Public perceptions of gambling in the UK Armed Forces : understanding stigma via qualitative inquiry

Abstract

Background: Existing research has identified elevated public stigma toward Armed Forces personnel experiencing gambling-related harm. However, the reasoning underlying these perceptions remains poorly understood. Qualitative research can explore the drivers of such stigma and inform potential approaches to reduce it. Methods: A qualitative online survey was conducted with UK-based civilian respondents (N = 52) recruited via Prolific. Participants were screened to ensure they could meaningfully discuss gambling and military life. Open-ended questions invited participants to reflect on perceived risks and discuss attitudes toward gambling in both military and civilian contexts. Responses were analyzed using thematic analysis. Results: Four overarching themes with eleven sub-themes were identified: (1) Constructing the Unknown, (2) Perceived Drivers of Gambling within Military Culture, (3) Locating Responsibility and (4) Responding to Military Gambling. Conclusion: Findings suggest that public interpretations of military gambling-related harm were shaped by tensions between gambling and an idealized military identity, alongside negotiated understandings of responsibility across individual, institutional, and societal levels.