Responsible gambling requires making informed choices when engaging in gambling activities, such as learning how the games work, restricting time and money spent and setting appropriate boundaries.
This approach reflects several industry-led interventions, which often depict harms as limited to an isolated minority and promote voluntary measures for individuals. Independent research on campaigns funded by other harmful products has repeatedly shown them to be ineffective or misleading.
Educating the Public
Responsible gambling campaigns aim to raise public awareness about the dangers associated with gambling through various activities including advertising, sponsorship, promotions, public relations, donations and lobbying (among others). Such practices serve a dual purpose by simultaneously promoting products while altering attitudes about the industry (Alexius 2017; Miller and Thomas 2018). They also serve to legitimize it as responsible corporate citizens thereby deterring government regulation (Alexius 2017; Miller and Thomas 2018).
New York State’s “Stick to Your Game Plan” campaign is an integrated digital, radio, and TV ad intended to remind those who gamble of their responsibility by setting financial limits, abstaining from alcohol and drugs, seeking help when needed and setting financial limits when gambling. Similar efforts highlight how it’s better to prevent problem gambling rather than treat and manage it afterward; furthermore this campaign promotes healthy lifestyle habits like getting enough sleep and eating healthily.
Promoting Healthy Habits
Gambling can be an enjoyable activity that can result in extra income or a small loss, but for a small minority it may become something darker; compulsive gambling can become addictive and result in issues with daily tasks and overall wellness.
To address this problem, many state-regulated sportsbooks and casino apps offer self-exclusion features which enable users to temporarily withdraw themselves from their accounts for a given amount of time or period. Some also feature reality check features that remind players when it’s time for a break or they have had enough gambling for one day.
Massachusetts Council on Problem Gambling works to promote responsible gambling by increasing awareness and treatment services. Their campaigns educate people on the risks and warning signs associated with problem gambling; including an anonymous self-screening tool available free of charge online. They also offer training to casino staff to encourage responsible gaming practices.
Addressing Problem Gambling
Addiction to gambling is a serious threat that has devastating repercussions for individuals and their families. Most gamble responsibly; however, 5 million Americans may experience problem gambling and it is important for gambling operators to recognize any warning signs in customers and link those experiencing difficulty to resources for support and treatment.
Engagement with communities affected by gambling disorders allows prevention efforts to be culturally and linguistically responsive, increasing their efficacy while helping combat stigmatization of those seeking treatment for a gambling disorder.
BetMGM, in anticipation of legal sports betting, has pledged to include responsible gambling messaging in its advertising campaigns. Their Pause Before You Play campaign provides tools that help players set time and money limits while providing information about how gambling works; dispel common gambling misconceptions; and connect players with GameSense advisors. The campaign launched March 1, coinciding with Problem Gambling Awareness Month.
Addressing Addiction
Gambling does not affect everyone adversely; however, some may experience financial or mental health consequences due to gambling. Responsible gambling campaigns offer players tools and information needed to keep their gaming habits healthy.
Incorporating digital tools such as time/money limit settings, reality check features and self-exclusion from gaming websites are among the many tools used. Furthermore, many jurisdictions mandate training for casino employees on how to identify potential problem gamblers as well as treatment signposting services for those needing them is also crucial for safeguarding gambling addictions.
To evaluate the success of campaigns, a rigorous evaluation process is conducted. This includes campaign tracking combined with social media metrics and PR metrics as well as survey data collected from individuals who have completed a Grunk-related questionnaire; this information can then be shared among all stakeholders to develop more successful programs.