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Exposure to Gambling Advertising in Young People

Updated: Apr 15

Exposure to advertising in Young People

The Young People and Gambling Survey 2020 reported that in 11-16-year-old school students in England and Scotland (n=1645), 58% were exposed to gambling advertising or sponsorship

  • 48% were exposed to ads on TV, 26% were not, and 26% did not know

  • 41% were exposed to ads linked to sports events, 31% were not, and 28% did not know

  • 37% were exposed to gambling adverts on social media, 36% were not, and 27% did not know

  • 37% are exposed to gambling adverts (other) online or other websites, 36% were not, and 28% did not know

  • 32% were exposed to sponsorships in sports venues, 38% were not, and 31% did not know

  • 30% were exposed to TV or radio programs sponsored by a gambling company, 38% were not, and 32% did not know

  • 31% were exposed to ads on posters/billboards, 40% were not, and 29% did not know

  • 29% were exposed to gambling adverts on live streaming or video-sharing platforms, 42% were not, and 29% did not know

  • 25% were exposed to ads in newspapers, 42% were not, and 33% did not know

Higher exposure rates were reported in the Young People Gambling Report 2019 of 11-16 year old school students in Great Britain (n=2,943). The 2019 study found that 69% were exposed to gambling advertising or sponsorship, and it also reported on the frequency (base: all 11-16-year-olds, seen at least once a week)

  • 58% were exposed to ads on TV (32.5%)

  • 50% were exposed to ads linked to sports events (23.5%)

  • 49% were exposed to social media websites (23.0%)

  • 43% were exposed to other websites (excluding social media) (19.4%)

  • 42% were exposed to sponsorships on TV or radio (20.6%)

  • 38% were exposed to sponsorships in sports venues (17.5%)

  • 37% were exposed to ads on posters/billboards (13.3%)

  • 30% were exposed to ads in newspapers (10.8%)

Other results on exposure to advertising in Young People

Advertising spend in 2017 (2014)

Total advertising spend in UK £22.2bn (£18.6bn)

GB Gambling industry advertising spend: £1.561bn, 7.0% (£1.003bn, 5.4%) GB, spend grew by 55.6% over 2014 and 2017

  • Online Marketing e.g., banner ads, paid search: £0.747bn (£0.400bn)

  • Affiliates e.g. relationships with content providers: £0.301bn, 54.3% (£0.282bn)

  • Television e.g. advertising, programme sponsorship: £0.234bn (£0.155bn)

  • Social Media e.g., Facebook content, commercial Twitter feed £0.149bn (0.042bn)

  • Sponsorship e.g., football shirts, horse races £0.060bn (£0.03bn)

  • Other offline advertising e.g., print newspaper ads, billboards £0.070bn (0.094bn)

We estimate that the GB gambling industry spent:

  • 54.3% of all affiliate advertising spend in 2017 (£0.301bn/£0.55bn)

  • 10.4% of all online advertising spend in 2017 (£1.197bn/£11.55bn)

  • 7.0% and 5.4% of all advertising spend in 2017 and 2014, respectively (relative growth of 30% in 3 years)

  • 4.6% of all television advertising spend in 2017 (£0.234bn/£5.11bn)

NB: These figures and estimates represent the GB gambling industry expenditure and do not include the amounts spent by foreign betting companies in Great Britain.

Summary

  • At least 1/3 of 11-16 year olds are exposed to gambling ads or sponsorships at least once per week

  • Young people are expected to be most exposed to gambling advertisements or sponsorships while online (via social media, video-streaming platforms, other websites, and affiliates)

  • 1/3 of 11-16 year olds were exposed to gambling ads on TV at least once a week

  • 1/4 of 11-16 year olds were exposed to gambling ads on social media at least once a week

  • Advertising bans that aim to reduce gambling advertisement exposure in young people are expected to be limited in effectiveness unless they are comprehensive and cover all mediums

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