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  5. Developing independent gambling harm prevention messages

Research project

Developing independent gambling harm prevention messages

  • Start date: 1 September 2025
  • End date: 31 August 2026
  • Principal investigator: Philip Newall, The University of Bristol
  • Co-investigators: Simon van Baal, Leeds University Business School; Leonardo Weiss-Cohen, University of Nottingham; Jamie Torrance, Swansea University

Description

Gambling harm prevention messages are everywhere: "Gamble responsibly", "When the fun stops, stop".

In the past, these messages were developed by the industry. As a result, they often put the responsibility of gambling-related harm on the consumer (as in "Gamble responsibly"). Or, the messages imply that gambling is fun (as in "when the fun stops, stop"). Until recently, the gambling industry could formulate ineffective messages that also turn the spotlight away from their addictive products and stigmatise those suffering from gambling-related harm.

Research overview

We developed and gathered non-gambling industry gambling harm prevention messages from other countries and tested them for acceptance and effectiveness.

People who gamble rated how effective, relevant, and appropriate gambling messages were, providing feedback on each message.

We are using their ratings and feedback to better understand what message works for which target demographic (e.g. the person who gambles occasionally or someone who experiences significant harm).

We are gaining insights from the topics discussed in the message feedback, and rating them in terms of positivity. Combining the feedback with people’s ratings, we are using this information to find the most appropriate messages to use in gambling harm interventions, such as on gambling advertisements, gambling products, and gambling harm prevention campaigns.

Key findings

We have identified top candidates for gambling harm prevention messages. These messages tend to relate to:

  • self-appraisal of the consequences of gambling (e.g. “What is gambling really costing you?)
  • emphasise the losses (e.g. “99% of gamblers lose in the long run”)
  • positive emotional messaging about the alternatives to gambling (e.g. “Think of all the money you’ll save by not gambling”)
  • and counter industry messaging focused on exposing the gambling industry's incentives and tactics (e.g. “Gambling products are designed to be addictive”).

Impact

The project is aimed at providing the Department of Health and Social Care with policy recommendations for their gambling harm prevention messaging review.

The project has already shown initial signs of impact; Thrive LDN has led a gambling harm prevention messaging campaign for the 2026 FIFA World Cup with one of the identified messages adopted by five London boroughs and 25 other Local Authorities, generating 81,097 clicks as of 25 June 2026 (Odds Are: They Win supporter pack - Thrive LDN).

Publications and outputs

Contact

Dr Simon van Baal

This project is funded by the University of Bristol.