Summary
- A GambleAware study found William Hill and 888’s safer gambling videos increased gambling app click-throughs, with 45% of viewers seeing betting as “harmless fun.”
- Unlike Betfair and BGC’s neutral ads, GambleAware’s ‘Magnets’ video reduced gambling intent, prompting calls for stronger ad regulations.
- With rising taxes and ad bans, the UK gambling industry faces pressure to prioritize your safety through effective, responsible messaging.
You might think “safer gambling” ads are there to protect you, but a new GambleAware study reveals some may actually push you to bet more.
Conducted by Thinks Insight & Strategy and led by Professor Elliot Ludvig, the research uncovers how videos from William Hill and 888 could be doing more harm than good.
Ads That Encourage Betting
William Hill and 888 Videos Miss the Mark
The study found that safer gambling videos from William Hill and 888 led to higher click-through rates on a gambling app, with 45% of participants viewing gambling as “harmless fun” after watching them.
This suggests these ads might make betting seem safer than it is, tempting you to engage more rather than cautioning restraint. In contrast, videos from Betfair and the Betting and Gaming Council (BGC) had neutral effects, while GambleAware’s own video reduced gambling intent.
Why These Ads Fail
Survey data shows the William Hill and 888 videos may create a false sense of security, downplay risks, and boost gambling interest, especially among younger people.
Unlike GambleAware’s ‘Magnets’ video, which uses a serious tone to normalize gambling problems and encourage self-reflection, these operator ads lack the protective impact needed to keep you safe.
See also:
- Better Collective’s Q2 2025: €82M Revenue Amid Market Shifts
- MIXI Raises the Stakes with Final $1.30 Offer for PointsBet
- ProgressPlay Hit with £1M Fine for Compliance Failures in the UK
Calls for Stronger Oversight
GambleAware Demands Change
Alexia Clifford, GambleAware’s chief communications officer, slammed these findings, saying it’s “unacceptable” for safer gambling ads to encourage betting.
She’s pushing for independent reviews and stronger legislation to ensure ads truly protect you.
With GambleAware set to disband in 2026, replaced by public bodies funded partly by gambling taxes, you can expect tighter rules to keep operators in check.
Industry Faces Growing Pressure
The UK government is ramping up scrutiny, with plans to raise taxes on horse racing from 15% to 21%, sparking protests from the British Horseracing Authority. Former PM Gordon Brown even suggests a 50% tax on slots and casino games to fund child poverty programs.
These moves, plus the Premier League’s ban on front-of-shirt gambling ads, signal a tougher environment for betting firms, affecting how they reach you.
What This Means for You
Staying Safe While Betting
As a bettor, you should be cautious of ads that make gambling seem risk-free. GambleAware’s new self-help app can help you track your betting habits, especially if you’re young and more vulnerable to persuasive ads.
Look for platforms that prioritize responsible gambling tools, like setting limits or self-exclusion, to protect yourself.
A Shift Toward Responsible Gambling
This study highlights the need for better-regulated ads that genuinely reduce harm. As the UK moves toward stricter oversight, you’ll likely see fewer misleading promotions and more focus on safer gambling messages, ensuring a safer experience for you and others.
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