Online Advertising's Influence on Youth: A Closer Look at Gaming and Gambling

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A new report issued by GambleAware, the premier charity in the UK focused on the treatment of gambling-related harms, sheds light on how children and young people are increasingly exposed to gambling advertisements. This study, conducted by CultureStudio Research, Family Kids & Youth, and Sherbert Research, involved a sample of individuals aged 7 to 25, along with their families, to explore their lived experiences and perceptions regarding gambling.

The report, titled “Qualitative Research on the Lived Experience and Views of Gambling among Children and Young People,” reveals a troubling trend where gambling is seen as a commonplace aspect of life. This perspective is especially prevalent among children who report that gambling and similar content have been part of their environment from a young age.

Children and young people are particularly drawn to the vivid and dynamic nature of gambling advertisements, which often makes gambling activities appear interchangeable with gaming. This overlap leads to a lack of understanding about the risks associated with online gambling, including those posed by gambling-like products such as loot boxes.

In response to these findings, many young participants expressed a desire for better educational efforts in schools concerning the dangers of gambling. This sentiment was highlighted during the study by a 15-16-year-old boy and a 13-14-year-old girl, who noted the game-like framing of gambling content and the insufficient information provided to them about its risks.

Urgent action is needed to protect children because they can be seriously affected by gambling harm, as a result of someone else’s gambling or their own participation.

Furthermore, previous research funded by GambleAware supports these concerns, showing that while 96% of British children aged 11-14 are aware of gambling advertisements, only 38% recognize any associated health warnings or risks. The prevalence of such advertisements in online spaces is felt overwhelmingly by the youth, who also report occasional gambling activities, often alongside family members. GambleAware has voiced concerns that this early exposure could have long-term detrimental effects.

Zoë Osmond, CEO of GambleAware, emphasizes the urgency of implementing stricter advertising restrictions to prevent the normalization of gambling among children, which could potentially lead to gambling issues. Hanna Chalmers, founder of CultureStudio Research, supports this view, advocating for enhanced protective measures to mitigate harm and reduce the negative impacts on young individuals.

Nicki Karet of Sherbert Research and Dr. Barbie Clarke of Family Kids & Youth also weighed in, with Clarke highlighting the vulnerability and trustfulness of children in these situations. They underscored the importance of addressing the ambiguous boundaries between interactive gaming and gambling, which often confuse what constitutes gambling.

The collective insights from these experts and the study itself call for immediate action to shield children from the pervasive influence of gambling content, stressing the necessity for comprehensive education and stricter regulatory measures.

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