UK children are exposed to an alarming amount of betting advertising and gambling-like information when they are online, according to a new study commissioned by GambleAware, a nonprofit supported by contributions from gaming companies. 

The research indicated that children cannot distinguish between gambling items and gambling-related material, such as in-app purchases in mobile phone games, per The Guardian. Moreover, gambling commercials with cartoon visuals are popular with kids. One gambling company advertised a new online slot game with cartoon frogs on social media, blurring the boundary between gambling and amusement.

Based on these findings, GambleAware is calling for new gambling advertising regulations for UK children. GambleAware CEO Zoe Osmond stressed the need for immediate action to safeguard children from early gambling exposure, which might normalize the habit and cause difficulties later in life.

Stricter Regulation on Gambling Ads Urged

The survey, based on interviews with seven-to-25-year-olds, shows that gambling advertisements are common in online venues frequented by kids. It suggests a more comprehensive definition of gambling, including loot boxes and free slot games incorporating betting.

According to the researchers, the overlap between online gambling and gambling-like activities confuses younger children. Nicki Karet, managing director of Sherbert Research, stressed the need for clearer laws to resolve this uncertainty and prevent ads from targeting youngsters with appealing imagery and tones.

According to Gambling Commission data, the Betting and Gaming Council emphasizes age verification and reducing youth gambling ad exposure. However, requests for greater regulation, including barring minors from social casino games, remain.

In light of these developments, the Advertising Standards Authority (ASA) and the Department for Culture, Media, and Sport pledge to monitor online gambling advertising and regulate it to protect kids.

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(Photo : Graeme Robertson/Getty Images) 

An online Casino's website is pictured on the internet on July 27, 2004 in London. 

Online Safeguards Reviewed; Smartphone Sales Ban Possible

With more children as young as five using the internet, Ofcom, the UK's regulatory authority, is conducting a consultation to address hazards and improve online safety, per an recent TechTimes report.

Ofcom's preemptive approach underscores rising worries over internet threats for youngsters, driving a detailed investigation of AI and automated technologies' role in protecting them.The consultation will evaluate the present and prospective uses of these technologies to identify and remove unlawful online content, notably to safeguard minors from dangerous information and to detect sexual abuse imagery.

Ofcom reports a rise in young children's online activity. Nearly three-quarters of 5- to 7-year-olds possess cell phones and use tablets for internet activities.

A large percentage of youngsters in this age range use the internet for texting, phone and video calls, and social media. This demographic uses WhatsApp, TikTok, Instagram, Discord, and a growing amount of online gaming.

Due to the changing digital world and its influence on children's online behavior, Ofcom will hold discussions in the coming weeks to establish a strong online child safety policy.

In light of these concerns over online risks involving kids, the UK government is considering banning smartphone sales to under-16s. The proposal targets  growing worries about the impact of excessive smartphone and social media use on children.

In March, 58% of UK parents want the government to ban smartphone sales to under-16s, according to Parentkind. Furthermore, over four in five parents worry about cell phones' effects on children and teens.

More common research found that 64% of respondents supported banning smartphone sales to under-16s and 20% opposed it; 72% of 2019 Tory voters and 61% of Labour supporters supported the plan.

Despite its popularity, some have criticized the smartphone ban concept. Conservatives have called the program "out of touch," emphasizing parental responsibility for children's online habits.  

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