GambleAware demands urgent action: prevent gambling ads for minors
GambleAware, the charity dedicated to preventing gambling harm, has urged the UK Government to take urgent action to address the exposure of children and young people to gambling advertisements. Describing the current situation as "unacceptable," the call comes following the publication of two reports commissioned by GambleAware that analyze the impact of gambling on minors and the appeal of famous ambassadors in gambling advertising.
The organization has requested that gambling advertising be adapted to the current digital environment, so that minors are protected while browsing online. Additionally, it has called for a review of the role of celebrities in promoting gambling.
The first report, conducted by Social Finance under the title 'Understanding Trends Between Online Gambling Content and Gambling Attitudes and Behaviors Among Children and Young People,' collected data from 634 minors in the educational setting. GambleAware clarified that this report is not representative of the entire population but is part of a broader project that included content analysis in digital environments and qualitative interviews with schoolchildren.
Among the findings, 87% of respondents had seen online gambling content, and 16% had observed content creators and influencers promoting gambling. Nearly one in five stated they had seen influencers mention their own bets, 16% saw creators share registration codes and links to operators, and 14% witnessed influencers sharing betting tips.
Zoë Osmond OBE, Chief Executive of GambleAware, said: "Digital technology has transformed the way children and young people consume content, with widespread mobile phone ownership and many spending hours daily on social media. Social platforms and influencers now play a crucial role in shaping attitudes and behaviors, and this research shows that some are encouraging young people's interest in gambling."
The second report, produced by Sherbert Research and titled 'The Appeal of Famous Ambassadors to Children and Young People Aged 11 to 17,' gathered data from 2,100 minors aged 11 to 17, nationally representative across Great Britain, and included qualitative interviews with a subset of this group. According to the report, 79% of respondents believe more rules are needed regarding gambling content and advertising on social media, while 78% think these ads should not be shown to those under 18. Furthermore, 67% believe gambling should not be promoted by celebrities or influencers.
The presence of celebrities in gambling ads leads minors to perceive gambling as fun (64%), appealing (59%), exciting to try (57%), and an easy way to make money (56%). A quarter of respondents admitted to having thought about spending money on gambling after seeing a celebrity bet or promote gambling, and 36% of males aged 16 to 17 recalled participating in gambling activities after seeing a celebrity involved in gambling, raising questions about the effectiveness of uniform regulation. In light of these studies, GambleAware urges regulators to address gambling advertising on digital platforms that reach young audiences, calling for additional restrictions on marketing and online gambling content while new regulations are implemented and the recommendations of the interdepartmental safer gambling messaging group are fulfilled.
The organization also calls on the Advertising Standards Authority to reassess its guidelines on celebrity involvement in gambling ads, as well as requesting educational and awareness campaigns about gambling risks. "It is unacceptable that children's environments remain flooded with age-restricted content," Osmond added. "The constant exposure to gambling content driven by influencers contributes to the normalization of gambling among schoolchildren, and we know early exposure increases the risk of gambling harm in adulthood.
This research shows minors’ desire for greater transparency and regulation, and their wish to be free from online gambling content. The Government must act urgently to adapt to the digital age."
Tags: UK, England, Gamble Aware, responsible gaming, advertising