Gambling Ads: ASA says there is a Decline in Children’s Exposure

The Advertising Standards Authority (ASA) has announced in a new report which shows that over the past two years the rate of gambling TV advertisements that reach children has decreased.

A significant reduction

The report highlights that since 2010, under-16s exposure to television gambling ads has decreased by two-fifths. 2010 was when TV gambling advertising was first monitored.

ASA said: 'While the continued decline in children’s exposure to age-restricted TV ads is encouraging, we know that a lot of that is down to changing media habits, which is why we are also continuing to conduct specific project work looking at what ads they are seeing online.

'Projects like Exposure Reports, our proactive monitoring sweeps using world-leading Avatar technology, and the cutting-edge 100 Children Report, help us ensure that our regulation is thorough and effective in providing appropriate protections for children.'

In numbers

So, what do the numbers say? The information shows that children’s exposure to gambling ads on television reduced from an average of 3.0 adverts per week in 2010 to 1.8 adverts per week in 2023.

In 2023, for every six gambling ads seen by adults on average, children saw just under one gambling advert on TV.

Gambling ads compared to others

England has made significant improvements to children being able to view gambling ads on television and fares better than neighbours. ASA shows that in 2023 England had the lowest exposure levels across compared to Wales, Scotland and Northern Ireland.

In Scotland on average children were exposed to 2.3 adverts per week compare to 1.7 adverts per week in Northern Ireland.

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