Responsible Gambling, Consumer Well-Being, and Sustainable Growth: Evidence-Based Insights and Recommendations

Session Title

Responsible Gambling: Culture & Best Practice

Presentation Type

Paper Presentation

Start Date

28-5-2026 12:00 AM

Abstract

Access to gambling has expanded dramatically in recent years since the Murphy v. NCAA Supreme Court decision in 2018 allowing states to authorize sports betting, as well as the growth of online gaming. Gambling communications have also increased, raising concerns about whether the expansion of gambling opportunities and the pervasiveness of communications will lead to an increase in gambling-related harms. U.S. gaming operators are generally expected to include responsible gambling (RG) messages as part of their communications, but little is known about whether they are effective. With this in mind, we conducted a review of existing literature on gambling communications to understand how consumers receive them. We reviewed 118 distinct articles published within the past 25 years. We found that gambling communications are omnipresent across media channels. Such communications are associated with favorable attitudes and behavior about gambling. We also found that RG communications are often easy to overlook and may not be effective in reducing gambling-related harm. Thus, we recommend researchers take a systematic theoretical approach when developing RG messaging. They should study RG message sources and their effectiveness. Operators should assess consumers’ awareness, usage, and effectiveness of RG tools. Additional US-focused research is warranted given limited research on RG messaging in the US to date. Our work has implications for consumers, industry, and policymakers.

Author Bios

Dr.Hewage has extensive industry and academic research experience in marketing communications. She was recently awarded a grant by the Institute Center for Responsible Gaming to study responsible gambling messaging among young adults. Her work has been published in top-tier business journals such as the JBR and the JSR. She is a Fellow of the CIM (UK) and a member of AMA (US). Before academia, she spent 8 years at Unilever, earning prestigious Effie Awards for her communication campaigns.

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May 28th, 12:00 AM

Responsible Gambling, Consumer Well-Being, and Sustainable Growth: Evidence-Based Insights and Recommendations

Access to gambling has expanded dramatically in recent years since the Murphy v. NCAA Supreme Court decision in 2018 allowing states to authorize sports betting, as well as the growth of online gaming. Gambling communications have also increased, raising concerns about whether the expansion of gambling opportunities and the pervasiveness of communications will lead to an increase in gambling-related harms. U.S. gaming operators are generally expected to include responsible gambling (RG) messages as part of their communications, but little is known about whether they are effective. With this in mind, we conducted a review of existing literature on gambling communications to understand how consumers receive them. We reviewed 118 distinct articles published within the past 25 years. We found that gambling communications are omnipresent across media channels. Such communications are associated with favorable attitudes and behavior about gambling. We also found that RG communications are often easy to overlook and may not be effective in reducing gambling-related harm. Thus, we recommend researchers take a systematic theoretical approach when developing RG messaging. They should study RG message sources and their effectiveness. Operators should assess consumers’ awareness, usage, and effectiveness of RG tools. Additional US-focused research is warranted given limited research on RG messaging in the US to date. Our work has implications for consumers, industry, and policymakers.