A new academic study supported by the ICE Research Institute highlights the unintended consequences of gambling-related stigma, suggesting that negative media narratives may actively intensify harmful behaviours among vulnerable players.

Funded by the ICE Research Institute—an initiative backed by World Gaming and Fira Barcelona—the research explores how societal perceptions of gambling are shaped and the impact these narratives have on individuals experiencing gambling-related issues.

Titled “Social Representations and Stigma Surrounding Gambling in Contemporary Spain”, the study was led by David Pere Martínez Oró, Director of Episteme Social. It examined 726 newspaper articles published in Spain between 2011 and 2024, offering a comprehensive view of how gambling is portrayed in the media.

The findings suggest that framing gambling as an individual moral failing—rather than a regulated leisure activity—can marginalise vulnerable individuals and increase risk. According to Martínez Oró, stigma can paradoxically reinforce harmful behaviour by pushing players into isolation, where protective support systems are weaker and feelings of shame are more likely to develop.

The research also highlights notable gender differences in how stigma is experienced. While media coverage does not necessarily stigmatise women more frequently, its social consequences can be more severe. Women are often judged against traditional roles, such as being labelled “bad mothers” or “inadequate caregivers,” whereas men are more commonly portrayed as “reckless” or “weak.”

Importantly, the study cautions that increasing social acceptance of gambling alone will not eliminate stigma. Without coordinated changes in regulation, education, and media framing, negative perceptions are likely to remain embedded in cultural narratives—even in more tolerant societies.

Looking ahead, Martínez Oró hopes the findings will inform policymaking, industry standards, and communication strategies. He advocates for a shift away from a narrow “responsible gambling” model toward a broader framework of shared responsibility, involving regulators, operators, media, communities, and players to reduce harm without reinforcing stigma.

He also emphasised the importance of the ICE Research Institute’s support, noting that it ensured independence, credibility, and wider dissemination of the research. According to Martínez Oró, such backing demonstrates a willingness within the industry to address complex challenges and invest in meaningful, evidence-based insights.