GambleAware has urged people to open up about gambling harm with new data revealing that 66% of people feel that there is stigma around the issue.

The charity has warned that such stigma is holding people back from seeking vital support. 

For example, the study shows that 28% of those who experience problems with gambling hide their activities from their family and friends, and 24% who are experiencing the most serious harm do not seek support due to feelings of shame or embarrassment.

Zoë Osmond OBE, CEO of GambleAware, commented: “Now is the time to have a national conversation about gambling harm. Only by encouraging an open dialogue can we  empower people to seek the support they need without judgement.”

The organisation has installed a new installation at Westfield London in White City, featuring 85,000 poker chips to encourage conversation surrounding the problem, as it highlights how anyone could be at risk of harm, including children.

In detail, the installation illustrates the estimated number of children affected by gambling harm. Each chip represents one child (aged 11-17) experiencing harm from their own gambling in Britain in 20242 -a figure which has doubled since 2023.

Osmond added: “Our daily lives are inundated with gambling advertising and marketing, normalising what is a risky activity which can have a huge negative effect on people’s lives, even children. This installation representing the 85,000 children affected aims to shine a  light on this pressing issue and encourage meaningful dialogue.”

British racing driver, Nicholas Hamilton, is supporting the campaign after having experienced gambling harm in the past which led to mental health issues. 

“What started as a small bet during a football match quickly spiralled out of control, leading to a cycle of fear, shame, and losses that brought me to experience the darkest point in my life,” he said. 

“Gambling harm can happen to anyone – it doesn’t discriminate based on age, background, or circumstance.

“Gambling advertising is everywhere in day-to-day life, from sport sponsorships to online and TV adverts and it’s frightening how easily people can be drawn in, even children. 

“That’s why I’m passionate about raising awareness and encouraging people to seek help like I did – there’s no shame in asking for support, and I hope that by sharing my experience, I can inspire others to take the first step towards recovery.”

The charity has put great emphasis on the widespread level of gambling advertising in Britain, which it suggests positions gambling as ‘a harmless bit of fun’.

The new data reports that 62% of the public say that gambling is all around, with two in five saying they see it at least twice a day. 

Meanwhile, in recent weeks, Deal Me Out (DMO), a gambling harm prevention and education organisation, published a report examining the extent of a gambling black market in the UK. 

Based on a survey of 1,250 children, 300 adults, and 10 gambling content creators, the UK black market has received more than £10m in deposits from adult consumers alone.

Minister for Gambling Baroness Twycross announced that a statutory levy on gambling profits has now been introduced, which will raise around £100m each year to fund research, prevention and treatment, further encouraging the public conversation around gambling harm.

She concluded: “While most people gamble safely, we recognise the impact harmful gambling can have. That is why we are further strengthening protections for those at risk, implementing a stake limit on online slots and stricter rules on gambling marketing.”

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