The purpose of this study was to analyze the content of publicly funded problematic gambling prevention messages in the U.S. It involved two rounds of internet searches (Fall 2020 to Spring 2021 and Fall 2022). A total of 318 intervention messages were included in the analysis. Most messages (62.9%) addressed barriers. More than half (57%) referenced the severity of problematic gambling. Almost 40% included a self-screener. About one-third of messages highlighted descriptive norms, personal responsibility, or association with other health problems.
The researchers identified two themes that may cause backfire effects. Backfire effects are potential unintended consequences of gambling intervention messages. Almost half (45%) of messages with descriptive norms made it seem like the behaviour in question was not common. This might make people feel like outliers and be less likely to seek help. Some interventions included messages that might induce shame or stigma. The researchers also found that many messages were based on elements recommended in health behaviour theories. However, these theories appeared to be applied in a haphazard way rather than purposefully.
