‘Everyone who’s a problem gambler once thought they had no problem’

There is a new target in sight as the betting industry joins together for a second year to raise awareness of the pitfalls of problem gambling through Responsible Gambling Week, which starts today.

This time the campaign is aiming at those who do not consider they have a problem, rather than those whose lives have already been blighted by their addiction.

John Hagan, chairman of the Industry Group for Responsible Gambling (IGRG), explains the strategy: “Research suggests there has been an over-emphasis in addressing those who are problem gamblers rather than everybody who is gambling. Customers think a lot of the messaging isn’t for them, that it’s only for people who really have a problem.

John Hagan, the chairman of the Industry Group for Responsible Gambling, is trying to raise self-awareness among all punters

“That means the message isn’t getting through,” Hagan adds. “So we’re promoting self-awareness among all customers. You’ll see conversation-starters such as ‘Just a heads-up – do you lose track of time when you’re gambling?’ or ‘Do you set yourself limits’ ‘Ask yourself, have you spent more than you budgeted?'

“It’s important to remember that everyone who’s a problem gambler is someone who once thought they didn’t have a problem.

“This campaign is reaching out to all customers, informing them of the tools available to help them gamble responsibly. We want to show them it’s part of the everyday enjoyment of gambling.”

Hagan: 'Research suggests there has been an over-emphasis in addressing those who are problem gamblers rather than everybody who is gambling'

There will be other changes of emphasis too as the IGRG seeks to build on the positives from last year’s campaign and adapt their strategy based on what was learnt.Out go the roadshows that took the message around the country and in comes a targeted approach.

“Gamcare is running sessions in training those who come across gambling issues in their work, such as teachers and social workers.”
“Another charity, YGam [Young Gamblers Education Trust] will be going into universities.”

So was last year’s campaign a success? Did it fulfil its objectives?

“It’s the first time the industry had spoken with one voice and we thought it was successful,” Hagan adds. “There were some pleasing figures, with ten million social media impressions and it was the busiest week ever on the gambleaware.com website where there’s so much helpful information signposting to treatment. We’re aiming for this year to be bigger and better.”

It will certainly be difficult to ignore on the high street, as every participating bookmaker – Britain and Ireland together for the first time – will have their window display taken over by posters.

Every participating bookmaker will have their window display taken over by postersCredit: Edward Whitaker

Online punters will be a hit with a pop-up message the first time they log into their account, while those who frequent casinos will be confronted with electronic rolling signs drilling home the message while staff offer advice and a listening ear over a cup of tea.

And what help can punters expect from those who have face to face contact with the problem, betting shop staff? “Those working in the front line are best placed to spot problematic betting behaviour,” Hagan says. “It’s about timely interaction with customers.

"And although we need to retain a sense of perspective, in that statistics show the level of problem gambling has remained stable, there’s no room for complacency. It must be remembered the problem gamblers in those statistics are not the same ones all the time. People get help and move on but others take their place so there’s an ambition to lower those figures.”

Hagan is optimistic Responsible Gambling Week can play its part: “There’s a different dynamic within the industry this week. It’s a real opportunity to have a positive conversation with customers, their families and friends about what gambling responsibly is all about.”

If you are concerned about your gambling and are worried you may have a problem, click to find advice on how you can receive help