AGA reports responsible gambling tools awareness in US, while GambleAware calls for advertising oversight in UK

Responsible gambling initiatives are being tested differently on each side of the Atlantic: an American Gaming Association (AGA) survey shows widespread awareness and support for tools in the US, while GambleAware research in the UK calls for tighter advertising rules after operator-led campaigns were found to increase engagement.

US survey findings

The AGA released its Responsible Gaming: Awareness & Perceived Effectiveness report in September 2025, based on a YouGov survey of 2,010 US adults conducted between July 29 and August 6. The report said 84% of gamblers in the past year were aware of at least one responsible gaming tool.

Among those familiar with such measures, 91% viewed credit restrictions as effective, 84% cited deposit limits, 83% pointed to employee training, 82% named wager limits, 80% said self-exclusion programs, 75% identified reality checks, and 74% mentioned time limits.

Budget setting was also reported as a common practice. According to the findings, 80% of casino players “always” or “usually” set a budget, with 90% of those saying they “always” or “usually” adhered to it. In sports betting, 60% reported setting budgets and 85% said they kept to them, while in online casinos, 56% set budgets and 78% followed them.

The report also measured responses to the “Play Smart from the Start” campaign. Of those surveyed, 87% said it is important for the gaming industry to promote responsible gambling, and 85% reported a favorable impression of the campaign’s messaging. Between 70% and 73% said the initiative’s pillars—knowing the game, acting intentionally, and maintaining the right mindset—were effective in encouraging responsible play.

UK trial outcomes

In contrast, GambleAware’s findings published in August from a Randomized Controlled Trial indicated that some “safer gambling” advertising produced by operators led to increased gambling behavior. The study tested five advertisements, including campaigns from William Hill and 888, and found that viewers were more likely to engage with gambling after seeing them.

The report stated: “Some gambling industry adverts designed to promote safer gambling are instead increasing gambling behavior.” Nearly half of the respondents said one operator’s advert suggested gambling was “harmless fun.”

Researchers concluded that William Hill’s “Top Tips for Positive Play” and 888’s “Made to Play Safely” campaigns produced higher click-through rates compared with a control video. They suggested that framing and promotional content in the messaging may have influenced this outcome.

Professor Elliot Ludvig, who led the trial, said: “This study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose of helping people control how much they gamble.”

By contrast, GambleAware’s own “Magnets” stigma campaign produced a decrease in click-through rates, with researchers pointing to its more serious tone and use of personal narratives as potential factors.

Younger audiences’ responses

The GambleAware trial also noted differences by age group. Participants aged 18–34 were more than three times as likely to engage with the adverts compared to those 55 and older. Among participants with a Problem Gambling Severity Index (PGSI) score of 8 or higher, 34% of those aged 18–34 who viewed William Hill’s video clicked through to a gambling app, compared with 5% of participants aged 55 and older.

“The gambling industry cannot be left to ‘mark its own homework’ on such an important issue,” said Alexia Clifford, GambleAware’s Chief Communications Officer. “We need stronger legislation on gambling marketing and advertising, including more effective monitoring of gambling industry-led advertising campaigns, health warnings on all gambling advertising, and for all adverts to signpost to where people can get help for gambling harms.”

While GambleAware urged for stricter oversight of advertising in the UK, the AGA has continued to encourage US operators to implement practical measures such as deposit limits, self-exclusion, and budgeting tools, paired with awareness campaigns designed to help players stay “informed and in control.”