Key findings:
87% of surveyed young people reported seeing gambling content online.
GambleAware warns that early exposure can increase the risk of gambling harm later in life and is calling for stricter controls.
36% of boys aged 16–17 admitted gambling after encountering celebrity endorsements.
Research compiled by Social Finance and Sherbert Research for GambleAware highlights the extent to which young people are exposed to gambling-related content.
In a survey of 13–17-year-olds across Great Britain, 87% said they had come across gambling material online. At the same time, 79% believed stricter rules should govern gambling ads on social media, while 78% felt under-18s should not be exposed to such content at all.
The studies point to social media and celebrity influencers as the main sources of exposure. One respondent noted: “I have had so many YouTube ads it’s not even funny.”
A quarter of young people admitted feeling tempted to gamble after seeing celebrity promotions, and two-thirds agreed that these endorsements should not be permitted. Among boys aged 16–17, more than a third recalled actually gambling as a result of such promotions.
The research, conducted across England, Scotland, and Wales between 2024 and 2025, underscores GambleAware’s ongoing push for tighter oversight of influencer and content marketing.
GambleAware CEO Zoe Osmond stated:
“It is unacceptable that children’s environments continue to be flooded with age-restricted content. Regular exposure to influencer-led gambling content normalises gambling among school-aged children, and we know that early exposure increases the risk of gambling harm later in life.”