Report: GambleAware reveals rising demand for early support in the UK
A new report from GambleAware suggests something significant is happening across Britain. More than five million adults now want to reduce or quit gambling, a scale that paints a very different picture from the usual focus on those experiencing acute harm. Most of the people who want to cut back are not classified as problem gamblers, but they still feel their habits need to change.
GambleAware’s Chief Executive, Anna Hargrave, highlighted the scale of this shift when she said ‘five million people’ shows “just how much our tools and services are needed, as well as those that sit within the National Gambling Support Network.”
The data reveals that younger adults are leading this change. Almost a third of people aged 18 to 34 who gamble say they want to cut back or stop. This sits in the same space as recent findings that young people gambling rises as harm rates stay stable, creating a fuller picture of how Britain’s gambling habits are shifting and why support tools are being used earlier.
Support tools are being used more than ever
This change is most visible in how people search for help. Since July last year more than 42,000 people have used GambleAware’s Service Finder to look for support in their area. Over 13,000 of them clicked through to a provider, which suggests genuine intent rather than passive browsing.
The Service Finder feeds into the National Gambling Support Network, a group of 13 organisations that offer everything from one to one support to residential treatment and structured aftercare. Launched in April 2023, the Network has become one of the most important entry points for early intervention.
The Self Assessment tool is also widely used. Since April 2023 it has been completed more than 87,000 times. The tool gives personalised guidance and points people toward free and confidential help. Many people complete it long before they are ready to approach a support service directly, which makes it a valuable early step.
Another tool gaining traction is the Spend Calculator. It helps people understand how much time and money they are spending on gambling and gives recommendations based on the Lower Risk Gambling Guidelines. Since launching in December 2023 it has been used almost 6,000 times.
Clearer advice for safer play
The Lower Risk Gambling Guidelines were developed over several years by international experts and set three simple limits to help people reduce their risk of harm.
They suggest gambling no more than one percent of monthly income, gambling on no more than four days a month, and avoiding more than two different types of gambling in that same period. These limits are designed to be easy to follow, which is part of why they feature so prominently in GambleAware’s tools.
A moment of change for the national system
This report comes during a period of transition for the national commissioning system. The new statutory gambling harms structure is now in place and will fully take over responsibilities by April 2026. GambleAware is working with the new commissioners to ensure a smooth handover.
Hargrave emphasised that support remains available throughout the transition. “However gambling is making you feel, there is help available,” she said. She added, “Wherever you are in your journey, I want to take this opportunity to remind people that help and support continues to be available for people in need now and within the new statutory gambling harms system. For free advice, tools and support, visit gambleaware.org.”
A public health issue, not a niche concern
The headline figures reveal something important. Most people who want to cut back are not waiting for things to get worse. They are reaching for tools early, quietly, and often independently. It reflects a growing understanding of gambling as a public health issue rather than a narrow clinical problem.
This shift is likely to shape the next phase of Britain’s gambling regulation. Millions of people now view gambling support as part of their general wellbeing, the same way they might track spending, monitor alcohol intake, or adjust their phone screen time.
Join the world’s biggest iGaming community with SiGMA’s Top 10 News countdown. Subscribe HERE for weekly updates, insider insights, and exclusive subscriber-only offers.
