Evaluation of the ‘take time to think’ safer gambling message: a randomised, online experimental study

Abstract In October 2021, a majority of the UK gambling industry implemented new safer message, ‘take time to think’, which features on advertising and websites. An effective message could plausibly affect several relevant behaviours, with previous research suggesting that effectiveness is maximised via messages are displayed prominently immediately prior gambling. We experimentally tested this message's effect four contemporaneous behaviours (the proportion available funds bet, clicks for help service information, mean speed play, total number roulette spins made) in an incentivised online game sample UK-based gamblers. Participants ( n = 2,305) were randomly allocated either (a) ‘no-message’ control, (b) ‘message’ shown throughout condition or (c) ‘message+’ condition, where was also popup game. Overall, results showed no credible effects across outcome measures when comparing conditions no-message control. Even prominent display think’ did not lead beneficial range behaviours.