Celebrity Gambling Ads Normalising Betting Among UK Children
A GambleAware survey has found that a high number of children and teenagers in Great Britain are being swayed by celebrity-driven gambling promotions.
LISTEN TO THIS ARTICLE:The study, conducted by Social Finance and Sherbert Research, reveals that a substantial portion of youngsters are being tempted to gamble due to online content featuring celebrities and influencers.
The research draws from two separate surveys to provide a comprehensive view of the issue. The first involved 634 children and young people from schools in the South West, South East, and West Midlands regions, while the second was a nationally representative sample of 2,100 individuals aged 11 to 17.
In the larger survey, one in four respondents reported feeling tempted to spend money on gambling after encountering celebrity promotions. Notably, 36% of boys aged 16 to 17 admitted to having gambled following exposure to celebrities either promoting or participating in gambling activities. Over half of the participants in this group expressed a lack of control over the gambling content they encounter online, with 78% agreeing that no one under 18 should be exposed to such material.
The smaller survey echoed these concerns, showing that 87% of respondents had encountered gambling content online, including 16% who saw advertisements from content creators on platforms like Twitch, TikTok, and YouTube.
Additionally, 16% observed creators sharing gambling links and sign-up codes, while 14% noted tips on how to gamble being disseminated. 67% in the national survey supported banning celebrities, influencers, and famous individuals from promoting gambling altogether.
These statistics point to how social media and digital influencers are amplifying the reach of gambling messages, often bypassing age restrictions and contributing to a sense of inevitability among young users.
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In response to the findings, GambleAware has urged the UK government, regulators, and the Advertising Standards Authority (ASA) to implement immediate restrictions on gambling advertising and online content, while broader reforms are developed.
The charity emphasizes the need for short-term measures to address the "flood" of age-restricted content in children's digital environments.
Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many sending 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.
The findings build on prior research, such as a 2020 Ipsos study showing how repeated exposure alters perceptions of gambling over time, and more recent analyses highlighting the persuasive power of influencers in making betting seem "cool" and accessible.
As digital consumption continues to rise, stakeholders argue that updated regulations must keep pace to protect future generations from these influences.
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