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Children so bombarded by gambling ads that betting becomes ‘part of their daily life’

Kids are so bombarded by gambling ads that gambling “ becomes a part of their daily life, ” a large new study claims

  • More than 95 percent of children see gambling ads on television
  • Eight out of ten young people can identify a list of gambling companies
  • Researchers also found that 41,000 children under 16 follow bookmakers’ accounts

Children are so relentlessly bombarded with gambling advertising that gambling has become “part of everyday life” for them, a large study says.

More than 95 percent of children and young adults see gambling advertising on television, in sports and on social media, according to the work of market researchers Ipsos Mori and a group of five universities.

Some of these ads played on “ children’s susceptibility ” – for example, by increasing the chances of winning, the researchers said.

Eight out of ten young people surveyed were able to identify a list of gambling companies in a lineup, the report added.

Children are so brutally bombarded with gambling advertising that gambling has become 'part of their daily lives' for them, says a large study (stock image)

Children are so brutally bombarded with gambling advertising that gambling has become ‘part of their daily lives’ for them, says a large study (stock image)

The researchers also found that 41,000 children under 16 actively follow bookmakers’ accounts on social media, and children who see gambling ads will bet more often in the future.

They said that bookmakers are not doing enough to prevent marketing from being attractive to young people under 18, even if it is illegal for them to gamble.

“Gambling is an adult activity, but this new study convincingly shows that it has become part of the daily lives of children and adolescents,” said Marc Etches of the Gamble Aware charity, which commissioned the study.

Steve Ginnis of Ipsos Mori said, “The study highlights the ubiquitous nature of gambling advertising, in addition to sports and television.”

MPs have already raised the alarm about families who are stuck saying they spend more time online and will be more susceptible to a gambling advert.

Some companies have tried pushing gamblers to riskier bets, such as online slots, because so many regular sports are canceled.

Others, such as William Hill, have introduced bonus offers of up to £ 300 for gamblers who join their casino site during the coronavirus lock.

Labor MP Carolyn Harris, chairman of the all-party parliamentary group on gambling, said: “I have always known, but now evidence proves that we have normalized gambling in such a way that children grow up and believe gambling activities are a normal, acceptable activity activity.

“And in these terrible times, they are bombarded with these ads.”

The Gamble Aware survey also found that two-thirds of those surveyed said they had seen promotions on their social media channels, with YouTube and Facebook being the most commonly cited.

The researchers said that bookmakers should do more to “reduce the appeal of gambling ads to children.”

They also said that gambling and social media companies should work harder to develop ad technology to prevent young people from seeing their ads online.

It was also crucial for parents to take responsibility because gambler children are six times more likely to bet.

The Gamble Aware study was conducted by Demos, Ipso Mori and the universities of Warwick, Stirling, Glasgow, Bristol and Edinburgh.

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