Last updated on July 11th, 2019 at 02:51 am
The number of gambling ads seen by kids has decreased according to the Advertising Standards Authority of the UK. In fact, children see fewer ads for the lottery and bingo products.
The ASA report came a year after consumer groups criticized online gambling operators for their marketing techniques that can attract minors. In fact, the ASA reported that children only viewed only 2 percent of gambling ads.
In 2018, the UK Gambling Commission implemented stricter rules to prevent children from being involved in gambling. The UKGC banned operators from offering demos until they verified the player’s age. In addition, the regulator told operators to improve their age verification processes.
Children and Gambling Ads
The ASA reported some gambling ads still reach kids. Majority of the gaming ads children see promotes the lottery, scratch cards, and bingo. However, their numbers are less compared to past years.
The ASA report had the same conclusion as the UKGC’s report. In addition, the commission’s report showed one of seven children aged 11 to 16 years old gambled recently. Also, pub machines and betting with friends were main sources of betting among them.
The UKGC report also showed 6 percent accessed gambling websites using their guardian or parent’s account. However, most of them went to the National Lottery website. Two percent went to other gaming sites, but they got their parents’ permission first.
According to pay per head forecast, the number of children accessing gambling websites will decline in the future. This is the result of the UKGC’s efforts to prevent kids from seeing gambling ads.
The gambling industry also plans to voluntarily not place ads during sports programs. It is one way to prevent kids from seeing them while watching football matches. However, some parents pointed out the gambling operators and casino logos on football jerseys.
The UK gambling industry is trying its best to prevent kids from seeing their ads. At present, they stated that they will comply with the rules and regulations set by the UKGC.
