GambleAware Calls for Open Discussion on Gambling Harm as Stigma Persists

GambleAware is urging a national conversation on gambling harm, as new data reveals 66% of people feel there is still stigma around the issue. The charity warns this stigma is preventing many from seeking vital help.

According to the study, 28% of those facing gambling problems hide their activities from loved ones, while 24% of those experiencing serious harm avoid support out of shame or embarrassment.

Zoë Osmond OBE, CEO of GambleAware, said:

“Now is the time to have a national conversation about gambling harm. Only by encouraging an open dialogue can we empower people to seek the support they need without judgement.”

To spark conversation, GambleAware has unveiled a powerful installation at Westfield London in White City. Featuring 85,000 poker chips — each representing a child (aged 11-17) affected by gambling harm — the exhibit highlights how widespread the problem is, with the number of affected children doubling since 2023.

Osmond added:

“Our daily lives are inundated with gambling advertising and marketing, normalising what is a risky activity which can have a huge negative effect on people’s lives, even children. This installation aims to shine a light on this pressing issue and encourage meaningful dialogue.”

British racing driver Nicholas Hamilton, who has experienced gambling harm himself, is backing the campaign. He shared:

“What started as a small bet during a football match quickly spiralled out of control, leading to a cycle of fear, shame, and losses that brought me to experience the darkest point in my life.”

He continued:

“Gambling harm can happen to anyone — it doesn’t discriminate. Gambling advertising is everywhere, from sports sponsorships to TV and online ads, and it’s frightening how easily people, even children, can be drawn in. That’s why I’m passionate about raising awareness and encouraging people to seek help like I did – there’s no shame in asking for support.”

GambleAware has also highlighted the saturation of gambling advertising in Britain. Its research found 62% of the public feel gambling is "all around," with two in five encountering it at least twice a day.

Separately, gambling harm prevention group Deal Me Out (DMO) reported that the UK’s gambling black market has attracted over £10m in deposits from adults, based on a survey of children, adults, and gambling content creators.

Meanwhile, Minister for Gambling Baroness Twycross confirmed the introduction of a statutory levy on gambling profits, set to raise £100m annually to fund research, prevention, and treatment.

She said:

“While most people gamble safely, we recognise the impact harmful gambling can have. That is why we are further strengthening protections for those at risk, implementing a stake limit on online slots and stricter rules on gambling marketing.”