Young people across the UK are being exposed to gambling content at unprecedented levels, often through celebrities and influencers, with a quarter saying they have been tempted to gamble as a result – rising to over a third among 16 and 17 year old boys.
That is is according to findings from new reports released today by the charity GambleAware and compiled by Social Finance and Sherbert Research, which found that nearly nine out of ten (87%) children and young people have encountered gambling-related content online.
And, while the marketing and advertising industry’s love of celebs and influencers might be well documented, it seems those on TikTok, YouTube, Instagram and Twitch are also threatening to turn the UK into a nation of child gamblers.
The most commonly reported content was ads from gambling companies for platforms or games, followed by ads offering promotions like free bets/spins or £5 free. Half of all the children surveyed reported seeing these.
More than one in six reported seeing content creators advertise gambling; one-in-five reported seeing content creators discuss their own gambling activities.
Meanwhile, 16% of the children reported seeing content creators sharing links and sign-up codes for gambling operators, and 14% said they had seen them sharing tips and tricks on how to gamble.
Almost half of the respondents, who followed these creators, believed themselves to be influenced by them; some reported acting on this influence by using promotional codes and visiting gambling websites mentioned by the creators.
The report stated: “This suggests influencer marketing does not merely expose young people to gambling but actively cultivates engagement and curiosity.”
The findings are also reveal rising online activity, with up to 99% of 13- to 17-year-olds owning mobile phones and the average screen time of 4.5 hours a day, the opportunities for underage exposure are multiplying rapidly.
At those levels, according to GambleAware’s findings, one-in-three young people follow gambling-related creators.
The study also found a notable link between the time young people spend playing video or online games, and their exposure to online gambling-related content.
Those who engage in gaming for longer periods were more likely to encounter gambling content, particularly through creators who focus on or frequently discuss gambling, the report found. This effectively widens the “exposure window” where digital marketing intersects with underage audiences.
GambleAware is 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 further 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.
GambleAware is also calling for the Advertising Standards Authority 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% of young people saying more should be done to teach about gambling risks.
GambleAware chief executive Zoë Osmond 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.”
Related stories
Fresh call for ‘urgent’ crackdown on betting advertising
Gambling ads ‘out of control’ in Premier League football
GambleAware push fights stigma of gambling harms
Customer data failings fuel £7.1m fines for betting giant
Marketing under fire as bookies are hit by £12m fines
Be the first to comment on "Influencers risk turning UK into nation of child gamblers"