Reports
Author(s): Davies, Sara ; Collard, Sharon ; McNair, Simon ; Leak-Smith, Lauren
Publisher: University of Bristol
Year Published: 2022
Date Added: June 29, 2023
Resource Type: Research report
This research looked at the effectiveness of ‘safer gambling’ messages seen in Britain. The researchers also designed and tested possible alternative messages to measure their potential effectiveness. The findings can help to inform future approaches to ‘safer gambling’ communications.Key findings included:Existing ‘safer gambling’ messages do not change the behaviour of people who gambleMessages should have an appropriate tone and be authentic, relatable, and engagingMessages must be tailored to their target audiencesMessages should aim to produce a positive emotional response and avoid evoking negative emotions such as shameFor those at risk of harms, messages should signal ways to identify signs of harmful gamblingMessages are needed for people affected by someone else’s gambling
This research looked at the effectiveness of ‘safer gambling’ messages seen in Britain. The researchers also designed and tested possible alternative messages to measure their potential effectiveness. The findings can help to inform future approaches to ‘safer gambling’ communications.
Key findings included: