Contribution
It is a pleasure to serve under your chairship, Ms Lewell. I thank my hon. Friend the Member for Sittingbourne and Sheppey (Kevin McKenna) for securing this important debate, and for outlining so eloquently the harms caused to the estimated 1.65 million children who live in a household with a problem gambler.
Increasingly, children are not just affected by gambling harms; they are being actively targeted. Even in the past two years we have seen a doubling of problem gambling among young people aged 11 to 17. It is hard to be surprised when it is everywhere we look. Every single Premier League team has gambling sponsorship. In the commercial break, we see celebrities from Danny Dyer to Harry Redknapp promoting casino sites. One ad says that
“you don’t need to know everything about every sport. All you need is a feeling and a phone.”
That message is not subtle, and it is backed by money.
The industry spends a whopping £2 billion a year on advertising, and it does that because it works. In a GambleAware survey of 2,000 young people aged 11 to 17, a quarter said that seeing celebrities gamble or promote gambling made them want to try it themselves. Among boys aged 16 and 17, that rose to more than a third. Now, remember that most people—falsely—think themselves immune to advertising or celebrity endorsement, so the real number of young people who are being directly influenced to feel positively towards gambling is likely to be much higher.
According to the same survey, nearly 90% of children aged between 13 and 17 are exposed to gambling content online. Beyond the billboards and television ads lies a digital world that is far harder for parents like me to see, and it is far harder to regulate. Although some Members may not be familiar with platforms such as Twitch or Kick—I admit that I was not—their children will be. I must pay tribute here to my gen Z staffer Cat, who educated me, an elderly millennial born in the late 1900s, about these platforms. When I first heard the phrase “late 1900s”, I had never been prouder of our generation. It is a beautiful phrase.
The platforms that young people go on are flooded with live betting streams. Children watch them in their bedrooms, with parents completely unaware of what they are seeing. One in three children follow gambling-related creators. Many of the streamers are in paid contracts with big crypto casino brands. They are not gambling their own money; it is free credit given to them by the casinos, and it is rigged to show young people how easy it can be for them to win big or recoup any losses from gambling.
If talking up the thrill of betting is not a quick enough route to acquiring new, younger customers, many streamers use affiliate-referral links, whereby younger viewers are encouraged to join gambling platforms and streamers are rewarded with a hefty commission for each viewer they convert into a customer. Although these sites are nominally supposed to be 18-plus, the age restrictions can be got around, and some sites based overseas are a bit less fussy than operators based here.
Some of the creators did not start out promoting gambling. They built their audience first, with young people feeling a strong, trusting relationship with the influencers. Then, as the content creators build their followers, they become attractive to sponsors, so now their primary job is not entertainment but to bring their audience to their sponsors. To deal with urges, children report trying to watch gambling instead of doing it, but that does not work. It is called the urge paradox, and it makes them more likely to engage in harmful activity. This is the active cultivation of young people as customers.
We now know far more about how exposure, habit and addiction take hold. If gambling is now embedded in the digital spaces where children spend their time, regulation must meet them there. Earlier this week, we changed gambling taxes to concentrate on the most problematic online gambling and raise money to tackle child poverty. I urge the Minister to look at the measures proposed by Members today and by the APPG, to see how we as a Labour Government can further protect young people and others from gambling harm.