GambleAware urges stricter controls on gambling content amid rising youth exposure

• Two studies find that 87% of UK children have encountered gambling content on social media.
• Influencers and celebrities contribute to the normalisation of gambling among young people.
• Nearly four in five children surveyed call for tighter regulation of gambling content online.

GambleAware has called for tighter regulations on gambling content across social media platforms, citing significant exposure among children and young people.

The first study, conducted by Social Finance, surveyed 634 children and young people in education. While not nationally representative, the findings revealed that 87% had encountered gambling content online. Notably, 16% reported seeing influencers promoting gambling, and 14% had received gambling tips from them. The study also found a correlation between increased gaming time and exposure to gambling-related content.

A second report by Sherbert Research, encompassing 2,100 children aged 11 to 17, indicated that 79% support stricter regulations on gambling advertising on social media. Additionally, 78% believe such promotions should be restricted for under-18s. The study also highlighted that celebrity endorsements made gambling appear more fun, cool, exciting, and an easy way to make money.

In response to these findings, GambleAware has urged the UK’s Advertising Standards Authority (ASA) to revise its guidelines concerning celebrity involvement in gambling promotions on social media platforms. CEO Zoë Osmond OBE emphasized the need for urgent action, stating, “Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling amongst school-aged children.”

In a related development, the ASA announced an extension to its Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code), marking the first time its rules will apply to non-paid online marketing communications targeting UK consumers. This amendment aims to ensure that all marketing communications by licensed gambling operators are regulated consistently.

The reports also shed light on the increasing prevalence of unregulated gambling operators targeting British consumers. A recent report by the charity Deal Me Out revealed that 61% of respondents had their money stolen by unlicensed operators. CEO Jordan Lea warned of the risks posed by crypto casinos and fake games promoted by influencers bypassing UK regulations.

Worrying statistics

According to the report:

• 87% of 13–17-year-olds surveyed have encountered gambling content online.
• 16% reported seeing influencers promoting gambling.
• 1/4 felt tempted to gamble after viewing celebrity endorsements.
• 79% of respondents advocate for stricter regulation of gambling ads on social media.

GambleAware calls for urgent government action to protect young people.