GambleAware has recorded a landmark achievement with its three-year problem gambling awareness campaign reaching a 90% success rate.

The ‘Let’s Open Up About Gambling’ initiative was first launched back in April 2023 with the goal of lowering the stigma associated with gambling disorders. The campaign ran up until May 2025, and according to a GambleAware-commissioned report by Ipsos UK, it has proved notably successful.

Estimates produced by Ipsos put the percentage of the campaign’s effectiveness at over 90%, with almost all targeted individuals confirming that they’ve taken action after seeing the adverts, including seeking GambleAware’s online services for more advice. 

This means that problem gambling education has been inadvertently increased to various degrees among over 90% of participants. Additionally, two in five of the target audience have said that they’ve been prompted to talk about gambling as a result of the campaign.

Not only that, GambleAware also tied the length of the campaign’s duration with an increase in the uptake of support and digital tools on its website.

In its report, Ipsos concluded that GambleAware’s strategy to utilise real stories of people with lived experiences has played a major role in the campaign’s success, and recommended that similar initiatives in the future should take the same approach to build trust through compassion.

This recommendation will mainly refer to the NHS starting April, as the health body replaces GambleAware as the Chief Commissioner of Research, Prevention and Treatment (RET) of gambling harms as part of the UK’s new statutory levy – with the charity officially closing on 31 March.

Gambling ads still a problem, GambleAware says

In addition to lauding the campaign’s success, GambleAware leadership remained adamant that gambling marketing spent in the UK should either be reduced or matched with safer gambling messaging.

Emma Munro-Faure, GambleAware Director of Marketing, said: “We’re proud that this campaign helped thousands of people to seek support for gambling harms. 

“But stigma remains a major barrier, and with gambling companies spending £2bn a year on advertising, we need stronger restrictions and clearer signposting to the free help and support available.”

The £2bn figure cited by Munro-Faure is based on a 2025 report by The Guardian, which was published days prior to the 26 November UK Budget announcement that raised the Remote Gaming Duty (RGD) from 21% to 40%.

Raising taxes for the gambling industry caused numerous heated debates throughout last year, with proponents deeming the sector a social health concern that should be put on par with alcohol and tobacco, while gambling stakeholders pointed to the long list of taxes that the gambling industry was already being subjected to.

Regardless, results were divisive, with Chancellor of the Exchequer Rachel Reeves increasing the RGD and the General Betting Duty (15% to 25%), sparing horse racing from any tax hikes, and abolishing the bingo duty completely – setting the foundations for a different UK gambling market in 2026.