GambleAware has desired for the implementation of smoking-style health warnings in advertisements for bookmakers and online casinos. The UK gambling charity is concerned about the rise in betting ads during the Euro 2024 football tournament. They fear it could hinder individuals trying to cut back or quit gambling.

The charity has criticized the current industry-approved slogan. Its slogan says “Take Time To Think”. GambleAware has criticized the current industry-approved slogan featured in gambling advertisements, calling it inadequate. Based on research indicating that extensive exposure to betting ads, especially during major sports events, makes it more challenging for individuals with gambling problems to abstain, GambleAware has proposed its own guidelines.
Critics have questioned GambleAware’s independence because it is funded by donations from the gambling industry. Nevertheless, its push to replace the “Take Time To Think” slogan may lead to a conflict with the industry operators and their lobby group, the BGC or Betting & Gaming Council. They developed the slogan.
The previous slogan had also faced remarkable criticism. It said, “When the fun stops, stop”. The BGC defends the current slogan. The “Take Time To Think” was developed via consultation with the government and academics to find the most effective way of promoting responsible betting.
Currently, GambleAware advocates for ads to feature new health warnings like “Gambling can be addictive” and “Gambling comes at a cost”. GambleAware commissioned a YouGov survey and found that over half of those with gambling problems reported that seeing ads made it difficult for them to reduce their gambling. In similar fashion, 55% felt overwhelmed by the commonness of gambling advertisements.
Chief communications officer at GambleAware, Alexia Clifford said that they know that gambling advertising can contribute to the normalization of gambling as just a bit of harmless fun. They want to see stronger restrictions on gambling advertising to protect people from harm. They hope the health warnings and clear signposting set out in these new guidelines will ensure that people are clear about the risks of gambling and where to go for help and support should they need it.