Allwyn faces regulatory reckoning as GambleAware National Lottery report ignites scrutiny
Over 600,000 people experiencing problem gambling participate in the UK National Lottery each week, a scale that, according to the new GambleAware National Lottery report, signals escalating regulatory and commercial risk for operator Allwyn UK. The GambleAware National Lottery report, based on a nationally representative survey of over 18,000 adults, found overwhelming public backing for stronger harm reduction messaging. Three in four respondents (74 percent) want harm warnings on tickets and scratchcards, while 69 percent support clearer signposting in advertisements.
GambleAware, the UK’s leading charity tackling gambling harm, is now urging operator Allwyn UK to include gambling support information directly on its products and marketing. While The National Lottery includes some references to gambling support services, such as GamCare and the National Gambling Helpline, on tickets and scratchcards, critics argue that the signposting remains inconsistent and is not always prominently displayed across its marketing and digital products. As explored in a SiGMA News feature on the Lottery’s 30-year journey, public perceptions of its purpose and harm profile are now shifting under scrutiny.
GambleAware National Lottery report reveals rising concern
While the Lottery funds arts, heritage, and sports, its critics argue that such benefits can’t justify the rising harm without matching protections. According to the GambleAware National Lottery report, 84 percent of the public recognise the National Lottery as a form of gambling, challenging long-held perceptions of it as a harmless pastime.
Nearly half (46 percent) of respondents reject the idea that lottery products are harmless. Data reveals significantly higher rates of problem gambling among certain National Lottery product users:
- 3.9 percent of ticket buyers
- 7.7 percent of scratchcard players
- 8.2 percent of online instant-win players
That final figure suggests a growing connection between gamified digital formats and higher-risk behaviours. When scaled to the UK population, this could mean an additional 500,000 players experiencing harm. However, Allwyn disputes these characterisations, stating there is “no evidence that National Lottery games are associated with causing high-risk problem gambling,” citing Gambling Commission survey data. The company argues that, due to its scale, with “lots of people playing a little on The National Lottery every week,” aggregate figures can be misleading about individual risk levels.
Personal accounts from the study lay bare the human cost. One woman in recovery said she spent £450 on scratchcards during a relapse. Another described going without food for a week after spending her grocery budget on online games.
“I wasn’t able to buy food because I’d spent the food shopping money on scratchcards.”
— Survey respondent, GambleAware National Lottery report
Regulatory response to the GambleAware National Lottery report
The National Lottery remains an outlier when it comes to signposting. Other gambling and charity lotteries include clear messaging pointing players to help, but the UK’s most widely used gambling product does not. Unlike most operators, the National Lottery has yet to meet the baseline player protection measures, a gap that is increasingly untenable in today’s regulatory climate.
In 2022, the Culture, Media and Sport Select Committee recommended stronger harm prevention messaging. That recommendation was ignored.
Since the 2024 handover from Camelot to Allwyn, public expectations have continued to grow. While Allwyn has stated that “player safety is our top priority,” the absence of visible support information has drawn criticism. Camelot, before exiting, was fined for targeting vulnerable consumers during periods when they were self-excluded. Camelot’s £3.15 million fine in 2022 for marketing to self-excluded individuals now acts as an explicit warning for successors. Following the fine, Camelot implemented stricter outreach filters and faced a compliance audit that reshaped its approach to customer protection.
Allwyn has emphasised its commitment to responsible play, citing ongoing investments in player safeguards and training for retail staff. Yet campaigners say the lack of on-product warnings leaves a critical gap. This comes amid a backdrop of strong commercial performance, with Allwyn posting €2.24 billion in Q1 revenue, raising questions about balancing growth with responsibility.
Although subject to its own regulatory framework, the National Lottery has often been held to different scrutiny standards than other gambling products, a distinction now being questioned amid growing concerns about player protection. The next phase of the Gambling Act white paper is widely expected to scrutinise marketing practices, product labelling, and signposting, with lottery brands increasingly seen as part of that broader conversation.
The National Lottery is governed under its own legislation, the National Lottery Act, rather than the Gambling Act, and is subject to a distinct regulatory framework overseen by the Gambling Commission. Allwyn emphasises that “National Lottery games are very different from those offered in the wider gambling sector,” arguing this distinction justifies different regulatory treatment and harm prevention approaches.
In a statement to SiGMA News, an Allwyn spokesperson said:
“We signpost to a range of front-line gambling support services across The National Lottery website, communications, products and marketing. All Scratchcards and draw-based games tickets feature details of GamCare and the National Gambling Helpline, which is run by GamCare and commissioned by GambleAware.
“Beyond the services mentioned on tickets, we also signpost to GamCare, GAMSTOP and GamBan across the National Lottery website, and link directly to a dedicated ‘responsible play’ website providing details for 11 other support services, including GambleAware.
“Responsible play on The National Lottery has provided enormous societal benefits across the UK with £50bn raised for Good Causes since 1994. We’ll continue to work with GambleAware as part of our ongoing £1.6m annual commitment to support Research, Treatment and Prevention of gambling-related harm.”
Marketing tactics and child exposure under fire
Critics have also raised concerns about how National Lottery products are marketed, particularly to young people. Scratchcards have been released in novelty formats, including:
- Chocolate-scented scratch-and-sniff cards
- Gift-tag-themed cards at Christmas
These formats, GambleAware argues, blur the boundaries between gambling and play, especially for children. Past research shows that two in five children have seen National Lottery marketing. Exposure during childhood is associated with a greater likelihood of gambling harm later in life, a risk GambleAware calls the “gateway effect.” Those recovering from gambling addiction are often more likely to have played the Lottery than any other product.
Allwyn states that all National Lottery games undergo rigorous risk assessment processes using tools such as Gamgard and ASTERIG to ensure they are appropriate and do not appeal to vulnerable players. The company also counters that when young people do access National Lottery games, “in the vast majority of cases they are doing so as a result of an adult having made the purchase for or with them.” The company points to retailer education on proxy buying and their ‘Gift Responsibly’ campaign as key protective measures, alongside training retail partners to challenge anyone appearing under 25 for ID.
Public health solutions grounded in research
GambleAware is calling for simple, clear warnings to be printed directly on tickets, scratchcards, and digital products and displayed prominently. Suggested messages include:
- “Gambling comes at a cost.”
- “Gambling can be addictive.”
- “Gambling can grip anyone.”
According to the GambleAware National Lottery report, these messages are far more effective than industry slogans, such as “Take Time To Think.” Harm reduction is no longer optional. Harm reduction now safeguards licence retention, brand equity, and stakeholder confidence.
Allwyn states that the ‘£500 Selection’ card referenced in the report was themed around an adult chocolate gift box and featured symbols such as cocoa beans and hampers. The company assesses all games using multiple risk evaluation tools and revises or withdraws them if they pose an elevated risk of harm.
Other countries have already implemented similar measures. France has already implemented a policy requiring clear addiction warnings on lottery tickets, a measure now considered standard across European regulators. As more EU markets embed harm reduction into regulation, the UK’s approach looks increasingly outdated. GambleAware is also calling for pre-watershed advertising restrictions, especially where programming is likely to attract younger viewers. Rather than follow, Allwyn could set the benchmark, but only if it moves decisively.
Treatment providers join the call for reform
Pressure is growing not just from regulators but from those providing direct support.
Andy Boucher, Chair of Trustees at GambleAware, said the Lottery’s good causes mission must come with real protections for players:
“The Lottery is there to do good in the community, and that includes looking after those who play it.”
Charitable funding is only half the equation — the other half is preventing harm before it starts.
Ian Semel, CEO of support organisation Breakeven, revealed that 11 percent of his clients in 2024 experienced harm linked to scratchcards or lottery games:
“Support should be visible at the point of play. That’s when people need it most.”
With 11 percent of Breakeven’s clients citing harm from Lottery products, the case for urgent reform is clear. Breakeven, part of the National Gambling Support Network, offers instant access to free treatment with no wait times; however, Semel argues that signposting must occur much earlier. As political, clinical, and consumer voices align, the pressure on Allwyn is moving from moral appeal to regulatory inevitability.
Will Allwyn act?
The GambleAware National Lottery report lands at a pivotal moment. The next phase of the Gambling Act review will likely examine branding, marketing, and player messaging more closely, particularly regarding child exposure.
The National Lottery has a unique position in British life. It also has a unique opportunity to lead by example. However, recent scrutiny over missed delivery targets has further highlighted Allwyn’s operational challenges as it navigates rising expectations for harm prevention.
With hundreds of thousands of vulnerable players involved each week, the call to improve harm signposting is no longer optional. It is a public health necessity.
Once seen as a community asset, the Lottery now faces the same hard questions as other operators, especially when it comes to protecting those at risk. Allwyn can match its community impact with player protection or face increasing scrutiny in a sector where harm reduction is no longer optional. It’s now part of the bottom line.
Operators watching this space should see not just a warning but a map of what’s coming. This isn’t just a compliance issue. It’s the next test of public licence, trust, and operational sustainability.
