Key Moments:
- 84% of US gamblers recently reported awareness of at least one responsible gaming tool, according to the AGA
- GambleAware’s study indicated that certain operator-led “safer gambling” adverts may actually increase gambling behavior
- Individuals aged 18-34 were found to be over three times more likely than those aged 55+ to engage with gambling adverts in an experiment
Industry Initiatives and Player Awareness
Two newly released reports have cast doubt on the impact of industry-driven efforts to promote responsible gambling, with some suggesting these measures could unintentionally contribute to the problem. The American Gaming Association (AGA) shared findings from its latest survey showing what it called “near universal” awareness of responsible gaming tools among US gamblers and strong confidence in their effectiveness.
The AGA’s Responsible Gaming: Awareness & Perceived Effectiveness report, based on a YouGov survey of 2,010 US adults, found that 84% of those who gambled in the past year were aware of at least one responsible gaming tool. Respondents expressed high regard for the practicality of these tools, with 91% rating credit restrictions as effective, followed by 84% for deposit limits, 83% for employee training, 82% for wager limits, 80% for self-exclusion programs, 75% for reality checks, and 74% for time limits.
As #RGEM2025 comes to a close, new AGA research finds that responsible gaming tools are widely known and trusted, with the majority of gamblers setting budgets and sticking to them.
Read more ➡️ https://t.co/lSvDPXdJKD pic.twitter.com/qyq7tMhWxW
— American Gaming Association (@AmericanGaming) September 30, 2025
Budgeting behaviors also appeared robust among US gamblers. In casinos, 80% reported that they ‘always’ or ‘usually’ set a budget before gambling, and 90% said they ‘always’ or ‘usually’ adhered to it. Among sports bettors, 60% set budgets and 85% stuck to them, while 56% of online casino users set budgets and 78% maintained them.
The AGA’s “Play Smart from the Start” campaign has been positioned as addressing a key consumer need, with 87% of past-year gamblers indicating its importance and 85% expressing a favorable view of related messaging.
Operator Advertising and the ‘Backfire Effect’
Contrasting the positive sentiment from the AGA’s findings, a different picture emerged in research commissioned by GambleAware in the UK. A randomized controlled trial tested five “safer gambling” advertisements developed by operators. The results, released in August, showed that some of these ads seemed to encourage greater gambling participation.
GambleAware’s report observed that “some gambling industry adverts designed to promote safer gambling are instead increasing gambling behaviour.” The study suggested these messages might promote a misleading perception of gambling as safe and “harmless fun,” thereby diminishing perceived risks. Nearly half of viewers of a specific operator’s advert felt it characterized gambling as harmless fun.
Advertisements from William Hill and 888 were specifically evaluated. The report stated: “‘Top Tips for Positive Play’ (William Hill) and ‘Made to Play Safely’ (888), led to a significant increase in click-through rates compared to the control.” Researchers added: “These videos may encourage gambling engagement, potentially due to their framing or the promotional nature of their messaging.” Professor Elliot Ludvig explained: “This 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.”
In contrast, a GambleAware-produced stigma awareness ad called “Magnets” resulted in a statistically significant decrease in click-through rates. Researchers attributed the effectiveness to its serious tone and use of personal stories, which heightened awareness of gambling harms.
Advertising Impact by Age
The GambleAware research highlighted that vulnerable groups, particularly young adults, may be more influenced by gambling marketing. The findings showed that participants between 18 and 34 years old were over three times as likely as those aged 55 and above to interact with gambling ads. Data also indicated that clicks on gambling apps during the trial were primarily driven by young adults and individuals facing gambling-related challenges.
Among participants with a Problem Gambling Severity Index (PGSI) score of 8 or higher, 34% who watched William Hill’s video clicked through to the gambling app, compared with 5% of participants aged 55 or above.
Calls for Stronger Oversight
Faced with these findings, GambleAware representatives called for more stringent regulation of gambling advertising and more effective monitoring of industry-led campaigns. Alexia Clifford, the charity’s Chief Communications Officer, said: “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.”
At the same time, the AGA has encouraged US operators to intensify their responsible gambling efforts, combining practical tools such as deposit limits with educational campaigns to help individuals stay informed and maintain control.
Event Spotlight
SiGMA North America is preparing to gather 4,000 attendees in Mexico City from September 1 to 3, 2026, offering a platform for transactions, expert insights, and networking opportunities between North and Latin America.
| Report/Initiative | Key Finding | Target Audience/Population |
|---|---|---|
| AGA Responsible Gaming Report | 84% aware of at least one responsible gaming tool; high perceived effectiveness of tools | US gamblers |
| GambleAware Advertising Study | Some “safer gambling” ads increased gambling behavior; 18-34 age group most responsive to ads | UK residents (controlled experiment) |
- Author
Daniel Williams
