Viewers under 16 were exposed to an average of 2.8 gambling ads on TV per week in 2020, an increase of 2.5% from the year before
The Advertising Standards Authority (ASA) has pledged to “keep a close eye on” the “small increase” in children’s exposure to televised gambling adverts.
Underaged viewers also saw an increase of lottery and scratch card adds from 2019, while bingo ads held similar levels to the three years prior. Moreover, exposure to sports betting ads maintained low levels, reaching its lowest level since peaking in 2011.
In 2019, The Epoch Times reported that TV gambling adverts normalised gambling to 80% of British children (aged from as young as eight years old).
The UK holds strict advertising rules placed to limit children’s exposure to harmful ads including gambling and alcohol.
ASA Chief Executive Guy Parker shared in a statement:
The small increase in gambling ad exposure is something we will keep a close eye on – protecting children is at the heart of our regulation, and exposure must be appropriately limited,
We will continue monitoring in this area, as well as online, to ensure that we appropriately limit children’s exposure to age-restricted ads wherever they appear.
The ASA’s latest TV Ad Exposure Report found that in 2020, children were exposed to less than half the ads they observed in 2008. In contrast, adult’s exposure to gambling ads increased by 2% during the same time period.
Source: Gambling Insider
SiGMA Roadshow: Next stop Germany
Join us virtually for two engaging hours bursting with insightful conference content and new business opportunities. These unique, interactive, virtual mini-conferences will take place in a different country every month. The stop of next month will be Germany, join the conversation. We’ll be covering various topics from localisation of content to regulation trends. Register now!