GambleAware, a leading UK-based charity, has issued a call for the government to introduce updated legislation for online gambling marketing. The organization argues that existing regulations are no longer sufficient in the digital landscape, where children and young people are increasingly exposed to gambling content.
This plea comes on the heels of GambleAware’s recent report, “Online Gambling: Are Current Regulations Fit for the Digital Age”, released on Wednesday. The report underscores a significant concern: despite gambling being age-restricted, children and young people are continually exposed to its marketing online. GambleAware emphasizes that this exposure occurs before these young individuals can critically assess the content, thus contributing to the normalization of gambling as a risk-free activity.
The increasing visibility of gambling advertisements, particularly on platforms favored by children, such as social media and streaming services, exacerbates this issue. GambleAware’s report notes that such marketing strategies may not only encourage young people to engage in gambling but also potentially lead to harmful consequences.
Instead of advocating for an outright ban on gambling promotions, GambleAware recommends a comprehensive policy and regulatory framework. The charity advocates for enhanced protective measures in gambling advertisements, including compulsory warnings and support resources whenever gambling content is featured online.
Additionally, the report advises the government to impose restrictions on marketing certain gambling activities that are frequently linked to harm, such as casino games and slot machines. It also proposes banning influencers, celebrities, and gambling tipsters from endorsing gambling operators.
Another key recommendation includes revising rules around paid media targeting, suggesting that media targeting should only be age-based, with the minimum age set at 25. Furthermore, GambleAware calls for limitations on influential environments, including sports stadiums and sports-related apparel, where gambling marketing is prevalent.
GambleAware also suggests that the government consider restrictions on inducement marketing, which often includes enticing offers with wagering requirements. They propose more stringent controls on content marketing, preventing gambling operators from promoting their services on channels that are popular among children.
The report draws on past research to highlight the dire impact of gambling advertisement exposure on children. According to the UK Gambling Commission’s “Young People and Gambling 2024” report, around 85,000 children aged 11-17 in the UK experience gambling-related issues. Alarmingly, 62% of these children reported seeing gambling advertisements online, predominantly via social media and streaming platforms. Moreover, 76% of children surveyed believed that these ads made gambling appear enjoyable, while 73% thought they portrayed gambling as harmless.
GambleAware’s call for tighter regulations is echoed by broader public sentiment. A recent September 2025 study revealed that 79% of children support stricter controls on gambling advertisements on social media platforms. This is corroborated by an Ipsos report, which found that 74% of UK adults favor increased regulation of gambling advertising on such platforms. Support is even stronger from the Coalition to End Gambling Ads, which states that 90% of adults back a ban on gambling ads on social media sites frequented by children.
Anna Hargrave, the Transition CEO of GambleAware, stands firmly behind the report’s findings, advocating for urgent updates to the regulatory framework to shield children from gambling harms. She remarks that the significant investment by gambling operators in online marketing is effective in drawing people to gamble more, leading to increased exposure of children to such content before they have the capacity to fully understand the associated risks.
Hargrave points out that the current regulations were established in a time when the internet was not as accessible to children, stressing the need for these rules to evolve to reflect the current digital age. The urgency to act is underscored by the impending closure of GambleAware, as announced in July, with its responsibilities transitioning to the government under a new statutory levy, slated for completion by the end of March 2026.
The transition is being managed by Hargrave, who took on the role after the departure of former CEO Zoë Osmond in September. This report could be one of the final contributions from GambleAware before its closure, marking a significant chapter in the ongoing effort to safeguard children and young people from the potential harms of gambling in the digital era.
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