Cambridge study further fuels Irish gambling advertising debate

(AsiaGameHub) –   A study conducted by the University of Cambridge has intensified the discussion surrounding gambling advertisements in Ireland, coinciding with broader concerns about the gambling industry’s societal effects within the nation.

Ireland is currently undergoing a period of regulatory reform, with the Gambling Regulatory Authority of Ireland (GRAI) now overseeing the country’s betting market as mandated by the 2024 Gambling Regulation Act.

Similar to the review of the Gambling Act in the United Kingdom, the re-regulation of Ireland’s betting market has left proponents of gambling reform, such as the Labour Party, advocating for more substantial changes to advertising regulations.

According to research jointly undertaken by the University of Cambridge and Munster Technological University (MTU) in Cork, gambling advertisements in Ireland disproportionately affect young men.

The university’s study examined social media advertising through the Meta Ad library, analyzing published advertisements and demographic data across platforms like Facebook and Instagram.

Dr Elena Petrovskaya, the lead author of the report from the university’s Department of Computer Science and Technology, noted that “not that many adverts directly targeted men to begin with.”

However, she elaborated: “But even when adverts were set to reach all genders, they still reached that very vulnerable group of young men.

“It shows that if companies just put ads on social media, they are still reaching young men – the group we know from other research is most at risk of gambling harms.”

Cambridge researchers analyzed 411 advertisements from 88 licensed Irish operators, concluding that young men were 2.3 times more likely to be exposed to social media advertisements than women, despite the ads not being specifically targeted at men.

Individuals in the 25-34 age group constituted one-third of all unique accounts reached, accumulating 6.2 million impressions. The researchers highlighted one particular advertisement that reached 1.32 million unique accounts.

Irish advertising debate continues unabated

The discourse concerning gambling in Ireland, much like in other significant European gambling markets such as the UK, Netherlands, and Italy, has largely centered on sponsorship arrangements.

The presence of bookmaker branding in prominent Irish sports competitions, including the Gaelic football and hurling leagues of the Gaelic Athletic Association (GAA) and the League of Ireland (LOI), has been a contentious issue for many years.

The GAA ultimately decided to cease partnerships with gambling sponsors, citing concerns regarding customer protection and societal impact. The LOI, in contrast to its English counterparts in the EFL and the governing bodies of the Premier League, has been more reluctant to sever commercial ties with the sport due to the revenue generated.

The Gambling Regulation Act and the GRAI’s mandate are now established, with the latter assuming licensing responsibilities this year. Nevertheless, certain political figures, such as Labour Party leader Ivana Bacik, remain firm in their conviction that a comprehensive ban on gambling advertising in Ireland is essential.

Research from institutions like Cambridge and MTU is expected to play a significant role in this debate, particularly given its focus on the impact of social media advertising, adding another dimension to a discussion that has predominantly revolved around sports sponsorships and television commercials.

The findings from the researchers regarding the impact of advertising on young men, who according to Irish government statistics are among those most susceptible to gambling-related harm, will be particularly important for advocates of gambling reform.

“This research provides valuable insights that establish a baseline for the reach of gambling advertising on social media in Ireland before the introduction of a regulatory framework,” stated Dr Deirdre Leahy from MTU, a co-author of the research.

“This baseline will be essential for assessing the impact of reforms under the Gambling Regulation Act.”