UK's GambleAware advocates for stronger, impactful cautions in gambling promotional materials
In a bid to address the growing concerns surrounding the harms of gambling, GambleAware, a British gambling charity, has called for a change in the current warning messages used in gambling advertisements. The charity urges the industry to consider the growing body of evidence that points to the need for better protections and restrictions.
The push for updated warnings is driven by concerns that current messaging is insufficient to address the escalating social and financial harms caused by gambling. According to a study commissioned by GambleAware, the current slogan "Take Time To Think" does not effectively communicate the potential health risks associated with gambling.
Alexia Clifford, Director of Communications at GambleAware, stated that the new warning messages should be introduced as soon as possible. GambleAware has proposed replacing the current "Safer Gambling Banner" with an 18+ Logo in gambling advertisements. They have also suggested three new slogans that were deemed particularly impactful: "Gambling comes at a cost", "Gambling can be addictive", and "Gambling can grip anyone".
The new warning messages are suggested to take up 20% of the space in a gambling advertisement and should be placed in white on a black background to stand out. A white line should separate the advertisement from the warning message for visibility. The proposed warning labels could contribute to the stronger regulation of gambling advertising, aligning with broader national frameworks aimed at enhancing consumer protection in online wagering and gambling industries.
The reasons behind the call for new warning messages include rising gambling losses, ineffective current protections, and growing gambling harms. Australia alone lost about $32 billion to gambling in one year, causing significant economic and social damage, especially to lower-income families. Nearly one in three children aged 12–17 is reported to be gambling illegally, with youth losses reaching $231 million annually. Measures like gambling "opt-out" features have been criticized as tokenistic and failing to protect vulnerable groups such as children and problem gamblers.
There is a strong call for more robust actions such as banning gambling ads or introducing stronger warnings to reduce the normalization and exposure to gambling, particularly in sport broadcasts. A study from April 2024 found that gambling advertising is not always recognizable as such, especially for children, potentially due to the lack of warning labels. GambleAware is concerned about the misuse of their logo by operators and the lack of clear signposting of support channels.
In summary, GambleAware advocates for more impactful warning messages in gambling advertisements to reduce harm by clearly communicating the risks. The charity is motivated by a growing gambling crisis documented by rising losses, ineffective current safeguards, and calls for stronger government action. However, details of the proposed new warning texts themselves are not explicitly found in the search results.
What new warning messages could potentially be introduced to address the growing concerns about gambling harms? GambleAware has suggested three: "Gambling comes at a cost", "Gambling can be addictive", and "Gambling can grip anyone".
