Responsible Gambling in Focus: AGA Reports U.S. Awareness Growth, GambleAware Pushes for U.K. Ad Reforms

Industry watchdogs from both sides of the Atlantic are rekindling talks about increasing awareness of fair gaming through research and surveys. 

In a recent American Gaming Association (AGA) survey, it found that there’s widespread awareness and support for these tools in the US, while GambleAware campaigns for tighter advertising rules after noting that operator-led campaigns boosted engagement.

Play Smart from the Start’ Gains Traction Among US Gamblers

In a new AGA research posted September 30th, it noted that responsible gambling tools are widely known and trusted among players, and many are setting and sticking with their budgets. Some of the top responsible gambling tools often featured in gambling sites are deposit and loss limits, reality checks, and self-exclusion.

In addition, the AGA team also acknowledged the success of the “Play from the Start” messaging, which contributes to the growing popularity of responsible gambling tools. Here are a few numbers crunched by the AGA team:

• 84% of last year’s players are aware of at least one responsible gambling tool
• More than 75% of players who are aware of these tools think that these are effective
• Around 85% of players have a favorable impression of the messaging of “Play Smart from the Start"

UK Operators’ Campaigns Are Getting “Alarming Results”

In the United Kingdom, the operators’ campaign to highlight responsible gambling is getting a different result.  Based on GambleAware’s findings shared in August, it noted that some “safer gambling advertising” campaigns have led to increased betting behavior. 

In GambleAware’s Randomized Controlled Trial, it tested five adverts from 888 and William Hill, and discovered that viewers “were more likely to engage in gambling” after watching these campaigns. The report further shared that “some gambling industry adverts designed to promote safer gambling are instead increasing gambling behavior”. About half of the study’s respondents say that one advert suggests gambling is harmless.

According to Professor Elliot Ludvig, one of the trial’s researchers, the “study suggests that some safer gambling videos from gambling operators have a backfire effect”. For Ludvig, these safer gambling adverts encourage players to bet more, instead of discouraging or helping them play within limits.

Contrasting Approaches from Two Industry Watchdogs

While the UK’s GambleAware is campaigning for stricter regulation of advertising, the US’s AGA is supporting US casino and sweepstakes casino operators in implementing practical responsible betting measures. Some of these recommended tools are for budgeting, deposit and loss limits, and self-exclusion. 

The AGA further shared that when these tools are partnered with awareness campaigns, they inform players, helping them play within limits.

REFERENCES

• American Gaming Association
• GambleAware