Campaigners are urging ministers to introduce health warnings on National Lottery products following evidence that they serve as a gateway to gambling and addiction.
A major report published on Sunday by GambleAware, Britain's largest charity supporting problem gamblers, reveals children are increasingly exposed to lottery marketing through scratch cards that are chocolate-scented and function as gift tags.
The charity warns that such marketing is viewed by up to two in five children.
They warn that it normalises betting as an "everyday activity" that appears harmless and enjoyable.
Campaigners are urging ministers to introduce health warnings on National Lottery products following evidence that they serve as a gateway to problem gambling and addiction
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Research has established a connection between childhood exposure to gambling and the "risk of experiencing harm later in life", according to the report.
The report found that approximately 600,000 problem gamblers are among the 30 per cent of the population who purchase at least one National Lottery product weekly.
Problem gamblers represent 3.9 per cent of ticket buyers, increasing to 7.7 per cent amongst scratchcard users and 8.2 per cent for instant win game players.
GambleAware's survey of 18,000 adults revealed that 74 per cent believe National Lottery products should direct people to gambling support services.
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Britain's largest charity supporting problem gamblers reveals that children are increasingly exposed to lottery marketing through scratch cards that are chocolate-scented, function as gift tags, and feature music.
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More than eight in 10 respondents acknowledged the lottery as a form of gambling, whilst 46 per cent disputed the notion that it is harmless.
An Allwyn spokesperson said: "We signpost to a range of front-line gambling support services across The National Lottery website, communications, products and marketing. All Scratchcards and draw-based games tickets feature details of GamCare and the National Gambling Helpline – which is run by GamCare and commissioned by GambleAware.
"Responsible play on The National Lottery has provided enormous societal benefits across the UK with £50bn raised for Good Causes since 1994.
"We’ll continue to work with GambleAware as part of our ongoing £1.6m annual commitment to support Research, Treatment and Prevention of gambling-related harm."
The charity notes that similar policies are already in place in other European nations
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GambleAware identified the high proportion of addicts playing the lottery as a crucial reason for implementing health warnings and signposting to support services.
One survey respondent shared their experience: "I registered on the National Lottery app, and I got a bit of a habit with the instant scratchcards on there because they make it so easy for you to play... it did lead me into financial difficulty.
"I wasn't able to buy food for about a week because I'd spent the food shopping money on scratch cards."
GambleAware has developed health warnings such as "Gambling comes at a cost", "Gambling can be addictive" and "Gambling can grip anyone", which have undergone research testing.
The charity notes that similar policies are already in place in other European nations, including France.
Andy Boucher, GambleAware's chairman of trustees, said: "In the public's mind, the National Lottery is there to do good in the community, and so we believe it is also the right thing for it to look after the people who play it."
He added: "Allwyn, the National Lottery's current operator, has previously stated that 'player safety is our top priority' - it must live up to those words and play a critical role in protecting people from gambling harms."