According to the latest report released by the Advertising Standards Authority, children see fewer bookie ads on TV. However, there’s still a higher percentage of gambling industry ads out of all promotions seen by kids in the UK.
On average, the number of gambling advertising units seen by kids watching TV dropped to 3.2 each week in 2018. It was down from 4.4 in 2013. Gambling ads comprised 2.2 percent of all ads seen by children in 2019. However, this is a slight increase as bookie ads only made up 2 percent of the total ads from 208 to 2017.
Although there’s a one ad increase in the 2018 average compared to 2008’s 2.2 a week, exposure levels remained stable since 2014. ASA told a pay per head bookie agent that the changes to the numbers were due to the kids spending less time watching TV. Most of them watch content online.
Most of the ads seen by kids are for lotteries, scratch cards, and bingo. In 2013, bingo ad exposure peaked at 1.9 a week. However, it dropped to 0.9 a week in 2018. Scratch cards and lotteries ads remained at one ad per week.
According to a pay per head directory, sports betting ads peaked in 2011 at one ad a week. However, it dropped to less than one ad from 2012 to 2018. Exposure to bookie ads increased to 0.7 a week from 0.4 in 2017.
The best per head bookie service learned that exposure to all types of TV ads dropped from a peak of 229 ads a week in 2008 to 142 ads a week in 2018. Also, gambling ads exposure declined slowly during that period.
ASA noted that scheduling rules for gambling ads on TV didn’t change from 2008 to 2018. The dropped in the number of advertisements seen were due to changing in marketing behavior and children’s overall TV watching time.