevents individuals from acknowledging their experiences and seeking support. Many people who have experienced gambling harm hide their struggles from friends and family or delay seeking help due to feelings of shame, embarrassment and worry about judgment.

Strategic partnerships and creative development

Let’s Open Up About Gambling adopted a multifaceted strategy combining national advertising, media engagement and collaborations with external organisations. Creative content was developed in partnership with individuals who have lived experience of gambling harm. This co-creation approach was designed to build trust with audiences, portray authentic experiences and present messages in a non-judgemental way.

The campaign engaged audiences through a broad mix of channels including television, digital media platforms and public installations. Across these mediums the messaging emphasised that gambling harm can affect anyone and that opening up about personal experiences is a positive step towards support and recovery.

Independent evaluation shows high engagement and behaviour change

An independent evaluation conducted by Ipsos forms the core of GambleAware’s report on the campaign’s outcomes. The evaluation assessed both recognition of campaign materials and self-reported behavioural responses from members of the intended audience.

Recognition of campaign messaging was strong. More than 90 per cent of people in the target audience who recognised the campaign reported taking some form of action as a result of seeing it. These actions included seeking advice, searching for GambleAware resources online, using digital tools to assess one’s risk of gambling harm and changing personal gambling behaviour.

A significant share of respondents reported having conversations about gambling that they otherwise would not have had. Around two in five people exposed to the campaign said they discussed gambling as a direct result of engaging with the campaign messaging.

Beyond reported behavioural steps, the evaluation also found increases in engagement with GambleAware’s online support tools. Resources such as the Service Finder and self-assessment tools saw higher traffic during and following the campaign period, suggesting that awareness was translating into practical behaviour change among at-risk individuals.

Addressing persistent stigma and societal barriers

Despite strong evidence of engagement and behaviour change, the report makes clear that societal stigma around gambling harm remains entrenched. Many people still perceive negative judgments around those experiencing gambling problems and may hesitate to open up for fear of embarrassment or social backlash.

GambleAware emphasises that stigma itself constitutes a form of harm. It contributes to delays in seeking support and complicates recovery by isolating individuals from social networks that might otherwise help them.

To address this issue, GambleAware’s report underscores the importance of continuing to involve people with lived experience in future campaigns. Authentic narratives from those directly affected by gambling harm help reduce stigma, foster empathy among the wider public and encourage constructive conversations around the subject.

Calls for stronger restrictions on gambling advertising

In light of the campaign findings, GambleAware has reiterated its call for more stringent regulation of gambling advertising. The charity notes that gambling operators in Great Britain invest heavily in marketing and promotion, with industry marketing spend significantly outweighing public health messaging focused on prevention and support.

GambleAware argues that the prevalence of gambling advertising in society contributes to normalisation of gambling behaviour and undermines efforts to encourage open discussion of harm. The charity is calling for health warnings on all gambling advertisements and clearer signposting to support services for those at risk.

The charity’s position is supported by public opinion data showing that a majority of the public agree gambling advertising is pervasive and contributes to risk. Many adults recall seeing gambling ads early in life, with a notable proportion reporting exposure to gambling promotion before reaching adulthood.

Campaigns addressing inequality and marginalised communities

GambleAware’s focus on stigma reduction aligns with its broader efforts to address how social inequalities contribute to gambling harm. The charity has highlighted the disproportionate impact that gambling harm can have on marginalised communities. Structural inequalities in society can exacerbate harm by limiting access to support, increasing exposure to high-risk gambling environments and reducing opportunities for early intervention.

In November 2025, GambleAware launched an interactive framework to illustrate how social disadvantage and inequality intersect with gambling-related harm. The framework aimed to provide a deeper understanding of risk factors and the ways in which stigma and structural obstacles compound harm for vulnerable populations.

Broader context of gambling harm in society

While campaign evaluation shows progress in terms of engagement and behaviour change, broader data indicate that many adults still struggle to manage gambling behaviour. Separate analysis reveals that millions of adults across Britain have expressed a desire to reduce or stop gambling. A significant portion of this group do not meet clinical thresholds for problem gambling yet still seek to change their behaviour, suggesting that many individuals may be dealing with subclinical harm or growing concerns about gambling’s impact on their lives.

This broader context underscores the complexity of gambling harm as a public health issue. It highlights the importance of reducing stigma so that individuals feel able to seek help early, before problems escalate.

Looking ahead: Next steps and recommendations

As GambleAware transitions its research and treatment commissioning responsibilities to new government arrangements in the coming years, the charity’s report points to several recommendations for future efforts.

Central among these is the continuation of public health campaigns that are co-designed with people with lived experience. By placing the voices of those directly affected by gambling harm at the centre of messaging, future campaigns can build on established trust and further normalise help-seeking.

GambleAware also calls on policymakers, industry stakeholders and public health partners to work collaboratively to reduce societal stigma and improve access to services. Clearer regulation of gambling advertisement, mandatory health warnings and stronger signposting to support resources are among the measures the charity advocates to protect individuals at risk of gambling harm.

Ultimately, the report concludes that while the stigma reduction campaign achieved demonstrable results in engagement and self-reported behaviour change, long-term progress will require sustained effort, shared responsibility and policy steps that prioritise public health outcomes.

Conclusion

The Let’s Open Up About Gambling campaign demonstrates that carefully designed public health initiatives can create tangible impact in addressing deeply ingrained social stigma. By combining authentic storytelling, co-creation with people who have lived experience and a multi-channel media approach, the campaign not only raised awareness but also translated knowledge into meaningful behaviour change. Individuals reported seeking advice, using digital tools and engaging in conversations about gambling—actions that reflect a measurable shift in public attitudes and personal agency.

However, the campaign’s findings also underscore that awareness alone is not sufficient. Persistent societal stigma, the pervasiveness of gambling advertising and structural inequalities continue to compound harm and limit access to support for vulnerable populations. The disproportionate influence of marketing spend compared to public health messaging highlights the urgent need for stronger regulatory frameworks, health warnings and accessible resources that empower individuals to make informed choices.

Looking forward, the lessons from this initiative offer a blueprint for future public health campaigns. Co-creation with lived experience, targeted messaging and integrated support pathways emerge as essential elements for reducing stigma and fostering help-seeking behaviours. When combined with policy interventions that limit harmful advertising and improve access to support, these efforts have the potential to reshape societal perceptions of gambling harm and promote a culture of openness, empathy and prevention.

Ultimately, the success of Let’s Open Up About Gambling serves as a reminder that tackling stigma is not only a public health imperative but also a moral and societal responsibility. Sustained collaboration among charities, policymakers, regulators and communities is essential to ensure that those affected by gambling harm can seek help without fear of judgment and that public health outcomes remain at the forefront of industry and societal priorities.

FAQs

What was the aim of the Let’s Open Up About Gambling campaign?
The campaign aimed to reduce stigma associated with gambling harm and to encourage people at risk to open up and seek support through resources such as online tools and helplines.

Who conducted the independent evaluation of the campaign?
An independent research organisation, Ipsos, evaluated the campaign’s reach, recognition and self-reported behaviour changes among the target audience.

What actions did people take after seeing campaign messages?
Many people reported seeking further information, using online risk assessment tools and discussing gambling behaviour with others after seeing campaign content.

Why is stigma considered harmful in the context of gambling?
Stigma can prevent individuals from acknowledging they are experiencing harm and from seeking help, which can exacerbate financial, emotional and social problems.

How did the campaign involve people with lived experience?
Campaign content and creative messaging were co-created with individuals who have lived experience of gambling harm to improve authenticity and trust.

What change does GambleAware want in gambling advertising?
GambleAware is calling for clearer health warnings on gambling advertisements and stronger restrictions on how and where gambling is marketed.

Did the campaign increase use of GambleAware support resources?
Yes, evaluation showed increased engagement with online support tools such as the Service Finder and self-assessment resources following campaign exposure.

What ongoing challenges remain after the campaign?
Societal stigma and deeply rooted attitudes toward gambling harm persist, making further work needed to normalise help-seeking and reduce judgement.

How does gambling advertising affect public perception?
Pervasive gambling advertising can normalise gambling as harmless, which may make it harder for individuals to recognise risk or seek help early.

What broader efforts is GambleAware making beyond this campaign?
GambleAware is working on frameworks to address how social inequalities contribute to gambling harm and continues to advocate for policy changes to support those at risk.