Celebrity Endorsements
GambleAware has released research results highlighting gambling exposure to children in the UK. Results revealed that 87% of children and young people surveyed have encountered some form of gambling content online.
In a survey of 11- to 17-year-olds, one in four reported being tempted to gamble after seeing celebrity-promoted advertisements. Of boys aged 16 to 17, 36% admitted to gambling following exposure to a celebrity endorsement.
Over half of respondents felt they had no control over the amount of gambling content they encountered. Two-thirds (around 67%) of respondents support banning celebrities and influencers from promoting gambling. 78% say that no one under 18 should be exposed to gambling advertising.
Social Media Exposure
GambleAware discovered that 87% had seen gambling content online, but only 16% of those had seen the advertising from content creators on platforms like Twitch, TikTok, and YouTube. Suggesting the remaining 84% are getting gambling content fed to them outside of social media. 16% reported seeing creators share gambling links or sign-up codes, and 14% saw creators offering gambling tips.
GambleAware’s research into the impact of bright, loud advertising last year found it particularly affects children with special educational needs and disabilities (SEND). The children described being drawn in by sensory, cartoon-like adverts. Advertisements can blur the line between gaming and gambling, making it difficult for SEND children to distinguish between the two.
Calls for Change
In response to these findings, GambleAware urged regulators, the government, and the Advertising Standards Authority to improve advertising standards and protect young people. The organisation’s CEO, Zoe Osmond, described the normalisation of gambling through influencer content as both unacceptable and harmful to school-aged children.
This is Osmond’s final month as CEO, as GambleAware prepares to close. The role of transition CEO is set to be taken by Anna Hargrave on 30 September. The charity confirmed it will cease operations by 31 March 2026. The responsibilities will be transferred to government-appointed bodies.
Levy Incoming
The UK government has enacted a statutory gambling levy to tackle harm caused by gambling. It will replace voluntary industry contributions. The levy, initially announced in November 2024, is designed to raise £100 million for the prevention of, research into, and treatment of gambling harms.
The levy rate ranges from 0.1% to 1.1% of gross gambling yield and is dependent on the gambling type and sector. Half of the funds will go to the NHS, 30% will go into prevention efforts, while 20% goes to UK Research and Innovation. The Gambling Commission is overseeing the distribution. Operators must pay the levy by the start of October each year, and the amount is based on figures from the previous year. Failing to comply may result in license revocation.
