Gambling advertisements should not appeal more to children or young people than to adults. Responsible advertising rules are designed to protect under-18s and vulnerable groups from being harmed or exploited by gambling marketing.

One warning sign is the use of youth-oriented characters, cartoons, or influencers. If an ad uses characters or personalities that are especially popular with children, it may be more likely to attract underage attention.

Another warning sign is placement in youth-focused media. Ads that appear in apps, videos, or social-media feeds popular with teenagers can be problematic, even if the product itself is legal for adults.

Some ads use language that appeals to young people, such as “level up,” “join the squad,” or “become a legend.” These phrases can make gambling seem like a game or a social activity rather than a financial risk.

Gambling ads should not portray gambling as a rite of passage or a normal part of growing up. The UK Advertising Standards Authority says gambling ads must not imply that gambling is indispensable, a rite of passage, or linked with social success. palace303

Parents and guardians can take steps at home. Use device-level parental controls, separate user profiles, restricted payment methods, and open conversations about gambling risks. Avoid saving card details on shared devices or allowing children to use a parent’s payment account.

If you see an ad that seems to target young people, take a screenshot and report it to the relevant advertising regulator, app store, or platform. Gambling ads must not contain false, deceptive, or misleading claims, and they should not exploit young or vulnerable people.

For young people who are already gambling, support is available. In Great Britain, the National Gambling Helpline offers free, confidential support 24/7. In the United States, the National Problem Gambling Helpline offers call, text, and chat support and can connect people with local resources.