Advertisements for UK bookmakers and online casinos require smoke-style warnings

Adverts for bookmakers and online casinos should contain warnings similar to smoking, Britain’s largest gambling association has said, as it warned that a marketing wave during the Euro 2024 football tournament could make it harder for people to cut back or fuses.

GambleAware called for an end to the industry-endorsed slogan ‘Take Time To Think’, which appears on gambling advertisements, calling the message ‘inadequate’.

Instead, the charity has drawn up its own guidelines, spurred by research suggesting that wall-to-wall gambling advertising, which typically increases significantly during major football tournaments, makes it harder for people with a gambling problem to quit.

GambleAware is funded by industry donations and has faced criticism over concerns that its funding source could compromise its independence. However, the call to scrap the ‘Take Time To Think’ message could now put the charity on a collision course with industry players, who coined the slogan through their lobby group, the Betting & Gaming Council (BGC).

The message replaced “When the fun stops, stop,” which also received widespread criticism. The BGC defended its ‘Take Time To Think’ slogan, saying it had been launched after consultation with government, academics and GambleAware itself to find the most ‘effective way to encourage responsible gambling’.

But GambleAware now wants the industry’s advertising to include a new set of “clear” health warnings, with slogans such as “Gambling can be addictive” and “Gambling comes at a cost.”

Of those who experience problems gambling, more than half say seeing ads makes it difficult for them to cut back, according to a YouGov survey for GambleAware. A similar number (55%) said they felt they couldn’t escape gambling advertisements.

“We know that gambling advertising can help normalize gambling as a piece of ‘harmless fun’,” said Alexia Clifford, head of communications at GambleAware. “We want to see stricter restrictions on gambling advertising to protect people from harm.

“We hope that the health warnings and clear signage in these new guidelines will ensure that people are clear about the risks of gambling and where they can go for help and support if they need it.”

Industry donations to GambleAware, which amounted to £50 million last year, are technically voluntary, although the system is well established and has so far allowed operators to avoid being forced to pay a mandatory levy.

The Conservative government has announced plans to replace the voluntary system with a statutory levy to raise more money for research, education and treatment, as part of a white paper on gambling reforms published last year.

However, the unfinished proposal has been left up in the air due to Rishi Sunak’s decision to call a summer election. Labor has not said whether it will go ahead with the levy plan if it wins the general election.

The BGC said: “The ‘Take Time To Think’ campaign was launched following extensive customer research and consultation with academics, government, operators and stakeholders, including GambleAware, on the most effective way to encourage responsible gambling.

“The white paper committed to overhauling customer messaging, including industry, and we look forward to doing that work with whoever forms the next government.”