When I shared long-term data on problem gambling in Sweden in a recent Global Gaming Insider column, the response was swift and intense. The reason? The data didn’t fit the prevailing narrative. The column highlighted a fact that surprised many: not only is problem gambling not on the rise, but it has been declining for more than a decade.

That finding challenges what many people believe about gambling harm. It also runs counter to assumptions held even by those working inside the industry. But the numbers are clear. According to economist Ola Nevander’s analysis of data from Sweden’s Public Health Agency, the share of the adult population struggling with problem gambling stood at around 2% in the early 2000s, peaked at 2.2% around 2010, and had fallen to 1.3% by 2021 – the most recent year for which official data is available.

This spring, a new study will be conducted as part of a joint Nordic initiative. This will be the first comparative prevalence study across Sweden, Denmark, Finland, Norway and Iceland. It promises to add important context and allow for learnings across borders and regulatory frameworks.

But even with the data we already have, it’s clear that a remarkable gap persists between perception and reality. According to a recent opinion poll conducted by Novus on behalf of the Swedish Trade Association for Online Gambling (BOS), the average Swede believes that 23% of the population suffers from gambling addiction. That’s nearly one in four people. The true prevalence is closer to one in a hundred.

This disconnect matters. Not just for the sake of public understanding, but because it influences how media stories are written, how policies are shaped and how the industry is perceived. And we in the industry must shoulder some of the blame.
We like to tell stories of individual harm to demonstrate our concern: the testimonial, the “lived experience,” the personal case study. These stories are powerful as they put a face to the issue. But when left unaccompanied by data, they can distort the public’s sense of scale. We’ve hesitated to speak more broadly – perhaps for fear of sounding cold, or of being accused of minimising the suffering that absolutely does exist.

But in that silence, assumptions and misinformation have grown unchecked. The idea that gambling harm is spiralling out of control has taken hold. And once firmly rooted in public discourse, it becomes very difficult to dislodge.

Of course, public concern hasn’t come from nowhere. Years of effective advocacy and public awareness campaigns have helped reduce stigma, raise recognition of gambling as a health issue and made it easier for people to seek help, through helplines, clinics, or digital tools. That’s a real achievement. But when awareness outpaces understanding, perceptions can drift. And when those perceptions harden into myth, they risk 
doing more harm than good.

None of this is meant to take away from the seriousness of problem gambling. A 1.3% prevalence rate still represents a major public health challenge. Tens of thousands of Swedes are affected. Roughly 130,000 people live in households where someone is struggling with gambling addiction, including 40,000 children. These numbers demand attention, compassion and evidence-based intervention.

But fear of being misunderstood shouldn’t prevent the industry from speaking plainly. If we’re serious about building trust with the public, with policymakers and with the customers we serve, then we must be willing to share the facts. Even when they challenge assumptions. Even when they complicate 
the narrative.

At BOS, we don’t claim to have all the answers, but we are committed to playing a constructive role in this dialogue. That begins with a commitment to the truth: to present the data as it stands; to neither downplay nor exaggerate the problem; and to working collaboratively with regulators, public health experts and civil society.

Yes, problem gambling exists and, yes, there’s more work to do. But progress is possible and already underway. If we want to keep moving forward, we must commit to honest conversation, responsible action and evidence-led policymaking. The future of safer gambling – and perhaps the viability of our industry – depends on it.