GambleAware's UK safe gambling awareness peaks before closure
A final report from GambleAware has revealed unprecedented success in the fight against the stigma of gambling addiction in Great Britain. After a three-year public health campaign, the organization reports that 90% of its target audience took proactive steps to seek help or advice, marking a milestone in the safety of the British betting ecosystem.
Results of the "Let’s Open Up About Gambling" campaign
The initiative, independently evaluated by the consultancy Ipsos, was carried out in critical phases between 2023 and May 2025. The most notable data from the report include:
- Direct action: 9 out of 10 people exposed to the campaign used support tools or sought professional advice.
- Breaking the silence: Two out of five people in the risk group started conversations about their gambling habits thanks to the campaign.
- Digital traffic: A massive increase in the use of the Service Finder and Self-Assessment questionnaires on GambleAware’s official portal.
The end of an era and the new funding model
This report arrives at a moment of historic transition. GambleAware will cease operations in March 2026, giving way to a new regime managed by the Prevention Commissioner. This change will be funded through the new mandatory gambling tax (Statutory Levy) in the United Kingdom, ensuring that the industry covers prevention costs proportionally to its revenues.
The challenge against £2 billion in advertising
Despite the success, Emma Munro-Faure, GambleAware’s marketing director, warned about the unequal conditions in the market:
"We are proud to have helped thousands of people, but stigma remains an obstacle. With the industry spending £2 billion annually on advertising, we need stronger restrictions and clear signage pointing to the free help available."
The report recommends that future campaigns, under the leadership of the new Commissioner, be designed together with people with "lived experience", using real testimonies to generate an emotional connection and reduce the shame associated with seeking support.
Tags: United Kingdom, UK, safe gambling United Kingdom, United Kingdom gambling addiction prevention, GambleAware