AGA reports responsible gambling tools awareness in US, while GambleAware calls for advertising oversight in UK

Budget setting was also reported as a common practice. According to the findings, 80% of casino players “always” or “usually” set a budget, with 90% of those saying they “always” or “usually” adhered to it. In sports betting, 60% reported setting budgets and 85% said they kept to them, while in online casinos, 56% set budgets and 78% followed them. The report also measured responses to the “Play Smart from the Start” campaign. Of those surveyed, 87% said it is important for the gaming industry to promote responsible gambling, and 85% reported a favorable impression of the campaign’s messaging. Between 70% and 73% said the initiative’s pillars—knowing the game, acting intentionally, and maintaining the right mindset—were effective in encouraging responsible play. UK trial outcomes In contrast, GambleAware’s findings published in August from a Randomized Controlled Trial indicated that some “safer gambling” advertising produced by operators led to increased gambling behavior. The study tested five advertisements, including campaigns from William Hill and 888, and found that viewers were more likely to engage with gambling after seeing them. The report stated: “Some gambling industry adverts designed to promote safer gambling are instead increasing gambling behavior.” Nearly half of the respondents said one operator’s advert suggested gambling was “harmless fun.” Researchers concluded that William Hill’s “Top Tips for Positive Play” and 888’s “Made to Play Safely” campaigns produced higher click-through rates compared with a control video. They suggested that framing and promotional content in the messaging may have influenced this outcome. Professor Elliot Ludvig, who led the trial, said: “This study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose of helping people control how much they gamble.”