GambleAware Reports Rising Demand for Gambling Support in Britain

The conversation around gambling harm in Great Britain is shifting as more people reach out for help. GambleAware’s Annual Treatment and Support Survey 2024 has revealed a strong rise in the number of adults seeking treatment, advice, or support for gambling issues.

Good to Know

• Nearly 1 in 3 adults at risk now want help, almost double the figure from 2020.
• Around 2 million children may live with an adult experiencing problem gambling.
• More than 90% of people support stricter gambling advertising bans across TV, games, and social media.

Back in 2020, just 17% of adults who gambled and felt at risk of harm said they wanted help. By 2024, that number has climbed to 30%. For GambleAware, this rise is both encouraging and concerning — it means more people are seeking treatment, but also that the issue may be worsening across the country.

Growing Impact on Families and Children

The data highlights the ripple effect beyond individual players. The proportion of adults affected by a friend or family member’s gambling has jumped from 6.5% in 2020 to 8.1% in 2024. That translates to an estimated 4.3 million adults. On top of that, the survey suggests around 2 million children may be growing up in homes where gambling problems are present.

The charity also drew attention to prize draws, like Omaze and McDonald’s Monopoly, which were often seen as lighthearted promotions. The numbers tell a different story: 27% of those who enter prize draws face some level of gambling risk, and 11% are estimated to fall into the problem gambling category.

Public Opinion on Gambling Ads

A key part of the report focused on how people feel about gambling being promoted to children. An overwhelming majority supported stronger restrictions. According to the survey, 91% back a ban on gambling ads in TV shows and video games popular with children, while 90% support a similar ban on social media.

Zoë Osmond OBE, CEO of GambleAware, warned that the trends are worrying:

“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. We are increasingly alarmed by how gambling is being normalised and how frequently people—especially young people—are exposed to gambling across Great Britain.”

She added that change requires tougher regulations, such as health warnings on all gambling ads, stricter digital marketing controls, and a full ban on sponsorships in stadiums and sports venues.

What the Numbers Say

The report indicates the proportion of adults experiencing problem gambling has risen from 2.4% in 2020 to 3.8% in 2024. Kate Gosschalk, Associate Director at YouGov, which carried out the survey, explained why the findings matter:

“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. The new data provides valuable insight about gambling harm, including an increase in the number of people seeking support/treatment over the past five years.”

While the increase in treatment-seeking is a positive sign, GambleAware stresses that prevention must remain a priority, especially when it comes to protecting children and families.

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