Media guidelines for the responsible reporting of gambling harm: a comparative review of evidence and issues

This review examined media guidelines intended to reduce gambling-related harm and stigma, comparing them with best-practice guidelines for other stigmatised conditions such as mental health, suicide, and substance use. Using a qualitative descriptive approach with document analysis and frequency counts, the study identified common elements and key gaps. Most gambling media guidelines originate from Great Britain and Australia and were produced by governmental or non-profit organisations.Key recommendations include using first-person language, avoiding stigmatising terminology and blame-based narratives, and signposting support services, aligning with best practices for reporting on stigmatised conditions. However, gambling guidelines primarily focus on language, self-stigma, and help-seeking, rather than addressing commercial determinants, public stigma, and discrimination. In this way, they continue to be concerned with gambling at the individual level rather than equipping media professionals to reframe the broader causes, consequences, and solutions to gambling harm. The review suggests that future guidelines should promote a wider reframing of gambling harm using practical guidance on human-interest stories, ethical engagement with people with lived experience of gambling harm, and the provision of access to credible sources of statistics. Development of more effective media guidelines requires stronger involvement from media professionals and other stakeholders, alongside the integration of empirical evidence to support accurate, ethical, and impactful reporting on gambling harm.