Key findings

• Gambling is widely framed as harmless fun, which normalises risk and increases stigma for those experiencing harm.
• Communications are most effective when they address both individual behaviour and wider cultural and environmental factors.
• Independent harm-reduction campaigns can reduce gambling urges, even within a highly saturated marketing environment.
• Fragmented support systems and multiple brands create confusion and barriers to early action.
• Strong academic grounding, lived-experience co-creation, and rigorous evaluation are critical to successful behaviour change campaigns.