GambleAware has called for tighter controls of gambling content on social media platforms as it highlighted high levels of children exposure.

Two separate reports commissioned by the gambling charity revealed that an increasing number of children and young people are witnessing gambling promotions across platforms like YouTube, Twitch, TikTok, Instagram, and Kick, sometimes even featuring celebrity ambassadors.

‘87% of children online see gambling content’

The first report comes from Social Finance, assessing a survey pool of 634 children and young people in education. 

With GambleAware acknowledging that the study is not representative of the wider population, results showed that 87% of respondents have seen gambling content on social media in one form or another. A total of 16% said they’ve seen content creators and influencers promoting gambling.

In some cases, children witnessed influencers openly discuss gambling, with 16% saying they’ve seen content creators sharing sign-up codes for gambling websites, while 14% have received gambling tips from influencers. 

Zoë Osmond OBE, CEO of GambleAware, 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.”

Respondents call for more regulation

Sherbert Research compiled the second report, with collected responses spanning across 2,100 children aged between 11 and 17. The study found that 79% of respondents want tighter regulation around gambling advertising on social media. A total of 78% believe that gambling promotions should be actively kept away from under-18s.

In terms of the effects of celebrity endorsements on young people’s perception of gambling, 64% said they were made to believe that it’s fun, 59% that it’s cool, 57% said they’ve started to view gambling as exciting, while 56% believed it was easy to make money through it.

In light of the findings, GambleAware has urged the UK’s Advertising Standards Authority (ASA) to revisit its guidelines on the involvement of celebrities in gambling promotions, especially when it comes to social media platforms.

Osmond concluded: “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. Urgent action must be taken by the Government to catch up with the digital age.”

ASA takes action

As if hearing Osmond’s plea, ASA just announced a significant extension to its Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code).

This marks the first time where ASA’s rules will apply to non-paid-for online marketing communications, which include social media posts targeting UK consumers.

ASA responded: “The amendment ensures all marketing communications targeted at UK consumers by licensed gambling operators are regulated and held to account by the same body (i.e. the ASA). 

“The amendment to the scope of the Code is therefore made in line with better regulation principles, particularly to support consistency in regulation.”

Changes are coming at a time where the UK is faced with increasing prevalence of black market operators targeting British consumers, with wave after wave of adverts of unlicensed websites plaguing the internet.

In a recent report on the black market, problem gambling charity Deal Me Out revealed that 61% of respondents have had their money stolen from unregulated operators.

Jordan Lea, CEO of Deal Me Out, said: “We are seeing a significant rise in crypto casinos, fake games, and VIP schemes promoted by influencers who bypass UK regulations.

“The consequences of well-intentioned regulation must be considered carefully, or we risk pushing vulnerable consumers straight into the arms of the Black Market.

“We need to ensure regulators, policy makers, industry and all other stakeholders work collaboratively to prevent any further growth of illegal gambling.”