A new study by GambleAware shows children and young people in Great Britain are exposed to gambling content online at unprecedented levels, especially through popular platforms like TikTok, YouTube, Twitch, Instagram, and Kick. The research found 87% of 13-17 year-olds surveyed had seen gambling content, and many reported seeing influencers promote gambling.
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Join Now Impact on Young Audiences
The exposure is not just passive. A quarter of youth said they feel tempted to gamble after seeing celebrities online, while more than a third of 16-17-year-old boys actively gambled after seeing influencer promotions. Young people describe encountering gambling content daily in their social media feeds, blending seamlessly into their online lives.
Strong Demand for Protection
Nearly 80% of young people surveyed want stricter rules to limit gambling contacts online, with 78% agreeing that those under 18 should not see gambling ads. Two-thirds also feel celebrities should never promote gambling, as such endorsements make gambling look fun and easy money.
Calls for Policy Change
GambleAware urges regulators to tighten digital marketing restrictions related to gambling and to update guidelines on celebrity gambling promotions, especially to protect children. Early exposure to gambling is linked to higher chances of gambling-related harm later in life.
For more gambling news, visit our iGaming News section.
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