Celebrity iGaming Ads Might Bring More Harm than Good

A quarter of children in Great Britain say they have been tempted to gamble after seeing celebrity-endorsed betting promotions, according to a new study that has prompted fresh calls for tighter advertising controls.

The research, published Tuesday by the gambling harm charity GambleAware, paints a troubling picture of how young people are being exposed to betting content through celebrities, influencers and online platforms. The findings suggest gambling has become a routine part of children’s digital lives, raising concerns about long-term risks of addiction.

• One in four children aged 11–17 say they were tempted to gamble after seeing celebrity gambling ads.

• 87% of young people surveyed reported exposure to gambling content online, with TikTok, YouTube and Twitch among the main sources.

• 67% of respondents want celebrities and influencers banned from promoting gambling.

Children flooded with gambling content

The study – carried out by Social Finance and Sherbert Research – surveyed over 2,700 young people aged 11 to 17 across Great Britain. Almost nine in ten reported seeing gambling-related material online, whether through advertising or user-generated content.

Platforms such as Twitch, TikTok and YouTube were identified as key sources. Around 16% of respondents said they had seen influencers share links and sign-up codes for gambling, while 14% reported creators offering gambling “tips.” For many, this content feels unavoidable: more than half said they had little control over how much gambling-related material they encountered. The most striking finding was the role of celebrity promotion. One in four children admitted feeling tempted to gamble after watching a famous figure endorse betting. Among older boys, aged 16 to 17, over a third said they had actually placed bets after seeing such adverts.

A strong majority of respondents – 67% – believe celebrities and influencers should be banned from promoting gambling. Nearly four in five children agreed that under-18s should not be exposed to gambling content at all. “Digital technology has transformed how children and young people consume content, with mobile phone ownership widespread and many spending hours daily on social media,” said Zoe Osmond, GambleAware’s outgoing chief executive. “This research shows that some influencers are playing a part in encouraging young people to gamble.”

The findings arrive at a critical time for UK gambling policy. Earlier this year, the government introduced a statutory levy on gambling companies to fund harm prevention and treatment services. As part of this shift, GambleAware will close by 2026, with its responsibilities transferred to public commissioners.

Osmond urged regulators and the Advertising Standards Authority to act swiftly. “It is unacceptable that children’s environments continue to be flooded with age-restricted content,” she said. “Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among school-aged children. We know that early exposure increases the risk of harm later in life.”

Consistent exposure to influencer-driven gambling content contributes to the normalisation of gambling among school-aged children — and early exposure raises the risk of serious harm later in life.

A growing debate

The report is likely to intensify debate over whether gambling ads should be subject to similar restrictions as alcohol and tobacco marketing. Campaigners argue that, just as celebrities are banned from promoting cigarettes, they should not be allowed to associate their brands with betting. While the gambling industry insists its adverts are aimed at adults and that age-verification safeguards are in place, GambleAware’s findings suggest those protections may be falling short in the fast-moving world of social media.

As Anna Hargrave prepares to take over as GambleAware’s transition CEO later this month, the charity’s final years will be defined by how successfully it can push government and regulators to clamp down on advertising seen by children. For now, the message from young people themselves appears clear: they want celebrities out of gambling promotion.