Research Findings: Digital Advertisements Blur the Distinction between Virtual Gaming and Real-Money Gambling
Take a peek at the new GambleAware report, revealing the unsettling truth about kids being bombarded with gambling ads. This eye-opening research was conducted by CultureStudio, Family Kids & Youth, and Sherbert Research, interviewing children aged 7 to 25, and their families.
The report, titled Exploring the Realm of Gambling among Children and Young People, unveils an alarming trend: many kids view gambling as an ordinary part of life, with some even considering it a rite of passage. Shockingly, several participants reported being exposed to various forms of gambling or gambling-like content since a young age.
Gambling, with its flashy, attention-grabbing nature, significantly appeals to young minds. Many participants described the gambling and game worlds as "interchangeable."
However, GambleAware's study highlights a worrying issue: children often misunderstand the risks of online gambling due to the similarities between gambling and gambling-like products, such as loot boxes.
Speak up, Kids Demand Better Education
A 15-16-year-old boy shared that such content is typically packaged as a game. A 13-14-year-old girl, also affected, acknowledged that young people are seldom educated adequately about the risks of gambling.
This aligns with earlier GambleAware-funded research, revealing that 96% of British 11-14-year-olds are familiar with gambling marketing, yet only 38% are aware of any health information or warnings.
Overall, many younger respondents expressed a desire for more education on gambling harm in schools. They perceive online platforms as saturated with gambling ads and content.
Most alarmingly, many respondents admitted to dabbling in occasional gambling activities, typically alongside family members. This early exposure, as GambleAware warns, could cause long-term damage.
Protecting Our Future: GambleAware's Battle Cry
Zoë Osmond, GambleAware's CEO, stressed the need to shield children from gambling's allure, expressing concern over its normalization. She advocates for stricter advertising restrictions.
Hanna Chalmers, founder of CultureStudio Research, supports Osmond's stance, emphasizing the necessity of protective measures to minimize harm.
Nicki Karet, Sherbert Research's managing director, underlined the risks in the grey area between iGaming and gambling-like gaming, as it blurs the lines between what is and isn't gambling.
Dr. Barbie Clarke, Family Kids & Youth managing director, concluded that this research with vulnerable children reveals their increased susceptibility to influence and their propensity to shy away from seeking support.
In the UK, regulations aim to safeguard children from gambling ads. However, these need to be more stringent, given the concerning rate of gambling-related harm among young people. Efforts are underway to raise awareness, revise advertising rules, and reduce children's exposure to gambling advertisements.
In light of the research, many young people demand better education about the risks of gambling due to their insufficient understanding, with a significant percentage being exposed to gambling-like content at a young age.
Moreover, the growing trend among young people to view gambling as ordinary life events underscores the importance of stricter regulations and increased awareness to protect them from potential harm, coinciding with calls for more stringent advertising restrictions and reduced exposure to gambling advertisements in the UK.
