Children as young as 11 influenced by celebrity gambling endorsements, reports warn

Children in the UK are being increasingly exposed to gambling content online, with some as young as 11 feeling tempted to try betting after seeing celebrities and sports stars promote it. The Guardian reported that two new reports commissioned by GambleAware, the UK’s leading gambling charity, reveal that nearly 90% of children aged 13 to 17 encounter gambling-related material on platforms such as YouTube, Instagram, TikTok and Twitch.

One survey of 2,100 children aged 11 to 17 found that a quarter were influenced by celebrity endorsements of gambling, with the figure rising to 36% among boys aged 16 to 17. This is despite widespread agreement among young people that gambling content should not be accessible to anyone under 18—the legal age to place bets in the UK.

A second study, based on focus groups with teenagers, highlighted the prevalence of gambling promotion by online influencers. Sixteen percent of participants reported seeing content creators share links and sign-up codes for gambling operators, while 14% had seen betting tips and strategies being promoted.

The reports also raised concerns about unregulated gambling practices linked to video games, such as “skins betting” and “loot boxes.” These involve digital items that can be traded or staked in ways that mimic real-world gambling, often without oversight or age restrictions.

Personal testimonies included that of Niks Kolosnicins, 24, who developed a gambling addiction that disrupted his education. He described how gambling was normalised through frequent exposure to ads and influencer content during esports and streaming sessions.

Children involved in the research cited seeing prominent sports figures in gambling promotions, reinforcing the perception that betting is aspirational or socially acceptable. Labour MP Beccy Cooper criticised current legislation, calling for an overhaul of the 2005 Gambling Act. She argued that existing laws fail to protect children from online marketing that glamorises gambling.

Liberal Democrat peer Don Foster echoed these concerns, describing the findings as “extremely concerning” and urging tighter controls on advertising. Professor Heather Wardle of Glasgow University warned that early exposure to gambling content can embed harmful behaviours within social norms, especially among high-risk youth.

While recent regulatory changes have included a reduction in the maximum stake for online slot machines to £5, campaigners say more needs to be done to limit advertising and influencer-driven promotion.