By Gambling ads are becoming more embedded in everyday media, raising concerns about their impact, especially on young audiences, as a study by Bettingtools.com highlights their prevalence across platforms and calls for greater awareness and responsible advertising.
New York, NY, April 4, 2025 – Qwoted Newswire – Recent studies have shown a shocking increase in the volume and frequency of gambling advertisements across multiple media platforms, from social media to live sports broadcasts. This growing exposure, particularly among younger age groups, has raised important questions about its influence on behavior and perception. With this in mind, bettingtools.com, a leading authority on betting insights and responsible gambling, conducted this study to raise awareness of the scale of the issue and identify potential gaps and risks in the current advertising landscape. By analysing how different age groups are exposed to gambling promotions across TV, social platforms, and sporting events, the goal is to support informed dialogue and encourage more responsible marketing practices within the industry.
Exposure Among Young People
The UK’s Gambling Commission’s 2024 report indicates that 62% of young individuals have encountered gambling advertisements online, while 64% have seen them through offline channels. This marks a significant increase from the previous year’s figures (2023: online 53%; offline 55%). Television still remains the most common medium, with 54% of young people reporting exposure, followed closely by apps at 52%. However, with the rise of subtle gambling adverts you see on X, formerly Twitter, it makes you wonder how exposed we actually are to daily gambling adverts and how they have become part of the mainstream media landscape.
The frequency of exposure varies by gender. In 2022, 52% of males reported seeing gambling adverts on live streaming or video-sharing platforms at least once a week, compared to 38% of females. Similarly, 52% of males encountered such adverts on apps weekly, versus 39% of females.
Social Media Platforms
It is no secret that social media has become a significant channel for gambling advertisements, especially with some livestreamers being sponsored by the likes of Stake and DraftKings. A recent study revealed that 58% of respondents see gambling advertisements on social media sites at least once a day. Among online gamblers, exposure was reported as follows: Facebook (52%), YouTube (40%), Twitter (61%), and Instagram (26%).
The increasing integration of gambling content into social media platforms, particularly through influencers and interactive content, raises concerns about the normalisation of gambling behaviors among users. Only 43% of people aged 11-17 were able to correctly identify when the content they were seeing was actually an advert for gambling, compared to 65% of adults being able to tell the difference.
Television and Sporting Events
Television continues to be a dominant medium for gambling advertisements. In 2024, 54% of young individuals reported seeing such ads on TV. Sporting events also serve as significant exposure points; for instance, a study found that viewers of the BBC’s “Match of the Day” were exposed to over 250 instances of gambling marketing per episode.
Potential Impacts of Increased Exposure
The heightened exposure to gambling advertisements, especially on social media, has several potential impacts:
Normalisation of Gambling: Frequent exposure can lead to the perception of gambling as a regular and acceptable activity, particularly among young and impressionable audiences.
Influence on Behavior: Studies suggest that exposure to gambling advertising is associated with more favorable attitudes towards gambling and an increased likelihood of participation.
Risk of Problem Gambling: Continuous exposure, especially among vulnerable groups, may contribute to the development of problem gambling behaviors.
Alex Windsor, CEO at bettingtools.com, emphasises the need for awareness:
“The nature of gambling advertisements across various media platforms highlights the importance of understanding their impact, especially on younger audiences. As these ads become more integrated into our daily media consumption, it’s crucial for individuals to be aware of their exposure and for policymakers to consider appropriate regulations.”
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Media Contact
Full Name: Jack Johnson
Title: Creative Director
Company Name: One March Digital
Email: [email protected]
Website: https://one-march.co.uk/
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