Advertising messages for problem gamblers are most effective when they focus on the threat of losing family and friends, new research shows.
A study of 260 problem and recreational gamblers found advertising was most successful when it highlighted the loss of social bonds as a consequence of gambling, rather than simply a loss of money or possessions.
"We see more response when the losses are difficult or impossible to fix, for instance when the relationships with friends and family are threatened," Melbourne University researcher Jill Lei said.
The study found anti-gambling campaigns were not sufficient to tackle the problem alone, but they formed the main channel for reaching the broader gambling population.
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