The report from GambleAware studies the nature of advertising exposure to young people.
UK.- GambleAware has published an interim report that examines the frequency and format of gambling advertising and marketing. It analyses the exposure among children, young people and vulnerable adults.
Produced by Ipsos MORI, this type of research is the first of its kind in the UK. The report is part of the UK Gambling Commission (UKGC) research program and is key to the National Strategy to Reduce Gambling Harms.
Between 2015-2018, the volume and spend on gambling marketing and advertising is on the rise across different forms of media, including TV and radio, with lotteries and bookmakers among the top spenders. Sports advertising was particularly dominant online, with exposure compounded further by sponsorship used within broadcasts of live events.
Young people that participated in the study highlighted the prevalence of gambling advertising on TV, social media and high street. “The emergence of new sectors such as eSports presents a new set of challenges in terms of managing exposure to gambling,” says the report.
Marc Etches, CEO of GambleAware, said: “This is an interim report, and as such it is too early to judge the impact of exposure to gambling advertising and marketing on children, young people and vulnerable adults. Nevertheless, the research does make important recommendations, including the need for clearer and more regular messages on gambling adverts of the risks associated with gambling, and the need to strengthen age verification processes on social media platforms.”
Ian Angus from the UKGC added: “We welcome the publication of this interim report which contributes towards the delivery of the recently launched National Strategy to Reduce Gambling Harms. This research takes a significant step to address gaps in understanding of this issue and provides a clearer picture of the volume, tone and content of gambling advertising and sponsorship in Great Britain, and the extent to which children, young people and vulnerable adults are exposed to it.
“We await the findings of the second phase report with interest. In the meantime, we are pleased to see that the report identifies clear areas for action that gambling firms can take now and we therefore expect them to redouble their efforts to address public concerns about the volume and nature of gambling advertising and sports sponsorship.”