GambleAware encourages people to open up about gambling by bringing to life the ‘clouded’ feeling that people experiencing gambling harm can feel

• As many as 168,000 adults in the West Midlands are experiencing ‘problem gambling’ – the most serious level of gambling harm – 25% higher than the Great Britain average.

• Evidence shows that stigma disproportionately impacts people from minority communities – with those who gamble being twice as likely to experience gambling harm compared to white British people (42% vs 20%).

• New data comes as GambleAware continues campaign to tackle stigma and encourage people to open up about gambling harms, with vast majority (76%) reporting feeling better after speaking to someone.

• The campaign is supported by ex-Stoke City Player Tony Kelly, alongside numerous national and regional partners, including Football Supporters’ Association, Fans for Diversity, Aquarius, Armada FC, Bluepool FC and Nechells Athletic FC.

Wednesday 6th March 2024: As many as 168,000 adults in the West Midlands are experiencing ‘problem gambling’. 3.9% of the region may be experiencing gambling harms which is 25% higher than the national average. The research comes as GambleAware looks to encourage the region to ‘open up about gambling’ as part of a wider campaign to tackle stigma, which represents the single biggest barrier to people seeking support.

For many people who experience gambling harm, feelings of shame and embarrassment can often mean they struggle to talk about the issue with loved ones, and the research shows that up to three quarters (75%) of those who experience problems with gambling do not feel able to open up to family and friends. In addition, three in five (61%) are put off speaking to those experiencing gambling harms due to concerns around stigma.

As part of the campaign, GambleAware has installed a special build in St Martins Square, inspired and co-produced by those who have experienced gambling harms first-hand, the billboard emphasises the emotion that gambling can make you feel with a message; “Gambling clouded everything I did” alongside details on local support and advice.

‘Problem gambling’ is classed as the most serious form of gambling harms, and this latest research shows that across the region, Coventry has reported the highest level of adults experiencing ‘problem gambling’, at 5.1%, followed by Birmingham at 4.5%, and in Sandwell at 4%, with people in these areas affected the most by gambling harms.

The research also shows that those who gamble from minority groups were twice as likely to be experiencing any level of gambling harm than white British people (42% vs 20%), despite being less likely to have gambled in the past four weeks (31% vs 48% respectively).

The effects of gambling harms on ethnic minority groups are compounded by them reporting a stronger sense of stigma associated with gambling, acting as a barrier to opening up and seeking relevant support. Over a quarter (28%) believe if a person from their background gambled, it would bring embarrassment and shame on people from the same community, compared to just 9% from White British participants.

Importantly, the research supports the benefits of opening up, as three out of four (76%) who had talked about their problems stated they felt better after speaking to someone. As gambling harms often manifest as intrinsically ‘hidden’ and isolating, GambleAware is aiming to bring to the surface the power of conversations and provide reassurance that help is available.

Zoë Osmond, Chief Executive of GambleAware, said: “Gambling harm can affect anyone and is a serious public health concern. We want to make sure that more people feel they can open up and get the help they need. Gambling can be addictive, and our data shows just how many people could be impacted by gambling harm in the area.

“This is why our stigma campaign is working to encourage people to open up about their experiences of gambling and seek the

free help and support that is available by searching Gambleaware. It is vital that people impacted, in the West Midlands and across Great Britain, are aware of the wide range of support services available, and that they feel safe to come forward.”

Dr Joanne Lloyd, Associate Professor and gambling harms expert, University of Wolverhampton, said: “Stigma is a massive issue in relation to gambling harms as it is one of the biggest barriers to people seeking treatment. Understanding stigma in relation to gambling harms is not as advanced as some other conditions – so we still have a lot to learn from the research that is currently underway. Most importantly, there’s no shame in asking for help, it’s one of the best steps you can take if you are suffering.”

Niran Kahlon from West Midlands-based gambling treatment provider Aquarius, said: “It’s scary to first tell someone that you are experiencing problems with gambling. Often, we see some people suffering have been prevented from coming forward earlier due to the stigma surrounding the condition, which is deepened in certain ethnic minority communities where stigma can be a bigger barrier. Gambling can be just as harmful for an individual as other conditions, like anxiety or depression. It’s imperative that we challenge the outdated views of society towards gambling harms and foster an open conversation where people feel that they won’t be judged.”

Bianca Colclough, aged 43, who lives in the West Midlands and has lived experience of gambling harms said: “When I started opening up about my gambling a huge weight lifted off my shoulders. I felt deep shame about my gambling, but I soon realised that once you open up, people understand you and it becomes easier to overcome the problems you have. No one should have to struggle on their own, and help is out there.”

The activity is supported by ex Stoke City Player Tony Kelly alongside numerous national and regional partners, including Football Supporters’ Association, Fans for Diversity, Aquarius Armada FC, Bluepool FC and Nechells Athletic FC who will be providing a range of support from visiting the creative execution, providing case studies and spokespeople quotes through to sharing support across their social media channels.

There are a vast range of resources available and anyone who is worried that gambling might be affecting themselves or someone they love are encouraged to use the self-assessment tool to get free and confidential support tailored to them and their specific needs. GambleAware has also created tools to help users calculate the time and money spent gambling, served with recommendations in line with the internationally proven Lower Risk Gambling Guidelines.

GambleAware commissions the National Gambling Support Network (NSGN) which provides, free confidential treatment. The NGSN is available for anyone who is experiencing harm from gambling and wants support for it, as well as those who are affected by someone else’s gambling. All services are free and confidential, with one-to-one support available to help you get back on track.

Andrew Rhodes, Chief Executive Officer of the Gambling Commission, said:

"It's wonderful to witness the ongoing progress of the GambleAware stigma campaign, along with the unveiling of the new billboard in central Birmingham.

“Acknowledging the courage, it takes to initiate conversations about gambling, any efforts to dismantle barriers to addressing gambling harms are truly appreciated."

If you’re worried about how gambling makes you feel, we can help. For free and confidential advice, tools and support, search GambleAware or contact the National Gambling Helpline, available 24/7, on 0808 8020 133.

ENDS

For more information, or to request an interview with campaign spokespeople, please contact gambleawarecampaigns@freudsplus.com.

Asif Hussain, Chairman of Nechells Athletic FC “As a grassroots football club, we understand the importance of protecting our fans from gambling harms. We want our fans to enjoy matches, without anxiety around gambling harms weighing down on them. This is why we’re supporting GambleAware’s stigma campaign - we want to encourage our supporters, and anyone else in our local community who might be struggling, to not be afraid to speak out and get the help they need.”

Notes to the editor: please email gambleawarecampaigns@freudsplus.com if you require any further bios, quotes, background on the data, GambleAware or campaign.

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