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Ireland’s gambling reforms were meant to bring tighter control to the industry. But new research suggests that while regulators focus on visible advertising, a quieter and more complex issue is unfolding online.
A study by the University of Cambridge, carried out with Munster Technological University, has found that gambling ads on social media are not reaching audiences evenly. Instead, they are landing far more often in front of young men, even when advertisers are not specifically targeting them.
The findings arrive at a key moment. Ireland is introducing a new regulatory system under the 2024 Gambling Regulation Act, with the Gambling Regulatory Authority of Ireland now taking control of licensing and oversight. The question is whether these new rules are prepared for how advertising actually works online.
Ads going where engagement is highest
Researchers looked at more than 400 gambling adverts across platforms like Facebook and Instagram, using Meta’s ad library to track reach and audience data. On paper, many of these ads were set to target a wide audience. In practice, they told a different story.
Young men were far more likely to see them. The study found they were reached more than twice as often as women. This was not because advertisers selected them directly, but because the platforms’ systems pushed ads towards users more likely to interact with them.
That creates a cycle. If one group engages more, the system keeps sending them similar content. Over time, that can increase exposure among people who are already considered at higher risk of gambling harm.
A key age group in focus
The research also showed that people aged 25 to 34 made up a large share of those reached. Around a third of all impressions came from this group, adding up to millions of views. In one case, a single advert reached over a million accounts.
This age group is often seen as financially active and highly engaged online, which may explain why they are such a strong focus for digital campaigns. At the same time, they are also part of the demographic that government data links to higher levels of gambling-related harm.
Debate shifting beyond sport
For years, the conversation in Ireland has focused on gambling’s presence in sport. Sponsorship deals with competitions linked to the Gaelic Athletic Association and the League of Ireland have sparked repeated criticism.
The GAA eventually decided to move away from gambling sponsorships, pointing to concerns about its wider impact. Other organisations have been more cautious, given the financial importance of these deals.
Now, attention is starting to move away from stadiums and television screens. Social media advertising is becoming harder to ignore, especially because it is less visible and more personalised.
Calls for stronger action
Political pressure is unlikely to ease. Ivana Bacik has been among those pushing for stricter limits, including a full ban on gambling advertising.
The latest research adds weight to those arguments. It highlights that even when companies follow existing rules, the way ads are distributed can still lead to uneven and potentially harmful exposure.
A starting point for measuring change
The timing of the study may prove important. It provides a snapshot of how gambling advertising worked before the new regulatory system fully takes hold.
That gives policymakers something to measure against. If exposure among vulnerable groups stays the same, or increases, it could suggest that current rules do not go far enough. If it falls, regulators may point to that as evidence of progress.
A more complex challenge
What is becoming clear is that gambling advertising is no longer just about how much is shown, or where it appears. It is also about how digital platforms decide who sees it.
That is a harder problem to solve. It goes beyond traditional regulation and into the design of the systems that control online content.
Ireland’s reforms are a major step, but this research suggests they may only be part of the answer.
