UK charity GambleAware is calling for temporary restrictions on gambling content marketing to protect minors and buy time to develop new regulations. Recent studies show that children and adolescents in the UK are being exposed to gambling content to an unprecedented extent, especially through content promoted by celebrities and influencers on platforms such as Twitch, YouTube, TikTok, Instagram, and Kick.
A survey conducted by Social Finance and Sherbert Research revealed that 87% of respondents aged 13 to 17 had encountered gambling content online, about 16% saw content creators sharing gambling links or registration codes, and 14% saw them sharing gambling tips. More than two-thirds of the respondents believe that celebrities should not promote gambling, and nearly eighty percent support stricter regulation of gambling content on social media.
GambleAware emphasizes that continuous exposure to influencer-promoted gambling content can normalize gambling behavior in children and adolescents, increasing the risk of future gambling. The organization is calling for the government to restrict online gambling marketing in the short term, while revising broader regulatory measures, and ensuring that digital content complies with the recommendations of the cross-departmental Safe Gambling Information Group.
The study also points out that education and awareness are equally important, with 86% of young people wanting more education on the risks of gambling. GambleAware's outgoing CEO Zoë Osmond stated: "Digital technology has changed the way children consume content, and social media and influencers play a key role in shaping attitudes and behaviors, necessitating urgent government action."
As industry voluntary contributions are replaced by statutory systems, GambleAware will cease operations in March 2026, and research and prevention efforts will be transferred to the UK government and the new commissioner. Anna Hargrave has been appointed as the transitional CEO.
