Australian safer gambling taglines for online wagering ads
Also: Chances are you're about to lose · What's gambling really costing you? · National Consumer Protection Framework taglines
“Chances are you're about to lose.”
From March 2023 Australian online wagering companies had to replace 'gamble responsibly' with seven government-tested taglines, rotated over 12 months across TV, radio, apps, print, social media and websites, each with a call to action for Gambling Help Online and 1800 858 858; the taglines were developed in research commissioned by the federal Department of Social Services.
- Years
- 2023
- Country
- Australia
- Topic
- Gambling
- Asks people to
- Seek helpStop
- Strategy
- Policy pairedService linkWarning label
- Channel
- AppPrintRadioSocial (paid)TVWebsite
- Audience
- Adults
Evidence
NoneUnknown
No evaluation of the taglines' effect after March 2023 found. They were developed through DSS-commissioned interviews and focus groups with 224 regular online gamblers (formative, not outcome). Related experiments with Australian sports and race bettors (Rockloff 2023, N=2,074) found no differences in betting between positive-emotional, norm-based and generic messages.
Sponsor (who paid)
- Australian Government Department of Social Services Foreign government, commissioned the tagline research
- Online wagering operators Industry, required to carry the taglines
Credits (who made it)
Not recorded yet.
Sources
- Will new 'gamble responsibly' taglines impact gambling behaviour? (Griffith University News, 21 Mar 2023) reference · 2023
- Phase II DSS gambling tagline testing and implementation (Department of Social Services) sponsor · 2022
- Rockloff M et al. Testing the effectiveness of different safer gambling messages for sports and race betting: a five-week experiment. Addict Behav 2023 reference · 2023 · DOI 10.1016/j.addbeh.2023.107893 · PMID 39491399
Research notes
Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the sources listed; unreviewed, including the cardSummary. A mandated warning message, not a sponsor-run campaign; recorded because the taglines are the most-seen gambling harm messages in Australia. The seven lines: 'Chances are you're about to lose'; 'What's gambling really costing you?'; 'You win some. You lose more.'; 'What are you prepared to lose today? Set a deposit limit.'; 'Imagine what you could be buying instead.'; 'Think. Is this a bet you really want to place?'; 'What are you really gambling with?' (Griffith). Start date: March 2023 per Griffith; one report says April. The DSS testing report was not opened (search result). The Rockloff experiment did not test these exact taglines; it is listed as related evidence only.
Record cases/au-gambling-ad-taglines-2023.json, updated 2026-10-28· Link to this campaign