GambleAware has called for temporary restrictions on gambling content marketing in Britain while new regulations are developed to protect minors. The charity published reports from Social Finance and Sherbert Research showing British children are being exposed to gambling content at unprecedented levels, particularly through celebrities and influencers on popular social media platforms.
According to the research, 87% of children and young people aged 13-17 who participated in surveys and focus groups reported encountering gambling content online. Platforms including Twitch, YouTube, TikTok, Instagram, and Kick were identified as playing central roles in this exposure.
One in six children and young people reported seeing content creators and influencers advertising gambling. Almost one in five said they had seen influencers discussing their own gambling activities, while 16% reported seeing content creators sharing links and sign-up codes for gambling operators. Additionally, 14% saw influencers sharing gambling tips and strategies.
“I usually see stuff like this daily. I’m on TikTok every day and see something like that,” said one young participant in the research.
Another participant noted: “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.”
“It is unacceptable that children’s environments continue to be flooded with age-restricted content,” stated GambleAware CEO Zoë Osmond. “Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among 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.”
Support for Tighter Regulations
The research revealed strong support among young people for stricter rules regarding gambling content. Of those surveyed, 79% said there should be more rules around gambling content and advertising on social media, while 78% believed nobody under 18 should be exposed to gambling content and advertising.
Approximately two-thirds of children and young people agreed that celebrities and influencers should not be allowed to promote gambling. Around three in five agreed that including celebrities in gambling advertisements likely makes children feel gambling is fun (64%), cool (59%), and an easy way to make money (56%).
More concerning, a quarter of children and young people reported being tempted to gamble after seeing a celebrity gambling or advertising gambling. More than a third of boys aged 16-17 reported participating in gambling activities after seeing a celebrity promoting or participating in gambling.
Broader Regulatory Developments
The Advertising Standards Authority (ASA) has announced the closure of a loophole that previously exempted non-UK-based gambling operators from compliance with the CAP Code for advertising in content marketing.
GambleAware is now urging regulators to address the impact of digital platforms and influencer marketing in promoting gambling to young audiences. The charity calls for the government to restrict gambling marketing and content online while wider regulations are developed. It also recommends that the ASA reassess guidelines on celebrity involvement in gambling advertisements, particularly regarding content appealing to children.
GambleAware, which will cease operations by March 2026 due to the introduction of a new mandatory gambling levy in Great Britain, has appointed Anna Hargrave as Transition CEO as Osmond prepares to depart this month.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
GambleAware has called for temporary restrictions on gambling content marketing in Britain while new regulations are developed to protect minors. The charity published reports from Social Finance and Sherbert Research showing British children are being exposed to gambling content at unprecedented levels, particularly through celebrities and influencers on popular social media platforms.
According to the research, 87% of children and young people aged 13-17 who participated in surveys and focus groups reported encountering gambling content online. Platforms including Twitch, YouTube, TikTok, Instagram, and Kick were identified as playing central roles in this exposure.
One in six children and young people reported seeing content creators and influencers advertising gambling. Almost one in five said they had seen influencers discussing their own gambling activities, while 16% reported seeing content creators sharing links and sign-up codes for gambling operators. Additionally, 14% saw influencers sharing gambling tips and strategies.
“I usually see stuff like this daily. I’m on TikTok every day and see something like that,” said one young participant in the research.
Another participant noted: “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.”
“It is unacceptable that children’s environments continue to be flooded with age-restricted content,” stated GambleAware CEO Zoë Osmond. “Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among 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.”
Support for Tighter Regulations
The research revealed strong support among young people for stricter rules regarding gambling content. Of those surveyed, 79% said there should be more rules around gambling content and advertising on social media, while 78% believed nobody under 18 should be exposed to gambling content and advertising.
Approximately two-thirds of children and young people agreed that celebrities and influencers should not be allowed to promote gambling. Around three in five agreed that including celebrities in gambling advertisements likely makes children feel gambling is fun (64%), cool (59%), and an easy way to make money (56%).
More concerning, a quarter of children and young people reported being tempted to gamble after seeing a celebrity gambling or advertising gambling. More than a third of boys aged 16-17 reported participating in gambling activities after seeing a celebrity promoting or participating in gambling.
Broader Regulatory Developments
The Advertising Standards Authority (ASA) has announced the closure of a loophole that previously exempted non-UK-based gambling operators from compliance with the CAP Code for advertising in content marketing.
GambleAware is now urging regulators to address the impact of digital platforms and influencer marketing in promoting gambling to young audiences. The charity calls for the government to restrict gambling marketing and content online while wider regulations are developed. It also recommends that the ASA reassess guidelines on celebrity involvement in gambling advertisements, particularly regarding content appealing to children.
GambleAware, which will cease operations by March 2026 due to the introduction of a new mandatory gambling levy in Great Britain, has appointed Anna Hargrave as Transition CEO as Osmond prepares to depart this month.
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