Children as young as 11 are tempted to try betting after being exposed to gambling content promoted by celebrities and sports stars, according to two reports.
Celebrity Endorsements Drive Youth Gambling Interest
Nearly 90% of teens aged 13-17 encounter gambling content online, a new report reveals.
- Children aged 11-17 are exposed to gambling content online, with nearly 90% encountering it.
- A quarter of surveyed children aged 11-17 said celebrity gambling ads made them want to bet.
- Gambling content often features links, sign-up codes, and betting tips from content creators.
- Concerns are raised about both mainstream and unregulated gambling sites targeting youth, including “skins betting” and “loot boxes.”
- Experts and lawmakers are calling for stricter regulation of online gambling advertising.
Children, some as young as 11, are reportedly feeling pressured to try betting due to the pervasive presence of celebrities and sports stars promoting it. Two new reports indicate that almost 90% of children aged 13-17 are exposed to online gambling content. GambleAware, the U.K.’s leading gambling charity, which commissioned the research, is urging regulators to address social media accounts and influencers producing betting content on platforms like YouTube, Instagram, TikTok, and Twitch.
One survey of 2,100 children aged 11-17 found that a quarter admitted that seeing a celebrity gamble or advertise gambling made them want to do the same. This figure rose to over a third (36%) among boys aged 16-17. Despite this influence, nearly four in five children agreed that individuals under 18 should not be exposed to gambling content or advertising, which aligns with the legal betting age of 18.
A second study, based on focus groups with children aged 13-17, revealed that 16% had seen content creators share links and sign-up codes for gambling operators. Furthermore, 14% reported seeing them share betting tips and tricks.
What is the legal age for gambling in the U.K.? The legal age to bet in the U.K. is 18.
The reports highlight concerns about content from both mainstream U.K. operators and unlicensed sites. These sites are reportedly promoting unregulated products linked to video games, such as “skins betting” and “loot boxes.” These involve digital items with real-world value that can be bet or won through mechanisms mirroring actual gambling.
Niks Kolosnicins, 24, shared his experience with a gambling addiction that began with seeing numerous gambling ads while watching online streamers and esports. “My favourite influencers promoting gambling, and many of my friends regularly betting, gambling became normalised for me,” he said. Children who participated in the study specifically mentioned seeing well-known sports stars in gambling content.
Beccy Cooper, the Labour MP advocating for a new gambling act to replace the 2005 legislation, stated that current laws are failing to protect children. She argued that influencers portray gambling as acceptable or aspirational, and future generations will likely view this era with disbelief.
Liberal Democrat peer Don Foster described the findings as “extremely concerning” and called for increased scrutiny of gambling advertising. Heather Wardle, a professor at Glasgow University specializing in gambling research, noted that early exposure can embed gambling deeply into social practices. “Evidence shows there is a real risk of escalating harms among this already higher-risk age group,” she warned.
While the previous government and Labour have taken steps to tighten some gambling regulations, such as capping online slot machine stakes at £5, they have not implemented strict curbs on advertising. Zoe Osmond, CEO of GambleAware, stated, “It is unacceptable that children’s environments continue to be flooded with age-restricted content.”
A spokesperson for the Department for Culture, Media and Sport acknowledged the impact of harmful gambling and affirmed a commitment to strengthening protections for at-risk individuals, including children. “There are already a range of robust rules in place on gambling adverts,” the spokesperson said, adding that the department will continue working with the industry to ensure advertising is appropriate and responsible.
