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Australia Finds Positive Gambling Messages Trump Shaming
By Shane Addinall Jan 20, 2022 IndustryGambling Research Australia concluded through a trial study that positive gambling messages have a greater impact on reducing gambling harm than messages that drive addiction stigma.A research study conducted by an Australian team of doctors and professors at Central Queensland University found that positive messaging has a significant impact on gambling behaviour. Gambling Research Australia (GRA) commissioned The Experimental Gambling Research Laboratory (EGRL) to conduct a trial on what type of safer gambling messages will be the most effective.
The study included more than 2,000 sports bettors and stretched over 5 weeks during 2021. They displayed positive messages covering five major categories on the gamblers’ devices and profiles during this period, and recorded how it affected time and money spent on wagering.
Carefully Considered Messaging
Through a process of thorough background research within other industries and focus groups to discuss the interpretation of developed messages, the team created 27 messages that cover 5 themes. These are – teaching safer gambling practises, correcting gambling misconceptions, boosting conscious decision-making, norm-based messages, and emotional messages.
Professor Matthew Rockloff, of EGRL, said:
“Over the decades, we’ve observed that people with gambling problems rarely seek help, and research shows perceived social stigma and feelings of shame are driving that reluctance.”
The focus groups comprised researchers, gambling-treatment therapists, and regulators who all concluded that the positive messaging used in treating gambling addiction will have the best results. The statements veered away from shameful, stigma-driven messages. Instead, it focused on corrective, educational information, for example, “Savvy bettors don’t chase losses” and “Gambling less will make it easier to pay for unexpected expenses”.
They recorded noticeable improvement with the participants’ time and money spent from the beginning to the end of the five weeks. Gambling urges and gambling harm scores also dropped significantly during the study.
Self-Reflection and Changed Behaviour
The improvements recorded may indicate behavioural change is possible through consistent gambling messaging. This evidence is important for Australia’s National Framework, which aims to provide strong, nationally consistent protections for consumers of interactive wagering services. Commonwealth, state, and territory governments collaborate in their endeavour to provide evidence-based consistent gambling messaging.
Professor Rockloff noted:
“We believe it is likely that the messages prompted self-reflection for the participants, especially when they related to having control over their expenses.”
In line with Australia’s National Framework and international best practises, these messages will display on remote gambling websites, players’ account windows, mobile apps, and print and broadcast media. Any promotional activities and sponsorships will also bear the positive messages.
Deposit Limits Ineffective
Another study led by GRA tested how effective pre-commitment deposit limits were in aiding consumers to manage their budgets. The study found that most gamblers are not setting limits, and many are unaware that they can set these limits. A four-week trial included over 3,000 racing and sports bettors.
The study concluded that only 41% of the gamblers had used a deposit limit, and less than half of the participants were considering the option. They sent tailored messages during the study and found that 32% of those participants set at least one type of limit. Operators who serve Aussie punters must notify players of the option to set limits and remind them regularly to set a limit.
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