ASA: Children’s exposure to gambling ads lowest since 2008

The Advertising Standards Authority (ASA) has revealed that under-18’s exposure to gambling advertising is now at the lowest level since 2008.

The report entitled ‘Children’s exposure to age-restricted TV ads: 2019 update’ found that the number of TV adverts that children aged 4-15 saw in 2019 dropped to 115.9 ads per week, dropping considerably from the peak of 229.3 ads per week in 2013.

Similarly to general exposure, the subjection to gambling adverts also dropped considerably. At its peak in 2013, children were exposed to 4.4 gambling ads per week on average. In 2019, this dropped to 2.5 per week, the lowest since 2.2 in 2008.

Gambling TV ad exposure for younger children aged 4-9 stood at an average of 2.3 ads per week in 2019, while exposure for older children (10-15) came in at an average of 2.6.

ASA Chief Executive Guy Parker said: “Our latest report shows that children’s exposure to TV ads for alcohol and gambling products remains low. We will continue our proactive monitoring to make sure this remains the case for TV ads as well as carrying out further monitoring online so that we limit children’s exposure to age-restricted ads wherever they appear.”

Adverts for bingo, lottery and scratch cards make up the majority of adverts that children see on TV, followed by ads for casinos and then advertisements for sports betting.

The drop in exposure has largely been affected by children’s shifting media consumption habits – likely to be driven by their increasing consumption of online media such as on-demand and online video use, as well as social media engagement.

To remain ‘vigilant’ in monitoring minors’ exposure to online gambling ads, the ASA has been harnessing new technology, ensuring that it is able to take ‘quick and effective action’ where it identifies any problems.