GambleAware Pushes for Overhaul of Gambling Ad Rules

GambleAware has issued a fresh warning to UK regulators, urging immediate reform of advertising standards to prevent children from being exposed to gambling content online. The charity says that outdated rules no longer reflect the realities of today’s digital environment.

According to GambleAware’s latest report, approximately 85,000 children in Britain experienced gambling-related harm in 2024, marking a twofold increase from the previous year. The organization says that, despite gambling being a restricted activity, marketing campaigns continue to reach underage audiences across social media and gaming platforms.

“Children are seeing gambling promotions before they’re old enough to understand the risks,” the report notes. “This creates a false sense of normality, where gambling is perceived as harmless entertainment rather than an activity with real consequences.”

Call for Modern Regulation

The charity is pushing for a complete modernization of advertising rules to match how digital marketing now operates. It wants mandatory health warnings on all gambling promotions and greater accountability for online platforms that host such ads.

Anna Hargrave, Transition CEO at GambleAware, emphasized that gambling operators have heavily invested in online marketing precisely because it works but that success has come at a cost.

“Current regulations were written in a pre-digital era,” Hargrave said. “We need new rules that recognize how children interact with technology today and ensure they are protected from harmful exposure.”

Implications for Operators and Affiliates

GambleAware’s recommendations put renewed pressure on operators and affiliates to reassess their advertising practices. For operators, this could mean stricter ad placement controls, targeting safeguards and clearer messaging around risk and responsibility.

Affiliates may also need to review age verification, keyword targeting and marketing transparency to maintain compliance. The report suggests that responsible marketing will soon be viewed not only as a regulatory obligation but as a strategic advantage in building long-term consumer trust.

Towards Responsible Digital Marketing

While the UK Gambling Commission has yet to issue a statement in response, GambleAware’s findings add momentum to calls for a new digital-age regulatory framework. As social platforms and influencers continue to shape iGaming visibility, the industry faces growing pressure to balance marketing reach with ethical responsibility.

In short, GambleAware’s message to the industry is clear: sustainability in iGaming advertising depends on trust, accountability and protection for vulnerable audiences.