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New research from Australia and the United Kingdom found that direct gambling marketing can drive heavier betting and more short-term harm. The study adds fresh evidence to a policy debate around free bets, push notifications, emails, and text offers sent to people with active gambling accounts.
Good to Know
A new randomised controlled trial has given researchers something gambling policy debates often lack: causal evidence. According to the study, people who stopped receiving direct marketing from gambling operators bet less, spent less money, and reported fewer gambling-related harms than those still getting promotional messages.
Researchers from Central Queensland University worked with the University of Bristol on the study, titled Direct gambling marketing, direct harm: a randomised experiment. Findings were published in the journal Addiction on 18 March 2026. Funding came from Gambling Research Australia, a partnership involving the federal government of Australia and state and territory governments.
The trial focused on 227 people in Australia, mostly men with an average age of 45, who regularly bet on sports and races. Over a two-week period, researchers compared participants who opted out of direct gambling promotions against those who continued receiving them. People cut off from those messages placed nearly a quarter fewer bets, spent 39% less, and reported 67% fewer short-term harms, including distress linked to gambling.
Here are some of the report’s highlights:
Dr Philip Newall, senior lecturer in psychology at the University of Bristol and a co-author, said:
“The research is important as it’s the first to show a causal link between exposure to gambling marketing and increased gambling harms in a real-world setting.”
He added:
“Although the findings relate to direct marketing, I see no reason why the same or similar adverse effects wouldn’t occur for gambling advertising on television or social media.”
Beyond the numbers, the study is likely to add weight to calls for tighter gambling ad rules. The press release around the paper said the findings highlight a pressing need for stronger restrictions on gambling marketing. Lead author Professor Matthew Rockloff said the results strengthen the case for tighter regulation and possibly even a full ban on direct gambling marketing.
Rockloff said:
“This study provides clear evidence that direct gambling marketing increases gambling-related harm. It strengthens the case for tighter regulation, and potentially a complete ban, to better protect consumers.”
Newall also pointed to the policy angle in the United Kingdom. He said a 2023 white paper from the U.K. government argued there was little need to regulate gambling marketing because there was no evidence of a causal link. He said the new findings now change that position materially:
“This research changes that, and can help validate the experiences of many who are struggling with the harms of gambling addiction.”
For gambling operators, regulators, and public health groups, the message is fairly direct. Marketing tied to free bets and account-based promotions does not just sit in the background. According to this experiment, it can actively push betting behavior higher and worsen harm for people already engaged in gambling. That gives the study wider relevance for rules around free bets, bonus offers, push notifications, gambling emails, and sportsbook text marketing.
The study found that people who opted out of direct gambling marketing placed 23% fewer bets, spent 39% less, and reported 67% fewer short-term gambling harms.
Researchers from Central Queensland University and the University of Bristol led the study.
The trial included 227 regular sports and racing bettors in Australia.
Researchers said it is the first real-world study to show a causal link between direct gambling marketing and gambling-related harm.
The study focused on direct marketing such as emails, push notifications, and text messages sent to people with gambling accounts.
One co-author said he sees no reason similar effects would not also appear in gambling ads on television or social media.