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ASA reports decline in children’s exposure to TV gambling ads
Recent data from the Advertising Standards Authority (ASA) on the frequency of gambling-related TV commercials seen by children reveals a sharp decline in exposure.
Recently, the reporting frequency for ad monitoring was increased to once every two years. This action was taken as a part of ASA’s efforts to evaluate the efficacy of its regulations and identify any deficiencies in compliance. One of the report’s primary conclusions was that, since 2010—the first year of monitoring—the exposure of kids under 16 to gambling advertisements on television had dropped by two-fifths.
This translates into numbers: from an average of 3.0 advertising per week in 2010 to 1.8 ads per week in 2023, children were exposed to less TV gambling commercials. In 2023, children watched an average of less than one gambling-related TV ad for every six watched by adults. England had the lowest exposure levels among the four countries in 2023, according to the ASA. In Scotland, the exposure varied from 2.3 advertisements per week to 1.7 advertisements per week in Northern Ireland.
The watchdog stated:
“While the continued decline in children’s exposure to age-restricted TV ads is encouraging, we know that a lot of that is down to changing media habits, which is why we are also continuing to conduct specific project work looking at what ads they are seeing online. Projects like Exposure Reports, our proactive monitoring sweeps using world-leading Avatar technology, and the cutting-edge 100 Children Report, help us ensure that our regulation is thorough and effective in providing appropriate protections for children.”
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