Young people and gambling-related influencer content: Understanding exposure to and impact of gambling-related influencer content on young people and identifying potential strategies for change

Summary

This synthesis report examines how CYP experience, interpret, and are affected by gambling-related influencer content in digital spaces.

Children and young people (CYP) attitudes towards exposure to gambling influencer content
Impact of influencer-driven gambling advertising and marketing on behaviours
Blurred lines between gambling and gaming
Regulatory and policy implications
Intervention recommendations co-designed with CYP

Influencers appeal strongly to CYP and contribute to gambling being perceived as normalised, fun and rewarding. CYP who follow gambling influencers are more likely to see gambling as “harmless fun”, to use promotional codes, and to engage in higher-risk activities such as crypto trading.
Exposure to influencer-driven gambling content online is widespread, but this content often lack clear disclosures, blur entertainment and advertising, and exploit trust-based relationships
Many CYP want to be less exposed to gambling content online, but feel they lack the tools to limit this exposure
Findings suggest greater regulation and stronger protections are needed to reduce CYP’s exposure and prevent harm

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