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Strategy

National Strategy to Reduce Gambling Harms

The sole aim of this three-year National Strategy is to move faster and go further to reduce gambling harms.

Prevention and education

In principle, prevention of harm is better than cure. The role of education therefore, as a key form of prevention, needs to be better understood.

This will provide the evidence to inform the development of a collective and clear prevention plan, as set out in the new National Strategy to Reduce Gambling Harms, which identifies the right mix of interventions to be applied at both the population and individual level.

This will need to consider approaches suitable for mainstream audiences, groups which are particularly vulnerable to harm, and children and young people.

We know that education is relatively effective at improving knowledge and changing attitudes, but evidence of behaviour change is inconclusive.

We need to understand what works in preventative education through insights provided by research and evaluation.

This will help us to develop a national strategic plan to make that preventative education is delivered in the most effective way.

Image 13 - Research aims for prevention and education - the image shows 3 circles with text in them. The first circle describes what we know, the second describes what we need to do and the third describes what this will help us to understand.

Research projects

Understanding the impact of advertising on children, young people and vulnerable people

This project explored the content and tone of gambling marketing and advertising and its effect on behaviour and perceptions of children, young people, and vulnerable people.

It assesses whether there are specific characteristics of advertising that are particularly harmful to these groups. Improving our understanding in this area will help us explore whether changes to the way gambling products are advertised could prevent harm.

This has been completed by a consortium led by Ipsos Mori and the Institute for Social Marketing at the University of Stirling. The Interim Synthesis Report (PDF) was published in July 2019 which explored the exposure, tone and format of gambling related marketing and advertising.

The Final Synthesis Report (PDF) was published in March 2020 which adds further findings on the impact of gambling marketing and advertising on children, young people and vulnerable adults, and extends a set of recommendations for the gambling and advertising industries, regulators and further research.

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What works in industry-based harm-minimisation
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