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A groundbreaking study led by Swansea University has revealed that a counter-advertising video strategy could help mitigate the powerful influence of gambling advertisements. Published in the journal Addiction, the research indicates that showing individuals a counter-advertising video significantly increased their skepticism toward gambling ads and reduced their engagement with so-called “free offers” promoted by the gambling industry.
The study, which involved a team of psychologists from Swansea University, University of Bristol, and CQ University in Australia, tested the counter-advertising video on 1,200 young adult gamblers. The results were promising: viewers who watched the video became more skeptical of gambling advertisements, a skepticism that remained even a month later. Additionally, 21% of participants stopped engaging with gambling offers altogether after viewing the video—a compelling indicator that consumers can be taught to recognize and resist the tactics used by the industry.
Dr. Jamie Torrance, the lead researcher from Swansea University, emphasized the omnipresence of gambling advertisements, stating, “Gambling ads are impossible to escape. Whether it’s the 30-second spots plastered all over live sports, the chirpy jingles worming their way into your head during TV breaks, or the endless pop-ups online, the betting industry is always shouting for your attention.” The UK gambling industry currently spends a staggering £1.5 billion annually on advertising.
In response to this overwhelming influence, the research team took a bold approach by using the gambling industry’s own advertising strategies—snappy messaging, visual examples, and satire—against it. The result was a counter-advertising video that did not attempt to sell the dream of gambling but instead exposed the industry’s persuasive tactics.
The study’s findings are particularly timely, with the UK government implementing a new gambling levy and grappling with the growing concern of gambling’s deep integration into everyday life. “From soccer kits to prime-time TV, gambling is sold as part of the fun,” Dr. Torrance noted. “But scratch beneath the surface, and it’s a multi-billion-pound industry built on persuasion—and losses.”
The scale of gambling advertising is staggering, with the average UK viewer seeing up to 1,500 gambling-related ads per year. Soccer fans are exposed even more—one recent season of Premier League matches featured a gambling-related logo every 10 seconds during broadcasts.
While the study shows promise, Dr. Torrance cautioned that no single solution could completely dismantle the gambling industry’s advertising power. “The £1.5 billion advertising machine won’t stop spinning on its own. But counter-advertising is a step towards giving people the tools to resist the glossy allure of gambling ads—and it’s a step worth taking,” he said.
Clive Tyldesley, a professional soccer commentator, also voiced his support, commenting, “By playing the betting companies at their own game and using the same approach to delivering these important cautionary messages, these videos will hopefully hit home every bit as hard.”
The Coalition to End Gambling Ads echoed Dr. Torrance’s sentiments, with leader Will Prochaska calling on the government to prioritize ending gambling advertising entirely. “This study shows that if the public is armed with the facts about how the gambling industry operates, they’re far less susceptible to being lured into using harmful products,” Prochaska said.
Disclaimer: This article discusses a study conducted by Swansea University and associated research teams. The views expressed are those of the researchers and individuals cited, and not necessarily those of the publication or its editorial staff. The information contained in this article is for educational purposes only and should not be considered as medical or psychological advice.
