GambleAware is deeply concerned that children are being exposed to gambling advertisements through the influence of social media personalities.

Though GambleAware's journey may conclude in 2026, the charity remains a vital beacon, shedding light on the critical issues surrounding gambling. It dives deep into behaviors and challenges that demand the urgent attention of regulators, legislators, and industry players. Recent findings underscore a pressing concern: the overwhelming number of gambling advertisements that children encounter. A study by Social Finance and Sherbert Research, commissioned by GambleAware, unveils a troubling pattern. Young people between the ages of 13 and 17 are bombarded with gambling content at staggering levels. This exposure doesn't just vanish with age; it plants the seeds for future challenges, such as the struggle to control gambling or even more severe gambling-related issues. Zoe Osmond OBE, the CEO of GambleAware, voiced her concerns with conviction: It is utterly unacceptable that our children’s surroundings are saturated with content meant for adults. The relentless stream of influencer-driven gambling exposure normalizes gambling for school-aged children. And we know that encountering gambling early, during these formative years, significantly increases the potential for gambling harm later in life. She pointed out the necessity for updated regulations, emphasizing how much of this gambling content reaches young eyes through online platforms, fueled by influencers, celebrities, and content creators. The survey findings reveal that an overwhelming number of young respondents, ages 13-17, have reported a high frequency of encountering these ads online. A striking 87% noted that they see these gambling promotions often and without even seeking them out.

According to the research, major platforms like Twitch, YouTube, TikTok, Instagram, and Kick are leading the charge in distributing this type of content. Alarmingly, 16% of teenagers aged 13-17 reported seeing content creators directly link to gambling codes, and 14% of these influencers went a step further by sharing gambling tips. Young people are growing frustrated; initially, they found the influx of gambling ads somewhat amusing, but that sentiment has quickly turned sour. An overwhelming 79% of those surveyed expressed that gambling content on social media needs stricter regulation, and 78% believe it shouldn't even be visible to those under 18.