This session examines the evolving landscape of responsible gambling advertising, exploring how messaging strategies can effectively promote safer gambling behaviors. We'll discuss common characteristics of responsible gambling advertisements including messaging tone and their psychosocial properties. The presentation will review current research on the efficacy of responsible gambling campaigns, including their impact on attitude shifts and behavioral outcomes over time. Additionally, we'll discuss user preferences for responsible gambling content, examining how different demographics respond to various messaging approaches. Attendees will gain insights into best practices for developing responsible gambling advertisements that resonate with target audiences while fulfilling harm reduction objectives. Learning outcomes: By the end of this session, participants will be able to: 1) Identify key characteristics of effective responsible gambling advertisements. 2) Evaluate research evidence on responsible gambling advertising efficacy and behavioral outcomes. 3) Understand how to apply audience preferences to develop targeted responsible gambling messaging strategies.