Disguised gambling marketing and adverts for betting on esports are especially alluring as they trigger positive emotions in under 25-year-olds, according to a study conducted at the University of Bristol.
A poll of more than 650 children, young people and adults across the UK revealed that the vast majority of adults were wary or annoyed when faced with gambling adverts, while children mainly reacted positively.
The report calls for tighter regulations for gambling content marketing and a ban on esports gambling advertising in order to prevent youngsters from becoming addicted to gambling. It adds that social media platforms should only allow gambling adverts on social media when users actively opt-in to receive them.
The online survey involved 210 children aged 11 to 17 years; 222 young people aged 18 to 24, and 221 adults aged 25 to 78 years in the UK. It was carried out between May and July in 2020 as part of the study.
The survey suggests that nearly...