Affected others’ perspectives on the burden, drivers, and prevention of gambling-related harms: a qualitative study

Abstract

Abstract Background Gambling is increasingly recognised as a public health concern, with harms extending beyond individuals who gamble to families and communities. However, young people and adults affected by others’ gambling remain under-represented in research on harm prevention messaging. Methods A critical qualitative inquiry approach was employed, involving four focus groups: two with adults affected by another person’s gambling (n = 10, aged 18–75 years) and two with young people living in households where an adult gambled (n = 10, aged 13–18 years). Participants were recruited through community networks and online platforms. Data were analysed thematically using the Framework Method. Results Three themes were identified. The first theme, “gambling-related harms are multifaceted and often hidden”, highlights how harms extend beyond financial loss to include impacts on mental health, relationships, and family security, often reinforced by stigma and secrecy. Adults highlighted delayed recognition and minimisation of harm, while young people described diminished trust in adults who gambled. The second theme, “perceived predatory tactics of the gambling industry”, captures participants’ views on aggressive marketing, celebrity endorsements, and the normalisation of gambling through sports and digital platforms. Adults expressed moral outrage and distrust, often characterising industry practices as exploitative, whereas young people emphasised the influence of celebrities and gaming-related promotions. The third theme, “harm prevention requires multi-level, targeted strategies”, reflects participants’ views that industry slogans are ineffective, and prevention should instead emphasise credible, audience-specific messaging, lived-experience narratives, and systemic reforms. Adults underscored the invisibility of affected others and called for recognition and early support, while young people advocated for peer-led education in schools and digital environments. Conclusions The findings highlight the importance of prevention approaches that reflect the experiences of those affected by gambling-related harm. Effective prevention is likely to require tailored communication and structural measures addressing the social and commercial conditions in which gambling occurs. Although participants frequently discussed online gambling, digital advertising, and features of contemporary gambling environments, many harms were related to familiar family and relationship impacts. The findings also highlight the moral and emotional ways through which gambling-related harm is understood, with participants favouring prevention approaches that acknowledged these experiences.