Did you see the advert during Coronation Street about free Crack Cocaine? No? What about the one before the Walking Dead with the sexy woman having a fag? No? Surely you saw the ad for White Lightning during an episode of Peppa Pig? Of course not. But I ‘bet’ if you have watched the footy recently you will have been unable to avoid the incessant number of adverts for gambling.
There are an estimated 450,000 problem gamblers in the UK and these aggressive advertising campaigns employed by bookmakers are the equivalent of putting a cream cake under the nose of a compulsive eater, the outcome is a foregone conclusion.
If you sit down to watch an episode of Match of the Day on a Saturday night, you will have to put up the two irritations; obviously Robbie Savage and secondly the names of bookies on virtually every advertising board (as well as the shirts of Stoke, Villa and Burnley). Oh did I say two irritations? Make it three, I forgot about Shearer. While if you are a watching a match on ITV or sky, there is even more encouragement to place a bet during the ad breaks.
Wow, do these gambling companies know how to create an impression that gambling is fun, cool and highly desirable. Ladbrokes are typical of this, their advert creates the idea that betting is a lifestyle choice and something you can do with you mates. Living the ‘Ladbrokes Life’ is the epitome of a happy, sociable life. In reality, many gamblers bet alone in misery on a laptop. While Victor Chandler is a sophisticated chap, while Paddy Power’s ads are funny, offer money back and free bets, while other companies have roped in loveable cockneys Ray Winston and Harry Redknapp. For certain vulnerable people, such strong advertising is difficult to resist.
Consequently, problem gamblers are likely to get into financial difficulty, however help is at hand from the shirt sponsors of Newcastle and Hull, who also specialise in preying on, I mean helping the vulnerable.
Unlike other addictions, the effects are not obvious, as physical health may not be affected. Gamblers are often secretive, it is thought only 5% seek help, many feel shame and guilt and other mental health problems develop such as depression, as well as co-morbidity with alcohol abuse as a way of coping. A cycle of low mood, followed by gambling to try and reduce this, followed by more shame and low mood again. Given the catastrophic psychological affect this addiction to have on a person, it is hardly a surprise that 1 in 5 attempt suicide, this is double any other addiction.
So how big is the problem? This can be initially answered by the fact that over £7 billion is spent in this industry in the UK. And no, not everyone who engages in the different forms of gambling develop addictions, but the strategies the bookies use make it more likely. Furthermore, it is estimated only 1% of those with a problem receive help. Some may not recognise they have a problem, or want help, however the reason may be that the amount the government invests and the amount of support available is minimal. There is one specialist NHS clinic in the whole country, while charities such as Gamcare and GA who do a wonderful job.
It cannot be contested that the problem is getting worse and will continue to do so unless more is done to help those who are affected by gambling addictions. Just as important is tackling the cause, one such cause being these adverts that glamourise something that has ruined many lives.
Andy Gilbert
