Teenagers are increasingly being drawn into the world of online Gambling, often without even realizing it. From YouTube and TikTok to the football jerseys of their sporting heroes, gambling has quietly woven itself into the everyday digital spaces where children spend their time
This surge in youth gambling is closely tied to the explosion of esports, social media, and influencer marketing, where betting is cleverly disguised as part of entertainment.
Platforms like TikTok, YouTube, and online gaming tournaments have transformed gambling from an adult vice into a flashy, fast-moving youth trend, promoted through viral content and interactive betting games.
Research shows that many children struggle to distinguish between authentic entertainment and advertising, especially when promotional messages come from their favourite online influencers.
This makes them particularly vulnerable to early gambling exposure, setting the stage for risky behaviour and potential addiction.
According to Claire Heckrath, Managing Director of InfoQuest, underage gambling is becoming increasingly widespread. She revealed that recent survey data indicates young people are being directly targeted, particularly through sports betting and gaming-related ads.
“When they do win,” Heckrath explained, “they often reinvest their winnings back into the game, which means they rarely come out ahead.”
She added that many young people don’t view their gambling as a problem — and even if they do, peer pressure and a lack of support systems make it difficult to stop.
Despite the Advertising Regulatory Board (ARB) introducing rules to protect minors, enforcement remains a major challenge. Gambling companies are constantly evolving their marketing strategies, using increasingly subtle, immersive, and youth-oriented ad formats that are difficult to monitor.
Experts warn that without stronger safeguards, a generation of young South Africans could face lifelong consequences from early exposure to gambling — including addiction, financial distress, and social harm.
