GambleAware urges National Lottery to highlight gambling support

GambleAware, the leading UK-based independent charity focused on reducing gambling-related harm, has formally renewed its call for the National Lottery to include clearer signposting to gambling support services on its products and advertising. This appeal follows new findings from the charity’s Annual Treatment and Support Survey 2024, which revealed that a significant majority of the British public supports such measures.

Public support for change is strong

The survey, involving nearly 18,000 adults across the UK, disclosed that approximately 74% of respondents believe that the National Lottery should clearly direct its customers to gambling help resources, such as helplines and websites offering professional support. The findings covered a range of National Lottery products, including scratchcards, paper tickets, and online games. Furthermore, 69% of respondents agreed that the National Lottery's advertising materials should also include such signposting — similar to those seen in broader gambling industry campaigns.

The widespread support from the public reflects a growing awareness of gambling-related harms and a shift in perception regarding what has traditionally been regarded as a relatively harmless form of entertainment.

Estimated 600,000 lottery players at risk

One of the more concerning statistics from the survey is the estimate that up to 600,000 individuals who engage with the National Lottery could potentially be experiencing symptoms of problem gambling. This estimate, while not definitive, underscores the scale of risk associated with gambling even in traditionally low-risk formats.

Although the National Lottery has long enjoyed a reputation as a safe and socially acceptable form of gambling, these figures indicate that even moderate gambling behavior can pose risks to vulnerable individuals — particularly those with pre-existing risk factors such as mental health conditions, neurodivergence, or financial instability.

Previous recommendations ignored

The suggestion to introduce clearer signposting is not new. The House of Commons Culture, Media and Sport Select Committee made a similar recommendation back in 2022. Despite this, there has been no substantive progress or implementation of the proposal by the National Lottery operator.

The operator, Allwyn UK, which took over the running of the National Lottery from Camelot, has so far not adopted a signposting standard that reflects broader industry expectations. This omission has now drawn renewed criticism from public health and harm reduction advocates, including GambleAware.

GambleAware’s position on industry responsibility

Andy Boucher, who serves as Chair of GambleAware’s Board of Trustees, released a statement reaffirming the organisation’s stance on the matter. While he acknowledged the Lottery’s historic contributions to charitable causes and local communities, he emphasised the equal importance of safeguarding the wellbeing of its players.

“We recognise the great work the National Lottery has done supporting a range of worthy causes over many years. In the public’s mind, it is there to do good in the community, and so we believe it is also the right thing for it to look after the people who play the National Lottery,” said Boucher.

He added that the Lottery’s role as a public-facing and socially trusted brand makes it uniquely positioned to lead by example in implementing higher standards of harm prevention.

Signposting already standard elsewhere

Boucher also pointed out that several charity lotteries already follow minimum signposting standards for problem gambling. From this perspective, the National Lottery is lagging behind practices already adopted across the sector.

This discrepancy highlights a potential inconsistency in how different forms of gambling are regulated and how harm prevention is integrated into customer engagement strategies.

National Lottery's perceived safety questioned

Another key finding from the survey is that 84% of the public identifies the National Lottery as a form of gambling. This is a crucial insight, as it contrasts with past narratives that separated lottery participation from other forms of gambling, such as casino games, sports betting, or online slots.

Almost half of those surveyed also disagreed with the idea that Lottery products are inherently harmless. This suggests a shift in public awareness, potentially influenced by increased media coverage of gambling addiction and regulatory scrutiny of the industry at large.

Importance of universal standards

GambleAware’s recent appeal reflects a wider regulatory movement aimed at establishing uniform standards for responsible gambling, irrespective of how risky various gambling products may appear. The National Lottery, as a significant player in the UK’s gambling ecosystem, is seen as pivotal in setting an example that other operators might follow.

Given its status as a government-licensed and socially oriented operator, many believe it should not only meet but exceed minimum harm reduction standards.

Gambling harms and neurodivergent individuals

This call for reform also follows GambleAware’s broader research on the intersection between gambling and neurodiversity. A recent report released by the charity indicates that people diagnosed with autism or ADHD are twice as susceptible to experiencing harm linked to gambling. Such findings reinforce the necessity for clearer, more visible harm signposting across all gambling platforms, including the National Lottery.

By failing to adopt robust preventative measures, the National Lottery may inadvertently contribute to harm among particularly vulnerable groups, including those with cognitive differences that affect impulse control and decision-making.

A missed opportunity for leadership

GambleAware’s critique of the National Lottery is not adversarial, but rather aspirational. The charity believes that Allwyn UK, as the operator, has a unique opportunity to lead the sector in establishing transparent and effective harm prevention standards. Doing so would not only benefit public health but also help reinforce the Lottery’s image as a responsible and socially beneficial institution.

The charity has called for urgent action to align the National Lottery’s practices with the expectations set out for the wider gambling industry and the UK government’s public health priorities.

Legal and reputational considerations

Given the increased regulatory scrutiny and heightened media attention on gambling harms, there is also a legal and reputational risk to Allwyn UK if it fails to act on such widespread public sentiment and parliamentary recommendations.

While the charity’s statements are not accusatory or litigious in nature, they serve as a formal and public-facing call for compliance with emerging social expectations and industry benchmarks. For Allwyn UK, the pathway to maintaining long-term legitimacy likely lies in proactive engagement with harm prevention practices.

Conclusion

The results of the Annual Treatment and Support Survey 2024 demonstrate a decisive shift in public attitudes towards gambling, including forms once considered benign. With nearly three-quarters of the British public supporting the inclusion of signposts to gambling help on National Lottery products and advertisements, there is a growing mandate for reform.

By choosing to lead rather than follow, the National Lottery and its operator, Allwyn UK, have a significant opportunity to align themselves with responsible gaming principles and demonstrate their commitment to the welfare of their customers.

FAQs

What is GambleAware calling for in relation to the National Lottery?
GambleAware is urging the National Lottery to include clear signposting to gambling support services on its products and advertisements.

Why is the National Lottery being targeted when it is considered low-risk?
Although often seen as low-risk, the National Lottery is still a form of gambling and can contribute to harm among vulnerable individuals, including those with gambling addictions.

How many people could be affected by problem gambling through the National Lottery?
The latest survey estimates that up to 600,000 players may be experiencing problem gambling due to their engagement with the National Lottery.

What percentage of the public supports the inclusion of help services on Lottery products?
According to GambleAware's 2024 survey, approximately 74% of the public supports this initiative.

Has this recommendation been made before?
Yes, the House of Commons Culture, Media and Sport Select Committee made a similar recommendation in 2022, but it has not been implemented.

What does GambleAware want from Allwyn UK specifically?
GambleAware wants Allwyn UK, the current operator of the National Lottery, to align its products and advertisements with existing harm reduction practices seen across the gambling sector.

Do other charity lotteries already include such signposting?
Yes, several charity lotteries already include signposting to gambling help services as a standard practice.

Is the National Lottery legally required to include such signposting?
There is currently no legal requirement, but there are growing public and parliamentary expectations for such measures to be introduced.

How does neurodivergence relate to gambling harm?
GambleAware research indicates that individuals with autism or ADHD are more likely to suffer from gambling-related harm, making inclusive harm prevention measures even more important.

What are the broader implications of this campaign?
If successful, this campaign could set a new industry benchmark for responsible gambling, encouraging wider adoption of harm prevention strategies across all gambling products.