Ask Google whether problem gambling is on the rise and you’ll likely get a resounding “yes.” The explanation usually goes something like this: gambling companies now operate around the clock, bombarding consumers with advertising and offering more products than ever before. Access is unlimited and temptation is constant. The result of all this is an out-of-control maelstrom that’s sweeping players, especially vulnerable individuals, along with it. 

In this world, the solution seems obvious. Ban gambling. Or maybe ban gambling advertising. At the very least, prohibit certain so-called “high-risk” products. 

This message isn’t just echoed by AI-generated summaries, it’s reinforced by major media outlets that can usually be trusted for reliable reporting. Headlines warn that problem gambling is growing, sometimes dramatically. But when you read the stories behind the headlines, the evidence often tells a more nuanced story. 

Yes, more people are seeking help for gambling-related harm. But this may reflect greater awareness of available support services, reduced stigma and expanded access to treatment. And, yes, studies occasionally flag rising prevalence among certain groups, typically young men. But these increases are frequently offset by declines or stability in other groups. Despite these complexities, media coverage often remains sweeping and definitive in its proclamations that problem gambling is increasing. 

Let’s be clear: any rise in harm among a specific group warrants serious concern and focused intervention. Even in times where problem gambling rates are in overall decline, individuals and families can still suffer deeply. Yet if we want to address problem gambling effectively and sustainably, we must begin with an accurate description of the problem. Policy, prevention and support measures should be grounded in facts, not fear. 

To better understand the situation, I asked independent economist Ola Nevander to analyse long-term trends in problem gambling in Sweden, and to compare those trends with developments in advertising, product availability and accessibility. His analysis draws on government data, including from the Swedish Longitudinal Gambling Study (Swelogs), a population-based study that explores the relationship between gambling and health outcomes over time. 

The numbers are striking. Between 2009 and 2019, gambling advertising increased fivefold as dozens of new entrants competed for visibility in a freshly liberalised market. And yet, during that same period, the share of the Swedish population experiencing problem gambling fell from 2.2% to 1.3%. That’s not what you’d expect to see if advertising were directly fuelling addiction. 

The data related to product offering tells a similar story. The number of online casino games and overall product breadth in Sweden more than tripled between 2009 and 2019, reflecting the impact of digitisation and consumer demand. Once again, this expansion did not coincide with an increase in problem gambling. 

And, finally, let’s consider accessibility. Few aspects of modern gambling have changed as much. Today, the industry lives in people’s pockets, accessible anytime, anywhere, on any device. But even amid this profound shift, problem gambling prevalence has declined. 

Let me be clear: this does not mean problem gambling is not a serious issue. It certainly is and we as an industry have a responsibility to help prevent and address it. But it also means we need to be careful about the conclusions we draw. More advertising doesn’t automatically mean more harm. More products don’t necessarily lead to more addiction. More access doesn’t always equate to greater risk. 

Rather than fuelling moral panic, we need an honest, collaborative conversation about gambling-related harm, which is rooted in data, not assumptions. That conversation must involve all relevant stakeholders, including regulators, public health agencies, non-profits, researchers and the industry. 

Operators across Europe are investing in safer gambling tools, developing early detection systems and funding prevention programs. But these efforts must be aligned with broader public health strategies. The goal should be not only to reduce harm, but to ensure interventions are targeted, effective and proportionate to the actual risks. 

Problem gambling deserves serious attention, but addressing it requires more than dramatic headlines and reactive policy. It demands evidence, transparency and cooperation. As we continue to develop regulation and improve consumer protections, let’s start from a shared understanding of the facts. Because when it comes to harm prevention, truth is the most powerful tool we have.