Recent research conducted by a team at the University of Cambridge reveals a concerning disparity in the exposure of gambling advertisements on social media platforms, notably Meta’s Facebook and Instagram, across different demographics in Ireland. The study meticulously analyzed 411 advertisements from 88 licensed gambling operators, uncovering that young men are reached by these ads at a rate more than double that of women. Specifically, the reach to young men was 2.3 times greater, marking a significant insight into the targeted and incidental exposure patterns of gambling advertisements within digital environments. This disproportionate reach raises critical concerns about the vulnerability of this demographic to gambling-related harms.
The investigation utilized the Meta Ad Library, a platform mandated under the European Union’s Digital Services Act, which requires social media service providers to publicly disclose all advertisements shown within EU territories along with detailed demographic data. This transparency tool enabled researchers to rigorously examine the dissemination patterns of gambling ads, affording a granular view of how gambling companies leverage social media to engage users. Despite the lack of explicit targeting towards men in many campaigns, the advertisements consistently reached a predominantly male audience, particularly those in the 25–34 age range.
This age bracket emerged as the most heavily exposed group, receiving over one-third of all unique impressions—over 6.2 million. The findings underscore the widespread saturation of gambling advertisement within this demographic segment, which coincides ominously with epidemiological data indicating that men aged 25 to 34 in Ireland exhibit the highest rates of problem gambling behaviors, estimated at approximately 1.3%. In stark contrast, only 0.2% of women in the same age group show similar problem gambling tendencies, elucidating a troubling gender disparity both in exposure and behavioral outcomes.
The Cambridge-led study also highlighted striking examples of advertisement reach, reporting that a single campaign by Betfair reached more than 1.32 million unique accounts, equivalent to roughly 26% of the entire Irish population. Across all 411 ads analyzed, a total of 12.6 million men were reached, compared to 5.4 million women. Notably, 22% of the advertisements explicitly targeted men, whereas none were designed exclusively for women, suggesting a tacit industry acknowledgment of the demographic’s heightened propensity for engagement with gambling content.
These observations are contextualized within the regulatory landscape of Ireland, which witnessed the introduction of the Gambling Regulation Act 2024. Enacted in March 2025, this legislation established the Gambling Regulatory Authority of Ireland and introduced constraints on social media gambling advertising, stipulating that these advertisements may only be shown to users who have actively opted to follow licensed gambling operators. The law also mandates a watershed for broadcast gambling advertising, reflecting a shift towards more stringent regulatory oversight intended to mitigate gambling-related harms—particularly among younger, vulnerable populations.
Importantly, the research team emphasized that the existing exposure to gambling advertising on social media may contribute directly to the development of positive attitudes toward gambling, increased participation, and heightened risk of gambling-related harm. Prior studies underscore a dose-response relationship, wherein increased exposure to advertisements correlates with escalated gambling engagement. This dynamic underlines the public health implications of unregulated or insufficiently regulated digital gambling advertising.
The researchers advocate for the adoption of similar transparency frameworks beyond Ireland, particularly in countries where gambling advertising regulations remain lax, such as the United Kingdom and Australia. The EU Digital Services Act serves as a model policy facilitating accountability and scrutiny of advertisements from industries known to harbor potential public health risks. By harnessing tools like Meta’s Ad Library, policymakers, researchers, and advocates can better understand the reach and impact of gambling marketing, enabling more informed legislative responses.
Dr. Elena Petrovskaya, the study’s lead author from Cambridge’s Department of Computer Science and Technology, remarked on the inherent challenges of combating gambling harms via social media channels. She noted that even advertisements not explicitly aimed at men disproportionally reached young men, a group already identified through epidemiological data as most susceptible to gambling harms. This suggests that the mere presence of gambling advertisements on social platforms exerts a significant influence on this vulnerable demographic.
Co-author Dr. Deirdre Leahy from Munster Technological University in Cork highlighted the research’s value as a baseline assessment prior to the enforcement of Ireland’s new regulatory framework. This baseline is pivotal for longitudinal research purposes, enabling evaluation of the effectiveness of regulatory reforms in reducing the reach and impact of gambling advertisements. Such data is critical to shaping future policy initiatives aimed at protecting vulnerable populations from the adverse consequences of gambling.
The pervasiveness of gambling advertising on social media reflects broader trends in digital marketing where personalized algorithms and social media platforms facilitate precise, extensive outreach. The study’s findings reveal how these platforms inadvertently amplify exposure among high-risk groups, even absent explicit targeting strategies. This evokes important ethical and regulatory questions regarding the responsibilities of social media companies and gambling operators in safeguarding public health.
Finally, the study’s implications extend beyond Ireland’s borders, signaling an urgent call for harmonized policies that regulate digital gambling marketing internationally. As the gambling industry continues to innovate and expand digital marketing strategies, evidence-based approaches, supported by transparent data access and robust regulatory oversight, are essential to curtail escalating gambling-related harms in societies globally.
Subject of Research: Gambling advertising exposure and demographic reach on social media platforms in Ireland.
Article Title: Gambling adverts on social media reach 2.3 times more men than women: using the Meta Ad Library to assess gambling advertising in Ireland
News Publication Date: 28-Apr-2026
Web References: http://dx.doi.org/10.1556/2006.2025.00484
References: Journal of Behavioral Addictions, DOI: 10.1556/2006.2025.00484
Keywords: Gambling advertising, social media marketing, digital advertising regulation, problem gambling, Meta Ad Library, public health, gambling harms, demographic targeting, gambling legislation, Ireland, Digital Services Act
