GambleAware Calls Gambling Marketing Protection Unfit for Digital Age

Gambling harms charity GambleAware has called for online gambling marketing to be brought into the digital age in the UK, with a report showing children and young people are being exposed to gambling content online before they can critically evaluate it.

The report mentioned failings including inadequate regulatory structures that rely too heavily on self-regulation and do not address specific challenges presented by the digital age. GambleAware said it wants to see mandatory health warnings on all gambling marketing and for online platforms to be held to greater account.

Difficulties of modern age

GambleAware highlighted eight unique challenges to regulating marketing and gambling content online. These include a high volume of content, in part due to the lower costs of online marketing compared to other channels, such as television. The report also mentioned how the gambling industry employs highly sophisticated digital methods to target individuals with online marketing, as well as increased shareability and echo chambers.

While the Online Safety Act, which was first implemented in March this year, mandates social media companies to enforce age verification for potentially harmful content, GambleAware argues many platforms do not verify an individual’s age before allowing them to view content.

Previous research

GambleAware’s previous research has shown an estimated 85,000 children in Great Britain are experiencing problems with gambling, with four in five children wanting the government to do more to reduce the amount of gambling content they see online.

A separate research paper showed 62% of 11-17-year-olds have seen or heard gambling advertising via online platforms such as social media and streaming platforms, with 46% of this group seeing gambling advertising on social media weekly.

Children have also previously reported feeling “saturated” by the amount of gambling content they are seeing online, with online channels being a key source of exposure among this group.

What does GambleAware want?

GambleAware wants increased action on online platforms, which would include the introduction of a requirement for safety by design on all online platforms. This would lead to the introduction of a standard of proof, similar to the financial services sector.

GambleAware is also calling for online platforms to be held to greater account, ensuring existing government programmes including the Online Safety Act and Online Advertising Programme more directly address gambling marketing and content online.

GambleAware has asked for the establishment of a cross-government taskforce to explore targeted policies. The taskforce would have the power to make signposting and/or health warnings a mandatory requirement when the name or logo of a gambling company is spoken or shown within online content. Among its other recommendations are the alignment and strengthening of online safety regulatory powers and programmes.

“Urgent action is needed”

Anna Hargrave, GambleAware Transition CEO, said: “Gambling operators invest significant resources into online marketing because it works at getting people to gamble more. This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.

“The current regulations covering gambling marketing and advertising online were designed before most children had easy access to the internet. Urgent action is needed to update these rules and bring them into the digital age to help keep children and young people safe from gambling harm.”

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