GambleAware states that UK authorities must address and understand gambling harms as a public health crisis with extended consequences for households and communities.

The message is led by the GambleAware Annual Treatment and Support Survey of 2024, which reveals that “almost one in three (30%) adults who gamble and are experiencing any risk of gambling problems want treatment, support or advice.” 

The survey, conducted by YouGov for the past five years, notes a steep increase in adults seeking help for gambling-related harms — double the 17% recorded in 2020. 

2024 data and insights underline a troubling rise in the scale of harm, determined in the UK by the Problem Gambling Severity Index (PGSI). Anyone who scores more than eight in the Gambling Survey for Great Britain, run by the UK Gambling Commission (UKGC), is considered to be suffering from gambling harm.

“The proportion experiencing any level of problems with gambling (PGSI score of 1+) has risen to 16%, up from 13% in 2023, with statistically significant rises seen in the proportion in the PGSI 1–2, 3–7 and 8+ categories,” the report read.

Family harms & risk

Research underscores that gambling harm extends far beyond the individual to households and communities. “Overall, 8.1% of the adult population surveyed were classified as an affected other… up from 7.0% in 2023 and the highest figure across years. This corresponds to approximately 4.3 million GB adults.”

The toll on families and loved ones is clear: “Three in four (75%) of affected others” said gambling damaged their relationship with the person who gambles. 69% reported experiencing depression, anxiety or anger, and half (50%) faced direct financial consequences from a loved one’s gambling.

The report also estimates that “around two million children may be living in households with an adult experiencing ‘problem gambling’.” Broader data suggests up to 5.8 million children may be affected by someone else’s gambling, either through financial stress or family disruption.

Qualitative interviews illustrated the personal strain. One participant shared: “I would definitely be looking to cut it down just to enjoy family time more, and be more present, and stop the arguments that occur with friends and family.” (Male, 34, PGSI 4). Another said: “Losing the money was definitely a big influence [in reducing gambling]… losing the money a couple of times in a row. I just said enough is enough, so it was like cold turkey straight away.” (Female, 47, PGSI 5).

Cost of living cuts deeper 

The report shows that gambling harms often compound existing financial pressures. People experiencing “problem gambling” (PGSI 8+) were disproportionately affected by the cost-of-living crisis: “77% reported having taken steps to cut back on essentials such as energy use and food shopping, compared with 49% of those experiencing no reported problems (PGSI 0).”

Crucially, “those experiencing ‘problem gambling’ (PGSI 8+) were the only PGSI group where a majority reported that their gambling has had some impact on their financial situation recently. Over two in five (44%) reported that it has improved as a result, whilst around one in four (23%) said it has worsened.”

For many, short-term wins offered false hope, but the long-term result was instability. One female participant described: “I wasn’t able to buy food for about a week because I’d spent the food shopping money on scratch cards.” (Female, 53, PGSI 7). Another reported borrowing from family to cover everyday costs: “I’d lose, I don’t know, like a hundred pounds… so I’d text my dad, for example, and be like, ‘the washing machine’s broke… I need to borrow a hundred pounds’, because I was trying to constantly make up for what I’d lost again.” (Female, 27, PGSI 18).

Zoë Osmond OBE, CEO of GambleAware, said: “Gambling can be highly addictive, with devastating impacts on people’s lives, relationships and financial stability. While it is encouraging that more people have sought help, this rise may also point to a growing public health crisis. We are increasingly alarmed by how gambling is being normalised and how frequently people—especially young people—are exposed to gambling across Great Britain.”

Public wants stricter advertising rules

The survey also revealed overwhelming support for curbs on gambling advertising, especially when children are exposed. “91% supported a ban on advertising on TV channels or programmes popular with children, and 90% supported a ban on social media.” A majority also backed bans before the 9pm watershed and restrictions at sporting events.

The report warns that gambling is being normalised for young people, with risks heightened by digital media, gaming and the spread of gambling-style content.

Supporting stricter oversight of advertising, Osmond concluded: “To reverse this troubling trend, urgent preventative action is needed. This must include tougher regulation of gambling advertising to stop gambling being portrayed as ‘harmless fun’. 

There should also be mandatory health warnings on all gambling ads, stricter controls on digital and social media marketing, and a full ban on gambling promotion in stadiums and sports venues to protect children and young people from harm.”

UK authorities must understand demand for treatment and support

The 2024 YouGov survey is likely to mark GambleAware’s final research contribution, as the charity prepares to wind down and cease operations by 31 March 2026. Its closure forms part of the UK government’s transition to a statutory levy and a new public health-led system for addressing gambling harms.

Kate Gosschalk, YouGov Associate Director, said: “We are pleased to share the findings from the latest annual Treatment and Support Survey, a substantial online survey of around 18,000 people in addition to interviews with those who gamble. The new data provides valuable insight about gambling harm, including an increase in the number of people seeking support/treatment over the past five years.”

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