The purpose of this study was to understand how people from the UK and USA perceived different safer gambling messages. Responses were from 1,001 participants in the USA and the UK who engaged in sports/race betting. Participants were shown nine different safer gambling messages. Seven of these messages were independently designed messages that were newly mandated in Australia. Two messages were current and common slogans used in the UK and internationally. For each message, participants rated their level of agreement with seven statements. Most of the new messages were rated better than the existing messages. The new messages were rated as more attention-grabbing, applicable on a personal level, helpful, and more likely to encourage cutbacks in gambling. Participants consistently rated two statements strongly on all scales: “Chances are you’re about to lose’ and ‘You win some, you lose more’. The message that contained a call to action (‘What are you prepared to lose today? Set a deposit limit’) was one of the best performing messages.