A report released today by IFF Research and University of Bristol, in collaboration with GamCare, highlights the influence of psychological, social, and financial factors on women’s gambling habits. The report reveals that women are more likely to engage in gambling due to gender-targeted advertising and the use of female celebrity endorsements. To further understand the connection between advertising and gambling harm, the report recommends conducting more research.
GambleAware commissioned this research to gain insights into why women in Britain participate in various forms of gambling, how it impacts their lives, and their experiences with treatment and support services. Anna Hargrave, the chief commissioning officer at GambleAware, emphasizes the need for this research due to the increasing rate of women experiencing gambling harms and the limited previous research on women’s gambling experiences.
The report explains that women are driven to gamble by various factors. Psychologically, they seek positive emotions and a thrill or use gambling as an escape from stress or boredom. Socially, gambling is a way to build and maintain relationships with friends, acquaintances, family, and colleagues. Financially, women gamble to win money, alleviate financial pressures, or seek an escape from relationships, poverty, or domestic abuse.
The report provides recommendations to better support women affected by gambling harms. This includes the establishment of more gender-specific services offering comprehensive support for women dealing with gambling harms and other related issues like poor mental health, financial troubles, or domestic violence. Additionally, the report suggests offering support services for those affected by someone else’s gambling, as women are more likely to be impacted in this way.
