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Report

Young People and Gambling 2024: Official statistics

Gambling Commission report produced by Ipsos on young people and their gambling behaviour, attitudes and awareness in 2024.

Contents


Summary

This section covers young people’s recall of seeing or hearing gambling adverts, including the frequency and perceived impact of exposure, as well as their experiences of following gambling related content on social media or streaming platforms.

Findings are compared with previous years of the survey to identify trends. Statistically significant differences are highlighted across the years 2022 to 2024, though the 2022 sample did not include year 12 pupils or independent schools and so comparisons with this year are indicative only. Tables and analysis are included where significant differences were identified between 2024 and either 2022 or 2023.

Around 7 in 10 young people (69 percent) recalled having seen or heard adverts or promotion about gambling through at least one online or offline source. Around two-thirds cited an offline source (64 percent), with a similar proportion overall, 62 percent, citing an online source. TV, apps and social media were the most frequently cited sources (54 percent, 52 percent and 49 percent respectively).

These 3 sources were also those most likely to be cited by young people as channels through which they had seen or heard gambling-related adverts at least weekly (46 percent of those who had seen adverts via social media noting they had done so at least once a week; with comparative figures of 45 percent via apps and 44 percent via TV).

Young people who recalled having seen a gambling-related advert or promotion were asked if these adverts or promotions had ever prompted them to spend money on gambling that they were not otherwise planning to. About 1 in 12 of these young people (8 percent) noted that they had been prompted by these adverts to spend money on gambling.

Almost 1 in 6 (17 percent) young people highlighted that they followed gambling companies through at least one social media and/or streaming platform, with the most frequently cited platforms being TikTok (cited by 10 percent of young people), YouTube (9 percent), Instagram (6 percent) and Snapchat (6 percent).

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Recall of gambling advertising or promotions
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