Ipsos research explores stigma around gambling harms

GambleAware commissioned Ipsos to undertake survey research to inform the launch of their stigma reduction campaign and explore misconceptions around those experiencing harms from gambling. 

The findings show that:

• The public are less likely to associate gambling disorder as a health issue compared to other health issues: Under half (46%) feel that gambling disorder is a health issue, which is significantly lower than for adjacent harms such as alcohol dependence (65%) or drug dependence (63%).
• There is a common perception that harms experienced from gambling are mainly the fault of the individual, rather than a shared responsibility: over two in five (43%) feel that harms from gambling are the individual’s fault, rather than a result of wider factors such as regulation of gambling companies and wider structural inequalities.
• Those who take part in gambling activities have a low association with the term ‘gambling’: over half (53%) of adults that have gambled recently wouldn’t consider themselves to be ‘someone who gambles’; the same proportion would feel uncomfortable being described as ‘a gambler’(53%).
• Stigma and discrimination are key barriers to talking about gambling harms: the majority (61%) are put off talking to those experiencing problems with gambling about it due to concerns relating to stigma and discrimination. Common barriers include feeling uncomfortable bringing up the topic (23%), worry over how others will react (23%) and worry about making others feel ashamed or guilty (23%).
• There is room to improve awareness of how best to talk of those experiencing harms: over half of UK adults (52%) are not confident about what appropriate language to use when referring to individuals that have experience harms from their gambling. Two-thirds of people would choose the word ‘impulsive’ to describe someone experiencing gambling harms (67%), while 55% would choose the word ‘irresponsible’. 
• There is a common feeling that those experiencing harm are judged by wider society: Three in five (62%) agree that people negatively judge those experiencing gambling harms.

Technical note
Ipsos surveyed 2,142 adults aged 18-75 across Great Britain through the, Ipsos iSay online panel. The fieldwork dates were 27th - 29th January 2023. Data were weighted to the known adult population of Great Britain, by age, gender and work status.