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Read Full BioA GambleAware-commissioned study has indicated that videos intended to promote safer gambling by betting companies may encourage bettors.
UK research group, Thinks Insight & Strategy, conducted the study led by Professor Elliot Ludvig, a Psychology professor at the University of Warwick.
The research found safer gambling videos produced by two UK betting companies led to significantly increased click-through rates on a gambling app. William Hill and 888 produced the videos, which 45% of participants said presented gambling as “harmless fun.”
The study compared betting company-produced videos with GambleAware’s video, which had significantly less click-through to the gambling app. Other videos made by Betfair and the Betting and Gaming Council (BGC) had neutral effects.
GambleAware Calls for Stronger Legislation on Advertising
Commenting on the findings, Alexia Clifford, GambleAware chief communications officer, said: “This new research shows that so-called ‘safer gambling’ videos produced by gambling operators could be doing more harm than good. It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.”
The study showed that some videos led to participants clicking through on gambling apps, but did not examine how gambling behavior was affected by the messaging.
Nevertheless, signs pointed to some videos being ineffective at reducing interest in gambling. Survey data showed that the William Hill and 888 videos “may reinforce the idea that gambling is safe, create a false sense of security, increase gambling intent, and, despite being perceived as trustworthy, subtly downplay gambling risks.”
As a result, Clifford called for more independent bodies to review advertising and enact legislation based on research findings. She added: “The gambling industry cannot be left to ‘mark its own homework’ on such an important issue. We need stronger legislation on gambling marketing and advertising.”
GambleAware is set to disband next year and will be replaced by public bodies, partly funded by taxes collected from gambling companies.
Serious Tone Fosters Gambling Awareness
The difference between the videos produced by betting companies and GambleAware’s ‘Magnets‘ video was the serious tone and normalisation of gambling problems.
The findings noted: “Attitudinal survey results suggest that the video effectively normalises gambling problems as widespread, encourages self-reflection, counters the idea of gambling as harmless fun, and is perceived as trustworthy, potentially enhancing its protective impact on behaviour.”
GambleAware recently launched a self-help app aimed at increasing awareness of betting behaviors, particularly among young people. The research study also indicated that young people were most susceptible to engaging with gambling advertising.
UK Increasing Pressure on Gambling Companies
The findings come at a time of increasing pressure on the UK government to raise taxes on gambling companies.
The Treasury has indicated plans to increase taxes on horse racing from 15% to 21%, which are being strongly opposed by the industry. The British Horseracing Authority (BHA) has called a strike in protest.
At the same time, there have been calls to increase taxes even further. Former PM Gordon Brown has advocated for rates as high as 50% on slots and casino games, up from the current 20% and 21%. He believes the additional funds gained can be used to combat growing child poverty.
Unsurprisingly, this has also been strongly opposed by the gambling industry. The BGC warns that the tax will have a severely damaging effect not only on gambling companies but also on the UK public and the wider economy.
Next year, as the country shifts towards introducing new bodies to monitor gambling, there will also be new restrictions on advertising. The Premier League, under pressure from the government, voted in favor of banning gambling advertising on the front of shirts.
Based on the findings of the recent study, GambleAware is calling for not only the reduction of betting promotions, but also active adverts promoting safer, responsible gambling.
