GambleAware adverts encourage families to talk about gambling

GambleAware adverts encourage families to talk about gambling

Tuesday, February 28, 2017 Posted by Luke Massey
The online-only campaign has been launched in the North of England

GambleAware has launched a trial advertising campaign to promote awareness of problem gambling in the North West and North East of England, after a poll of 16-24 year olds in the region revealed that one in six (17%) had lied to their family about gambling.

The pilot, which debuted on YouTube last week, has been created as an online-only campaign to reflect the fact that TV viewing rates for 16-24 year olds dropped by 27% in 2016. The two adverts are designed to encourage conversation about problem gambling amongst young people and how to deal with this ‘hidden addiction’.

In 2015/16, GambleAware funded treatment for a total of 379 clients in the north of England for those between the ages of 15 and 24. The clients, with an average age of 21.9, came from a range of socio-economic backgrounds and had each experienced some form of loss due to gambling.

90% of these 379 clients had referred themselves for treatment, with 44% in debt from problem gambling and 8% of those debts amounting to more than £10,000. Almost seven in ten young people surveyed had their first experience of gambling with their parents, with 19% of those admitting that they went on to lie about their gambling to a family member in later years.

Marc Etches, CEO at GambleAware, told "Young people often perceive risk and chance differently, so can become prone to the consequences of problem gambling. From our research, it's apparent families aren't talking about gambling enough, so it's important we encourage young people to talk about it amongst their peers. Our new videos are designed to start conversations, as we want to reach people before their gambling habits become a cause for concern."

Totally Gaming says: GambleAware insists that the number of young people gambling remains low, but acknowledges that the 16-24 age range is more susceptible than the adult population to the dangers of problem gambling. The adverts promote an openness to dealing with the issue, within a targeted online-only pilot initiative which reflects a consumption change for young people.

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