In this document you will find evidence-based guidance for how to improve existing safer gambling messaging on gambling operator adverts. This is being provided to reduce gambling harm and to improve how support is signposted to those experiencing gambling harm.

This has been informed by extensive qualitative and quantitative research commissioned by GambleAware which was conducted by independent specialist communications agency The Outsiders and global survey experts YouGov. It was also supported by expert consultants from the Behavioural Insights Team and the University of Bristol.

This document is designed to be used by anyone involved in developing communications for gambling operators, as well as anyone with an interest in safer gambling messaging. This includes people who work in other capacities at an operator, people who work in the media, in advertising or at charity organisations seeking to raise awareness of the risks involved in gambling.