Concerns Arise Over Exposure of Children to Gambling Ads Due to Influencer Endorsements

GambleAware Survey Reveals Unprecedented Exposure of Children to Gambling Content

In a shocking revelation, a new survey commissioned by GambleAware has exposed the alarming extent to which children and adolescents aged 13-17 are being exposed to gambling ads and content online. The survey, conducted by Social Finance1 and Sherbert Research, found that 87% of respondents in this age group reported seeing gambling ads frequently, often without actively seeking them.

The CEO of GambleAware, Zoë Osmond OBE, has expressed concern over this issue, stating that early exposure to gambling at a younger age can lead young people to have a higher risk of experiencing gambling harm later in life. She also emphasised the need for stricter regulations regarding gambling content on mainstream social and streaming platforms.

According to the research, the primary platforms providing gambling content to children include Twitch, YouTube, TikTok, Instagram, and Kick. The survey did not indicate any specific advertisements or unnecessary information, but it did reveal that 16% of the 13-17-year-olds saw content creators directly link to gambling codes, and 14% of content creators or influencers shared "tips" on how to gamble.

Zoë Osmond OBE also highlighted the role of online platforms, including influencers, celebrities, and content creators, in pushing gambling content. She stated that consistent exposure to influencer-driven gambling content contributes to the normalization of gambling amongst school-aged children.

The survey results also showed that a majority of the respondents agreed that gambling content should be better regulated on social media and similar platforms. A significant number of respondents also believed that U-18s should not be exposed to gambling content at all (78%).

Zoë Osmond OBE has been vocal about the unacceptability of children's environments being flooded with age-restricted content. She stated that it is no longer funny for children and adolescents to be subjected to the high prevalence of gambling ads online.

It is important to note that the organization that commissioned the study is not explicitly named in the given search results. However, the study discussed at length comes from researchers documenting "Content Hijacking" in gambling advertising, with a focus on social media platforms and its exposure risks to minors and vulnerable groups.

As GambleAware prepares to wind down in 2026, the findings of this survey suggest a urgent need for action to protect children and adolescents from the harmful effects of gambling content online.