New research published by the Institute of Public Health (IPH) has found that young adult gamblers in Ireland report high exposure to gambling marketing and support stronger marketing-related regulations and messaging about the potential harms of gambling. The study undertaken by the Institute for Social Marketing and Health at the University of Stirling asked 16 young adults aged between 18 and 34 years about their exposure to gambling ads, voluntary restrictions and possible regulations, and their perceptions of messaging on gambling marketing. The group included 8 low-risk and 8 high-risk gamblers.

In this report, young adult gamblers reported ‘high’ and frequent (often daily) exposure to gambling marketing and ads across a range of platforms but most commonly through television and social media, with several participants stating this was ‘unwelcome’ and some describing exposure as ‘inescapable’.  The high awareness of gambling adverts, offers, and promotions, and the fact that gambling marketing was a topic of discussion for most participants, suggested it had become a regular part of people’s lives.  The young adult gamblers had mixed views of voluntary messaging used by the industry, but many were critical as the messaging was considered very small and seen as vague, promotional, and forced rather than a meaningful attempt to help consumers.

Participants felt that such messaging should be designed and mandated by government rather than by the industry, and that it should be mandatory to include a helpline number and website within gambling adverts as this would be beneficial for the public in general and for those experiencing harms in particular. They were also broadly supportive of gambling-marketing controls, such as the gambling industry’s whistle-to-whistle ban on gambling advertising in sports, where advertising is not shown from five minutes before to five minutes after a live sporting event before 9pm.  While this initiative could help reduce exposure and temptation, several participants expressed concern that it was voluntary and did not cover all sports, such as horse or greyhound racing, or that the timeframe was insufficient given that there are many sporting events after 9pm. There was also consensus among the group of high- and low-risk gamblers that a proposed requirement to have to opt-in to receive gambling advertising by text, phone, email, social media would be beneficial for them and for at-risk or vulnerable groups, such as children.