UK charity GambleAware urged the government to amend the laws governing the marketing of gambling online, noting that the current legislation doesn’t reflect the realities of the modern age.
According to GambleAware, the biggest concern is posed by heavy exposure of children to gambling. The charity said that despite gambling being an age-restricted product, children are exposed to it before they are old enough to assess its potential risks, making gambling increasingly normalised.
The call comes following the publication of GambleAware’s latest report, dubbed ‘Online gambling: Are current regulations fit for the digital age’.
Tighter Restrictions on Marketing
Despite these concerns, GambleAware didn’t propose a flat-out ban on gambling marketing and instead proposed a series of measures.
The charity urged the introduction of more protective messaging in gambling ads, like signposting for gambling support and health warnings, as mandatory requirements.
Also, GambleAware urged the government to reevaluate the rules for marketing of certain gambling products that are traditionally associated with harm, like casino and slot games.
It further proposed a ban on allowing influencers, celebrities and tipsters to take the helm in operators’ marketing efforts.
Elsewhere in its suggestions, GambleAware proposed adopting new rules that make paid-for media targeting age-restricted, that is, increasing the age limit to 25 years and above. Additionally, the charity called for restrictions on marketing in sports stadiums and clothing.
Bringing the Rules Into the Digital Age
Commenting on the report, GambleAware Transition CEO Anna Hargrave, said that existing regulations surrounding 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,” Hargrave noted.
The ‘Online gambling: Are current regulations fit for the digital age’ comes on the back of another survey, the government-backed Young People and Gambling 2024, which revealed a series of worrying statistics about children’s exposure to and attitudes towards gambling.
