Social media gambling ads 'more appealing to children than adults'
Leading experts call for much tighter regulations
Last updated 26th Oct 2021
Gambling ads on social media are significantly more appealing to children and young people than adults, a new study revealed.
The University of Bristol reported marketing and adverts for betting, trigger positive emotions in under 25-year-olds.
The findings showed betting ads, especially for esports – professional online competing in computer games – were nearly four times more appealing to children than adults.
Co-lead investigator Dr Raffaello Rossi said: "The overwhelming strong appeal of gambling advertising on social media to children is of huge concern, as it is known the earlier people start gambling the more likely it will become habitual and problematic.
It also revealed nearly half of the children are exposed to such advertising weekly and around a quarter encounter it daily.
On the other hand, the study revealed the vast majority of adults were wary or annoyed when faced with gambling ads.
Dr Rossi added: "That’s why there need to be much stricter and clearer rules in place to clamp down on the issue, which could easily spiral out of control given how long children and young people spend on social media these days.
"Many of the adverts may look entirely innocent and harmless, but they, in fact, pose a serious risk of getting a whole new generation of gamblers hooked on a serious addiction which has devastating consequences."
Are there any regulations for ads targeted at children?
The report comes as the 2005 Gambling Act is currently being reviewed by the Government. A white paper is due to be published early next year.
A spokesperson for the Department for Digital, Culture, Media and Sport said: "We are committed to protecting people at risk of gambling-related harm. That's why we are undertaking the most comprehensive review of gambling laws in 15 years to ensure they are fit for the digital age - this includes marketing and advertising wherever it appears."
The Committee of Advertising Practice (CAP) has also launched a consultation to better protect children from gambling advertising.
The Advertising Standards Authority (ASA) codes currently forbid gambling advertising from being of 'particular appeal to children and young persons'.
However, there's not much research into what exactly appeals to them.
While adverts using cartoons may be banned on such grounds, the research findings showed posts featuring cartoons were least appealing to children.
The most appealing ads, which were more subtle, wouldn't breach regulations.
Co-lead investigator Agnes Nairn said: "We know from previous research that children are actively following and engaging with gambling content on social media and regulators are struggling to keep up with this trend.
Professor Nairn also highlighted that content marketing and esports are significantly more appealing to children and young people, yet "the current regulations don't address these types of advertising at all".
"The esports market is forecast to exceed a billion dollars this year. It has an audience of 500 million people, most of them children and young people. The regulations need to be reformed as a matter of urgency," she added.