A recent investigation into the entanglement of gambling and gaming-like mechanisms has shed light on the vulnerability of children to misleading advertisements. The research focuses on children’s inability to distinguish between traditional gambling and modern, gambling-like gaming experiences, with online advertising playing a significant role.
Three distinct groups were scrutinized by the researchers: children under the age of 11, those impacted by someone else’s gambling problems, and children deemed to be at-risk or vulnerable. The study, released on April 19, found that across all subgroups, children had encountered gambling ads on the internet. Remarkably, at-risk children revealed a heightened ability to recollect advertising, with vulnerable boys showing the highest recall of gambling brands and ads.
According to the published findings, the allure of bright, dynamic, and engaging adverts captivates children, misleading them, particularly those with Special Educational Needs and Disabilities (SEND). A boy with vulnerable characteristics, for example, referred to 888 Casino as a prime example, observing that their marketing is styled more like a game and doesn’t carry the appearance of conventional gambling.
Young participants often associated gambling exclusively with traditional activities like lotteries and slot machines, unaware of the shift towards online platforms. The researchers expressed concern that this misunderstanding creates a “grey area” online, blurring what is considered gambling and what is not. Thus, the inherent risks associated with online gambling or gaming with gambling elements are not readily apparent to children, their parents, or caregivers.
The intermixing of gambling content in young peoples’ online space was noted to be especially prevalent, with reports of exposure to influencer or footballer-endorsed gambling content. Some older children in the vulnerable subgroup stressed that such content should be regulated, while others believed the responsibility lay with individuals to assess the risk involved.
A gripping quote from a 16-17-year-old participant highlights this point of view: “Some of these [get rich quick] schemes are actually legitimate… it’s all down to whether you want to take the risk. It’s not necessarily the company’s fault, it’s your fault.” Another recommendation from participants included implementing age verification methods or discontinuing the advertising altogether.
The report emphasizes the need for comprehensive gambling education that surpasses the dangers of financial loss. It suggests fostering greater awareness of the broad spectrum of gambling harms and how gambling behaviors have morphed online. However, the report also warned against inducing undue alarm, underscoring the necessity to communicate gambling risks without resorting to fearmongering.
Zoë Osmond, the CEO of GambleAware, echoed these sentiments, advocating for tightened restrictions on gambling advertisements to shield young people. Recognizing the report’s findings, Osmond called attention to the early exposure children face and how it may normalize gambling behaviors, potentially leading to future gambling-related issues.
The urgency of the situation is amplified by GambleAware’s recent disclosures. Support for those seeking help from the National Gambling Support Network is now initiated within an average of three and a half days. Moreover, GambleAware revealed that 100,000 individuals have utilized its self-assessment tool in a year, highlighting the pervasive reach of gambling in society.
As gambling continues to evolve within the digital landscape, the report culminates with a call to action for increased regulations, refined education on gambling harms, and proactive approaches to protect children from the enticements of gambling content.
