GambleAware Raises Concerns Over Impact of Flashy Gambling Advertisements on Children

Research commissioned by GambleAware has revealed concerning findings regarding the impact of flashy gambling advertisements on children. The study highlighted how these advertisements, characterized by their bright and attention-grabbing nature, are particularly appealing to vulnerable children, including those with special educational needs and disabilities.

The study, which focused on three groups of children aged under 11, up to 18, and young people who have developed gambling addictions, aimed to understand the influence of such advertisements. Interviews conducted with children from each group revealed that gambling advertisements are prevalent on the internet and are often recalled by vulnerable children more readily than others.

One significant observation from the report is that some young people struggle to differentiate between gambling and games with risky elements. This blurring of lines is exemplified by bright cartoons resembling children's media content but containing mature themes. Such findings underscore the need for heightened awareness and measures to protect children from the potential harms of exposure to gambling advertising.