Ipsos Doxa presents findings on responsible gambling messages in Italy

Ipsos Doxa presented research on responsible gambling communication at the second edition of the FAIR Foundation forum in Rome on 14 October, with Ilaria Ugenti of Ipsos Doxa setting out the findings. According to the research, 80% of Italians consider communication on responsible gambling fundamental or important, while only about one in five recalls messages on the subject.

The survey widened its scope compared with the previous year, involving Italian citizens alongside opinion leaders including association representatives, communication experts, public administration figures and representatives of the Catholic world. It therefore also gathered the views of the recipients of communication, including players and people distant from the sector.

On the sector's image, negative assessments of how it has evolved over the past one or two years prevail among both citizens and opinion leaders, while about one respondent in four recognises a mainly positive change. Among opinion leaders, critical readings are accompanied by disappointment and resignation, linked to expectations of change that have remained partly unmet.

Online gambling draws differing assessments. In negative perceptions it is associated with greater accessibility, a lowering of the age of players and the risks of dependence, while those offering a positive reading stress the possibilities of controlling behaviour and applying rules. Ugenti said these were interpretations gathered by the research, which show how central the digital sphere is to judgements on the sector.

Expectations for the coming years do not point to a shared positive shift either. The risk cited is that the current situation persists and consolidates a perception of gambling in which social responsibility and consumer protection remain marginal. Prevention of dependence and protection of minors emerge as crucial challenges, alongside combating illegality and restoring the sector's reputation.

On the concept of responsible gambling, 15% of Italians say they have never heard of it, 44% know it broadly and 41% say they know what it is. Familiarity is higher among players and holders of a gambling account, and also among those with a more positive perception of the sector.

Knowledge does not coincide with trust in its practical application. After receiving a definition of responsible gambling, about half of Italians consider it applicable in the sector in Italy, while the other half express the opposite view; among those familiar with the concept, the favourable share reaches 60%. For opinion leaders the question concerns above all the passage from principles to operational tools: information campaigns, self-exclusion measures and local initiatives are recognised, but a shared approach across the whole supply chain is still requested, and there is criticism of a view that places responsibility excessively on the player.

Among those who consider responsible gambling applicable, particular weight is given to spreading a culture of healthy gambling, compliance with rules and transparent communication. Attention therefore also moves to the quality of information and to behaviour, as well as to restrictions on supply.

The research identifies a significant gap on communication. About 21% of citizens recall initiatives on responsible gambling, but the content recalled is often vague. "C’è un ricordo, ma non un segno", Ugenti said.

To make messages effective, respondents ask for indications on risks, concrete actions and easily accessible tools, expressed in simple words, and the distinction from commercial promotion must be clear from the outset. Prevention communication should address the general population, alongside measures calibrated to more exposed audiences, including minors, young people aged 18 to 24 and people over 65.

The new communication guidelines receive positive assessments among the opinion leaders consulted, especially for their preventive purpose, the absence of incentivising elements and attention to vulnerable subjects, but verification of their implementation remains decisive. Aspects to monitor include references to winnings, bonuses, jackpots or economic advantages, excessively reassuring tones and slogans that could evoke commercial advertising; the context of dissemination, the presence of famous people and the operator's brand can also affect how recognisable the message is.

Opinion leaders ask for communication that is collective, coherent and shared among operators, accompanied by measurable results. The indicators cited include greater awareness of risks, a reduction in average spending per player, and an increase in reports of risky behaviour and in use of self-limitation tools. They also hope for oversight entrusted to an independent, competent and credible body.

For Ugenti, the guidelines can represent an opportunity for change and for recovering trust in the sector, provided they find effective application and foster a culture of shared responsibility supported by clear messages and effects verifiable over time.