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GambleAware said current regulations for marketing gambling online are not fit for the digital age.
UK-facing charity GambleAware has called on the government to introduce new laws for marketing gambling online, saying current measures and restrictions are outdated in the modern, digital age.
GambleAware made the call following the publication of its new report ‘Online gambling: Are current regulations fit for the digital age’ on Wednesday.
The primary concern highlighted within the report was children and young people being heavily exposed to gambling . It said that, despite gambling being an age-restricted product, children are being exposed to marketing online, before they are old enough to “critically evaluate” it.
This, GambleAware said, is leading to gambling being normalised and portrayed as “risk-free”. This increases the risk of children experiencing gambling harm, with poor regulation being the reason for such exposure.
The report also flagged how the number of gambling adverts on channels popular among children is a growing concern. It picked out social media and streaming platforms, noting marketing could be encouraging children to gamble and, potentially, lead to harm.
What is GambleAware suggesting?
GambleAware stopped short of calling for a blanket ban on gambling marketing, instead recommending a “pragmatic framework of policy and regulatory”.
The charity has urged more protective messaging on gambling adverts and content. This includes making signposting for gambling support and health warnings a mandatory requirement when an operator appears within online content.
It urged the government to consider restrictions on the marketing of specific gambling activities most commonly associated with harm, such as casino games and slots.
It also suggested a ban on individuals such as influencers, celebrities and tipsters from representing operators.
Among its other suggestions were new rules on paid-for media targeting to only allow age-based media targeting, with 25 being the lower limit, as well as restrictions on influential environments such as sports stadiums and sports clothing.
GambleAware also advised the government to explore restrictions on inducement marketing. This, it said, could include a ban on using inducement marketing where it includes wagering requirements.
Other recommendations include potentially placing more restrictions on content marketing. This would see gambling operators banned from using gambling marketing on channels most popular with children.
Strong support for new marketing regulations
Referring back to previous research, the report included data exposing the impact of gambling ad exposure on children. A statistic from the Gambling Commission’s ‘Young People and Gambling 2024’ report suggested approximately 85,000 11-17-year-olds experience problems with gambling in the UK.
In terms of exposure, in the same publication, 62% of children reported seeing gambling ads online. This included social media and streaming platforms, with over half of the same group seeing adverts on social media weekly.
As for the impact of marketing, 76% of children said it made gambling seem fun. Of more concerns was that 73% of the same age group said such advertising made gambling appear “harmless or risk-free”.
GambleAware added that it was not alone in its desire for changes to the rules on gambling marketing online. It noted a finding from a September 2025 report on the appeal of celebrities in gambling marketing, which revealed 79% of children said there should be more rules on gambling ads on social media.
This was further supported by an Ipsos report, which found 74% of adults in the UK said there should be more regulation around gambling advertising on social media. In addition, the Coalition to End Gambling Ads (Cega) said nine in 10 adults would support a ban on gambling ads on social media sites popular with children.
Changes require to keep children safe
GambleAware Transition CEO Anna Hargrave backed the findings in the report. She said it was clear that more needs to be done to regulate gambling marketing online and protect children from harm and exposure.
“Gambling operators invest significant resources into online marketing because it works at getting people to gamble more,” Hargrave said. “This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.
“The current regulations covering gambling marketing and advertising online were designed before most children had easy access to the internet. Urgent action is needed to update these rules and bring them into the digital age to help keep children and young people safe from gambling harm.”
Incidentally, this could be one of the final reports out of GambleAware before it downs tools. In July, it was confirmed GambleAware will close and transition work to the government, following the introduction of a new statutory levy. This process is due complete by the end of March 2026.
Hargrave is serving as transition CEO to oversee the managed closure of the charity. She took on the role after Zoë Osmond stepped down as CEO in September.
