{"id":10670,"date":"2025-09-04T11:03:03","date_gmt":"2025-09-04T10:03:03","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=10670"},"modified":"2025-09-04T11:03:10","modified_gmt":"2025-09-04T10:03:10","slug":"gambleaware-calls-for-advertising-reforms-due-to-growing-influence-on-youth","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/09\/04\/gambleaware-calls-for-advertising-reforms-due-to-growing-influence-on-youth\/","title":{"rendered":"GambleAware Calls for Advertising Reforms Due to Growing Influence on Youth\u00a0"},"content":{"rendered":"\n

GambleAware<\/strong> has called for tighter controls of gambling content on social media platforms as it highlighted high levels of children exposure.<\/p>\n\n\n\n

Two separate reports commissioned by the gambling charity revealed that an increasing number of children and young people are witnessing gambling promotions across platforms like YouTube, Twitch, TikTok, Instagram, <\/strong>and Kick, <\/strong>sometimes even featuring celebrity ambassadors.<\/p>\n\n\n\n

\u201887% of children online see gambling content\u2019<\/strong><\/p>\n\n\n\n

The first report comes from Social Finance, <\/strong>assessing a survey pool of 634 children and young people in education.\u00a0<\/p>\n\n\n\n

With GambleAware acknowledging that the study is not representative of the wider population, results showed that 87% of respondents have seen gambling content on social media in one form or another. A total of 16% said they\u2019ve seen content creators and influencers promoting gambling.<\/p>\n\n\n\n

In some cases, children witnessed influencers openly discuss gambling, with 16% saying they\u2019ve seen content creators sharing sign-up codes for gambling websites, while 14% have received gambling tips from influencers. <\/p>\n\n\n\n

Zo\u00eb Osmond <\/strong>OBE, CEO of GambleAware, said: \u201cDigital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media.<\/p>\n\n\n\n

\u201cSocial 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.\u201d<\/p>\n\n\n\n

Respondents call for more regulation<\/strong><\/p>\n\n\n\n

Sherbert Research<\/strong> compiled the second report, with collected responses spanning across 2,100 children aged between 11 and 17. The study found that 79% of respondents want tighter regulation around gambling advertising on social media. A total of 78% believe that gambling promotions should be actively kept away from under-18s.<\/p>\n\n\n\n

In terms of the effects of celebrity endorsements on young people\u2019s perception of gambling, 64% said they were made to believe that it\u2019s fun, 59% that it\u2019s cool, 57% said they\u2019ve started to view gambling as exciting, while 56% believed it was easy to make money through it.<\/p>\n\n\n\n

In light of the findings, GambleAware has urged the UK\u2019s Advertising Standards Authority (ASA)<\/strong> to revisit its guidelines on the involvement of celebrities in gambling promotions, especially when it comes to social media platforms.<\/p>\n\n\n\n

Osmond concluded: \u201cIt is unacceptable that children\u2019s environments continue to be flooded with age-restricted content.<\/p>\n\n\n\n

\u201cConsistent 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. <\/p>\n\n\n\n

\u201cThis research shows children\u2019s desire for increased transparency and regulation of gambling content, and that they want freedom from gambling content online. Urgent action must be taken by the Government to catch up with the digital age.\u201d<\/p>\n\n\n\n

ASA takes action<\/strong><\/p>\n\n\n\n

As if hearing Osmond\u2019s plea, ASA just announced a significant extension to its Code of Non-broadcast Advertising and Direct and Promotional Marketing <\/strong>(CAP Code).<\/p>\n\n\n\n

This marks the first time where ASA\u2019s rules will apply to non-paid-for online marketing communications, which include social media posts targeting UK consumers.<\/p>\n\n\n\n

ASA responded: \u201cThe amendment ensures all marketing communications targeted at UK consumers by licensed gambling operators are regulated and held to account by the same body (i.e. the ASA). <\/p>\n\n\n\n

\u201cThe amendment to the scope of the Code is therefore made in line with better regulation principles, particularly to support consistency in regulation.\u201d<\/p>\n\n\n\n

Changes are coming at a time where the UK is faced with increasing prevalence of black market operators targeting British consumers, with wave after wave of adverts of unlicensed websites plaguing the internet.<\/p>\n\n\n\n

In a recent report on the black market, problem gambling charity Deal Me Out <\/strong>revealed that 61% of respondents have had their money stolen from unregulated operators.<\/p>\n\n\n\n

Jordan Lea<\/strong>, CEO of Deal Me Out, said: \u201cWe are seeing a significant rise in crypto casinos, fake games, and VIP schemes promoted by influencers who bypass UK regulations.<\/p>\n\n\n\n

\u201cThe consequences of well-intentioned regulation must be considered carefully, or we risk pushing vulnerable consumers straight into the arms of the Black Market.<\/p>\n\n\n\n

\u201cWe need to ensure regulators, policy makers, industry and all other stakeholders work collaboratively to prevent any further growth of illegal gambling.\u201d<\/p>\n\n\n\n

Don’t forget to subscribe to our Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

GambleAware has called for tighter controls of gambling content on social media platforms as it highlighted high levels of children exposure. Two separate reports commissioned by the gambling charity revealed that an increasing number of children and young people are witnessing gambling promotions across platforms like YouTube, Twitch, TikTok, Instagram, and Kick, sometimes even featuring […]<\/p>\n","protected":false},"author":10,"featured_media":10671,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,24,564],"tags":[],"class_list":["post-10670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-regulations","category-slider"],"yoast_head":"\nGambleAware Calls for Advertising Reforms Due to Growing Influence on Youth\u00a0 - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"GambleAware has called for tighter controls of gambling content on social media platforms as it highlighted high levels of children exposure.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2025\/09\/04\/gambleaware-calls-for-advertising-reforms-due-to-growing-influence-on-youth\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GambleAware Calls for Advertising Reforms Due to Growing Influence on Youth\u00a0 - 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