The Problem of Gambling.

 

Several reports revealing the extent of gambling addiction in the UK have led to speculation that an increasing trend towards compulsive gambling is occurring, a trend that is predicted to get worse. It has been estimated that around 600,000 UK citizens currently have some form of gambling addiction; reports published in 2004 found that only around 300,000 sufferers existed, that means that gambling addictions have effectively doubled in the period of 5 years, and figures are only set to get worse.

 

Although many reports have now published similar results, and experts have been calling for increased government action, very little has been done to help gambling addicts. Casinos and other gambling businesses continue to market themselves aggressively and to use deceptive techniques to lure more people into the gambling-net.

 

As has been previously seen with so called ‘vice-industries’, such as the tobacco and alcohol industries, previous governments have proved reluctant to put regulatory bodies in place because of the fear lack of gambling will have on tax-revenue in the UK.

 

Simultaneously, the proliferation of internet gambling has further served to fragment the gambling industry, many online casinos are available to UK citizens, but are based off-shore; this means that they are harder to regulate and control than the bricks-and-mortar casinos, bingo halls and bookmakers.

 

However, a ban last week on ‘Prime Scratchcards’ reveals a step in a positive direction for the creation of a responsible gambling ethic within the online community. Prime Scratchcards received the ban following, what was described as ‘irresponsible’ internet advertising and promotion. But, on the whole this ban is only a very small step in what will be a very long journey.

 

The company was particularly berated for quoting one of its winners as a way of showing that gambling could be profitable and could help people out of their debt worries:

 

"I am a single mom [sic] and I live on family benefits, I played and won £46,799 and it is incredible for me. I was very stressed for my son's future and I couldn't sleep, now that I won I know that I can help my son build a better future."

 

Gambling advertising has been particularly focused on targeting women gamblers in recent years. Because women arrived in the gambling arena relatively late in comparison to men, the female market is considered by marketing companies to be the most lucrative target group at present and is therefore targeted by online casinos’ marketing strategies.

 

Marilyn Lancelot, an ex-gambling addict come author, has said that: "Ten years ago there were a handful of women gambling ... That has changed with more women earning an income, raising families without a spouse, freedom to enter gambling establishments without an escort, and thus creating more female gamblers".

 

The targeting of the female market goes some way towards showing the way in which the net is being cast wider and wider by various gambling operators whose sole aim is to increase profit and revenue, and who focus very little on the impact such net-widening is having on people in general.

 

Because there has been such a marked increase in the number of betting companies operating on the internet, competition between them has become fierce, and from a business point of view has warranted more extreme measures by gambling operators to increase their customer numbers. Casinos abound with offers, from massive welcome bonuses to loyalty packages, ensuring that people return again and again, while the casinos remain secure in the knowledge that the house always wins-out in the long-run.

 

The University of Illinois have conducted research into the correlation between the introduction of gambling to specific areas and the increase in numbers of problem gamblers; they found that there was a significant correlation, with some areas showing an increase in problem gamblers of up to 550%. Because the internet is available to most people, the area has effectively grown to an almost global extent, meaning that there is great potential for a gambling addiction pandemic.

 

Despite these dark predictions, little is being done to address the problem, or to stop it before it spirals out of control, it seems the adage ‘prevention is the best cure’ is likely to be ignored when the best that the industry and government experts have managed to do is to create and annual

"Responsible Gambling Awareness Day”, although most people will never have heard of it, let alone know what day it is!

 

If these companies will not try to prevent the problem, they could at least be trying to help those individuals who do fall victim to gambling addiction that has been caused as direct result from exposure to the industry via the internet. The BMA (British Medical Association) have asked gambling operators to contribute a certain percentage of profits to help tackle the problem, and although they do pay a small fee, the amount that the BMA receives does little to help. It is estimated that the BMA make £17 for every gambling addict it has to treat- £17 over the period of time it takes to rehabilitate such a person is poor, especially in comparison to the amount these companies take to line their own pockets.

 

Part of the problem is the change in the general perception of gambling. In the past it was seen as a remit of the socially redundant, a small flutter now and then has usually been tolerated, but the huge amounts of money that gambling addicts make has traditionally been viewed with sour eyes. This is changing as gambling becomes more and more acceptable and popular; indeed, you would be hard pushed to find a person who has never partaken in the act of gambling. It is a common site to see gambling fixtures and tips in the daily newspapers in the UK, further normalising the gambling industry in the eyes of society.

 

The fact that gambling is now being treated as a part of everyday life, the plethora of online casinos, the bookies in the city centres, the 3 weekly national lottery draws, has meant that gambling is seen as largely benign. And herein lies the problem, people need to be made aware of some of the problems that can come through gambling, and learn how to avoid them and play responsibly. We are not arguing here for the all-out ban of gambling, but a teaching of how to play safely.

 

In the next few years we could see the gambling industry being discussed much as the binge-drinking industry is being discussed at the moment. The UK seems to be heading for a binge culture in just about all vices.

 

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