A recent study has revealed that gambling is increasingly being perceived as a normal part of sports by Irish children, largely due to their high level of exposure to gambling marketing. The research, conducted by a team of academics from both the Republic of Ireland and Northern Ireland, found evidence of gambling marketing’s pervasiveness, not only via social media but also through conversations among young people and visual displays in betting shops.
The study observed that the sheer variety of exposure to gambling messages indicates a saturation of gambling communications in the lives of these children. Although many of the young participants believed that sports and gambling were a good match, they were aware of the financial risks. However, few fully understood the broader social consequences associated with gambling-related harm.
Impact of gambling marketing on young audiences
Published in BMC Public Health, the study aimed to explore children’s exposure to and understanding of gambling marketing against the backdrop of its increasing prevalence. It sought to understand the tactics used by gambling firms and how young people interpret these messages. The research included six focus groups with 51 teenagers aged 14-17 from border areas in both the Republic and Northern Ireland, all of whom had an interest in watching sports broadcasts.
One of the report’s lead authors, Paul James Kitchin of Ulster University’s School of Sport, emphasized the importance of understanding how exposure to gambling marketing shapes the perceptions of young people about the relationship between sports and gambling. This insight is crucial for policymakers aiming to craft better regulations, as well as for parents and educators seeking to inform public health messaging.
The study also noted that many teenagers consume sports through social media platforms like TikTok, Instagram, Snapchat, and YouTube, where they are exposed to gambling marketing. Several participants reported increased casual discussions about gambling during high-profile sports events, especially football. Furthermore, many focus group members showed a strong recognition of celebrity influencers promoting gambling and often considered gambling companies to be appropriate sports sponsors.
Despite this widespread exposure, some teenagers expressed resistance to gambling marketing, with a few dismissing it as unappealing. Nevertheless, the study concluded that many young people now perceive gambling as an ordinary aspect of sports, highlighting the need for more robust legislation to address the growing public health risks.
