GambleAware Urges Overhaul of Online Gambling Ad Rules

A new GambleAware report warns that online gambling marketing regulations are outdated and failing to protect children from harmful exposure. The charity says digital advertising standards must be modernised to reflect today’s online habits and urges the government to strengthen oversight of gambling content on social and streaming platforms.

Good to Know

• GambleAware says outdated online marketing rules put children at risk
• 85,000 children in Britain experienced gambling harm in 2024
• Nearly 80% of children and 70% of adults support stricter online ad regulation

Why Is GambleAware Calling for Change?

GambleAware’s latest report argues that current advertising rules were written long before social media became central to children’s lives. It found that young people are regularly seeing gambling ads and influencer content online, often before they reach an age where they can understand the risks.

The report highlights how gambling is increasingly portrayed as “risk-free”, normalising the activity among underage audiences. GambleAware warns that this exposure directly contributes to rising gambling-related harm among children.

How Widespread Is the Problem?

Research cited by the charity shows that around 85,000 children in Britain were harmed by their own gambling in 2024, double the number reported the previous year. The findings suggest that widespread exposure to gambling ads across platforms like YouTube, TikTok, and Twitch may be influencing these behaviours.

GambleAware argues that children are being targeted indirectly through algorithmic advertising and influencer content, both of which fall outside traditional advertising oversight.

What Reforms Is GambleAware Proposing?

The organisation wants online platforms held more accountable for monitoring gambling content and stricter integration of gambling protections into wider digital safety policies. It recommends:

1. Stronger enforcement of the Online Safety Act and Online Advertising Programme to explicitly address gambling content
2. Mandatory health warnings on all gambling marketing, highlighting risks and support services
3. Closer alignment between online safety regulators to eliminate loopholes in digital ad oversight

The charity also calls for a reduction in industry self-regulation, arguing that operators currently have too much control over compliance standards.

How Does the Public Feel About It?

The report reveals broad support for tighter controls. About 79% of children say they want more rules governing gambling content and advertising on social media. Among adults, 74% support stricter regulation of gambling ads and 70% back tighter controls over gambling-related posts.

What Did GambleAware Say?

Anna Hargrave, Transition CEO of GambleAware, said gambling operators have been successful at drawing people into play through targeted online advertising — but at a major social cost. She said:

“Gambling operators invest significant resources into online marketing because it works at getting people to gamble more. This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.”

She added that existing rules were written “before most children had easy access to the internet” and stressed that urgent reform is needed to modernise digital marketing regulations.

FAQ

What is GambleAware’s main concern?

That children are being exposed to online gambling content before they can understand its risks, normalising gambling behaviour.

How many children are affected by gambling harm in the UK?

Around 85,000 children experienced harm from gambling in 2024, according to the charity.

What regulatory changes does GambleAware recommend?

Mandatory health warnings, greater platform accountability, and stronger enforcement of the Online Safety Act and advertising rules.

Does the public support stricter gambling ad rules?

Yes. Nearly four in five children and over seven in ten adults want tighter regulation of gambling advertising online.

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