GambleAware Urges Temporary Ban on Gambling Content Marketing to Protect Children

_{The Gambling Commission will collect the Statutory levy on behalf of the Department for Culture, Media and Sport. (Image: Gambling Commission)} 

GambleAware is calling for temporary restrictions on gambling content marketing in Britain, warning that children are being exposed to gambling at unprecedented levels through social media.

The UK charity released findings from studies by Social Finance and Sherbert Research, which surveyed children and teenagers aged 13–17. According to the data, 87% of respondents had seen gambling-related content online. Platforms including TikTok, Instagram, Twitch, YouTube and Kick were cited as major sources.

Researchers found that 16% of young people reported seeing influencers advertise gambling directly. Nearly one in five said they had watched influencers discuss their own betting habits. Others recalled content creators sharing gambling sign-up codes (16%) and tips on how to gamble (14%).

“I usually see stuff like this daily. I’m on TikTok every day and see something like that,” one teenager said. 

Another added: “She might have not searched for anything in particular. It can just come up in your feed in general. This has happened to me a few times.”

Young People Want Stricter Rules

The research highlights children’s concerns about gambling content. Some 79% of respondents said there should be stronger rules for gambling ads on social media, while 78% agreed that under-18s should not be exposed to them at all.

Two-thirds said celebrities and influencers should not be allowed to promote gambling. Nearly 60% of children agreed that celebrity-backed ads make gambling appear “cool” and “fun.” More than a third of boys aged 16–17 admitted gambling themselves after seeing a celebrity endorsement.

A quarter of respondents said they had felt tempted to gamble after watching a famous person do so. The studies suggest older teenage boys are especially vulnerable, raising questions about whether blanket rules are sufficient to protect all young people.

GambleAware Pushes for Short-Term Ban

GambleAware’s appeal follows a regulatory move announced this week. On September 2, the Advertising Standards Authority (ASA) closed a loophole that had previously exempted non-UK gambling operators from compliance with the UK’s advertising code for content marketing.

The charity is urging the government to go further by imposing a short-term suspension on gambling marketing and content until new regulations are finalised. It also wants ASA to reassess how celebrities are used in gambling ads.

Zoë Osmond, outgoing CEO of GambleAware, warned:

“Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media. Social media platforms and influencers now play a pivotal role in shaping attitudes and behaviours and this research shows that some are playing a part in encouraging young people to gamble.”

She added:

“It is unacceptable that children’s environments continue to be flooded with age-restricted content. Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling amongst school aged children and we know 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.”

Leadership Changes as Charity Winds Down

GambleAware is set to cease operations by March 2026 after more than two decades of leading research, prevention, and treatment initiatives in the UK. The closure follows the introduction of a statutory gambling levy in April 2025, which replaces the voluntary donation system previously used to fund the charity. The levy is aimed at online casinos, land-based casinos, bingo, society lotteries and arcades. 

Read the levy explainer here: 

The government will take over commissioning research and support services across England, Scotland and Wales.

Anna Hargrave has been appointed as transition CEO, while Osmond departs this month after four years at the helm.