GambleAware has released a policy paper warning that the UK’s current safeguards aren’t keeping pace with how online gambling marketing reaches children and vulnerable people. The charity says digital ads, influencer content, and algorithms make gambling seem normal, while rules lag behind. It’s calling for tougher oversight and clearer accountability across regulators and platforms.

  • The charity estimates around 85,000 11–17-year-olds in Britain already struggle with gambling harms, with 62% exposed to gambling ads online. Many see them weekly across social media and streaming platforms. The report says current self-regulation isn’t enough to meet the Gambling Act’s aim to “protect children and other vulnerable people from being harmed or exploited.”

  • Oversight is split between DCMS, DSIT, the Gambling Commission, Ofcom, the ASA, and the ICO, creating gaps in accountability. The report argues this “regulatory patchwork” slows enforcement, especially online, where content and advertising often blur together. It recommends appointing a lead body to coordinate online gambling marketing oversight.

  • The paper proposes stronger rules for platforms, including mandatory age-assurance tools, transparent algorithms, and “safety by design” standards. It calls for faster penalties when ads breach the CAP and BCAP Codes and extending liability beyond operators to cover digital intermediaries and ad networks.

  • Marketing restrictions under review include tightening the CAP “25% under-18 audience” rule, limiting paid targeting to adults 25 and over, and restricting high-risk product advertising such as online slots and casino games. The report also urges limits on influencers and tipsters promoting gambling brands.

  • Sports and esports remain high-risk exposure zones, with logos, sponsorships, and viral clips spreading widely online. The paper recommends removing gambling branding from kits, stadiums, and youth-facing digital content. It also suggests a cross-government taskforce to test and track reforms, improve media literacy, and enforce consistent harm warnings across platforms.

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