Children’s Exposure to Gambling Adverts Falls 25% in 12 Years

The CEO of GambleAware, Zoë Osmond, has said that more work is needed to prevent children and young people from seeing gambling adverts.

Her comments came alongside the latest data released by the Advertising Standards Authority (ASA) in its 'Children's exposure to age-restricted TV ads: 2021 update' report. The report found that between 2010 and 2021, children's exposure to gambling adverts decreased by just over 25%, from an average of 3 adverts per weed to 2.2 adverts per week.

The report also found that the rate in 2021, of 2.2 gambling adverts per week, was the lowest level in the twelve years covered by the report, and it is half that of the peak rate of 4.4 gambling adverts per week which occurred in 2013.

While Osmond welcomed the figures, she also said that more can be done to improve them.

Zoë Osmond - GambleAware CEO

Whilst it is encouraging to see a drop in the number of gambling adverts viewed by children, there is still much more to be done to prevent children and young people being exposed to these ads. Unfortunately, children's exposure to gambling adverts hasn't fallen at the same rate as children's overall TV viewing and overall TV advert exposure, which means that gambling adverts are becoming increasingly prominent among the adverts that children do see on TV

Zoë OsmondGambleAware CEO

According to the ASA report, between 2010 and 2021, children's exposure to television adverts dropped by almost two-thirds, from 226.7 adverts per week to 82.8 adverts per week, the lowest rate in the 12-year period.

Osmond highlighted the fact that there has been a much larger reduction in children's exposure to alcohol adverts, and as such, GambleAware "would welcome further efforts to explore what lessons can be learned from that and applied to gambling advertising."