Report
Young People and Gambling 2026: Official statistics
Gambling Commission report produced by Ipsos on young people and their gambling behaviour, attitudes and awareness in 2026.
Contents
- Executive summary
- Wider experience of gambling
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- Summary
- Definitions
- Wider experience and active involvement in gambling
- Experience of different categories of gambling activities
- Experience of different types of gambling activities
- Who young people were with when they experienced gambling
- Being stopped from gambling for being too young
- Gambling in the context of young people’s spare time activities
- Gambling in the context of other risk-taking behaviours
- Active involvement in gambling and experience of problem gambling
- Trends in gambling behaviours: 2022 to 2026
- Young people’s exposure to gambling
- The impact of gambling on young people
- Gambling activities and gaming
- Perspectives on gambling: Awareness, attitudes and behaviours
- Appendices
The role of influencers in advertising gambling-related content
Young people who follow gambling-related content on social media or streaming platforms were asked whether gambling content was advertised to them by influencers, creators or streamers.
Of the 15% of young people who follow gambling-related content on social media or streaming platforms, around 2 in 5 (38%) have been exposed to gambling advertising from the influencers, creators, or streamers that they follow.
Boys were significantly more likely than girls to report that influencers, creators or streamers they followed had advertised gambling content to them (42% of boys, compared with 27% of girls). Young people who had seen a family member gamble were also more likely than those who had not to report that influencers, creators or streamers they followed had advertised gambling content to them (47%, compared with 32%).
Figure 4.5: Advertising of gambling-related content by influencers, creators, streamers young people follow within the past 12 months
Figure 4.5 information
GC_INFLUENCER. Have any influencers, creators or streamers you follow advertised gambling content to you?
Base: All participants answering who follow gambling related content on social media or streaming platforms 2026 (551).
| Advertising of gambling-related content by influencers, creators, streamers young people follow within the past 12 months | 2026 (percentage) |
|---|---|
| Yes | 38% |
| No | 49% |
| Do not know | 13% |
There was a statistically significant increase in the proportion of young people who reported that influencers, creators or streamers they follow had advertised gambling content, rising from 31% in 2025 to 38% in 2026. No statistically significant changes were observed in the proportions reporting that they had not seen such advertising or who were unsure. This suggests that reported exposure to gambling-related promotional content increased over the period, while levels of reported non-exposure and uncertainty remained broadly stable.
Table 4.4: Engagement with gambling-related content on social media and streaming platforms 2025 to 2026
GC_INFLUENCER. Have any influencers, creators or streamers you follow advertised gambling content to you?
Base: All participants answering who follow gambling related content on social media or streaming platforms 2025 (578), 2026 (551).
| Response | 2025 (percentage) | 2026 (percentage) | Statistical differences 2026 compared with 2025 |
|---|---|---|---|
| Yes | 31% | 38% | Significant increase |
| No | 53% | 49% | No significant difference |
| Do not know | 15% | 13% | No significant difference |
Engagement with gambling-related content on social media
Last updated: 12 November 2026
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