Testing the effects of viewing safer and traditional gambling advertisements on gambling urges

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Author(s): Newall, Philip W. S. ; Weiss-Cohen, Leonardo ; Torrance, Jamie ; Bart, Yakov

Journal: Addictive Behaviors

Year Published: 2025

Date Added: November 12, 2024

In this study, the researchers looked at whether levels of gambling craving change after seeing a traditional gambling advertisement or a safer gambling advertisement promoted by either a gambling operator or a charity (GambleAware). The researchers analyzed data from 2,741 adults living in the UK who had previously gambled online. Participants who saw a safer gambling advertisement promoted by an operator reported increased gambling urges. Those who saw a safer gambling advertisement promoted by GambleAware reported lower gambling urges, but only when the content focused on reducing gambling-related stigma and had input from people with lived experience. Participants with more severe problem gambling reported lower gambling urges after watching either of the safer gambling advertisements promoted by GambleAware.

Citation: Newall, P., Weiss-Cohen, L., Torrance, J., & Bart, Y. (2025). Not always as advertised: Different effects from viewing safer gambling (harm prevention) adverts on gambling urges. Addictive Behaviors, 160, 108161. https://doi.org/10.1016/j.addbeh.2024.108161

Article DOI: https://doi.org/10.1016/j.addbeh.2024.108161

Keywords: gambling ; marketing ; prevention ; safer gambling

Topics: Gambling Exposure ; Gambling Resources ; Information for Operators ; Prevention

Conceptual Framework Factors: Exposure - Marketing and Messaging ; Environment - Responsible Gambling ; Resources - Harm Reduction, Prevention, and Protection ; Gambling Environment ; Gambling Resources

Study Design: Experimental: RCT (randomized controlled trial)

Geographic Coverage: United Kingdom

Study Population: Adults living in the United Kingdom who have previously gambled online on non-lottery gambling activities (n = 2,714)

Sampling Procedure: Participants were recruited through Prolific, an online crowdsourcing platform.

Study Funding:

This study was supported by an NCH-NU Research and Learning Development Initiative Grant.