GambleAware urges ban on influencer marketing to reduce impact of gambling ads on children
Summary
UK charity GambleAware says current online gambling marketing rules are outdated and calls for new laws to better protect children. Its report, “Online gambling: Are current regulations fit for the digital age”, warns that children are widely exposed to gambling adverts on social media and streaming platforms, which normalises gambling and often portrays it as risk-free. That exposure increases the risk of gambling harm among young people.
GambleAware recommends a pragmatic regulatory framework rather than a blanket ban. Key proposals include mandatory health warnings and support signposting on gambling content, tighter limits on marketing for casino and slots, banning influencers/celebrities/tipsters from representing operators, age-based targeting with a proposed lower limit of 25, restrictions on inducement marketing, and bans on gambling content in channels popular with children. The charity’s transition CEO Anna Hargrave stressed urgent action is needed to bring rules into the digital age. GambleAware is also in the process of transitioning responsibilities to government by March 2026 following the introduction of a statutory levy.
Key Points
- GambleAware finds existing online gambling marketing regulations are not fit for the digital age and place children at risk.
- Research cited: 62% of 11–17-year-olds reported seeing gambling ads online; many say ads make gambling appear fun and risk-free.
- Recommendations include mandatory health warnings/support signposting when operators appear in online content.
- Proposal to ban influencers, celebrities and tipsters from representing gambling operators to reduce youth appeal.
- Suggested age-based ad targeting with a minimum target of 25 and restrictions on channels popular with children.
- Calls for limits on marketing of high-harm products (casino, slots) and tighter rules on inducement offers.
- GambleAware will transition its work to government by March 2026 as the charity closes following a statutory levy.
Context and relevance
This briefing matters for regulators, operators, advertisers and platforms. It intersects with broader debates on child safety online, influencer marketing and platform ad policies. If government adopts these proposals, expect significant impacts on sponsorship deals, influencer partnerships and ad-targeting practices across social and streaming platforms. The recommendations are aligned with public polling showing strong support for tougher social media ad rules.
Author style
Punchy: this is a high-stakes policy briefing — clear asks that could reshape marketing and sponsorship in the gambling sector. If you’re in marketing, compliance or platform policy, the detail here is directly actionable.
Why should I read this
Short and to the point: if you work in gambling, marketing, regulation or child protection — or just worry about kids seeing dodgy ads — this article lists the likely changes coming. The practical asks (ban influencers, age-25 targeting floor, mandatory warnings) could force a rethink of influencer deals and ad buys. We’ve done the reading so you know what to start planning for.
Source
Source: https://igamingbusiness.com/marketing-affiliates/gambleaware-ban-influencer-marketing/