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.
