GambleAware CEO: More to be done to prevent children from gambling ad exposure

By Peter Lynch

GambleAware CEO Zoë Osmond says there is still a long way to go to prevent children and young people from being exposed to gambling adverts.

Osmond’s comments come amid the latest figures released by the Advertising Standards Authority (ASA) in its ‘Children’s exposure to age-restricted TV ads: 2021 update’ report.

The report, published earlier this week, noted that between 2010 and 2021, children’s exposure to TV gambling ads decreased by just over a quarter, from an average of 3.0 ads per week in 2010 to 2.2 ads per week in 2021.

It also stated that the 2021 exposure levels of 2.2 gambling ads per week represents the lowest level in the 12-year period covered, and is half that of the peak average of 4.4 gambling ads per week in 2013.

While such figures have been welcomed by GambleAware, its CEO Osmond believes much more can be done to improve these figures further.

“Whilst it is encouraging to see a drop in the number of gambling adverts viewed by children, there is still much more to be done to prevent children and young people being exposed to these ads,” said Osmond.

“Unfortunately, children’s exposure to gambling adverts hasn't fallen at the same rate as children’s overall TV viewing and overall TV advert exposure, which means that gambling adverts are becoming increasingly prominent among the adverts that children do see on TV.”

The ASA reported that between 2010 and 2021, children’s exposure to all TV ads fell by almost two thirds, from 226.7 ads per week to 82.8 ads per week, the lowest in the 12-year analysis period.

Osmond continued: “By contrast, the much larger reduction in children’s exposure to alcohol adverts shows that reduced exposure is possible. We would welcome further efforts to explore what lessons can be learned from that and applied to gambling advertising.”

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