New Research Reveals Gambling Ads on Social Media More Appealing to Children than Adults
Gambling ads on social media are more appealing to children than adults. Half of children are exposed to gambling ads weekly and around a quarter encounter them daily. The earlier people start gambling, the more likely it is to become habitual and problematic. Dr Raffaello Rossi is conducting first-of-its-kind research into the use and impact of gambling advertising on Facebook.
Report calls for gambling content marketing to be regulated and banned. It also calls on social media platforms to only allow gambling ads on their platforms when users opt-in to receive them. The report comes as the Gambling Act is currently being reviewed by the government. Committee of Advertising Practice has launched a consultation to better protect children from gambling advertising. The esports market is forecast to exceed a billion dollars this year. There are 500 million people watching it. Most of them are children and young people. YGAM is a leading UK gambling-harm prevention charity.
Gambling content marketing should be regulated and informed by what is proven to attract young people. Regulators should broaden the age range of a “young person’ from 16-17 to 16 to 24 years old. Social media platforms should only allow gambling ads on social media when users actively opt-in to receive them.