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Young People’s Reflections on Gambling Marketing: A Survey of 11-24-Year-Olds in Great Britain

Author: YouGov, Dr Raffaello Rossi (University of Bristol) and Dr Glen Dighton (Swansea University) Published: January 2025
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Summary

This research explores children and young people’s views and attitudes towards gambling marketing in Great Britain, using survey data from 3,260 participants aged 11–24.

Topics covered

  • Exposure of gambling marketing and content.
  • Perceptions of how gambling marketing frames gambling.
  • Impact of gambling marketing (e.g., engagement, behaviour).
  • Perceptions towards marketing in general and potential policies (e.g., health warnings on marketing, restricting marketing)
  • Policy recommendations to better protect children and young people.

Key findings

  • Over a quarter (27%) of children and young people aged 11-24 could name 3 or more gambling brands unprompted.
  • Almost 3 in 4 (73%) recall being exposed to gambling marketing in the past month, with online devices (e.g., phone, tablet, laptop) most commonly driving exposure.
  • Around 3 in 5 (64%) reported that gambling ads make gambling seem harmless with a similar proportion (60%) saying gambling ads do not give enough warning about potential risks.
  • Almost 7 in 10 (68%) feel that it is difficult to avoid gambling advertising and content, with a similar proportion (73%) feeling more should be done to limit the amount they see.
  • Most are in favour of banning and/or restricting gambling advertising across all platforms/places asked about (e.g., 59% feel adverts on social media platforms popular with children should be banned completely).
  • The paper calls on policy makers to limit the volume of gambling advertising, introduce online-specific rules for gambling marketing, and mandate strong, youth-tested safer gambling messaging.

Executive Summary of Findings Among Those Aged 11-17

YouGov, Dr Raffaello Rossi (University of Bristol) and Dr Glen Dighton (Swansea University)

This report provides an overview of the method, key findings, recommendations and opportunities for future research with young people. The findings in this report focus specifically on the findings from 11–17-year-olds

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Infographic of findings among those aged 11-17

YouGov

This infographic presents findings of the views and attitudes towards gambling marketing from those aged 11-17 in Great Britain.

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