GambleAware calls for health warnings on gambling ads
Research shows lack of support for ‘Take Time To Think’ campaign as new mock-ups of safer gambling ads released
GambleAware has called for health warnings to be attached to gambling ads after recent research claimed more than 7,000 people consider the current safer gambling messaging to be “inadequate”.
The calls from the group come after it commissioned research, undertaken by The Outsiders and YouGov, which found public awareness of the GambleAware logo sits at just 28% recall.
The study also noted the existing ‘Take Time To Think’ messaging around safer gambling was not as effective as it could be.
Researchers highlighted messaging need to be “non-judgemental” and better positioned to more effectively prompt behavioural changes.
As a result, the study laid out three alternatives to the current ‘Take Time To Think’ campaign.
Suggestions included: ‘Gambling comes at a cost’, ‘Gambling can be addictive’ and ‘Gambling can grip anyone’.
The ‘Gambling can be addictive’ strapline was found to have a greater cut through among people who gambled, while ‘Gambling comes at a cost’ was seen as “more impactful and memorable”.
The report also included a mock-up of how new gambling ads could appear if the recommendations were implemented, with more effective signposting to GambleAware.
Additionally, the study reported that a clear and separate health warning clip at the end of a 30-second gambling ad was more than twice as effective as the slogan ‘Take Time To Think’.
Improvements to GambleAware signposting also featured in the report, with a recommendation that a short message alongside the group’s logo would improve awareness of the organisation.
These straplines could appear as ‘GambleAware. Advice. Tools. Support’ or ‘Worried? Search GambleAware’.
In terms of further research, it was noted The National Lottery would be an “interesting area to begin exploring” as well as shifting the emphasis of safer gambling from the individual to gambling companies to ensure an “exact balance”.
Alexia Clifford, GambleAware chief communications officer, said: “Gambling harms are a serious public health issue, and it is vital that people are aware of the risks associated.
“Today’s landmark study underscores the need to replace the industry-led slogan ‘Take Time To Think’ with more compelling health warnings.
“We’re also concerned about operators’ misuse of the GambleAware logo and the lack of clear signposting to support channels. We urge the industry to take heed of the growing body of evidence highlighting the need for better safeguards and restrictions,” she added.
The research was conducted between 27 February and 10 March and took in a sample of 3,113 people in the UK aged between 16 and 65.