Children as young as 11 are reportedly influenced by the promotion of betting by celebrities and sports stars, according to two recent studies. The reports, commissioned by the UK gambling charity GambleAware, found that nearly 90% of children aged 13-17 are exposed to gambling-related content online.
In one survey involving 2,100 children aged 11-17, a quarter indicated that they felt encouraged to gamble after seeing celebrities involved in gambling activities, with the figure rising to 36% among boys aged 16-17. Interestingly, almost 80% of children surveyed agreed that individuals under 18 should not be exposed to gambling content or advertising, even though the legal betting age is 18.
A second study comprised focus groups with children aged 13-17, where 16% reported witnessing content creators sharing links and sign-up codes for gambling services, and 14% recalled seeing tips related to betting. The reports highlighted concerns regarding promotions from both licensed UK operators and unregulated sites, especially those related to video game components like “skins betting” and “loot boxes,” which mimic real gambling practices.
Niks Kolosnicins, a 24-year-old with a past gambling addiction, described how exposure to gambling ads while watching online streamers and esports normalized the behavior for him. Children noted the presence of famous athletes in gambling-related content.
Labour MP Beccy Cooper has called for a new gambling act to replace the outdated 2005 legislation, emphasizing that current laws do not adequately protect children from online gambling marketing that portrays gambling as acceptable. Professor Heather Wardle from Glasgow University expressed concerns about the long-term impact of early exposure to gambling content, stating that it could lead to entrenched gambling behaviors.
In response to these findings, a spokesperson from the Department for Culture, Media and Sport acknowledged the risks associated with harmful gambling and noted existing rules aimed at protecting children from related advertising.
Source: https://www.theguardian.com/society/2025/sep/02/children-as-young-as-11-tempted-to-try-betting-after-being-flooded-by-celebrity-endorsement