Some addiction prevention messages work better than others
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3 Apr 2026 •
Reading time: 3 minutes
A study conducted by researchers in the UK and Hong Kong sheds new light on the issue: the most effective prevention messages are not those that appeal to individual responsibility, but those that directly highlight the role and practices of gambling operators.
A radically different approach
For years, prevention campaigns have relied on holding players accountable. Slogans such as ‘gamble responsibly’ have flooded screens and online platforms. But this approach is now being called into question.
Researchers from the UK and Hong Kong have explored a different avenue, inspired in particular by anti-smoking campaigns. Their aim was to test the effectiveness of so-called ‘anti-industry’ messages, which no longer focus on the player’s behaviour, but on the intentions of gambling companies.
Among the messages tested, some are particularly direct: “The main aim of gambling companies is to maximise their profits from players’ losses” or “Gambling products are designed to be addictive”.
A large-scale study
To assess the impact of these messages, the researchers conducted a study involving nearly 4,100 people. Ten warning texts, taken from existing campaigns or specially designed for the study, were presented to the participants. They were asked to answer several key questions: did the message seem relevant to them? Was it credible? And, above all, did it make them want to cut down on their gambling?
This protocol allowed the researchers to go beyond mere impressions by measuring the actual reception of each message.
Participants also completed a recognised questionnaire: the PGSI, used to measure the level of gambling risk. The higher the score, the greater the risk of harm or addiction.
All the messages had a positive effect on those with a score of at least two. In other words, even players at moderate risk were receptive to these warnings.
Messages directly criticising the gambling industry proved to be the most effective, particularly among the most vulnerable players. Participants reported feeling less guilty after seeing these messages.
The three most compelling messages
Of the ten messages tested, three stand out clearly:
- The first highlights that operators’ business model relies on players’ losses. It comes from a local campaign run in Manchester, entitled ‘Odds Are: They Win’.
- The second highlights that gambling companies do not make their money by creating winners.
- The third asserts that gambling products are designed to be addictive.
Why do these messages work better? According to the researchers, their strength lies in their credibility. By directly laying bare the sector’s economic mechanisms, they offer a more transparent view of the reality of gambling. They do not merely offer advice: they explain a system.
One solution among many
The researchers remain cautious. Messages, even the most effective ones, are just one tool among many. Preventing excessive gambling requires a comprehensive approach: regulation, advertising restrictions, self-control tools, and support for players.
In some countries, systems allow players to voluntarily exclude themselves from gambling platforms. This is particularly the case with exclusion registers such as the EPIS register.
A new avenue to explore
This study marks a turning point in how prevention is approached. By highlighting the effectiveness of messages against the industry, it paves the way for more direct, more transparent, and potentially more impactful strategies.