SBC News

UKGC sets rules and remits on levy amount calculations

The UK Gambling Commission (UKGC) has issued guidance to licensees outlining how the Statutory Levy will be calculated for payments due from 1 September, with rates set between 0.1% and 1% of relevant revenue depending on the type of gambling activity.

Recognised as the flagship measure of the Gambling Act Review, the levy will see operators make a mandatory payment from yearly revenues, which will be directed towards a new system of funding for gambling harm research, education and treatment (RET).

Treatment funding and commissioning of projects will be overseen by the NHS, with NHS England chosen to do this although it is now being dissolved by the government. Prevention and education will be overseen by the Office for Health Improvement and Disparities (OHID) and research by UK Research and Innovation (UKRI).

Levy number crunching
As noted above, the UKGC has set the rates for operator revenues paid towards the RET levy at between 0.1% and 1%. When a company’s levy value is calculated at £10 or less for the levy period it will not be required to pay, with different types of companies assigned different levy periods.

The levy has been in place since 1 July for most operators, chiefly betting, casino and bingo firms, and since 1 April for society lotteries. Invoices for the levy will be issued on 1 September annually and based on financial activity from the previous financial year.

Prior to the launch of the Levy system, DCMS updated gambling licences confirming that the levy would impose the specific rates of:

Source; UKGC website
The mechanics of the Gambling Levy, deem that the system of funding will be overseen by the Commission as a regulatory remit assigned by DCMS. As previously cited, the calculations of rates are varied depending on business category of between 0.1% and 1.1% depending on the type of licence.

The calculation applied to determine the applicable levy payments for UK licensed B2C non-lottery operators equates to “Levy Amount = Stakes + Other Income – (Prizes Paid Out)”. The calculation will be used to determine what levyable amount can be charged on non-lottery B2C operators.

The ‘other income’ of B2C operators can be viewed as competition entry fees, tournament subscriptions, poker rake, and game monetisation features.

For lottery operators (B2C), the statutory levy is calculated on the net income they receive from lottery sales minus prizes paid out to determine the levy amount to be charged on subject to the category rate.

A third calculation is required for Societal lotteries. In which the levy amount is drawn from net income generated from operating lotteries on behalf of charities and good causes. The calculation is determined as total fees earned – prizes paid to partners.

Paying and preparing – what is expected of operators?
The Commission has confirmed, as stated above, that invoices for the new statutory levy will go live on eServices on 1 September, with licensees required to pay in full by 1 October.

As the payment of the levy is a licence condition, operators risk losing their licence if they fail to meet the deadline, unless the authority accepts that the delay was due to an administrative mistake.

For the levy’s first year, firms will be issued with a single invoice covering GB activity, and a second one if any non-GB operations are reported. Payments cannot be made in instalments however, and must be done via bank transfer or GovPay into the account listed on the invoice.

The Commission also made it clear that every detail – from quoting the invoice number in full to the exact amount – must be followed, adding that any errors could see payments rejected and licenses put at risk.

With the first statuary levy deadline approaching, operators are being advised to get their house in order. That means making sure regulatory returns are filed on time and correctly, confirming they can access eServices and checking that the Commission has all the right contact details on its record.

The UKGC also assured that further guidance is to follow over the next few months as UK gambling companies adopt one of the biggest licensing requirements it has seen since the 2005 Gambling Act was passed.

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September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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Dutch regulator bans gambling sponsorship for Zandvoort F1

The Dutch Gaming Authority, Kansspelautoriteit (KSA), has confirmed that no gambling sponsorships will be allowed during next weekend’s Formula 1 Grand Prix at Zandvoort.

The move comes under strict new legislation introduced last month which prohibits advertising for sports betting apps not regulated in the Netherlands.

The KSA has reached out to event organisers and sports bodies to ensure that no teams, domestic or international, compete with visible gambling branding.

A forced rebrand
For Stake, the online casino and sports betting operator holding title sponsorship of Sauber Motorsport, this represents a major challenge.

Stake F1’s C45 race cars, driven by Nico Hulkenberg and Gabriel Bortoleto, are usually plastered with the company’s matte green and black branding.

For Zandvoort, the team will compete under the name Stake F1 Team Kick, using the streaming service Kick to replace Stake branding for Dutch viewers while retaining its team name.

Challenges due to its betting association are nothing new for the Swiss-based team, which has implemented similar branding swaps in Belgium last month and in previous races in Spain, Australia and Qatar when regulatory restrictions applied.

Unlike last year, when the KSA’s informal request allowed Stake-branded cars to run at the Dutch Grand Prix, the regulator now requires measures such as geo-blocking to prevent Dutch fans from accessing the betting platform.

Stake has also been expanding its sponsorship portfolio, recently becoming the official betting partner for esports organisation Team Vitality.

Further monitoring
The Netherlands continues to clamp down on its betting rules, with the KSA also recently warning TonyBet for offering football betting markets that breached Dutch law.

The operator offered bets on the Ballon d’Or winner and the FIFA Club World Cup Golden Boot. However, the country prohibits these types of wagers, as the outcomes are determined by votes or jury decisions rather than measurable results from official sporting competitions.

Looking ahead
The KSA has signalled that enforcement action will continue across the sector, with automated checks of all active licence holders’ Control Databases (CDBs) ongoing.

Operators are being reminded to review all sponsorship and marketing activity carefully and to seek guidance from the regulator to avoid further breaches. The KSA also states that it has monitored the situation in neighbouring Belgium, where a similar ban on sponsorship was introduced by some firms and football clubs have found ways to get around it.

This approach underlines the Netherlands’ broader commitment to tightening controls over gambling advertising and compliance in the coming months, with a range of new regulatory conditions likely after the October elections conclude.

September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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GambleAware names new CEO to manage planned closure

Zoë Osmond OBE will pass on the torch as GambleAware CEO to Anna Hargrave as the charity prepares for closure in 2026.

The historic commissioner of problem gambling research, prevention and treatment in the UK, GambleAware is set to close its doors in March next year as the delivery of this work transitions to new commissioners across Great Britain under a government mandate and a new statutory framework.
NHS England has been chosen as the commissioner of funding projects, taking over from GambleAware – although the public health body is due to be shut down by the government as part of a cost cutting initiative.

Regardless, with the government’s plan to hand commissioning duties over to some kind of public health body in mind, GambleAware is opting to call an end to its decades-long activity.

As a transition CEO, Hargrave will oversee day-to-day operations as the charity gradually moves to its planned closure on 31 March.

Hargrave is a GambleAware veteran
Hargrave has been integral to the work that GambleAware has produced over the years, having played a key role in the charity’s Executive Leadership Team as Deputy CEO and Chief Strategy and Commissioning Officer since 2021.

Among Hargrave’s long list of achievement milestones with GambleAware is the re-commissioning of the National Gambling Support Network, improving its efficiency and access for vulnerable people.

She also leveraged her previous senior experience with the NHS to engrain a public health approach into all of GambleAware’s work.

On her new venture, Hargrave said: “Firstly, I want to thank Zoë for her leadership and support over the years, which has helped GambleAware achieve its ambition to see gambling harm positioned as a public health issue.

“The final six months are critical for the smooth transfer and transition to the new system and I am delighted to be taking on this role.

“I look forward to continuing to work with the new commissioners as they get to grips with their new responsibilities within the statutory system and will work with them to ensure their efforts build upon the current system’s achievements and insights to ensure learnings are carried forward.”

When is the official change of hands?
Osmond has served as GambleAware CEO since 2021, and has been a part of the charity for a total of seven years. Her leadership has been marked by important advocacy work to designate problem gambling as a national public health concern that puts all corners of society at risk.

She will officially step down on 30 September 2025, with Hargrave subsequently taking on transitional CEO duties with immediate effect.

Zoë Osmond, GambleAware CEO
Commenting on the change and reflecting on her work so far, Osmond added: “It has been a huge privilege to lead and work at GambleAware over the past seven years. The sector has undergone significant transformation during this time, and I’m incredibly proud of what we’ve achieved – particularly our commitment to embedding the voices of the lived experience community at the heart of everything we do.

“Few charities can truly say they’ve delivered on their founding mission, but GambleAware and the exceptional team behind it have played a pivotal role in reframing gambling harms as a public health issue and helped to shape the foundations of the new gambling harms prevention and treatment system.

“I’m delighted that Anna will be taking the reins for the next critical period, leading the charity through the completion of its transition to the new system. Her commissioning expertise and insight as Deputy CEO means she is well-placed to complete our vital work.”

September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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PM ally Caudwell backs call for higher UK gambling taxes

Billionaire John Caudwell, a key ‘business ally’ of PM Sir Keir Starmer, has openly voiced support for the Labour government to significantly ramp up taxes on UK gambling activities.

The founder of Phones 4u expressed on Twitter (X) that Labour should follow through with tax proposals endorsed by former PM Gordon Brown. Caudwell argued that higher gambling taxes were appropriate given the “polluting nature” of the sector, which he claims generates vast social costs that outweigh its economic contributions.

With the Labour government yet to settle on the terms of its Autumn Statement, Brown wrote an open letter to Chancellor Rachel Reeves instructing the Treasury to implement a ‘targeted strike’ on the gambling industry.

The former PM advised Reeves to adopt proposals from the Institute for Public Policy Research (IPPR), which called for a sharp rise in duties on remote gambling from 21% to 50%. Further increases would elevate machine gaming duty to 50% and general betting duty (sports bets) from 15% to 25%—with provisions excluding horseracing wagers.

Brown urged Reeves to ignore industry pushback, insisting that gambling tax reform was the logical step to fund Labour’s pledge to reduce child poverty. According to IPPR estimates, such increases could raise an additional £3.2bn annually, lifting around half a million children out of poverty.

While Caudwell has been vocal in his backing of the proposals, he is not listed as a Labour donor. Instead, he was a long-standing supporter of the Conservative Party before dramatically switching allegiance at the 2024 General Election, voting Labour for the first time. At the time, he criticised the Conservatives for losing their way on economic discipline and failing to win the confidence of the business community.

His actions were seen as a symbolic victory for Sir Keir Starmer, marking a broader shift in support from parts of the UK’s business elite towards Labour. Caudwell’s intervention on gambling tax has further cemented his role as one of the most high-profile business figures backing the government’s economic direction.

Yesterday on Twitter, Caudwell openly expressed that a “hugely damaging gambling sector” should face its polluter tax, urging Chancellor Reeves to adopt former PM Brown’s toughest measures.

The intervention has sharpened tensions as the Autumn Budget Statement nears, with the gambling industry pushing back hard against the prospect of steep duty increases.

In the comment section of The Sun, under the headline “Three-quarters of punters say betting is key to British culture amid new tax threat”, readers warned that higher taxes risk driving betting further underground. The poll suggested that three in four punters view gambling, whether on sports, racing or bingo, as part of Britain’s cultural identity.

BGC CEO Grainne Hurst reinforced the association’s viewpoint in the article, stating: “Punters are clear, betting is not just a leisure activity, but a valued and long-standing part of Britain’s cultural and sporting landscape.

“From casinos to bingo, horseracing, football, rugby league, darts, and snooker, millions of adults enjoy betting safely and responsibly each month.

“BGC members are proud to support jobs on the high street, invest in local communities and grassroots sport, and contribute billions in taxes to fund essential public services.”

Concerns over how far to push gambling taxes have already divided political ranks across all parties. Within Labour, Gordon Brown and business allies such as John Caudwell are pressing for a sharp escalation, while MPs representing racing constituencies remain wary of the impact on jobs and heritage.

A Racing Post survey found that among 23 Labour MPs in areas with racecourses or training centres, only six responded to inquiries — some backing modest tax harmonisation, which would lift betting duty from 15% to 21%, and others offering only non-committal responses.

In opposition, the Conservative Party remains split between calls for complete overhaul of regulation led by Sir Iain Duncan Smith and concerns over taxes impacting rural communities as stated by Kemi Badenoch.

With the Budget expected by late October or early November, Reeves has so far shed no insights on her tax strategy. The Treasury has only confirmed that gambling duties remain under active review, alongside wider reforms to council tax, pensions relief, and high-value property.

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Ukrainian Gambling Council: comprehensive approach needed to tackle illegal gambling  

The battle against illegal gambling is becoming a global challenge as digital tech creates an environment for iGaming to prosper, according to Viktoriya Zakrevskaya, Founding Member and Deputy Chair of the Ukrainian Gambling Council (UGC).

Writing for SBCEurasia, she underpinned the importance of a comprehensive approach and flexibility in adapting to technological changes in the modern environment.

There are prevalent obstacles when it comes to detecting and subsequently tackling illegal sites, challenges only elevated by the prevalence of digital currencies in the offshore environment. As well as this, social media is tapped into to generate traffic.

She emphasised: “To counter these challenges, countries around the world are implementing innovative approaches that combine technological, regulatory, and social measures. In particular, Argentina is restricting access to gambling websites via public Wi-Fi networks.

“For this purpose, enhanced authorisation, identification, and verification [KYC – Know Your Customer] procedures are used, which require confirmation of age and identity before accessing platforms.

“Public Wi-Fi providers are required to block illegal websites using filters based on blacklists provided by the regulator. This approach reduces the accessibility of illegal platforms in public places, such as cafes or libraries, where minors are often present. The Argentine experience demonstrates the importance of cooperation between regulators and ISPs to limit access to illegal content.”

She pinpointed the efforts being made in Indonesia, where the government has undergone major efforts to strangle gambling market engagement.

At the heart of these efforts have been tapping into financial supervision tools, which blocked banking tools linked with the gambling market, which is illegal in Indonesia.

She continued: “In the United States, where gambling regulation is decentralised and depends on the laws of individual states, illegal websites are multiplying twice as fast as licensed ones [+64% vs. +36% as of 2024]. More than 80% of users see ads for illegal platforms, which often operate through offshore companies and use cryptocurrencies for transactions.

“To combat these challenges, the United States is working to regulate cryptocurrencies, impose restrictions on the use of offshore companies for the registration of gambling business organisers, and require IT giants to strengthen advertising moderation to limit the promotion of illegal sites in search engines and social networks. The US experience shows that the decentralised model of countering illegal gambling requires coordination at different levels: between the federal centre and the states; directly between the states; and between the federal centre, states, and IT companies.”

The regulator in Ukraine collaborates with Meta tackling Instagram accounts of bloggers who promote illegal online casinos through stories, showing fake “winnings” and leaving active links to banned sites.

September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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Slovakia: Policy inconsistencies aid black market encroachment

An independent report and audit detail that regulatory inconsistencies and fragmented enforcements have ceded the gambling market to unlicensed operators growing their scope in targeting Slovak consumers.

In Slovakia, questions are being raised about how effective the government is in tackling growing exposure to illegal gambling, which calls into question the policies enacted by the Valda (Parliament).

Concerns about the growing encroachment and engagement with black market operators have been raised by a damning audit from the Supreme Audit Office (SAO) and a detailed report published by the Institute for the Regulation of Gambling (IPRHH) an independent research agency on gambling.

Black Book of liabilities
Titled the Čierna kniha nelegálneho hazardu (Black Book of Illegal Gambling), by the IPRHH, its report presents the most comprehensive account yet of Slovakia’s growing vulnerability to illicit gambling.

Insights reveal a fragmented regulatory system that has failed to keep pace with a shadow industry that has gone digital with day-to-day engagements with national consumers.

The report identifies two key fronts: unlicensed online platforms and the growing infiltration of gambling mechanisms into mainstream digital culture. It estimates that the majority of illegal gambling activity in Slovakia now occurs online, facilitated by platforms that offer: Unlimited bet sizes, anonymous payments and zero identity verification.

The IPRHH describes this as gambling that has “moved from arcades into living rooms,” beyond the reach of any meaningful state control. The consequences are acute: minors, excluded players, and individuals receiving social assistance are all regularly able to access and spend money on these platforms.

Among youth aged 15–17, 31% reported having gambled online illegally, according to a 2023 IPSOS survey cited in the report. The findings further show that early exposure has lasting effects: individuals who began gambling before age 18 were four times more likely to develop gambling addiction and twice as likely to face debt collection before age 30.

The report also takes aim at so-called “loot boxes” embedded in video games — randomised digital rewards purchasable with real money. It labels them a “gateway drug to gambling,” particularly dangerous because of subtle integration into games popular with children.

Social media platforms add to the problem. Influencers are increasingly paid by offshore casinos to promote unlicensed platforms on TikTok, YouTube, and Twitch. These endorsements often depict gambling as glamorous, low-risk, and rewarding—distorting reality for young audiences. The IPRHH warns that these trends “erode the line between entertainment and exploitation.”

Technologically, the state is struggling to keep up. The report criticises the slow pace of enforcement and the overreliance on manual IP blocking. “The system is neither fast enough nor technologically capable to respond to the speed of illegal digital gambling,” the authors conclude.

Audit confirms the diagnosis
The SAO’s findings suggest that regulation is failing not because of bad policy, but because of non-enforcement. Between 2019 and 2025. URHH the Gambling Authority of Slovakia issued more than 600 fines — but allowed over 900 cases to expire without action, as deadlines lapsed. The root cause? Until recently, only one employee managed sanctions enforcement.

“It is not so clear why some received a fine of several thousand, and others avoided sanctions altogether,” admitted Ľubomír Andrassy, Head of the SAO. “There was no internal process. In many cases, the authority simply ran out of time.”

The audit also revealed a legislative loophole that allows gambling halls to continue operating for up to five years, even in municipalities that have banned them, if the local government fails to notify the regulator within five days. The SAO described this as “unreasonable and dysfunctional.”

Gambling is a lucrative business for the Slovak state. From 2018 to 2024, gambling contributed €1.8bn to the budget. Municipalities collected another €113m in licensing fees. In 2024 alone, online casinos generated €126m, up from less than €3m in 2019—largely due to the COVID-19 pandemic, which drove players online during the closure of land-based venues.

But this growth came without guardrails. The state “has no strategy to protect young people or addicts,” the SAO concluded. According to Lenčéš, “We are regulating the margins while ignoring the core problem. Without personnel, without tools, and without strategic direction, regulation becomes theatre.”

Dávid Lenčéš
Blunt enforcements
More than 54% of gambling activity in Slovakia now takes place online. Yet much of that occurs outside the bounds of the legal market. Illegal websites, often tailored for Slovak users with local language, support, and branding, offer frictionless access to high-stakes gambling without registration or restrictions.

Children can play. Addicts can relapse. And there are no limits, no age checks, and no oversight. According to the IPRHH, many platforms even simulate legitimate design features to lull players into a false sense of security.

“Regulated operators are held to high standards,” says Dávid Lenčéš, executive director of the IPRHH, “but that only works if unlicensed providers face real consequences. Right now, they don’t.”

These sites evade detection using VPNs, anonymous payments, and rapidly shifting web domains. Enforcement becomes a game of digital whack-a-mole that the state is losing.

ÚRHH focuses on blocking access to known illegal websites — through DNS filtering and cooperation with internet providers. But without more powerful tools, and with slow identification procedures, this tactic has proved insufficient.

“Blocking IPs is a blunt instrument,” says one analyst familiar with the enforcement framework. “The platforms adapt in hours. The regulators take weeks.”

Can regulatory incoherence be fixed?
At present, Slovakia’s gambling sector is increasingly characterised by contradictions. The government profits from legal gambling, while failing to contain its illegal cousin. It demands strict compliance from licensed firms, while tolerating systemic non-compliance from unlicensed ones.

The lesson from the IPRHH and SAO is sobering: it is not prohibition that fuels black markets, but regulatory incoherence. And unless Slovakia aligns its policy ambitions with the realities of the digital era, it may soon find that the market has already slipped beyond its reach.

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DraftKings to longer accept credit card deposits as of Aug. 25

DraftKings is making a major change to its payment processing rules.

The Boston-based sports betting and daily fantasy giant announced on Thursday plans to no longer accept credit card deposits for its sportsbook and casino operations in the U.S.

Starting Aug. 25, DraftKings customers will no longer be able to use credit cards as a method of payment as the company aims to help customers “avoid cash advance fees and higher interest rates” associated with credit card funding. DraftKings believes the change will improve the user experience for customers while also providing a layer of protection.

Customers who have previously used credit cards to fund their DraftKings accounts will have their stored credit cards disabled for funding with the operator later this month.

“DraftKings has made the strategic business decision to remove credit cards as a deposit option for sportsbook and casino in the United States,” a DraftKings spokesperson told SBC Americas. “Customers can still fund thei..

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ProgressPlay handed £1m UKGC fine for ‘unacceptable’ AML failures

The UK Gambling Commission (UKGC) has issued a £1m fine to ProgressPlay Limited for compliance failures related to anti-money laundering and social responsibility.

Following a UKGC compliance assessment, the operator has also been handed a warning and is expected to undergo a third-party audit within six months of a licence review being concluded to ensure AML and social responsibility policies, procedures, and controls are being effectively implemented.

The Commission noted that the breaches took place over various dates between August 2021 and August 2024.

ProgressPlay, which operates 134 websites, has now faced enforcement action from the UKGC for the second time in three years, as the operator paid a £175,718 fine for social responsibility and AML failures in 2022.

John Pierce, Director of Enforcement and Intelligence at the UKGC, commented: “Gambling businesses must have robust policies and procedures in place to protect consumers and ensure appropriate anti-money laundering controls are maintained. These measures must be actively implemented and regularly tested to confirm their effectiveness.

“This case marks the second time ProgressPlay Limited has been subject to enforcement action by the Gambling Commission. Its failure to meet AML obligations, along with the gaps identified in its social responsibility processes, are unacceptable.”

According to the UKGC, AML failures by ProgressPlay included:

An appropriate Money Laundering and Terrorist Financing (MLTF) risk assessment was not conducted and appropriate controls to minimise MLTF risk were not implemented.

Not considering all business-associated risks, failing to take a sufficient risk-based AML approach.

Transactions carried out during customer relationships, such as verifying source of funds, were not sufficiently scrutinised to ensure transactions were consistent with the casino’s understanding of the customer, their business activities, and their risk profile.

The Commission also stated that the operator’s social responsibility failures included:

Not having adequate systems and processes in place to monitor customer activity at the point of account opening effectively, early identification of potential gambling-related harm or the implementation of appropriate interventions was at risk.

Employing a customer interactions policy which didn’t adequately address the elements of identify, act and evaluate set out in the Remote Customer Interaction section of the Licence Conditions and Codes of Practice.

Not implementing adequate processes to understand the impact of individual interactions and actions on a customer’s behaviour, the continued risk of potential harm, and whether further action is needed.

The UKGC noted that ProgressPlay cooperated with the investigation and took corrective steps to address the failings identified.

“As part of the regulatory outcome, ProgressPlay is now required to undergo an independent third-party audit to assess the adequacy of its compliance arrangements across these areas,” Pierce added.

“Operators should be in no doubt: repeated regulatory breaches will result in increasingly severe enforcement action. We urge all operators to examine the failings identified in this case and take proactive steps to strengthen their own systems and controls.”

September 15 will see SBC organise a groundbreaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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GambleAware calls for safer gambling video guidelines after industry advert study

GambleAware is calling on the UK Government to produce safer gambling video guidelines after new research brings into question the impact of operator’s safer gambling adverts.

In addition, the charity is also calling for more effective monitoring and accountability for industry-led campaigns, as well as a consistent framework to ensure adverts are protective.

Conducted by Thinks Insight & Strategy with academic expert Professor Elliot Ludvig, the research examined the effectiveness of safer gambling video campaigns currently being used by major operators.

Videos used include a control video, ‘Magnets’ stigma campaign by GambleAware, Play at your best by Betfair, Top tips for positive play by William Hill, Take time to think by the Betting and Gaming Council (BGC), as well as Made to play safely by 888.

Participants were randomly exposed to the different safer gambling video adverts, followed by a simulated online environment in which the video’s effect on their subsequent inclination to gamble was captured. This was done to see what safer gambling message types affect gambling behaviours and attitudes, as well as how effective operator methods were in reducing harmful gambling.

‘Backfire effects’

The study noted that Top tips for positive play by William Hill and Made to play safely by 888 adverts had “backfire effects” and led to a significant increase in click-through rates compared to the control.

According to the study, these videos “may encourage gambling engagement, potentially due to their framing or the promotional nature of their messaging. Attitudinal survey results suggest the videos may reinforce the idea that gambling is safe, create a false sense of security, increase gambling intent, and, despite being perceived as trustworthy, subtly downplay gambling risks”.

The study noted that 45% of participants that were shown the Made to play safely by 888 felt as though it suggested gambling was harmless fun, while this figure was 38% for the Top tips for positive play by William Hill.

Ludvig stated: “The 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.

“The findings from this experiment should be used to help to guide the design of effective safer gambling advertising videos and establish standards for measuring their impact.”

Other results

The ‘Magnets’ stigma campaign video was shown to have ‘protective effects’, resulting in a significant decrease in click-through rates, as their personal narrative and serious tone may have helped to foster “greater awareness of gambling harms”.

In addition, the attitudinal survey results suggest that the video “effectively normalises gambling problems as widespread, encourages self-reflection, counters the idea of gambling as harmless fun, and is perceived as trustworthy, potentially enhancing its protective impact on behaviour”.

Of the participants, 15% thought the advert suggested that gambling was harmless fun.

Play at your best by Betfair and Take Time To Think by the BGC were said to not produce significant behaviour changes, as the study stated that the Take Time To Think messaging “had no effect” while the Play at your best “had a straightforward, clear communication style and did not backfire”.

The videos were also said to be able to provide “useful strategies for managing gambling but do not strongly encourage self-regulation or behaviour change, slightly increase gambling intent, and foster a sense of control without clearly influencing gambling decisions”.

Of the participants, 39% thought Play at your best by Betfair suggested that gambling was harmless fun, while this figure was 32% for Take Time To Think by the BGC.

Industry can’t ‘mark its own homework’

GambleAware also noted that the study found that the industry-produced adverts increase gambling intentions among communities most at risk, including younger people and those experiencing gambling problems, as on average, 14% of those aged 18-34 clicked on the “pop up” advert to place a free bet, compared to vs 4% of those aged 55+.

In addition, the charity mentioned that gambling operators are supposed to allocate 20% of their digital and broadcast advertising budgets to safer gambling messaging on digital channels, but prior to this study, there was a lack of monitoring this and a lack of published evidence showing the potential impact.

Alexia Clifford, GambleAware Chief Communications Officer, said: “This new research shows that so-called ‘safer gambling’ videos produced by gambling operators could be doing more harm than good. It’s unacceptable that adverts claiming to help people reduce their risk of harm are encouraging people to gamble more instead.

“The gambling industry cannot be left to ‘mark its own homework’ on such an important issue. We need stronger legislation on gambling marketing and advertising, including more effective monitoring of gambling industry-led advertising campaigns, health warnings on all gambling advertising, and for all adverts to signpost to where people can get help for gambling harms.”

September 15 will see SBC organise a groundbreaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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