GambleAware recently highlighted an urgent issue with the release of a new study revealing that children and young people in Great Britain are experiencing unprecedented exposure to gambling content. This startling development was captured in a study carried out by Social Finance and Sherbert Research, which GambleAware published on a Tuesday.
The comprehensive study involved two separate surveys. The first one collected data from 634 young individuals across various schools in the South West, South East, and West Midlands. The second survey, considered to be nationally representative, included 2,100 participants aged 11 to 17 from across Great Britain.
According to findings from the second survey, a significant 25% of children reported feeling tempted to spend money on gambling after viewing related advertisements. Moreover, 36% of boys in the 16-17 age bracket admitted to having gambled after seeing a celebrity either promoting or engaging in gambling activities.
A concerning 54% of the young respondents felt they had no control over the gambling content they encountered online. Meanwhile, a substantial majority—78%—of the children expressed the opinion that no one under 18 should be exposed to gambling content and advertising.
The initial survey disclosed that a staggering 87% of children and young people had encountered gambling content online. Among these, 16% had seen gambling advertisements from content creators on popular platforms like Twitch, TikTok, and YouTube.
A strong consensus emerged among the children surveyed, with 67% agreeing that celebrities and influencers should be prohibited from endorsing gambling. The data also uncovered that 16% of participants witnessed content creators sharing links and sign-up codes for gambling, while 14% observed creators dispensing advice on how to gamble.
In light of these findings, GambleAware advocates for immediate government intervention to impose stricter restrictions on gambling advertising and related online content. As GambleAware’s CEO Zoe Osmond pointed out, the influence of digital technology is profound, with widespread mobile phone ownership and extensive daily social media usage among young people. She remarked on the pivotal role social media platforms and influencers play in shaping attitudes and behaviors, noting that some are evidently encouraging gambling among the youth.
Commenting further, Osmond stressed the urgency of the situation: “It’s unacceptable that children’s environments continue to be flooded with age-restricted content. Consistent exposure to influencer-driven gambling content contributes to the normalization of gambling among school-aged children, and early exposure can increase the risk of gambling-related harm in later life.”
In a significant organizational development, GambleAware is transitioning leadership, as Osmond is set to step down, with Anna Hargrave appointed as transition CEO effective September 30. Hargrave’s role will be pivotal in overseeing the charity’s impending closure.
This organizational change follows GambleAware’s announcement in July of its plan to wind down operations, transferring its responsibilities to the British government by March 2026. This decision aligns with the introduction of a new statutory levy earlier this year. Henceforth, the services previously managed by the charity will be assumed by the government and newly appointed commissioners in England, Scotland, and Wales, signifying a renewed strategy by the UK to tackle gambling-related harm.
However, not everyone agrees with the call for stringent advertising restrictions. Some industry analysts argue that while protecting young people is crucial, a blanket ban on celebrity endorsements might not be the most effective solution. They contend that such measures could inadvertently drive gambling promotion underground, making it harder to monitor and regulate. Instead, they propose a more nuanced approach that includes focused educational campaigns and parental controls to better manage young people’s exposure to gambling content.
The debate continues as stakeholders weigh the need for robust regulatory frameworks against the potential for overreach that might stifle legitimate marketing efforts in the sector. As the UK government prepares to take over the reins from GambleAware, it faces the complex challenge of balancing these concerns while safeguarding vulnerable populations.
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