Key findings​

• The research has shown that some operator-led safer gambling videos encourage gambling rather than safer gambling. Gambling companies presenting gambling as ‘harmless fun’ looks to be factor driving this “backfire” effect.​ 
• The GambleAware ‘Magnets’ Stigma Campaign video was found to have a protective effect and reduced the likelihood of engaging with gambling. The advert seems to encourages self-reflection, counters the idea of gambling as harmless fun, and appears more trustworthy due to the separation from gambling companies.​
• The research also showed that young people and those already experiencing harm were most susceptible to engaging with advertising.​
• The research questions the role of self-regulation, and the need for guidelines to be created independent of industry. It also emphasises the need for more effective monitoring and accountability for the 20% of operators digital and broadcast budgets which are supposed to be spent on safer gambling.