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

Source: Thrive LDN

A new public health campaign warns that during the 2026 World Cup, the only guaranteed winner is the gambling industry, whilst reassuring Londoners experiencing harm that they are not alone.

The biggest World Cup in history starts on 11 June. Ahead of the first match, public health and mental health partners across North Central London are launching the ‘Odds Are They Win’ campaign.

The initiative 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. Gambling harms represent the negative impacts of betting products on the health and wellbeing of individuals, families, communities, and wider society.

With 104 matches scheduled, many of which take place late at night in the UK due to time difference, the tournament creates an environment of increased risk for solitary, mobile betting.

The commercial risk is accelerated by broadcasting expansions that that allow licensed gambling operators to livestream World Cup matches directly within their mobile betting applications. Providing live match feeds inside these apps creates a friction-free environment for continuous, in-play betting, which increases the risk of immediate financial and emotional harm.

Odds Are They Win responds by focusing on the public evidence, pointing attention away from individual choice and toward an industry whose products and marketing are engineered to be addictive.

The 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).

The campaign adapts an evidence-based model originally implemented in Greater Manchester in 2022. Refreshed for 2026 with new data and, crucially, with the input of people who have lived experience of gambling harm with support from charity, Chapter One.

Across digital channels and a dedicated webpage hosted by Mind in Haringey, the campaign will share verified facts. These statistics show that the gambling industry in Great Britain keeps an estimated £16.8 billion a year from customer losses, that online football betting alone generates over £1.3 billion a year from those losses, and that 1 in 5 people know someone affected by gambling harm.

The message throughout is consistent, noting gambling can affect anyone, at any time, from all walks of life, and is caused by products designed to keep you using them.

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.”

The testing of the campaign messages with individuals who have first-hand experience of gambling harm was facilitated by Chapter One.

James Grimes, director, Chapter One, added: “Chapter One is proud to have supported this latest iteration of the ‘Odds Are: They Win’ campaign and continue to work with partners to raise awareness of gambling-related harms and industry marketing tactics.

“Throughout twelve years of my own gambling addiction, I never once saw a message that told me the truth about the products I was engaging with and relentless marketing, including “safer gambling” messages facilitated the harm I was experiencing. The reality is modern-day gambling is designed to be easy to start and hard to stop. If you are struggling like I was please know that this is not your fault and a life free of gambling is possible.”

A serious public health concern

The campaign launches amid growing public awareness of the most severe impacts of gambling harms. There is an established link between gambling and suicide, with betting products frequently acting as a dominant factor. People experiencing gambling-related harms are a risk group for the experience of suicidal thoughts, attempts, and death by suicide.

As part of the campaign, the Zero Suicide Alliance and Thrive LDN will host a free 90-minute live online workshop on Monday, 15 June 2026, focused on gambling harms and suicide prevention. The content for the session has been jointly developed with Chapter One.

Open to professionals, partners and members of the public, the session will offer practical guidance on spotting when someone may be struggling and how to begin a supportive conversation. You can register for this session via Eventbrite.

Dan Barrett, director, Thrive LDN, added: “The World Cup is a time to enjoy sport with friends and family. However, with many late-night kick-offs, the risks of gambling harms are real, and they fall heaviest on those already experiencing commercial pressures.

“This campaign shares the factual reality that these products are designed so the industry always wins. Experiencing harm is a predictable outcome of product engineering rather than a personal failure, and there are many expert organisations who are ready to help. We encourage Londoners to share the campaign messages and participate in the upcoming training session with the Zero Suicide Alliance.”

Get involved

Support the Odds Are They Win campaign by downloading a Supporter Pack from the Thrive LDN website today.

Finding support

If you or someone you know is affected by gambling, free and confidential help is available:

• Use free blocking software to restrict access to UK-licensed gambling websites and set up financial block options directly through your bank account.
• Contact the National Gambling Helpline on 0808 8020 133 for free, confidential support available 24 hours a day, seven days a week. Live chat and online messaging support are also available through GamCare.
• Visit Chapter One for a trusted, independent source of information and advice regarding corporate marketing tactics, product mechanics, and local support pathways.
• If you feel unsafe, severely distressed, or worried you might harm yourself, call NHS 111 and select option 2 for mental health support. If there is an immediate risk to life, call 999.