A study conducted by researchers at Katholieke Universiteit Leuven (KULeuven), published in 2026 in Tijdschrift voor Communicatiewetenschap, documents the frequency and nature of young people’s exposure to gambling advertisements and their attitudes towards these messages.
A study focused on young people’s experiences
Twenty Flemish teenagers, aged 15 to 18, were invited by KULeuven to keep a diary for two weeks to record all the gambling advertisements they encountered in their daily lives, with supporting photos and screenshots. This data was then supplemented by in-depth interviews, providing an understanding not only of what young people see, but also how they experience and interpret this content. The authors of the study explain that in order to assess the future effect of the strict advertising ban, it is essential to have a solid baseline against which to measure differences once the rules are fully implemented.
The results show that exposure to gambling advertisements is high among these adolescents. Although young people also sometimes see advertisements in physical spaces, such as posters or billboards, online advertisements, particularly those related to sports betting, clearly dominate. Most of the advertisements captured by participants came from social media platforms: Instagram, Facebook, or Snapchat.
Normalisation of gambling
Beyond exposure, the study explores the normalisation of gambling in the minds of adolescents. The researchers highlighted several dimensions of this normalisation:
- Availability and access: young people report easily seeing advertisements everywhere, which reinforces the idea that gambling is ‘accessible’ and perceived as safe.
- Intention and frequency: even though the majority do not actively gamble, some admit that advertising makes the idea more familiar, almost commonplace.
- Social influence: some adolescents mention that the attitude of their peers and family influences how they perceive gambling, sometimes more than the advertising itself.
These factors show that normalisation does not stem solely from exposure to messages, but also from the broader social environment in which young people live.
Clear criticism of advertising
Even though teenagers recognise the ubiquity of adverts, their reactions are far from unanimous: many are sceptical about these campaigns. Several young people describe these messages as intrusive or unnecessarily omnipresent, believing that they add nothing positive to their daily lives. Some even question the veracity or usefulness of these advertisements in their personal lives.
A basis for measuring the effect of the ban
Belgium has implemented a series of restrictions on gambling advertising since 2023 aimed at reducing the influence of these messages on vulnerable populations, particularly young people. These measures will gradually ban all forms of traditional and digital advertising, including in public spaces and at sporting events.
This work by KULeuven is crucial because it provides a baseline analysis before these measures take effect. The authors suggest that future research, ideally after 2028 when all restrictions have been implemented, will allow these data to be compared to assess the actual effectiveness of the advertising ban.
The Belgian study conducted by KU Leuven researchers shows how adolescents experience gambling advertisements. While some attitudes remain critical, the constant presence of these messages raises legitimate questions about the role they play in the social perception of gambling.