Promoting responsible gambling via prevention messages: insights from the evaluation of actual European messages

Prevention messages are short sentences supposed to broadcast preventive intentions. Three types of messages are noticeable: messages correcting erroneous beliefs, messages informing about the risks and messages promoting responsible gambling. While the results in the literature about messages promoting results are alerting, they are frequently used in European prevention campaigns. The present study relied on language and semantics models to evaluate the communicative and preventive values of 14 messages: 7 were actual European prevention messages and 7 messages were created for the study. Overall, 339 participants answered an online questionnaire in which they evaluated the communicative value of one of the messages and then ranked all the messages according to their preventive level. Results showed that messages informing about the risks and messages correcting erroneous beliefs have a higher level of communicative value than messages promoting responsible gambling. Indeed, the latter are judged as more ambiguous and as less preventive than the two other types of messages. As models of conversational pragmatics suggest that ambiguous messages convey at least two interpretations, the article discusses the possibility that individuals comprehend these messages as incentives to control their impulses (prevention) and incentives to control the game (promotion).