Key Moments:
- 25% of surveyed children reported being tempted to gamble after seeing celebrity promotions
- 67% of respondents believe celebrities and influencers should be banned from advertising gambling
- GambleAware announced its operations will be wound down and responsibilities transferred to the British government by March 2026
Survey Reveals Widespread Exposure to Gambling Content
A recent GambleAware report has revealed significant exposure of children and adolescents in Great Britain to gambling-related content, particularly via celebrity endorsements. The research was published on Tuesday. It was compiled by Social Finance and Sherbert Research and included findings from two surveys. The first collected responses from 634 young people attending schools in the South West, South East, and West Midlands regions. The second surveyed 2,100 individuals aged 11-17, and was described by GambleAware as “nationally representative” of the demographic across Great Britain.
In the larger survey, a quarter of participants said celebrity gambling ads had tempted them to spend money. Among boys aged 16 and 17, 36% said they had already gambled after seeing a celebrity promote or participate in gambling. Moreover, more than half of respondents felt powerless to control the gambling content they encountered online. At the same time, 78% agreed no one under 18 should be subjected to gambling content or advertising.
Gambling.
Everywhere I go I see gambling ads
Any streaming website like Netflix or HBO is filled with it
Actors, Celebrities, and comedians are getting paid to promote it
Just 3 years ago the 19 yr olds who promoted it were attacked as being scammers
Very sad also that… pic.twitter.com/s3X0j70E6s
— gum (@0xGumshoe) August 27, 2025
Children Call for Stricter Controls on Celebrity Gambling Ads
The preliminary research found 87% of surveyed children and young people had seen gambling content online. Platforms such as Twitch, TikTok, and YouTube were common sources. In addition, 16% of respondents saw gambling ads through social media content creators. Also, 16% of young respondents saw creators sharing gambling links or sign-up codes. Meanwhile, 14% observed creators giving gambling tips.
A substantial 67% of survey participants expressed support for prohibiting celebrities, influencers, and famous personalities from promoting gambling. This sentiment underscores a broad desire among young people for tighter restrictions on influential figures linked to gambling endorsements.
| Survey Findings | Percentage |
|---|---|
| Tempted to gamble after celebrity ads | 25% |
| Boys 16-17 who gambled after celebrity influence | 36% |
| Support for ban on celebrity/influencer ads | 67% |
| Exposure to online gambling content | 87% |
| Viewership of gambling ads from content creators | 16% |
| Viewership of gambling tips from creators | 14% |
GambleAware Urges Regulatory Action Amid Transition
Based on survey results, GambleAware has advocated for immediate government and regulatory intervention to restrict gambling advertisements and online content targeting minors. “Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media,” stated GambleAware CEO Zoe Osmond.
She added, “Social media platforms and influencers now play a pivotal role in shaping attitudes and behaviours and this research shows that some are playing a part in encouraging young people to gamble.”
Highlighting concerns over age-restricted content, Osmond said, “It is unacceptable that children’s environments continue to be flooded with age-restricted content. Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among school-aged children and we know that early exposure to gambling at a younger age can lead young people to have a higher risk of experiencing gambling harm later in life.”
Leadership Changes and Charity Transition Details
GambleAware is undergoing a leadership transition, with Anna Hargrave set to assume the role of transition CEO effective September 30, following Zoe Osmond’s final month as CEO.
In July, GambleAware confirmed it will be winding down its operations and transferring its responsibilities to the British government by March 2026. This change follows the introduction of a new statutory levy earlier this year. Once the transition is complete, governmental authorities and new commissioners in England, Scotland, and Wales will oversee the services previously managed by the charity. This reflects an updated strategy to tackle gambling harm across the UK.
- Author
Daniel Williams
