Key Points
- GamCare has launched a campaign aimed at problem gamblers
- Campaign encourages people to speak about issues sooner
- A short film and creatives are included
Gambling protection charity GamCare has launched a year-round digital campaign in an effort to encourage people to seek help for potential problem gambling sooner.
The campaign, set up in partnership with creative agency 23red, includes a series of adverts targeting men aged 18-44 and people who have been affected by their loved ones’ gambling activity.
What’s being shown?
When announcing the campaign, GamCare launched a 30-second film to bring to life the intense emotions people can experience while gambling. Within the campaign, there are 30-, 15- and 6-second creatives shown in standard formats. GamCare is planning to make a significant push with the campaign in the New Year, which is one of the busiest times of the year with regards to calls being received by the National Gambling Helpline, founded by GamCare.
Victoria Corbishley, GamCare CEO, said: “Our new creative visualises the inner turmoil that people experiencing gambling harms can feel. It’s a fresh approach that we hope helps people in need, whether they gamble themselves or care about someone who does. We hope they will see those signs and reach out sooner for support.”
Tristan Cavanagh, Creative Director at 23red comments: “Unhealthy gambling habits are often hidden in plain sight. We set out to create something people who are experiencing gambling harms instantly recognise and feel rather than just watch, with visuals that mirror the quiet chaos inside someone’s head. Our aim was to cut through the usual tropes and deliver a piece that resonates emotionally, prompting conversations before harm escalates.”
GamCare founded the National Gambling Helpline in 1997. GamCare receives approximately 100 calls and online chats each day, either from people struggling with the effects of their own gambling or someone else’s.
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Problem gambling rates rise
The Gambling Commission recently published the Gambling Survey for Great Britain (GSGB), showing the problem gambling rate in Great Britain increased to 2.7% for 2024, up from 2.5% for 2023. While this was only a small rise, the rates have risen significantly from the rates being shown in previous surveys. The Commission previously announced in its quarterly telephone survey that in the year to December 2022, a total of 0.2% of 4,000 respondents classed as problem gamblers. The survey was then replaced by the GSGB.
New deposit limits
In an attempt to help combat problem gambling, new regulations around deposit limits are being introduced in phases this year and next. From October 31, operators will be required to prompt customers to set a financial limit before they make their first deposit and give them the opportunity to review and alter their limit. There will also be a requirement to remind customers every six months to review their account and payment information.
Then from June 30, 2026, it will become a requirement for operators to offer players the opportunity to set a deposit limit across a set period of time, such as weekly or monthly limits. While some operators already offer this option, they will become legally obliged to do so.
Operators will have the ability to offer different types of limits, such as loss limits or limits where withdrawals are taken into account. This means players could have the option to not just set limits on the amount of money they are depositing, but also the amount of money they could lose after that money has been deposited.
