Gambling adverts have become “inescapable” and a “regular part” of the lives of young adults in Ireland, new research has found.
A new paper published by the Institute of Public Health found that young adult gamblers in Ireland report high exposure to gambling marketing and also support stronger regulations on gambling adverts as well as messaging about its potential harms.
“Gambling marketing appeared to influence perceptions, giving the impression that gambling was fun and winning the norm, and behaviours, prompting people to gamble or gamble more often, primarily as a result of offers and promotions,” it said.
The study comes against the backdrop of long-awaited laws to regulate gambling in Ireland that have yet to be enacted.
Recent research from the ESRI has suggested that one in 10 adults are now either problem gamblers or report gambling has caused multiple problems in their lives. Furthermore, it found that 130,000 people meet the criteria for problem gambling in Ireland.
As part of the planned new laws, which have yet to pass through the Oireachtas, restrictions around advertising such as a watershed on TV and radio will be implemented.
This new study undertaken by the University of Stirling and the Institute for Social Marketing and Health found that young adult gamblers reported “high” and frequent, often daily, exposure to gambling marketing and adverts across a range of platforms but mostly through television and social media.
They had mixed views on the voluntary messaging on gambling harms used by the industry, but those critical said the messaging was small, vague, promotional, and forced.
They suggested that such messaging should be designed and mandated by Government rather than the gambling industry and that it should be mandatory to include a helpline number and website within such adverts.
Such messages need to be informed by evidence, and designed and evaluated independently of those with competing interests, the researchers added. The study participants also supported opt-in requirements to receive gambling advertising on social media, among other avenues.
Dr Crawford Moodie, who led the study, said the findings suggest current gambling marketing controls don’t work and that there is a need to develop messaging about potential gambling harms that is independent of the industry itself.
“This study found that young adult gamblers in Ireland were highly exposed to gambling marketing and ads across many platforms but mainly through television and social media,” he said.
“For many, this exposure was annoying and for some difficult to avoid. Such routine exposure only helps to normalise gambling.
“They were broadly critical of the voluntary messaging currently used on marketing communications, with the consensus being that messaging must be designed independently of the gambling industry to ensure that consumers are better informed about the potential risks associated with gambling.”
Ireland’s landmark gambling laws, that would establish a regulator for the industry for the first time, have still yet to pass through the Oireachtas.
However, in the background, the gambling regulator has begun its work to prepare for the legislation being enacted. This has included work on a national gambling self-exclusion register, and progress on the licencing regime for the sector.
It is expected the legislation will now pass in the autumn.
