The approach to promoting responsible gambling is evolving on both sides of the Atlantic: while a survey by the American Gaming Association (AGA) highlights significant awareness and endorsement of responsible gambling tools in the USA, research by GambleAware in the UK advocates for stricter advertising regulations after discovering that campaigns driven by operators boost engagement levels.
Insights from the US Survey
The AGA published its Responsible Gaming: Awareness & Perceived Effectiveness report in September 2025, derived from a YouGov survey involving 2,010 American adults conducted from July 29 to August 6. The report indicated that 84% of gamblers over the past year recognized at least one responsible gaming tool.
Among participants knowledgeable about these tools, 91% found credit restrictions effective, 84% mentioned deposit limits, 83% emphasized employee training, 82% recognized wager limits, 80% supported self-exclusion initiatives, 75% noted reality checks, and 74% identified time restrictions.
Budgeting was recognized as a prevalent habit. The findings revealed that 80% of casino players “always” or “usually” establish a budget, with 90% of those adhering to it. In sports betting, 60% reported setting budgets and 85% claimed to follow them, while 56% set budgets in online casinos, with 78% adhering to them.
The report also evaluated reactions to the “Play Smart from the Start” initiative. A significant 87% of survey participants felt it was critical for the gaming industry to advocate for responsible gambling, and 85% had a positive impression of the campaign’s messaging. Between 70% and 73% of respondents believed the campaign’s core principles—understanding the game, acting purposefully, and maintaining a positive mindset—were instrumental in fostering responsible play.
Findings from the UK Trial
Contrastingly, findings from GambleAware’s publication in August based on a Randomized Controlled Trial revealed that certain “safer gambling” advertisements produced by operators led to an uptick in gambling behavior. The study assessed five advertisements, including those from William Hill and 888, concluding that audiences were more inclined to engage in gambling after exposure to these ads.
The report affirmed: “Some gambling industry advertisements aimed at promoting safer gambling inadvertently encourage gambling behavior.” Almost half of the respondents indicated that one operator’s advertisement implied that gambling was “harmless fun.”
Researchers noted that William Hill’s “Top Tips for Positive Play” and 888’s “Made to Play Safely” campaigns led to higher click-through rates compared to a control video, suggesting that the framing and promotional aspects in the messaging might have affected this influence.
Professor Elliot Ludvig, who led the experiment, commented: “Our study indicates that certain safer gambling videos may have a counterproductive impact, fostering gambling behavior and contradicting their aim of assisting individuals in managing their gambling levels.”
In contrast, GambleAware’s own “Magnets” stigma campaign resulted in lower click-through rates, with researchers attributing this to its more serious tone and the use of personal narratives.
Responses from Younger Audiences
The GambleAware trial also highlighted variations by age group. Participants aged 18–34 demonstrated over three times the likelihood of engaging with the advertisements compared to those aged 55 and above. Among participants with a Problem Gambling Severity Index (PGSI) score of 8 or higher, 34% of the 18–34 age group who viewed William Hill’s video clicked through to a gambling app, compared to just 5% of those aged 55 and older.
“The gambling sector must not self-regulate on such paramount issues,” stated Alexia Clifford, GambleAware’s Chief Communications Officer. “We require stricter laws governing gambling marketing and advertising, enhanced monitoring of industry-led advertising efforts, health warnings on all gambling ads, and prompts directing individuals to resources for gambling-related assistance.”
While GambleAware advocated for more stringent advertising oversight in the UK, the AGA continues to motivate US operators to implement practical measures such as deposit limits, self-exclusion options, and budgeting tools, alongside awareness initiatives aimed at keeping players “informed and in control.”