Odds Are They Win: collaborative campaign exposing gambling harms launched in North London

The biggest World Cup in history starts on 11 June. Ahead of the first match, Mind in Haringey, in collaboration with public health and mental health partners across North Central London, has launched the ‘Odds Are They Win’ campaign. This campaign aims to counteract the high volume of gambling advertising expected during the tournament and to make it easier for people experiencing gambling harm to access support services.

As the World Cup brings football – and a wave of gambling advertising – into homes, the Odds Are They Win campaign will raise awareness of gambling industry marketing tactics and reassure people experiencing gambling harm that they are not alone and it is not their fault. Across digital channels and a dedicated webpage hosted by Mind in Haringey, the campaign will share verified facts about the gambling industry and highlight that gambling can affect anyone, at any time, from all walks of life, and is caused by products designed to keep you using them.

The Odds Are They Win campaign is led by the North Central London Gambling Harms Alliance, which is a collaboration headed by Mind in Haringey, involving five local authorities, Thrive LDN and Progress Health Partnerships, and supported by funding from the Gambling Research Exchange Ontario (GREO).

Commenting on the campaign, Lynette Charles, CEO, Mind in Haringey, and Chair, Mind in London, said: “Too many people experiencing gambling harm suffer in silence because they feel ashamed or blame themselves. We want to give voice to a different message: you are not alone, it is not your fault, and free, confidential support is available.

“Exposure to gambling can impact your physical and mental health, your wellbeing, your money, relationships, education, or your job. Mind in Haringey is proud to host this campaign and to stand alongside our partners across North London to make it easier for people to reach out and access the right support.”

Gambling harm is driven by addictive products and marketing designed to keep people gambling and spending. During major tournaments, fans are targeted relentlessly: more than half of televised gambling ads feature free bets or financial incentives, and six in ten people in the UK see gambling ads at least once a week. Meanwhile, the industry keeps £16.8 billion a year from customer losses.

Odds Are They Win – first developed in Manchester in 2022 and refreshed with input from people with lived experience for this summer’s tournament – names how the industry operates so that anyone experiencing harm feels able to seek support. Stigma is one of the biggest barriers to reaching out, so every message rests on a simple principle: it’s not your fault, you are not alone, and help is available.

The Odds Are They Win webpage provides more information and a list of free and confidential support services.