Industry-funded charity GambleAware is calling for UK gambling ads to contain smoking-style health warnings as it warns of an upcoming marketing surge ahead of the Euros.
It says that the current indusrty-approved slogan; ‘Take Time to Think’ is “inadequate” ahead of a blockbuster summer of sport that could make it more difficult for people to reduce or put a stop to their gambling.
This move sees the charity now firmly at odds with the industry it represents as the ‘Take Time to Think’ strapline was launched via the Betting & Gaming Council (BGC) lobby group.
The BGC has since defended the slogan, pointing out that it was crafted in consultation with the government, academics and GambleAware itself, making it the most “effective way of encouraging responsible betting”.
“We know that gambling advertising can contribute to the normalisation of gambling as just a bit of ‘harmless fun’. We want to see stronger restrictions on gambling advertising to protect people from harm,” said GambleAware chief communications officer, Alexia Clifford.
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“We 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.”
According to The Guardian, GambleAware is now urging the industry to adopt a new set of health warning-style messages, such as ‘Gambling can be addictive’ and ‘Gambling comes at a cost’.
The messages would be rooted in the insight that more than half of those who suffer from problems with gambling say that ads make it harder for them to cut down.
A statement from BGC said: “The ‘Take Time To Think’ campaign was launched after extensive customer research, as well as engagement with academics, government, operators and stakeholders including GambleAware on the most effective way of encouraging responsible betting.
“The white paper committed to review customer messaging, including those provided by industry, and we look forward to engaging on that work with whoever forms the next government.”
