WOMEN are turning to gambling to make up shortfalls in their income as the cost of living crisis bites, a betting charity has warned.

Frankie Graham, founder of gambling charity Betknowmore, based in Pentonville Road, warned “anecdotal” evidence showed increasing numbers of women are turning to gambling to supplement their income.

While they traditionally avoid betting shops, Mr Graham said more women are gambling in the comfort – and privacy – of their own homes.

He said: “What we’ve seen with different access to gambling through the phone, laptop and particularly the emergence of things that are very social like bingo, more women definitely get that exposure to gambling and are able to gamble in environments which they feel more comfortable in.”

He said that advertising is adding to the problem. “A lot of the marketing of gambling is very positive, particularly in terms of the lottery – it’s presented to you as a life-changing opportunity,” he said.

“The role of gambling is presented to us as an opportunity to change our lives and give us a better standard of living.”

Mr Graham, himself a former gambler, said: “If you look at all the advertising now, it really does highlight people gambling in groups, gambling as a social thing… and that’s not my experience of gambling. My experience of gambling is going into a betting shop and feeling completely alone.”

A recent study by Gamble Aware shows one in ten women is turning to gambling to supple­ment their household income.

This worrying trend comes against the backdrop of what Mr Graham describes as a “perfect storm” as the cost of living crisis, the World Cup and Christmas unfold simultaneously.

“If you have a tendency to have a belief that gambling is your way to supplement your income, there is always going to be risk there,” he said. The current bills crisis is encouraging people to set themselves gambling “targets”, he added.

“If you’ve got someone who is struggling to pay their rent at the moment, a heating bill or shopping or other basic essentials, they may say: ‘right, I need £30 to get this bill paid – I’ll go online and that’s what I’ll try and win’.”

At the Town Hall last week the council unveiled its new gambling policy, with executive member for community safety Councillor John Woolf describing current government legislation as something that “looks like it was written by Paddy Power back in 2005”.

Developed with feedback from Betknowmore among other organisations, the new council policy takes a “public health” approach to gambling, recognising that “gambling harms” go beyond those who gamble and affect their families, communities and wider society.

The core part of the policy is devoted to protecting vulnerable people from harm – particularly those who gamble more than they want to, or who gamble beyond their means.

The policy also recognises a link between gambling shops and deprivation, with bookmakers clustered in Archway, Caledonian Road, Nag’s Head and Finsbury Park – “all areas with high levels of multiple deprivation,” according to council documents.

Betknowmore has recently launched a support service called New Beginnings delivered by and for women affected by gambling. Anyone struggling with their gambling habits is encouraged to contact the