GambleAware warns of youth gambling ad exposure

GambleAware, the leading independent charity focused on reducing gambling harms in the United Kingdom, has published new findings that shed light on the extent to which young people are being exposed to gambling-related content online. The research, commissioned from Social Finance and Sherbert Research, highlights the rising influence of social media and celebrity endorsements in shaping young people’s perceptions of gambling.

The data paints a concerning picture. A significant proportion of children and teenagers between the ages of 13 and 17 reported frequent exposure to gambling advertisements and promotional content, often through influencers and online platforms that are widely popular among younger audiences. This early and frequent contact with gambling material has raised serious questions about regulation, the role of digital advertising, and the responsibilities of platforms and advertisers.

Research findings on youth exposure

One of the headline statistics from the research shows that 87% of young people surveyed had come across gambling-related content online. This overwhelming majority suggests that gambling has become an almost unavoidable presence in the digital environment where children and teenagers spend much of their time.

In addition, 79% of respondents agreed that there should be stricter rules governing gambling-related content and advertising on social media. Another 78% strongly felt that people under the age of 18 should not be exposed to gambling content at all, reinforcing the perception among youth themselves that the current regulatory safeguards are insufficient.

The research also examined the persuasive effect of celebrity and influencer promotions. Around a quarter of respondents reported feeling tempted to gamble after seeing celebrity endorsements. Particularly striking was the finding that 36% of boys aged 16 to 17 admitted to having actually gambled after seeing a celebrity promote gambling. These figures underline the impact that high-profile personalities can have in encouraging risky behavior among impressionable audiences.

The role of social media and influencer marketing

Social media platforms have become one of the most common channels for gambling content to reach children and teenagers. Influencers and online personalities—many of whom are highly trusted by their young followers—often promote gambling operators, betting apps, or casino-style games. While such endorsements may be presented as harmless entertainment or personal recommendations, they carry the power to normalize gambling.

One participant quoted in the research stated: “I have had so many YouTube ads that is not even funny.” This comment reflects how embedded gambling-related advertising has become within everyday online experiences. Unlike traditional television or print media, social media operates with fewer restrictions and is shaped by algorithms that can make exposure more frequent and personalized.

The blurring of entertainment and promotion also creates challenges. Content that appears as part of a lifestyle vlog, gaming stream, or music video can disguise paid promotions, making it harder for younger audiences to recognize when they are being marketed to.

The link between early exposure and later harm

The organisation’s primary concern is that encountering gambling at a young age may heighten the likelihood of individuals developing problematic habits later in life. Multiple academic studies support this view, indicating that individuals who encounter gambling content at a younger age are more likely to experience problem gambling later in life.

Zoe Osmond, the outgoing Chief Executive of GambleAware, emphasized this in her statement: “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.”

This statement encapsulates the growing unease within public health circles that gambling advertising is not just reaching unintended audiences but is actively shaping behaviors during critical stages of psychological and social development.

Transition in leadership at GambleAware

The release of this research coincides with a period of transition for GambleAware itself. Zoe Osmond is stepping down as Chief Executive, with Anna Hargrave set to serve as transitional CEO as the organisation prepares for a managed closure scheduled for March 2025.

This leadership change comes at a pivotal moment. The organization has been at the forefront of advocating for stronger protections against gambling harm, and the current findings further underscore the importance of maintaining momentum on this issue. While the closure of GambleAware may mark the end of one era, the evidence it has gathered is expected to continue influencing policymakers, regulators, and campaigners beyond its lifespan.

Calls for stronger regulation

The charity has reiterated its call for more robust controls on influencer marketing and online gambling content. Current regulatory frameworks, while evolving, often lag behind the fast-paced nature of social media platforms and the creative ways in which marketing is integrated into content.

One of the most urgent recommendations from the findings is the need to ensure that age-restricted material, particularly gambling content, is not routinely visible to minors. This may require a combination of stricter platform policies, clearer advertising disclosures, and potentially new legislation to close existing loopholes.

Advocates argue that much like restrictions on tobacco and alcohol advertising, gambling-related promotions should be treated with heightened caution given their potential to cause harm.

Wider social implications

Beyond the immediate risk of gambling harm, there are broader social implications. The normalization of gambling among children and teenagers raises questions about cultural attitudes toward risk, money management, and the value of responsible entertainment.

There is also an economic dimension. As more young people are drawn into gambling earlier, there is a risk of creating a generation vulnerable to financial harm, debt, and the wider social costs associated with problem gambling. These impacts can place strain on families, communities, and public services.

A cross-national research approach

The research cited by GambleAware was conducted across England, Scotland, and Wales during 2024 and 2025. This broad scope adds weight to the findings, demonstrating that exposure is not limited to one region or demographic but is a widespread phenomenon across Great Britain.

By incorporating perspectives from young people across different backgrounds, the studies highlight common patterns while also drawing attention to specific vulnerabilities. For instance, boys aged 16 to 17 appear to be particularly susceptible to influencer-driven gambling promotions, a finding that could guide targeted prevention strategies.

Looking ahead

As GambleAware moves towards its planned closure, the responsibility for addressing these issues will fall increasingly on regulators, industry operators, and government agencies. The evidence presented suggests that without significant changes, the trend of young people being exposed to gambling through social media and influencers will continue.

Policymakers will need to weigh the balance between commercial freedom and the duty to protect vulnerable groups. Meanwhile, parents, educators, and community organizations may also have to play a more active role in equipping young people with the awareness and resilience needed to navigate a digital environment saturated with persuasive content.

Conclusion

The findings presented by GambleAware illustrate the scale and seriousness of young people’s exposure to gambling content through social media and influencer marketing. With 87% of surveyed youth reporting contact with gambling-related material and a significant proportion admitting to gambling after seeing celebrity endorsements, the risks of early normalization are evident. The evidence supports the growing consensus that stricter rules and stronger safeguards are required to protect children and teenagers from age-restricted advertising that can shape their future behaviors.

As GambleAware approaches its planned closure in 2025, the responsibility for addressing these challenges will increasingly fall to regulators, industry stakeholders, and policymakers. Ensuring that digital platforms prioritize child protection, and that influencers and advertisers are held to higher standards, will be critical steps in mitigating the risks identified. Ultimately, safeguarding young people from harmful exposure is not only a matter of regulation but also of social responsibility, requiring collective action to prevent long-term harm and foster a healthier relationship with gambling across future generations.

FAQs

What is GambleAware?
GambleAware is an independent charity in the UK dedicated to reducing gambling harms through research, education, and treatment initiatives.

Why is influencer marketing linked to gambling risk?
Influencers hold significant sway over young audiences, and their endorsements can normalize gambling, making it appear socially acceptable or glamorous.

How many young people reported seeing gambling ads online?
According to GambleAware’s commissioned research, 87% of surveyed youth aged 13 to 17 had encountered gambling content online.

Did young people support stricter rules?
Yes, 79% of respondents believed there should be stronger regulations on gambling-related advertising on social media.

What percentage of boys admitted to gambling after seeing a celebrity promotion?
Among boys aged 16 to 17, 36% reported gambling after exposure to celebrity-endorsed promotions.

Why is early exposure to gambling a concern?
Research indicates that encountering gambling at a younger age increases the likelihood of developing problem gambling habits later in life.

Who is taking over as GambleAware CEO?
Anna Hargrave has been named transitional CEO as GambleAware prepares for its closure in March 2025.

What did Zoe Osmond say about gambling ads?
She stated: “It is unacceptable that children’s environments continue to be flooded with age-restricted content.”

What measures are being recommended?
GambleAware has called for stricter regulations, better age restrictions, and stronger oversight of influencer and social media marketing practices.

Is GambleAware closing permanently?
Yes, the organization is planning a managed closure by March 2025, though its research and advocacy are expected to influence future policy discussions.