Positive Emotional Harm Prevention (Safer) Gambling Messages: Results of an Online Experiment

Objective: The United Kingdom is set to replace gambling industry slogans such as “gamble responsibly” with independently designed messages. One of the seven independently designed Australian messages is a positive emotional message, intended to leverage positive feelings to enact behavioral change. This study sought to compare this and other proposed positive emotional messages against novel alternatives. Method: U.K.-based gamblers (N = 4,204) rated 10 positive emotional messages on four Likert scales (e.g., “this message makes me want to gamble less”; “this message is relevant to me”) and provided free-text responses. Participants also completed the Problem Gambling Severity Index to explore how message ratings varied with levels of gambling harm. Results: Two novel messages highlighting the positive impacts of not gambling on relationships and happiness scored the best when ratings were averaged across the four Likert scales. Messages appeared better suited to those who are experiencing gambling harms: Participants with nonzero Problem Gambling Severity Index scores reported consequently wanting to gamble less, and messages appeared relevant to participants with Problem Gambling Severity Index scores of 8+. Analysis of free-text comments revealed that only one message, based on a message used in New South Wales, Australia, yielded a positive average sentiment from participants (“You’re stronger than you think. Take the first step and speak to someone today”). Some participants perceived a judgmental or guilt-inducing tone from messages. Conclusions: While existing Australian positive emotional messages scored well, some novel alternatives may perform even better. Positive emotional messages appear best suited for audiences who are already experiencing substantial gambling harms. © 2026 The Author(s).