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.”

1.

4.9/5

BetMGM UK Bonus Code

200 Free Spins When You Play £10

Requirements (WR): 35x Deposit, Min. Deposit: £10

Go to BetMGM UK

Visit Provider

New cust only. Opt in & deposit £10 in 7 days & wager 1x in 7 days on any casino game (excluding live casino and table games) for 200 Free Spins. Wagering contributions vary. Free Spins worth 10p each on Big Bass Splash. 3 day expiry. 18+. T&Cs Apply. GambleAware.org.

2.

4.8/5

Duelz Bonus Code

100% up to £100 + 100 Free Spins

Requirements (WR): 30x (Bonus + Deposit), Min. Deposit: £20

Go to Duelz

Get Bonus

18+. New players in GB only. 100% deposit bonus up to £100. Min. deposit: £20. Max Bonus wins: £500. Max bet with active bonus: £2. Wagering requirement: 30x sum of deposit + bonus. 100 Free Spins applicable to Book of Dead only: 20 Free Spins per day for 5 days. Daily login required. Maximum Free Spins winnings: £100. Winnings credited as bonus money with a 45x wagering requirement. Game restrictions apply. Games contribute differently when wagering a bonus. First deposit only, no expiration date. Deposit bonus expiration: 30 days if not wagered. Free spins expiration: 3 days. One bonus per person/address/device/IP. Own payment methods only. www.gambleaware.org Full T&Cs apply.

3.

4.7/5

Betnero Bonus Code

100% up to £100 + 100 Free Spins

Requirements (WR): 40x Bonus, Min. Deposit: £10

Go to Betnero

Get Bonus

1st deposit only | min deposit £10 | max bet £2 | max bonus £100 | max cashout x 3 the bonus | max cashout from bonus spin winnings £100 | x40 wagering on bonus and bonus spin winnings | 30-day bonus expiry | 24-hour bonus spins expiry | bonus is valid for selected games only

4.

4.6/5

LuckyMate Bonus Code

Bet £10 and get 50 free spins on Big Bass Splash

Min. Deposit: £10

Copy

Get Bonus

18+ Play responsibly www.gambleaware.org| Bonus T&Cs apply | User agreement | £10 min deposit | £10 in slot bets grant 50 spins on Big Bass Splash | £5 total spin value | £0.10 per spin | 7-day expiry | Selected payment methods only

5.

4.6/5

Betway Bonus Code

Stake £10 & get 150 free spins

Go to Betway

Get Bonus

New UK customers only. Deposit & stake min £10. Debit card only (exclusions apply). 150 free spins (£0.10) on selected games. Spins expire after 7 days. Promotion valid from 02/06/25 to 23:59 BST 31/12/25. 18+ BeGambleAware.org. Full terms apply