GambleAware has published the results of its three-year public health campaign focused on gambling harm stigma. The charity says the work helped people feel more comfortable asking for support. It is now urging policymakers to build on this approach under the new statutory system.

• The “Let’s Open Up About Gambling” campaign ran from April 2023 to May 2025 and set out to make conversations about harm feel more normal. It used real stories from people affected by gambling problems to reflect everyday experiences. The campaign and its impact were independently reviewed by Ipsos.

• The report shows that more than 90% of the target audience said they took some form of action after seeing the campaign. This included searching for information, using online tools, or reaching out for support. GambleAware said traffic increased across its Service Finder and self-assessment tools during the campaign period.

• The campaign also appeared to change how people talk about gambling harm stigma. Around two in five people said they had a conversation about gambling after being exposed to the messaging. GambleAware views this as a sign that stigma can be reduced when people recognise the issue in themselves or others.

• Commenting on the findings, marketing director Emma Munro-Faure said: “With gambling companies spending GBP 2 billion (ca. EUR 2.3 billion) a year on advertising, we need stronger restrictions and clearer signposting to the free help and support available.”

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