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National Strategy to Reduce Gambling Harms

Publish report on trialling remote interventions into risky play - impact of changing anchoring prompts when setting deposit limits (BIT, GA)


April 2021

The report into the impact of anchoring on deposit limits was published in January 2021 and showed that reducing or removing the predefined financial options led to a significant reduction in the limits that were chosen by consumers.

January 2021

The report into the impact of drop-down options on consumers setting deposit limits was published in January. The research trials were conducted by the Behavioural Insights Team (BIT) with the participation of Bet365. The project was funded by GambleAware with steering group support from the Gambling Commission to build on research published back in October 2018.

The purpose of the trials was to investigate whether the behavioural science principle of ‘anchoring’ was influencing the deposit limits set by consumers - in this research, through the presentation of high pre-defined dropdown options when consumers set their deposit limits.

The research team’s primary recommendation is that operators should not present any values when consumers set deposit limits and are instead presented with a free text box. This is likely to improve the harm-reduction efficacy of deposit limit tools. The report also recommends an increase in the uptake of deposit limit tools, encouraging operators to test how to increase uptake (e.g. by reducing friction) and share insights to drive uptake across the industry.

Press release:

Full report:

October 2018 research:

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