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Young People and Gambling 2023

Gambling Commission report produced by Ipsos on young people and their gambling behaviour, attitudes and awareness in 2023.


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 one third recalled the last gambling advert they saw as being about betting (36 percent) or about bingo (35 percent) and three in ten remember it being about casinos (29 percent). However, one quarter of those who had seen adverts could not remember or did not know what it was about (25 percent).

This is reflective of the findings in 2022.

Figure 30: Nature of gambling adverts seen

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

Figure 30 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 participants answering who have seen and/or heard any gambling adverts or promotions (2,040).
Note: This is a multiple response question, so the responses shown will not add up to 100 percent.

Figure 30: 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 35%
Online slots and/or casinos 29%
Can’t remember 16%
Don’t know 9%
Other 1%

There were also some differences by gender in the content of gambling adverts that young people had last seen. For example, girls were more likely than boys to have last seen an advert about the lottery (48 percent, compared with 39 percent), or bingo (40 percent compared with 29 percent). Whereas boys were more likely than girls to have last seen an advert about betting (43 percent, compared with 29 percent of girls) and online slots or casinos (31 percent, compared with 25 percent).

There were some notable age differences regarding the content of gambling adverts that young people had last seen, with 17 year olds more likely to have seen a betting advert than those aged 11 to 13 years old or 14 to 16 years old (56 percent compared to 29 percent and 39 percent). Those aged 14 to 16 years old are more likely than 11 to 13 year olds to have last seen an advert about betting (39 percent compared with 29 percent) or online slots and casinos (32 percent compared with 25 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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