Gambling Companies and Recovery Ads — Real Commitment or Just Compliance?

November 06, 2025

Flashy Ads, Hidden Risks

If you’ve tuned into any live sports broadcast or scrolled through social media recently, you’ve likely seen them: bright, fast-paced gambling ads promising excitement and easy wins. Right at the end — almost like a whispered afterthought —: “Gamble responsibly. Need help? Call this hotline.”

The placement itself is telling: the fun gets the spotlight; the risk is squeezed into small print.

Compliance vs. Commitment

By law in many U.S. states gambling companies must include responsible-gambling disclaimers and promote tools like deposit limits or self-exclusion features. While these features can genuinely help people working toward habit change, they are rarely highlighted in the same way as the betting promotions themselves.

In 2024, the U.S. commercial gambling industry hit approximately US $71.9 billion in revenue, marking one of its strongest years on record.

Against this backdrop, investments in recovery awareness — often just a few million dollars — can start to feel like compliance, not genuine commitment.

The Risk for Young Audiences

What’s especially concerning is how often these ads reach kids and teens. Sports broadcasts, YouTube streams, and even TikTok feeds frequently feature gambling content. Research shows that young people’s exposure to gambling marketing is associated with higher gambling attitudes, “normalisation” of gambling and increased intentions to bet.
On top of that, studies indicate that adolescents who start gambling earlier in life show increased risk of developing gambling-related problems later.

A Better Way Forward

The gambling industry has the resources to do more than the bare minimum. Real commitment would mean:

Giving recovery-focused ads equal weight to betting promotions.

- Partnering with independent organisations to ensure people get genuine help, not just hotline numbers.

- Acknowledging that gambling isn’t just entertainment — it carries real risks that affect families and communities.

If gambling companies stepped up, the ripple effect could be powerful: fewer families in crisis, fewer kids exposed to harmful messaging, and more individuals believing that habit change is possible.

How Incumental Can Help

Incumental is here for the people behind the numbers — the parents, young adults, and everyday fans who feel caught between flashy ads and the quiet struggle of addiction.

Our platform provides tools that move beyond compliance, helping people build healthier habits with privacy and compassion.

References

American Gaming Association (2025). State of the States 2025: Commercial Gaming Revenue Reaches US $71.9 B.
https://www.americangaming.org/resources/state-of-the-states-2025/

Adams, P.J., et al. (2023). Youth exposure to commercial gambling marketing: associations with gambling attitudes and intentions. Addictive Behaviors Reports.
https://www.gamblingcommission.gov.uk/report/young-people-and-gambling-2023/ypg-2023-attitudes-towards-and-exposure-to-gambling-exposure-to-gambling

Gupta, R., & Derevensky, J. (2010). Adolescent gambling: Understanding prevalence and prevention. Journal of Gambling Studies.
https://www.researchgate.net/publication/247919185_Adolescents_with_gambling_problems_A_synopsis_of_our_current_knowledge