GambleAware interim report - The effect of gambling marketing and advertising

GambleAware has published an interim report that examines the effect of gambling marketing and advertising on children, young people, and vulnerable adults. The research, which is the first of its kind in the UK, was conducted under the guidance of Ipsos MORI on behalf of GambleAware. Based on separate research conducted by two independent research consortia. The research is also part of the Gambling Commission's research program and forms an important part of the national strategy for reducing gaming damage. Furthermore, they found that children are currently not being actively screened out from receiving online gambling adverts. It also emerged that more could be done to clearly highlight the risks with gaming advertising and marketing.


Marc Etches, CEO of GambleAware says: “This is an interim report, and as such it is too early to judge the impact of exposure to gambling advertising and marketing on children, young people, and vulnerable adults. Nevertheless, the research does make important recommendations, including the need for clearer and more regular messages on gambling adverts of the risks associated with gambling, and the need to strengthen age verification processes on social media platforms.”

Ian Angus from the (UK) Gambling Commission says: “We welcome the publication of this interim report which contributes towards the delivery of the recently launched National Strategy to Reduce Gambling Harms. This research takes a significant step to address gaps in understanding of this issue and provides a clearer picture of the volume, tone and content of gambling advertising and sponsorship in Great Britain, and the extent to which children, young people and vulnerable adults are exposed to it.