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Young People and Gambling 2022

Gambling Commission report produced by Ipsos on young people and their gambling behaviour, attitudes and awareness in 2022.


Content of gambling adverts and promotions seen

Young people who had been exposed to gambling adverts or promotions were asked what the last one they had seen was about.

The research findings show that young people were most likely to recall seeing an advert or promotion about ‘lotteries’ (mentioned by 43 percent). Over a third recalled the last gambling advert they saw as being about betting (36 percent) or about bingo (36 percent) and three in ten remember it being about casinos (30 percent). However, approaching a quarter of those who had seen adverts could not remember (14 percent) or did not know what it was about.

Figure 29: Nature of gambling adverts seen

A bar chart showing the nature, from 'Online slot and/or casinos' to 'Lotteries', of gambling adverts seen from the last 12 months. Data from the chart is provided within the following table.

Figure 29 information

GC_ADABOUT. And thinking about the last time you saw or heard a gambling advert; do you remember what it was about?
Base: All 11 to 16 year olds answering who have seen and/or heard any gambling adverts or promotions (1,741).
Note: This is a multiple response question, so the responses shown will not add up to 100 percent.

Figure 29: Nature of gambling adverts seen.
Nature of gambling advert Percentage who have seen (multiple response question, therefore answers do not sum to 100 percent)
Lotteries 43%
Betting 36%
Bingo 36%
Online slots and/or casinos 30%
Can’t remember 14%
Don’t know 9%

There were some differences by gender in the content of gambling adverts they had last seen. For example, girls were more likely than boys to have last seen an advert about the lottery (47 percent compared with 39 percent), or bingo (41 percent compared with 30 percent). Whereas boys were more likely than girls to have last seen an advert about betting (45 percent compared with 25 percent of girls) and online slots and/or casinos (34 percent compared with 25 percent).

There were also some age differences, with 11 to 13 year olds more likely than 14 to 16 year olds to have last seen an advert about lotteries (47 percent compared with 40 percent) or bingo (39 percent compared with 33 percent).

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Young people’s exposure to gambling adverts and promotions and frequency of exposure
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Whether ever prompted to gamble by adverts and promotions
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