GambleAware Urges Stronger Online Gambling Rules to Protect Children
Expertise: US Gaming, European Gaming Industry, iGaming
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In a new analysis released this month, the UK charity GambleAware warns that Britain’s regulatory framework for online gambling has not kept pace with the digital habits of children and young people. The report says children continue to encounter gambling marketing across social media, streaming platforms and influencer channels, often without the critical media literacy needed to recognise risk.
GambleAware highlights stark figures: research cited in the paper suggests three in four children who see gambling adverts say they make betting look “fun and harmless”, and recent estimates indicate around 85,000 under‑18s in Britain are experiencing gambling-related problems. The charity says these trends point to an urgent need for reform of how gambling content is regulated online.
The analysis places particular emphasis on the role of influencers, celebrity promotions and embedded marketing on platforms such as short-form video and livestreaming services. GambleAware notes that these channels blur the distinction between entertainment and advertising, enabling operators and affiliate marketers to reach audiences that include minors.
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RELATED TOPICS: Regulation
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