Children’s Exposure to Gambling and Gambling Marketing

Kids Online Aotearoa Gambling and High Stakes research investigated the extent and nature of children's exposure to gambling activities and marketing, particularly online. It also gathered the views of children and key stakeholders on this exposure, effectiveness of current public health measures, and what new measures are required to better protect children. 

This research comprised three studies: an analysis of gambling-related data from Kids Online Aotearoa, focus groups with children, and workshops with key stakeholders.

Findings show that children are frequently exposed to gambling and gambling marketing, both online and in the physical world, with substantial exposure occurring during online games. Online, children are exposed to gambling and gambling marketing 1.3 times per hour on average (New Zealand children spend 42h/week or 6h/day online), and the highest proportion of exposures occurred when children were playing games (44.4%).

Of all gambling content online, simulated gambling accounted for the most exposures (loot boxes and microtransactions, 45.0%; social casino games, 10.9%). Nearly one-third of children’s exposures to gambling and gambling marketing online were on social media. Exposures were generated equally between companies/organisations and users.

Boys were exposed to simulated gambling content significantly more than girls. The majority (71.7%) of exposures contained interactive elements, although children rarely engaged with it (6.9%).

The research highlights the social inequities in New Zealand affecting children's experiences with gambling, the manipulative nature of gambling marketing, and the insufficiency of current public health measures. Stronger and comprehensive government regulations, better monitoring, improved information for parents and children, as well as the involvement of children in decision-making processes are recommended to ensure children’s rights are upheld and that they are protected from gambling harm.