UK charity GambleAware has released a new report indicating that current regulations on online gambling marketing are no longer suitable for the digital age, leading to children and teenagers being exposed to gambling ads prematurely and facing the risk of addiction. The report suggests that the government should enact new regulations to prohibit influencers and celebrities from endorsing gambling, restrict marketing of high-risk games, and raise the minimum age targeting for paid advertisements to 25 years old. Surveys show that about 85,000 British children aged 11 to 17 have gambling problems, with more than 60% having seen gambling ads online, and nearly 80% believing that the ads make gambling appear "harmless." The organization emphasizes the urgent need to update the rules to protect minors from gambling harms.
The Current Situation of Children's Exposure to Gambling Ads
The GambleAware report "Online Gambling: Are Current Regulations Fit for the Digital Age?" points out that although gambling is an age-restricted product, 62% of children report seeing gambling ads online, with more than half encountering such content weekly on social media platforms. 76% of children think the ads make gambling look fun, and 73% believe the ads portray gambling as a "zero-risk" activity. Currently, about 85,000 British children aged 11 to 17 have gambling problems, and excessive exposure to gambling marketing could further exacerbate the harm.
Specific Recommendations from GambleAware
The organization recommends that the government take several measures to strengthen regulation: prohibit influencers, celebrities, and whistleblowers from promoting operators; restrict marketing of casino games, slot machines, and other high-risk products; raise the minimum age targeting for paid advertisements from 18 to 25 years old; prohibit content marketing on channels commonly used by children, and impose restrictions on influential environments such as sports venues and sportswear. The report also calls for mandatory health warnings and support guidelines in content from operators, and research into banning inducement marketing that includes betting requirements.
Public Support and Organizational Background
Several surveys show strong public support for enhanced regulation: 79% of children believe that social media gambling ad rules should be increased, 74% of British adults support stronger regulation, and data from the End Gambling Ads Alliance shows that 90% of adults support banning gambling ads on websites commonly used by children. GambleAware will cease operations at the end of March 2026, and this report may be one of its last publications. Interim CEO Anna Hargreaves emphasizes that most current regulations were established before children commonly accessed the internet, and urgently need to be updated to fit the digital age.
