New GambleAware Study: Shame Keeps Many UK Gamblers from Seeking Help

A recent study commissioned by UK gambling charity GambleAware has revealed a troubling trend: a significant number of people struggling with gambling addiction are suffering in silence, too ashamed to ask for help.

Many Suffer in Silence

According to the online survey, carried out by YouGov, 1 in 4 people with a gambling problem avoid seeking help due to feelings of shame and self-blame. The study involved over 3,000 adults, including 750 participants identified as having some level of gambling risk using the Problem Gambling Severity Index (PGSI)—a widely recognized tool for measuring gambling-related harm.

Even as public conversations around gambling harms grow louder, the stigma persists. Nearly a third of those with gambling issues said they hide their struggles from friends and family, and almost half of all respondents admitted they wouldn’t know how to support someone with a gambling addiction.

Time to Talk About It

GambleAware CEO Zoë Osmond emphasized the importance of breaking the silence:

“Only by promoting open dialogue can we empower people to seek the support they need without fear of judgment.”

GambleAware has long been working to raise awareness of gambling-related risks in the UK through research, education, and support services. The organization also helps connect individuals and families to professional counseling through initiatives like the National Gambling Support Network.

The Role of Advertising

One of the key concerns raised by the study was the impact of constant gambling advertising. A striking 62% of respondents said that gambling ads are everywhere, with nearly 40% reporting that they see such ads at least twice a day.

More worryingly, 31% of participants said they were exposed to gambling ads as minors, and two-thirds believe these ads play a role in encouraging addictive behaviors. The public seems ready for change—78% of people surveyed support tighter rules on gambling promotions.

This aligns with findings from another 2024 GambleAware report, which highlighted weak regulation around gambling ads in the UK. Even MPs have voiced concerns, with Labour’s Alex Sobel calling for a ban on gambling ads on TV.

Zoë Osmond warned about the dangerous effect of these ads on young minds:

“Our everyday lives are flooded with gambling advertising, normalizing a risky activity—with serious consequences for people’s lives, even for children.”

Reaching the Next Generation

To spotlight the risks for young people, GambleAware recently backed a striking campaign in a London shopping center. The display featured 85,000 poker chips—each representing a UK child aged 11 to 17 who has already encountered gambling in some form. According to the charity, that number has doubled since 2023.

Through its ongoing research and outreach efforts, GambleAware continues to push for change—not just to support those already affected, but to prevent the next generation from falling into the same traps.