Ygam warns of growing social media influence on student gambling

(AsiaGameHub) –   A recent study by Ygam indicates that social media is playing an increasingly significant role in how students engage with gambling.

As unlicensed operators continue to infiltrate social media platforms, 34% of students who participate in gambling identified these platforms as a primary influence on their betting habits.

Emily Tofield, Chief Executive Officer of Ygam, stated: “It is evident that the digital environment students inhabit is having a growing impact on gambling behaviors. We must proactively address these emerging risks to ensure students have the education and support necessary to protect themselves.”

This follows warnings from the UK Gambling Commission (UKGC) regarding the promotion of unlicensed operators on social media, with the regulator highlighting the “very limited progress” made by these platforms.

Earlier this year, Tim Miller, the UKGC’s Executive Director of Research and Policy, criticized Meta, noting: “I would be very surprised if Meta, as one of the world’s largest tech companies, is unable to proactively use its own keyword tools to block illegal gambling advertisements. It creates the impression that they are content to ignore the issue and continue profiting from criminals and scammers until they are called out.”

During the Illegal Gambling Prevention Summit last week, Rob Mabbett of Better Change cautioned that the UKGC is fighting a solitary battle against the black market and its advertising tactics.

He stressed that young people face heightened risks due to content on social media, including interactions with influencers, celebrities, YouTubers, and the broader digital landscape.

Mabbett argued for more robust regulation of big tech and social platforms, warning that the regulated sector is currently subject to policy decisions that are neither properly tested nor scrutinized.

The influence of social media is clearly growing; in Ygam’s initial student gambling survey from 2022, fewer than one in four students cited it as a factor.

Tofield has also urged universities and student unions to treat gambling harm with the same level of urgency as other risky behaviors, such as substance abuse. This aligns with recommendations from the coroner who investigated the 2020 death of Lee Adams, a gambling addict who died from a beta-blocker overdose following a prolonged gambling session.

Julian Morris, Senior Coroner for Inner South London, suggested that medical professionals should screen for gambling issues just as they do for smoking or alcohol consumption.

Ygam’s data further revealed that some students are spending more on gambling than on food.

The charity noted an average gambling expenditure of £50.33. Comparing this to the National Student Money Survey, which reports an average weekly grocery spend of £33.70, Ygam suggests that some students are prioritizing gambling over essential nutrition.

The study found that 65% of students have gambled in the past year, a decline from the 78% recorded in the inaugural 2022 Annual Student Gambling Survey.

Additionally, the percentage of students reporting gambling-related harm dropped from 24% in 2023 to 18% in 2026.

Further survey data indicates that slightly over half of student gamblers are primarily motivated by the desire to earn money. Male students are more likely to gamble than their female counterparts, with the average spend among male gamblers being more than double that of females.

These concerns regarding increased spending align with recent figures from GamCare, which reported that the number of individuals seeking financial assistance through its Money Guidance Services doubled in 2025.

Meanwhile, reported debt rose from £2.8m in 2024 to £7.2m last year, representing an average debt of £21,269 per person.

Rising awareness

On a more positive note, Ygam reported that 58% of students who gamble are aware of available support services, and 69% feel confident in their ability to access them.

Additional data from GamStop shows that 60,000 individuals under the age of 25 are registered with the service, marking a 75% increase over the past five years.

Fiona Palmer, CEO of The Gamstop Group, added: “The Annual Student Gambling Survey highlights a concerning lack of awareness regarding gambling risks and the impact on students struggling to manage their habits, though it is heartening to see greater recognition of the support that is available.”

This data release coincides with the UK’s transition to a new NHS-led funding model for gambling harm treatment, supported by the Statutory Levy. However, there is growing anxiety regarding the effectiveness of this new system as charities await confirmation of government funding.

The findings from Ygam and GamStop underscore the necessity of maintaining robust gambling harm treatment services to ensure that individuals of all ages can access the support they require.