Report
Young people and gambling: Qualitative research
Qualitative research conducted by 2CV, with 11 to 17 year olds, to build on and contextualise the findings from the annual Young People and Gambling survey.
What new learning has this research brought to the Gambling Commission
Key insights from the research for the Commission
This research highlights the multifaceted ways in which young people are exposed to gambling. The research has shown how in young people’s world, exposure can come in many different forms and layers. Not all supervised is ‘good’ and not all unsupervised is ‘bad’. Moreover, it’s the opportunity for young people to learn from exposure that is important. For example, how ‘exposure’ in safe settings (online or real world) can enable young people to practice positive behaviours (such as setting spending limits) and prompt conversations about what is safe and what the risks of harms might be. However, this research shows how quickly children can move away from the safe forms of exposure (for example arcades, penny pushers) to potentially unsafe forms in the digital world, which is largely unsupervised. Particularly concerning is the subtle and pervasive normalisation of gambling through unnoticed exposures such as online advertising, sponsorships, and gambling-like features embedded in young people's daily activities, that would not have happened to their parents.
1. Expanding spheres of influence
The influence on young people has broadened significantly, now encompassing celebrities, sports icons, and content creators who play a pivotal role in shaping attitudes toward gambling. This expanded network creates diverse and often contradictory messages, adding complexity to an already blurred landscape where gambling’s risks and legality are not always clear. As young people navigate an increasingly digital world, they are constantly immersed in a landscape of ever-present influence.
2. The unsupervised online world
Young peoples’ increasing engagement in online spaces exposes them to unrestricted and unfiltered influence. While early exposure to gambling often takes place in controlled, family-supervised settings, the online world now introduces unsupervised interactions. While some of those learning opportunities may be positive, the research has shown that many are not. Content creators are promoting underage gambling and video games include gambling style activities and chance to experience virtual gambling environments like casinos. Furthermore, more time spent online may increase heightened exposure, particularly among young people interested in sports due to the strong commercial links with the gambling industry.
3. Teenage boys as a high-risk group
Teenage boys, particularly those aged 16 years and older, are the most vulnerable to early gambling experiences, that may not be legal or safe. Their heightened engagement with video games containing gambling-like features such as FIFA (EAFC) packs, loot boxes, and virtual currencies fuels a thrill-seeking dynamic. Boys passionate about football face compounded risks due to the prevalence of gambling sponsorships and promotions in the sport. Additionally, part-time jobs provide disposable income, facilitating activities such as betting with friends or, in some cases, online betting enabled by family members.
Recommendations for the Commission and stakeholders
The implications of this research extends beyond the Commission's remit and highlights the shared responsibility of key stakeholders - government, education charities, the gambling industry, and video game manufacturers - in improving young people’s understanding of gambling harms.
Encourage families to discuss the subtle and often overlooked ways young people are exposed to gambling
Young people and parents need to be made more aware of how exposure to gambling can be subtle and more common than they may think. In particular, parents focus on online risks (such as violence, inappropriate content and screen time) may underestimate how gambling-related content is present online. Parents and their children would benefit from support having more nuanced conversations around gambling to help address the misunderstandings that exist in what are legal and illegal forms, the risks and harmful problem gambling behaviours. In addition, parents would benefit from greater awareness and education around how gambling-like-activities feature in video games.
Help young people recognise the signs of risky gambling behaviours and their impact
There was limited knowledge or understanding around spotting the markers of more risky gambling behaviours and links to impulsive spending behaviours (spending lots in short succession). In addition, young people were not aware of how problem gambling may impact someone, emotionally, physically or financially. Unlike more visible behaviours like alcohol or drug addictions, gambling harms are often hidden, and the signs can be misattributed to issues like stress, depression, anxiety. Further research that explores pathways to more risky gambling behaviours particularly among teenage boys with lived experience, could strengthen prevention efforts and raise awareness of red flags.
What are the wider societal considerations?
What protections should be put in place between sponsorship of sports and gambling?
How do we tackle tensions between legal and illegal forms of gambling that exists in everyday life?
What’s seen as ‘good’, ‘bad’, ‘legal and illegal?
How we deal with tensions around supervised and non-supervised?
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Appendix - Young people qualitative research
Last updated: 25 February 2025
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