GambleAware has urged regulators and the government to act swiftly after new research revealed UK children and teenagers have encountered gambling content online at “unprecedented levels.”
The report, released on Tuesday, was produced by Social Finance and Sherbert Research on behalf of GambleAware. The information emerged from two surveys. One included 634 pupils from schools in the South West, South East, and West Midlands. The second survey involved over 2,100 young people aged 11 to 17 years old. GambleAware said the latter was nationally representative of that age group.
High Levels of Exposure
The findings point to widespread contact with gambling material. In one survey, 87% had already been exposed to gambling content online. 16% had seen ads or promotions from content creators on Twitch, TikTok and YouTube.
A quarter of respondents admitted to feeling tempted to gamble after seeing advertisements. Among boys aged between 16 and 17, 36% said they had already gambled after watching a celebrity endorsing gambling.
More than half said they felt they had no control over the amount of gambling content appearing in their feeds. At the same time, 78% of respondents agreed that under-18s should not be exposed to gambling advertising at all.
Call for Restrictions on Celebrity Promotions
The surveys revealed strong opposition to celebrity involvement in gambling advertisements. 67% of respondents feel that famous personalities and influencers should not promote gambling.
16% witnessed content creators sharing links or sign-up codes, while 14% noted influencers giving gambling advice.
GambleAware’s Position
In response, GambleAware is advocating for stricter regulations on gambling advertisements and influencer-led content. The charity urges regulators, the ASA, and the government to align digital rules with how young people consume content today.
“Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media,” said Zoe Osmond, GambleAware’s CEO. “Social media platforms and influencers now play a pivotal role in shaping attitudes and behaviours, and this research shows that some are playing a part in encouraging young people to gamble.”
Osmond added that the scale of exposure is unacceptable:
“It is unacceptable that children’s environments continue to be flooded with age-restricted content. Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among school-aged children. Early exposure to gambling at a young age significantly increases the risk of experiencing gambling harm later in life. Therefore, it is essential to address this issue proactively.
Next Steps
GambleAware is advocating for short-term restrictions as discussions on broader reforms continue. The organisation claims that stronger safeguards are essential. GambleAware aims to prevent the normalisation of gambling among under-18s, reducing the risk of future harm.