UK survey finds more at-risk adults seeking gambling help
GambleAware, a UK charity focused on reducing gambling-related harm, has published its 2024 Annual Treatment and Support Survey. The report shows that more people in Great Britain are seeking help for gambling problems, highlighting concerns about the issue’s increasing scale.
According to the report, 30% of adults who gamble and are at risk of problems now want treatment, support, or advice. This is almost double the 17% recorded in 2020. While the rise indicates that more people are reaching out for help, the charity warns it may also point to gambling harm becoming a wider public health issue.
Zoë Osmond OBE, Chief Executive of GambleAware, said, “Gambling can be highly addictive, with devastating impacts on people’s lives, relationships and financial stability. While it is encouraging that more people have sought help, this rise may also point to a growing public health crisis.”
Gambling levels stable, but harm on the rise
Overall gambling participation remains steady, with 61% of adults reporting that they had gambled in the last year – the same level as in 2023, equal to around 32 million people.
The Problem Gambling Severity Index (PGSI) indicates that gambling problems are on the rise among adults. Adults in the PGSI 1+ category will make up 15.6% in 2024, up from 13.1% in 2023. There were increases across all severity categories, with men and people aged 18 to 34 being the most affected. 25.4% of this younger generation now fall into the PGSI 1+ category, up from 19.7% the year before.
Greater demand and use of support
The survey found that more people are both accessing and wanting treatment and support. Usage of advice, treatment or support rose from 23% in 2023 to 31% in 2024 among those with gambling problems, while demand for such services also grew.
Young adults, men, and people from ethnic minority groups were more likely to seek support. The increase was especially clear among those with low to moderate harm, which suggests that more people are getting help sooner.
Kate Gosschalk, Associate Director at YouGov, which carried out the research, said: “We are pleased to share the findings from the latest Annual Treatment and Support Survey, a substantial online survey of around 18,000 people in addition to interviews with those who gamble.”
Families and “affected others”
The survey also revealed the wider social impact of gambling. 8.1% of adults – equivalent to about 4.3 million people – said they were negatively affected by someone else’s gambling. This figure is up from 6% in 2020.
The impacts included financial strain, emotional stress, and relationship breakdowns. Three in four affected others reported negative effects on their relationship with the person who gambles, and half said it had caused financial problems.
The report further estimated that around 2 million children live in households where an adult is experiencing problem gambling, raising concerns about the next generation’s wellbeing.
Prize draws and lotteries under scrutiny
For the first time, the annual survey examined participation in prize draws and their potential links to gambling harm.
Findings show that one in three (33%) people who gamble had taken part in a prize draw in the past year. The proportion rises to two in three (67%) among those experiencing problem gambling. Around 27% of participants showed some level of harm from prize draws, with 11% meeting the criteria for problem gambling.
Despite this, many participants did not consider prize draws or charity lotteries as gambling because of their charitable framing and social acceptability. One respondent (Female, 39, PGSI 4) said, “I know potentially in the long run I won’t win anything back, but I’ll be giving money. But I feel like, I’m doing some good in contributing to those charities.”
Concerns over gambling advertising
The survey highlighted widespread public concern over children being exposed to gambling advertisements. It reported that 91% of respondents supported banning these ads on television and in video games aimed at children, while 90% favored a similar ban on social media platforms.
Survey participants expressed unease about young people being influenced by gambling promotion during sports or online. One father (Male, 39, PGSI 12) explained, “My older one is 10 years old. She said to me she recognised a betting company off somebody’s football shirt and pointed it out as an advert the other day, which is obviously a bit concerning.”
Another (Male, 20, PGSI 12) added, “I wouldn’t be surprised if some random teenager just decided to start gambling if they’re a football fan, because it’s just plastered all over the sport.”
Cost of living pressures
The report also highlighted how the ongoing cost-of-living crisis is affecting gambling behaviour. Most people said gambling had no impact on their financial situation, but among those experiencing problem gambling, the picture was different.
43% of problem gamblers reported gambling more because of cost-of-living pressures. This group was also more likely to see both positive and negative impacts on their finances, with some reporting wins as temporary relief but others saying it worsened their money troubles.
Preparing for regulatory changes
The latest findings come as GambleAware prepares for its managed closure by March 2026. The charity’s role in funding and commissioning services will be replaced by a new statutory system led by the government.
Despite this transition, the charity stressed the importance of acting on the rising demand for support. Osmond warned that urgent steps are needed to address gambling-related harms, “While more people accessing help is a positive step, the rising levels of harm make clear the need for urgent action to prevent gambling from becoming a wider public health crisis.”
The survey highlights both the growing risks linked to gambling and the increasing willingness of people to seek support. As the UK prepares for a new regulatory system, the findings will play a crucial role in shaping future policy and ensuring treatment services remain accessible.
