Children in the UK are seeing more gambling content than ever. So, it seems like urgent calls for reform are needed more than ever.
A recent GambleAware study explored online exposure among youngsters aged 11–17. Key findings include the following:
Many gambling ads feature celebrities, sports stars, and online influencers. Often, young people look up to famous persons like these. So, it’s no wonder that this kind of promotion makes gambling appear more appealing and trustworthy to children and young people.
Many of the children said they encountered links or signup codes from content creators, sometimes paired with betting tips. Platforms like YouTube, TikTok, and Twitch were mentioned repeatedly. This type of content often promotes UK sites offering casino games or online slots. All of that is making it even easier for curious teenagers to stumble into age-restricted material.
Early exposure to these ads is normalising gambling behaviour for children. GambleAware’s CEO, Zoe Osmond, emphasised that this normalisation increases the risk of harm later in life. Additionally, she called it “unacceptable” that children’s digital spaces remain saturated with age-restricted content.
GambleAware is urging regulators, particularly the Advertising Standards Authority, and the government to step up, ensuring online gambling ads and influencer content are better controlled and labelled. They argue current rules haven’t kept pace with the digital habits of young people.
With gambling exposure reaching children through familiar faces and platforms, the need for tighter rules is urgent. Protecting young people now means reducing risks before they become lifelong problems.
