New research has discovered that despite restrictions on advertising campaigns targeting young people, children are being inundated with gambling promotions and content that resembles gambling while browsing the internet.
The study, commissioned by charity GambleAware and funded by donations from gambling companies, highlights the blurred line between gambling advertising and online casino-style games, leading to a rise in online gambling with children unaware of the associated risks. It warns that gambling advertisements featuring cartoon graphics can strongly attract children. Recently, a gambling company promoted a new online slot game on social media using a cartoon of three frogs to entice players.
GambleAware is recommending new regulations to limit the exposure of young people to advertising. Research conducted by the charity revealed that children struggle to differentiate between actual gambling products and gambling-like content, such as mobile games with in-app purchases.
Zoe Osmond, CEO of GambleAware, emphasized the need for immediate action to protect children from being exposed to gambling ads and content, stating, “This research demonstrates that gambling content has become a part of many children’s lives.”
The report also points out that excessive engagement in online games with gambling elements, like loot boxes bought with virtual or real money, can fall under a broader definition of gambling. It calls for stricter regulation on platforms offering such games to children.
Businesses are cautioned against using cartoon characters in gambling promotions, as they may appeal to children. However, there is no outright ban on using such characters. Online casino 32Red, for instance, recently advertised its Fat Frog online slot game on social media with a cartoon frog theme.
Dr. Raffaello Rossi, a marketing lecturer focused on the impact of gambling advertising on youth, criticized regulators for not acting swiftly enough to address the proliferation of online promotions enticing children. He called for new advertising codes to regulate social media promotions effectively.
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The Gambling and Gambling Council assured that their members strictly verify ages for all products and have implemented new age restriction rules for social media advertising.
Recent data from the Gambling Commission indicates that young people are now less exposed to gambling ads compared to previous years. While no direct link between problem gambling development and advertising has been established.
The Advertising Standards Authority (ASA) stated that it regulates gambling advertising to safeguard children and monitors online gambling ads through various tools and methods.
The Department for Culture, Media and Sport affirmed its focus on monitoring new forms of gambling and gambling-like products, including social casino games, to ensure appropriate regulations are in place.
Kindred Group, the owner of the 32Red brand, was reached out to for comment.
Source: www.theguardian.com
