Positive emotional harm prevention (safer) gambling messages: Results of an online experiment

Newall, Philip; Weiss-Cohen, Leonardo; van, Simon T.; Torrance, Jamie; Andrade, Maira; Spicer, Archie; Xiao, Leon Y.

doi:10.1037/adb0001138

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Positive emotional harm prevention (safer) gambling messages: Results of an online experiment

Philip Newall

, Leonardo Weiss-Cohen, Simon T. van Baal, Jamie Torrance

, Maira Andrade, Archie Spicer, Leon Y. Xiao

Psychology of Addictive Behaviors

Swansea University Author: Jamie Torrance

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DOI (Published version): 10.1037/adb0001138

Abstract

Objective: The United Kingdom is set to replace gambling industry slogans such as “gamble responsibly” with independently designed messages. One of the seven independently designed Australian messages is a positive emotional message, intended to leverage positive feelings to enact behavioral change....

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Published in:	Psychology of Addictive Behaviors
ISSN:	0893-164X 1939-1501
Published:	American Psychological Association (APA) 2026
Online Access:	Check full text
URI:	https://cronfa.swan.ac.uk/Record/cronfa71698

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This study sought to compare this and other proposed positive emotional messages against novel alternatives. Method: U.K.-based gamblers (N = 4,204) rated 10 positive emotional messages on four Likert scales (e.g., “this message makes me want to gamble less”; “this message is relevant to me”) and provided free-text responses. Participants also completed the Problem Gambling Severity Index to explore how message ratings varied with levels of gambling harm. Results: Two novel messages highlighting the positive impacts of not gambling on relationships and happiness scored the best when ratings were averaged across the four Likert scales. Messages appeared better suited to those who are experiencing gambling harms: Participants with nonzero Problem Gambling Severity Index scores reported consequently wanting to gamble less, and messages appeared relevant to participants with Problem Gambling Severity Index scores of 8+. Analysis of free-text comments revealed that only one message, based on a message used in New South Wales, Australia, yielded a positive average sentiment from participants (“You’re stronger than you think. Take the first step and speak to someone today”). Some participants perceived a judgmental or guilt-inducing tone from messages. Conclusions: While existing Australian positive emotional messages scored well, some novel alternatives may perform even better. 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spelling	v2 71698 2026-04-01 Positive emotional harm prevention (safer) gambling messages: Results of an online experiment de868c4f56d8f5fbecbd686fdbb7b4b5 0000-0001-5001-4126 Jamie Torrance Jamie Torrance true false 2026-04-01 PSYS Objective: The United Kingdom is set to replace gambling industry slogans such as “gamble responsibly” with independently designed messages. One of the seven independently designed Australian messages is a positive emotional message, intended to leverage positive feelings to enact behavioral change. This study sought to compare this and other proposed positive emotional messages against novel alternatives. Method: U.K.-based gamblers (N = 4,204) rated 10 positive emotional messages on four Likert scales (e.g., “this message makes me want to gamble less”; “this message is relevant to me”) and provided free-text responses. Participants also completed the Problem Gambling Severity Index to explore how message ratings varied with levels of gambling harm. Results: Two novel messages highlighting the positive impacts of not gambling on relationships and happiness scored the best when ratings were averaged across the four Likert scales. Messages appeared better suited to those who are experiencing gambling harms: Participants with nonzero Problem Gambling Severity Index scores reported consequently wanting to gamble less, and messages appeared relevant to participants with Problem Gambling Severity Index scores of 8+. Analysis of free-text comments revealed that only one message, based on a message used in New South Wales, Australia, yielded a positive average sentiment from participants (“You’re stronger than you think. Take the first step and speak to someone today”). Some participants perceived a judgmental or guilt-inducing tone from messages. Conclusions: While existing Australian positive emotional messages scored well, some novel alternatives may perform even better. Positive emotional messages appear best suited for audiences who are already experiencing substantial gambling harms. Journal Article Psychology of Addictive Behaviors 0 American Psychological Association (APA) 0893-164X 1939-1501 gambling messaging, responsible gambling, behavior change, behavioral addictions, public health messaging 16 3 2026 2026-03-16 10.1037/adb0001138 COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University Another institution paid the OA fee 2026-04-01T11:12:59.4038526 2026-04-01T11:06:19.4203045 Faculty of Medicine, Health and Life Sciences School of Psychology Philip Newall 0000-0002-1660-9254 1 Leonardo Weiss-Cohen 2 Simon T. van Baal 3 Jamie Torrance 0000-0001-5001-4126 4 Maira Andrade 5 Archie Spicer 6 Leon Y. Xiao 7 71698__36467__e2c359abc37e4dd78a24704b9b67e9e8.pdf 71698.VoR.pdf 2026-04-01T11:10:17.7964208 Output 1772343 application/pdf Version of Record true © 2026 The Author(s). This work is licensed under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 International License. true eng https://creativecommons.org/licenses/by-nc-nd/4.0
title	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
spellingShingle	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment Jamie Torrance
title_short	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
title_full	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
title_fullStr	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
title_full_unstemmed	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
title_sort	Positive emotional harm prevention (safer) gambling messages: Results of an online experiment
author_id_str_mv	de868c4f56d8f5fbecbd686fdbb7b4b5
author_id_fullname_str_mv	de868c4f56d8f5fbecbd686fdbb7b4b5_***_Jamie Torrance
author	Jamie Torrance
author2	Philip Newall Leonardo Weiss-Cohen Simon T. van Baal Jamie Torrance Maira Andrade Archie Spicer Leon Y. Xiao
format	Journal article
container_title	Psychology of Addictive Behaviors
container_volume	0
publishDate	2026
institution	Swansea University
issn	0893-164X 1939-1501
doi_str_mv	10.1037/adb0001138
publisher	American Psychological Association (APA)
college_str	Faculty of Medicine, Health and Life Sciences
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hierarchy_top_id	facultyofmedicinehealthandlifesciences
hierarchy_top_title	Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id	facultyofmedicinehealthandlifesciences
hierarchy_parent_title	Faculty of Medicine, Health and Life Sciences
department_str	School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str	1
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description	Objective: The United Kingdom is set to replace gambling industry slogans such as “gamble responsibly” with independently designed messages. One of the seven independently designed Australian messages is a positive emotional message, intended to leverage positive feelings to enact behavioral change. This study sought to compare this and other proposed positive emotional messages against novel alternatives. Method: U.K.-based gamblers (N = 4,204) rated 10 positive emotional messages on four Likert scales (e.g., “this message makes me want to gamble less”; “this message is relevant to me”) and provided free-text responses. Participants also completed the Problem Gambling Severity Index to explore how message ratings varied with levels of gambling harm. Results: Two novel messages highlighting the positive impacts of not gambling on relationships and happiness scored the best when ratings were averaged across the four Likert scales. Messages appeared better suited to those who are experiencing gambling harms: Participants with nonzero Problem Gambling Severity Index scores reported consequently wanting to gamble less, and messages appeared relevant to participants with Problem Gambling Severity Index scores of 8+. Analysis of free-text comments revealed that only one message, based on a message used in New South Wales, Australia, yielded a positive average sentiment from participants (“You’re stronger than you think. Take the first step and speak to someone today”). Some participants perceived a judgmental or guilt-inducing tone from messages. Conclusions: While existing Australian positive emotional messages scored well, some novel alternatives may perform even better. Positive emotional messages appear best suited for audiences who are already experiencing substantial gambling harms.
published_date	2026-03-16T11:13:01Z
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score	11.1007595

Positive emotional harm prevention (safer) gambling messages: Results of an online experiment

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