Children’s Perception of Gambling Advertisements

Study Findings

The organization GambleAware released a study showing that children struggle to differentiate between games and gambling. This leads to concerns about their exposure to gambling advertisements, prompting calls for stricter regulations to protect children.

Blurring Lines

Children in the UK are surrounded by gambling advertisements, especially online. The colorful and appealing nature of such ads makes it challenging for children to distinguish between gaming and gambling activities. Loot boxes, in particular, are highlighted as a form of gambling that children do not recognize as such.

Exposure Points

Children are exposed to gambling ads through various channels, including online platforms using visually and tonally enticing methods. Influencers and sports personalities endorsing gambling further contribute to this exposure. Additionally, parents introducing their children to gambling activities normalize the behavior, leading to a lack of awareness of the associated risks.

Call for Better Education

Children express a desire for more education on gambling and its risks, advocating for better school curriculum on the subject. However, current education efforts fall short, with many children unaware of the dangers. GambleAware emphasizes the need for stronger regulations on gambling advertisements, especially in public spaces, to safeguard children’s well-being.

CEO’s Perspective

GambleAware’s CEO highlights the normalization of gambling content in children’s lives as a worrying trend. Early exposure to gambling can lead to lasting issues, underscoring the urgency for stricter advertising restrictions to prevent harmful influences on children. Separating gaming and gambling realms clearly and regulating child-targeted colorful and cartoon-style gambling ads are crucial steps to protect children from potential harm.