Key findings

• There is an estimated 600,000 people experiencing ‘problem gambling’ who take part in the National Lottery Draw, making it the gambling product able to reach the highest volume of people experiencing gambling harm.
• The National Lottery operator, Allwyn, was the largest spender of any gambling brand on advertising in 2024, again demonstrating the reach of the brand.
• The House of Commons Culture, Media and Sport Select Committee concluded in its 2022 inquiry on the National Lottery that, “with immediate effect, all National Lottery products should carry GambleAware branding” , but the National Lottery is yet to do so.
• Most of the public are in support of the National Lottery signposting to GambleAware on both products (74%) and advertising (69%).
• The National Lottery has diversified into higher-risk products (e.g., online instant win games) which could put the public at an increased risk of harm. This is exacerbated by new marketing strategies (e.g., encouraging the gifting of scratch cards), increased accessibility (e.g., online app) and products which may be more appealing among children (e.g., chocolate scented scratchcards).