Calls for temporary suspension on gambling content marketing in Britain
GambleAware has called for restrictions while new regulations are drawn up.
UK.- GambleAware has called for temporary restrictions on gambling content marketing in Britain to allow time for new regulations to be drawn up to protect minors. The charity made the call as it published reports that it says show British children are being exposed to gambling content at unprecedented levels, including through celebrities and influencers on popular social media platforms.
The findings come from new studies compiled by Social Finance and Sherbert Research. Researchers heard directly from children and young people aged 13 – 17 through surveys and focus groups in schools and found that 87 per cent of those who took part had encountered gambling content online, with platforms like Twitch, YouTube, TikTok, Instagram, and Kick playing a central role.
One in six (16 per cent) children and young people were also found to have seen content creators and influencers advertising gambling. Watching conversations around gambling was also reported, with almost one in five saying they saw influencers talking about their own gambling.
Some 16 per cent reported seeing content creators sharing links and sign up codes for gambling operators, and 14 per cent reported seeing them sharing tips and tricks on how to gamble. Some 79 per cent of young people said there should be more rules around gambling content and advertising on social media, and 78 per cent said nobody under the age of 18 should be exposed to content and advertising about gambling.
Around two thirds of children and young people agreed that famous people, celebrities and influencers should not be able to be allowed to promote gambling, around three in five agreed that including celebrities in gambling adverts is likely to make children and young people feel gambling is fun (64 per cent), cool (59 per cent), made them excited to try gambling (57 per cent) and an easy way to make money (56 per cent).
In addition, a quarter of children and young people said they have been tempted to spend money gambling after seeing a celebrity gambling or advertising gambling. More than a third of boys aged 16-17 years old recalled taking part in gambling activities themselves after seeing a celebrity promoting or taking part in gambling, which suggests that a one-size-fits-all attitude to protecting children and young people may fail with audiences at particular risk such as older boys.
One young person who took part in the research said: “I usually see stuff like this daily. I’m on TikTok every day and see something like that” Another young person, when asked what someone might have searched for to come across gambling adverts from an influencer said: “She might have not searched for anything in particular. It can just come up in your feed in general. This has happened to me a few times.”
Call for temporary content marketing restrictions
Yesterday (September 2), the ASA announced that it had closed a loophole that exempted non-UK-based gambling operators from compliance with the CAP Code for advertising when it comes to content marketing.
GambleAware is now urging regulators to address the growing impact of digital platforms and influencer marketing in promoting gambling to young audiences. The charity is calling for the government to restrict gambling marketing and content online in the short term while wider regulations are put in place, and to ensure that both online marketing and content are within the scope of incoming recommendations from the cross-departmental safer gambling messaging group.
The charity is also calling for the Advertising Standards Authority (ASA) to reassess its guidelines on how celebrities are involved in gambling ads, especially who and what is appealing to children. GambleAware has also highlighted the need for greater education and awareness efforts, with 86 per cent of young people saying more should be done to teach about gambling risks.
Zoë Osmond, the outgoing CEO of GambleAware, said: “Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media. 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.
“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 amongst school aged children and we know that early exposure to gambling at a younger age can lead young people to have a higher risk of experiencing gambling harm later in life.
“This research shows children’s desire for increased transparency and regulation of gambling content, and that they want freedom from gambling content online and. Urgent action must be taken by the Government to catch-up with the digital age.”
GambleAware will cease its operations by March 2026 due to the introduction of a new mandatory gambling levy in Great Britain in April of this year. The work on gambling research, prevention, education and treatment historically commissioned and delivered by GambleAware since 2002 transitions to the UK government and the new commissioners across England, Scotland and Wales following the replacement of voluntary industry donations with the statutory system.
The charity has appointed Anna Hargrave as transition CEO, with Osmond to depart this month.
