Key findings

• People who experience gambling harms often face multiple forms of stigma — including internalised feelings of shame, direct discrimination, and awareness of wider public judgement.

• These forms of stigma are interrelated, with experienced stigma strongly linked to self-stigma.

• Stigma is more commonly reported among certain groups, including younger people, women, ethnic and religious minorities, single parents, and those experiencing other challenges such as substance use.

• Those with lived experience of gambling harms were less likely to stigmatise others, but more likely to feel stigmatised themselves.

• People were particularly reluctant to engage with individuals experiencing gambling harms when combined with other stigmatised traits such as drug or alcohol use.

• Perceived stigma was a key barrier to seeking support. However, those who had accessed services often reported higher levels of experienced and internalised stigma, suggesting stigma may both prevent and accompany help-seeking.

• Stigma was closely associated with psychological distress, highlighting its potential role in worsening overall wellbeing.

• Face-to-face gambling activities, such as betting in person or playing slot machines, were more strongly associated with experienced stigma than less visible forms of gambling like online play or the National Lottery.