Gambling advertisements have become “inescapable” and a routine part of life for young adults in Ireland, according to new research.
A recent study published by the Institute of Public Health found that young adult gamblers in Ireland are highly exposed to gambling marketing. The study also revealed that these individuals support stronger regulations on gambling advertisements, as well as more effective messaging about the potential harms associated with gambling.
The report noted, “Gambling marketing appeared to influence perceptions, giving the impression that gambling was fun and winning was the norm. It also influenced behaviors, prompting people to gamble or gamble more often, particularly due to offers and promotions.”
This study emerges as Ireland awaits the enactment of long-anticipated laws to regulate gambling, which have yet to be passed.
Research from the Economic and Social Research Institute (ESRI) suggests that one in ten adults in Ireland are either problem gamblers or have experienced significant problems related to gambling. Furthermore, it estimates that 130,000 people in Ireland meet the criteria for problem gambling.
The upcoming legislation, still under consideration by the Oireachtas, includes provisions for stricter advertising regulations, such as implementing a watershed for gambling ads on television and radio.
The study, conducted by the University of Stirling and the Institute for Social Marketing and Health, found that young adult gamblers in Ireland reported frequent, often daily, exposure to gambling advertisements across various platforms, particularly television and social media. Participants expressed mixed feelings about the voluntary messaging on gambling harms currently used by the industry, with critics describing it as small, vague, promotional, and obligatory.
The study participants recommended that such messaging should be designed and mandated by the government rather than the gambling industry. They also suggested that it should be mandatory to include a helpline number and website in gambling advertisements. Researchers emphasized that these messages need to be evidence-based and developed independently of those with conflicting interests. Participants also supported the idea of requiring opt-in consent to receive gambling advertising on social media and other platforms.
Dr. Crawford Moodie, who led the study, highlighted the shortcomings of current gambling marketing controls, stating that there is a need for independent messaging about the potential harms of gambling.
“This study found that young adult gamblers in Ireland were highly exposed to gambling marketing and ads across multiple platforms, especially television and social media,” said Dr. Moodie. “For many, this exposure was irritating and, for some, hard to avoid. Such constant exposure only serves to normalize gambling.
“They were generally critical of the voluntary messaging currently used in marketing communications, with the consensus being that these messages must be designed independently of the gambling industry to ensure that consumers are better informed about the potential risks associated with gambling.”
Gambling legislation in Ireland
Ireland’s groundbreaking gambling laws, which aim to establish a regulatory body for the industry, have yet to be passed by the Oireachtas.
Despite this, preparations for the legislation are already underway, including the development of a national gambling self-exclusion register and progress on the licensing regime for the sector.
The legislation is now expected to pass in the autumn.
