A recent Eastenders storyline involving the character Kush Kazemi, played by actor Davood Ghadami, in which he becomes addicted to online poker, has had an impact on awareness of online gambling addiction, and increased attitudes for reform of the laws, according to polling for the Clean Up Gambling campaign.

Broadly in line with average Eastenders audience, 36% of the public are aware of the storyline, in which his addiction leads to Kush piling up large debts and putting his home at risk.

Of the 36% who are aware of the storyline, 56% to 37%, said they are more aware of the issues around online gambling as a result of what they’ve seen in the programme.

In light of the announced government review into online gambling regulations, 57% of those who are aware of the Eastenders storyline say the programme has made them favour stricter limits into online gambling, with 21% saying it has made them favour fewer restrictions and for 15% it has made no difference.