Celebrity gambling ads heavily influencing children, GambleAware survey says
Summary
GambleAware has released research — compiled by Social Finance and Sherbert Research — showing children and young people in Great Britain are being exposed to gambling content at “unprecedented levels.” The findings come from two surveys: one of 634 pupils across schools in the South West, South East and West Midlands, and a nationally representative survey of 2,100 11–17 year olds.
Key results include: a quarter of respondents said they had been tempted to spend money on gambling after seeing celebrity gambling ads; 36% of boys aged 16–17 recalled they had gambled after seeing celebrities promote or take part in gambling; 87% of the smaller sample had seen gambling content online; and many youngsters report having little control over how much gambling content they encounter.
Key Points
- Two surveys were used: 634 pupils regionally and a nationally representative 2,100 11–17 sample.
- 25% of children in the larger survey said celebrity gambling ads tempted them to spend money on gambling.
- 36% of boys aged 16–17 reported they had already gambled after seeing celebrity involvement in gambling.
- 87% of the initial sample had seen gambling content online; 16% saw ads from content creators on Twitch, TikTok or YouTube.
- Over 50% said they had no control over how much gambling content they viewed online; 78% believe under-18s should not be exposed to gambling advertising.
- GambleAware is calling for urgent action from regulators, government and the ASA while broader rules are developed; the charity is winding down ahead of a government takeover next year.
Context and Relevance
This research sits at the intersection of online influencer culture, youth protection and gambling regulation. It highlights how celebrity and creator-led promotion on social platforms is normalising gambling for minors — a trend that is drawing scrutiny as the UK moves gambling harm responsibilities from GambleAware to government under a new statutory levy. The findings are relevant to policymakers, advertisers, platform regulators and educators tracking digital risks for young people.
Author style
Punchy: this isn’t a mild concern — the data shows real influence and potential harm. With GambleAware due to transfer responsibilities to government, the timing makes the report especially significant for anyone watching regulation and industry practice. Read the detail if you care about policy shifts and youth protections.
Why should I read this?
Quick and blunt: kids are seeing gambling everywhere and famous faces are a big part of that. If you work in regulation, education, advertising or platform safety (or you just care about kids online), this short read tells you why the current rules look behind the times and why urgent fixes are being pushed.
