Children’s exposure to TV ads for gambling: lowest since 2008

According to the latest report on children’s exposure to TV ads for alcohol and gambling, by the UK Advertising Standards Authority (ASA), the gambling advertising visibility for under-18s is now at the lowest point since 2008.

The UK advertising rules contain scheduling restrictions designed to reduce significantly under-18s’ exposure to ads for age-restricted product categories such as alcohol and gambling. Reflecting that, ASA’s reporting on exposure data forms part of their ongoing commitment to making sure the rules are working effectively to protect children, and young and vulnerable people.

The report entitled “Children’s exposure to age-restricted TV ads: 2019 update” found that the number of TV ads seen in 2019 by children aged 4–15 dropped to 115.9 ads per week, falling significantly from the peak of 229.3 ads per week in 2013.

The exposure data on TV gambling ads shows that:

• In 2019, children saw, on average, 2.5 TV gambling ads per week: they saw 2.2 and 2.7 gambling ads on TV per week in 2008 and 2009, respectively
• Children’s exposure to gambling ads peaked in 2013 (at an average of 4.4 ads per week) since when it has decreased by just under half
• Children’s exposure to gambling advertising on TV has remained at similar levels during the last six years, notwithstanding that exposure levels rose slightly in 2018
• Gambling ads made up less than 2% of all the TV ads that children saw, on average, in a week every year between 2008 and 2017. This increased slightly to 2.2% in 2018 and remained at a similar level in 2019, at 2.1%

ASA’s 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.”