The American Gaming Association (AGA) recently released a report showing that a vast majority of U.S. gamblers—84% of those who played in the past year—are aware of at least one responsible gaming tool. The study, titled Responsible Gaming: Awareness & Perceived Effectiveness and conducted by YouGov with over 2,000 respondents, also found high confidence in these tools’ effectiveness.
Among gamblers who know about them, 91% rated credit restrictions as effective. Other popular tools include deposit limits (84%), employee training (83%), wager limits (82%), self-exclusion programs (80%), reality checks (75%), and time limits (74%). These figures suggest that most players find the industry’s responsible gaming resources helpful.
Majority of Gamblers Set Budgets and Stick to Them
Budgeting habits among gamblers appear solid. In land-based casinos, 80% of players “always” or “usually” set a budget before playing, and 90% of those adhere to it. Sports bettors showed slightly less but still strong discipline, with 60% budgeting and 85% sticking to their limits. Online casino players were somewhat less consistent, with 56% setting budgets and 78% following them.
The AGA’s “Play Smart from the Start” initiative also receives strong support. This campaign emphasizes knowing the game, playing intentionally, and maintaining the right mindset. According to the report, 87% of gamblers believe responsible gaming promotion is important, and 85% view the campaign favorably.
UK Research Raises Concerns Over Industry Ads
In contrast, a recent GambleAware study in the UK suggests that some operator-led “safer gambling” advertisements may have unintended consequences by encouraging more gambling. The charity tested five different adverts in a Randomised Controlled Trial and found that ads from William Hill (“Top Tips for Positive Play”) and 888 (“Made to Play Safely”) led to significantly higher click-through rates, potentially increasing gambling behavior.
GambleAware’s report warned these adverts “reinforce the idea that gambling is safe and ‘harmless fun,’ creating a false sense of security, and subtly downplaying the risks.”Professor Elliot Ludvig, who oversaw the study, said, “This study suggests that some safer gambling videos from gambling operators have a backfire effect, encouraging gambling and having the opposite effect to their intended purpose.”
By comparison, GambleAware’s own “Magnets” stigma video, which uses a serious tone and personal stories, successfully reduced engagement with gambling ads. The research implies the tone and design of messaging are critical in influencing player behavior.
Younger Players More Vulnerable to Ad Influence
The GambleAware findings also highlight that younger adults aged 18–34 are over three times more likely than those aged 55 and older to respond to gambling advertisements. Among participants with a high risk of gambling problems, 34% who saw William Hill’s advert clicked through to the gambling app, compared with just 5% of older players.
This raises concerns about the need for stricter regulation of gambling advertising. Alexia Clifford, Chief Communications Officer at GambleAware, stated, “The gambling industry cannot be left to ‘mark its own homework’ on such an important issue. We need stronger legislation on gambling marketing and advertising.”
Meanwhile, in the U.S., the AGA continues urging operators to adopt effective responsible gaming measures and raise awareness through campaigns that combine practical tools like deposit limits with educational efforts to help players stay “informed and in control.”
Source:
“Responsible Gaming: Awareness and Perceived Effectiveness”, americangaming.org, September 30, 2025
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