GambleAware has released new research, compiled from Social Finance and Sherbert Research, showing alarming levels of gambling content reaching young people.
High Exposure Among Young People
A survey of British teenagers aged 13–17 found that 87% had encountered gambling-related content online. Even more, 79% said regulators should impose stricter rules on gambling content and advertising on social media. In addition, 78% believed under-18s should never see gambling promotions.
Social Media and Influencers Drive the Trend
The studies highlight social platforms and celebrity influencers as the main channels pushing gambling content toward children. One teenager remarked: “I have had so many YouTube ads that it’s not even funny.”
Worryingly, a quarter of respondents admitted they felt tempted to gamble after seeing celebrity promotions. Among boys aged 16–17, 36% recalled gambling themselves because of such ads. Overall, two-thirds agreed celebrities should not promote gambling at all.
GambleAware’s Call for Action
Zoe Osmond, outgoing CEO of GambleAware, condemned the findings:
“It is unacceptable that children’s environments continue to be flooded with age-restricted content. Consistent exposure to influencer-driven gambling content normalises gambling among school-aged children. Early exposure increases the risk of harm later in life.”
Osmond will step down shortly, handing leadership to Anna Hargrave as transitional CEO. The organisation continues to push for tighter oversight of influencer and content marketing, stressing that regulators must act quickly to protect young people.
