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The Advertising Standards Authority (ASA), the regulatory authority in the UK revealed that fewer gambling adverts tend to reach British children on television.
Gambling accounted for just 3.2 of the average 141.9 adverts seen by children each week in 2018 according to new figures, which confirmed that children’s exposure to gambling adverts, relative to adults, has fallen from 38.6 per cent in 2008 right down to 20.4 per cent last year.
The rate of 2.2 per cent is approximately equivalent to the figures that were reported in every one of the past five years after it peaked in 2013 with 4.4 advert seen by kids.
The previous report was published by the ASA in February 2019 to provide more details about children’s exposure to TV adverts for gambling, alcohol, food and soft drinks. This one, however, is especially focused on the exposure of underage individuals to gambling adverts on TV in 2018.
“Our priority is to ensure children are protected and we’re pleased that there’s a clear reduction in children’s exposure to TV ads for HFSS products and consistently low alcohol ad exposure levels,” said Guy Parker, ASA chief executive.
The advertising rules limit children’s exposure through the ban on gambling adverts in and around children’s programmes and programmes of particular appeal to under-18s.
“We’ve also policed the rules online through our proactive monitoring work, which uses technology to find out which ads children are seeing, followed by swift action against online advertisers who have broken the rules,” added Parker.
