Children’s Exposure to Gambling in Digital Spaces

The report highlights the need for stringent regulations to shield young minds from potential harms associated with early gambling exposure.

Children’s Online Spaces Flooded with Gambling Content

The recent findings reveal a concerning trend where children describe their digital environments as “saturated” with gambling advertisements and content that mimic gambling activities, such as loot boxes in video games.

This blurring of lines between gaming and gambling is particularly troubling as it makes gambling seem like a normal, even exciting part of everyday life. Young respondents noted that the “bright, loud, and eye-catching” nature of gambling adverts made them particularly appealing, yet misleading, often resembling video game content.

The Call for Enhanced Educational Efforts

Many of the children interviewed expressed a desire for more robust education on the risks associated with gambling. A girl aged 13-14 from the study remarked, “[In] PHSE, they said it [gambling] is dangerous… but it didn’t proper like get through because they didn’t give us a lot of information about it.” This gap in effective communication underscores the urgent need for educational reforms that can provide clear and impactful information about gambling harms.

Researchers Advocate for Stricter Ad Regulations

GambleAware is advocating for more stringent controls on gambling advertising both online and in public spaces to protect vulnerable groups, especially children. Zoë Osmond, CEO of GambleAware, emphasized the importance of this action, stating, “This research shows that gambling content is now part of many children’s lives. This is worrying as early exposure to gambling can normalize it for children at a young age, and lead to problems.”

Experts from CultureStudio and Sherbert Research support this viewpoint, pointing out the subtle yet aggressive targeting of young audiences through gambling ads that feature cartoon graphics and vibrant colors, which are traditionally appealing to children.

Vulnerable Youths at Increased Risk

Dr. Barbie Clarke of Family Kids & Youth highlighted that vulnerable children are particularly susceptible to the allure of gambling due to developmental and cognitive differences. These children may struggle with impulsivity and risk-taking behaviors, making them more likely to engage with gambling activities without fully understanding the consequences.

Personal Testimonies Highlight the Need for Action

Sam Starsmore, who shared his personal struggle with gambling addiction, called for increased protections and educational efforts. “Gambling can have a huge effect on you when you’re young,” he explained. His experiences underline the profound impact that gambling can have, starting from a young age.