The Irish Government has been advised to acknowledge the impact of children's exposure to gambling advertisements when they watch media and sports as part of the rules for the Gambling Regulation Bill of Ireland (GRB). This advice comes following a study into the way children interact with gambling products, sports, and advertising in the country.
Social Media’s Role
The study found that teenagers in Ireland largely consume sports through social media and not traditional media platforms. They also found that many of the participants recognised the financial risk and were able to question claims made in gambling adverts. Celebrities and sports figures held the biggest impact on children’s engagement with betting sites.
Despite evidence that children are sceptical of the messages in gambling adverts, the study still suggested that policymakers should be mindful of the overwhelming presence of gambling advertisements, especially those featuring celebrities, sports personalities, and influencers.
BMC Public Health, a peer-reviewed open-access scientific journal, says that new laws should acknowledge gambling harm as a public health issue while imposing restrictions on the types of gambling advertisements permitted in areas where children can see them.
Rise in Gambling Among Minors
The journal’s conclusions were drawn after conducting qualitative research into “children’s exposure to and understanding of gambling marketing, risks, and harms in Ireland”. The group felt the research was necessary due to reports from public health agencies of a notable rise in gambling among minors. A rise that BMC associated with the normalisation of the activity in Ireland.
The report was launched to fill evidence gaps around how children understand and interpret gambling adverts. As a result the study looked into exposure to adverts, awareness of advertising messaged, and understanding of the connection between sports and gambling in children aged 14 to 17 years. In face-to-face interviews, 51 children involved in sports clubs and community groups were asked about how they consume sports content and also answered questions on their perception of gambling adverts.
The launch of a full regulatory body in Ireland continues to encounter roadblocks, with reports the Gambling Regulation Bill being delayed by differing opinions among political parties in the country.
