Skip content?

The effect of gambling marketing and advertising on children, young people and vulnerable adults

Author: Ipsos MORI Published: May 2020
Download PDF

Summary

This scoping review by Bournemouth University examines the impact of gambling marketing on children, young people and vulnerable adults in the UK. It uses multiple research methods to explore exposure, appeal and potential harms.

Topics covered

  • volume and nature of gambling advertising across different media
  • appeal and impact of gambling advertising on young and vulnerable groups
  • effectiveness of current regulations in protecting at-risk groups

Key findings

Young people have high exposure to gambling ads, especially on TV and social media. Many ads use features that appeal to young people, like humour and celebrities.
While most claimed to ignore ads, exposure was linked to positive gambling attitudes and intentions.
The research suggests tighter ad restrictions and better education could help reduce potential harms.

Related content

Publication library
Our research
Is this page useful?

However you’re feeling right now, we’re here to help.

The National Gambling Support Network helps people struggling with gambling, and people who are worried about someone else’s gambling.

Call or chat online to an advisor, and speak one-to-one for confidential advice, information and support.

Delivered by GamCare

24 hours a day • 7 days a week • UK only

Find support in your area Call 0808 8020 133