A study led by the University of Cambridge has highlighted significant gender discrepancies in gambling advertising reach on Meta platforms in Ireland, with findings published on Thursday. Between March 2024 and February 2025, the researchers analyzed 411 advertisements from 88 gambling operators licensed in Ireland. This research, which used data disclosed under the European Union’s Digital Services Act (DSA), is crucial for understanding market dynamics, as the DSA mandates that major online platforms furnish detailed records of paid advertisements and audience demographics across EU countries.
The study found that 12,690,245 male accounts were exposed to gambling advertisements, in stark contrast to 5,458,438 female accounts. This amounts to a 2.3:1 ratio in favor of male users, with overall exposure reaching 18,389,653 unique accounts. Of the examined advertisements, 22% specifically targeted males, while none were directed exclusively at females. The majority of ads (74%) were intended for all genders. Notably, younger adults were predominantly reached, with those aged 25-34 representing the largest group, followed by those aged 35-44.
Remarkably, a single advertisement from Betfair reached 1,320,179 unique accounts, approximately 26% of the entire Irish population. Collectively, the top five most-viewed ads were seen by 3,688,413 accounts. The research underscored that although direct targeting of men was limited, Meta’s ad delivery algorithms inherently favored male users, particularly with sports-themed ads, which are more appealing to male audiences.
Dr. Elena Petrovskaya, lead author from the Cambridge Department of Computer Science and Technology, noted that even non-gendered ads predominantly reached young men, a demographic already identified as vulnerable to gambling-related harms. This demographic trend is significant given Ireland’s gambling participation rates, with 64.5% lifetime engagement and a noted 3.3% of the population labeled as high-risk gamblers. Men aged 25-34 are particularly susceptible, with 1.3% exhibiting risky gambling behavior compared to 0.2% of women in the same age bracket.
The timeline of data collection predates the complete enactment of Ireland’s Gambling Regulation Act 2024, effective from March 2025. The Act introduced more stringent advertising controls, including a watershed on gambling advertisements on broadcast media between 5.30 am and 9.00 pm, and restrictions on social media ads, limiting them to followers of licensed operators. This regulatory shift is expected to reshape the advertising landscape significantly.
Dr. Deidre Leahy from MTU in Cork emphasized the necessity of ongoing research to evaluate the Act’s impact. She indicated that the current study provides a baseline for assessing advertising reach before the regulatory overhaul. This foundational data will be instrumental in measuring the effectiveness of the new regulations.
In parallel, the issue of gambling advertising is gaining traction in the UK, where a recent report by an All-Party Parliamentary Group (APPG) called for tighter controls. The report highlighted a concentration of advertising spend on digital platforms and sports sponsorships, which could potentially normalize gambling behaviors among younger and underage users. UK lawmakers are increasingly treating gambling advertising as a public health challenge, urging comprehensive reforms.
The University of Cambridge study suggests that the Meta Ad Library serves as a valuable tool for ongoing monitoring of gambling advertising practices in Ireland and across the EU. Researchers advocate for the sustained use of such transparency tools to ensure regulatory oversight and to check for potential circumvention of advertising restrictions. Follow-up studies will be essential to evaluate the impact of the Gambling Regulation Act and to ensure compliance with the evolving regulatory landscape.
As the Gambling Regulation Act takes full effect, it will be crucial to observe its implementation and the market’s response to these new restrictions. The upcoming months will likely reveal whether these regulatory changes successfully mitigate the risks associated with gambling advertisements, particularly those affecting vulnerable demographics.
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