Online Gambling Advertisements Flood Children's Digital Spaces, Claims GambleAware Research
In a recent study, it was found that children often struggle to distinguish between games and gambling, raising concerns about the blurring of lines between the two [1]. This issue has been identified as a particular problem by responsible parties, who believe that colorful and cartoon-like gambling advertising aimed at children should be regulated [2].
The study revealed that children are frequently overwhelmed with gambling advertisements in their online activities [3]. This has led to calls for stricter rules, with demands from UK MPs for a tougher overhaul of gambling legislation to prevent child-targeted advertising and the normalization of gambling [5].
The Advertising Standards Authority (ASA) has already taken action, cracking down on ads with child-friendly animations and ineffective age targeting. Recent rulings by the ASA found that some ads, such as those by Play’n GO featuring animated characters like a superhero bunny, anime princesses, and a robot DJ, breached rules because their visual style strongly appeals to children despite having 18+ disclaimers [1][2][3][4].
Current UK regulations prohibit gambling ads with a "strong appeal" to minors, including the use of childlike animations, fantasy characters, or imagery tied to youth culture. Gambling ads must not target or attract under-18s and should include clear adult age restrictions and responsible gambling warnings [4]. However, the ASA has emphasized that age-verification measures based on user self-declaration or cookies are insufficient; instead, robust safeguards like marketing lists verified by reliable data (e.g., payment info) are needed to protect minors from gambling ads [3].
The charitable organization GambleAware has published a new study titled "Qualitative Research on the Lived Experience and Views of Gambling among Children and Young People" [6]. The study reveals that children in the UK are exposed to a high volume of gambling advertisements, including online marketing campaigns. The CEO of GambleAware expressed concern that early exposure to gambling could normalize gambling among children and lead to problems [7].
The study participants confirmed that they are often targeted by gambling advertisements online. One surveyed girl aged 13 to 14 stated that while gambling had been discussed in school, the danger was not clear due to lack of background information [8]. The surveyed children indicated a desire for more information on gambling and its risks in school [9].
GambleAware calls for stricter rules to protect children due to these findings. Previous studies by GambleAware confirm that 96% of children aged 11 to 14 in the UK have been exposed to gambling advertising, but only 38% have noticed warnings about gambling or health information [10]. Many children come into contact with gambling through their family, often encouraged by parents who buy scratch cards or place bets for them.
Last year, there was discussion about reducing gambling advertising in football stadiums. Children have come into contact with gambling content through influencers or footballers [11]. Loot boxes, a form of in-game purchase, are not perceived by most children as gambling according to the study [12]. Gambling is part of everyday life for children, with examples including scratch cards, the lottery, and horse racing [13].
These calls for stricter rules come amidst a growing consensus in the UK to better shield children from gambling promotion amid concerns about normalization and addiction risks [1][2][3][4][5]. The study quotes a participant aged between 15 and 16, who states, "They make it look like a game, it doesn't look like gambling" [8].
References: [1] The Guardian [2] BBC News [3] The Independent [4] The Telegraph [5] The Times [6] GambleAware [7] The Independent [8] The Guardian [9] BBC News [10] GambleAware [11] The Guardian [12] The Independent [13] BBC News
- The study published by GambleAware reveals that children in Germany, like their counterparts in the UK, are frequently exposed to online casino advertisements, which might lead them to perceive gambling as a form of education-and-self-development, instead of a form of casino-and-gambling.
- With the increasing number of children being exposed to gambling advertisements online, both in the UK and Germany, there is a growing concern that these advertisements, especially those with child-friendly animations and cartoon-like designs, are contributing to the normalization of gambling, further increasing the risk of addiction among young individuals.
