Ireland aims to limit minors exposure to gambling platforms

A recent report on digital marketing in Ireland has highlighted the risks associated with children’s exposure to online gambling content. The study, produced by the Online Health Taskforce (OHT), focuses on the impact of gambling influencers, algorithm-driven content and gambling-style game mechanics on minors. The findings urge stricter regulatory frameworks to protect young people from early and potentially harmful interactions with betting content.

Online gambling exposure among children

The report draws attention to a worrying trend: despite age restrictions, children and teenagers are routinely exposed to gambling content across digital platforms. This exposure occurs through a variety of channels, including social media influencers, targeted advertising, video content and interactive gaming mechanics that mimic gambling.

According to the Online Health Taskforce, these exposures normalize gambling behaviors well before the legal age of participation. Children may watch betting videos, follow gambling influencers, encounter odds and bonus promotions and even engage with gambling-style mechanisms in games. The cumulative effect, the report warns, is an early desensitization to gambling and an increased likelihood of gambling-related behavior in later life.

Recommendations from the Online Health Taskforce

The report provides several recommendations aimed at enhancing online protections for children and adolescents:

• Restrict gambling advertising and sponsorship: Operators should not be allowed to serve or recommend gambling-related content to individuals under 18, whether directly or indirectly.
• Prevent data collection of minors: Online gambling operators should be prohibited from harvesting personal data of children to create gambling-related profiles.
• Implement stronger age verification tools: Platforms and operators should deploy robust monitoring systems to track exposure to gambling content across social media and video platforms.
• Algorithm transparency and control: Platforms should be required to adjust algorithms that prioritize gambling-related content, ensuring children are not inadvertently targeted.

Dr Helen McAvoy, Director of Policy at the Institute of Public Health (IPH), emphasized the urgency of these measures: “Our digital spaces are saturated with content selling, marketing and promoting potentially health-harming products, including tobacco and e-cigarettes, alcohol, sunbeds, gambling and foods and drinks that contribute to a poor diet. While children actively use digital platforms, they are not adequately protected from exposure to these products online.”

Political response and ongoing debates

The report’s release coincides with renewed political calls for stricter gambling regulations in Ireland. Ivana Bacik, leader of the Irish Labour Party, has reiterated her party’s call for a complete ban on gambling advertising, citing the risks to young people and the wider public.

Some lawmakers have expressed concern that the Irish Gambling Regulation Act, enacted a year ago, did not include a full prohibition on gambling ads. While the legislation includes some restrictions, such as a watershed ban on broadcast advertising between 5.30am and 9.00pm, critics argue that these measures are insufficient to prevent exposure to minors, particularly online.

Role of the Gambling Regulatory Authority of Ireland

The 2024 legislation also established the Gambling Regulatory Authority of Ireland (GRAI), tasked with overseeing gambling operations and protecting consumers. The GRAI is preparing to launch a new licensing regime for online gambling, set to commence in 2026.

In October, the GRAI published its Statement of Strategy for 2025 to 2027, outlining its objectives over the next three years. Key priorities include becoming financially self-sufficient through fees charged to operators and strengthening oversight of online gambling activities.

The new licensing framework is expected to introduce more stringent operational requirements for online gambling providers, including consumer protection measures, responsible gambling protocols and compliance monitoring. The framework is also likely to intersect with the recommendations outlined by the Online Health Taskforce, particularly in areas of advertising restrictions, data handling and algorithmic regulation.

Government perspective on technology-related harm

Mary Butler TD, Minister for Mental Health and government chief whip, has highlighted the importance of addressing technology-related risks to young people’s wellbeing. Speaking on the report, she stated: “Reducing technology-related harm to young people’s wellbeing is a critical issue for government. I welcome the recommendations from the Online Health Taskforce, which are grounded in evidence and the lived experiences and voices of young people themselves. These recommendations place more of the regulatory responsibility on platforms, rather than expecting young people to regulate themselves in the face of algorithms designed to capture their attention.”

The government’s approach emphasizes shared responsibility, calling on platforms, content creators and gambling operators to actively mitigate the risks posed to minors, rather than relying on children to avoid exposure themselves.

Digital marketing and youth vulnerability

The study underscores the broader issue of health-harming digital marketing targeting minors. Beyond gambling, children are exposed to promotional content related to alcohol, unhealthy foods, e-cigarettes and other potentially risky behaviors. The taskforce warns that digital platforms, by design, encourage engagement and maximize user attention through targeted content. This can result in children being unintentionally exposed to a wide range of harmful products, reinforcing unhealthy habits and attitudes from an early age.

Gambling-specific content poses particular challenges. Many gambling platforms incorporate gamified mechanics, such as virtual rewards, spins and points, which mimic gaming behaviors familiar to children. Social media influencers also play a significant role, promoting betting products or providing tutorials that can influence minors. Algorithmic amplification further exacerbates the problem, ensuring that engaging content is repeatedly shown to users, regardless of age.

The path forward for Ireland

Ireland is at a critical juncture in balancing digital innovation and consumer protection. As online gambling continues to expand, regulatory authorities face increasing pressure to enforce measures that protect vulnerable populations, particularly minors.

The recommendations of the Online Health Taskforce, combined with the evolving regulatory landscape under the GRAI, aim to create a safer online environment. Key measures, such as stricter age verification, data protection and advertising restrictions, could significantly reduce the exposure of children to gambling content.

At the same time, policymakers, operators and platforms must collaborate to ensure compliance and accountability. Transparency around algorithms, sponsorships and influencer promotions will be essential in preventing the normalization of gambling among young audiences.

Conclusion

The findings of the Online Health Taskforce highlight the urgent need for Ireland to strengthen protections against gambling exposure among minors. As digital platforms continue to evolve, the mechanisms through which children encounter gambling content have become more sophisticated and pervasive. From algorithm-driven recommendations to influencer promotions and gamified betting features, young users are increasingly vulnerable to early normalization of gambling behavior. Addressing this challenge requires a comprehensive approach that balances technological innovation with robust safeguarding measures.

The report’s recommendations underscore the importance of regulatory oversight, emphasizing that responsibility should not rest solely on children to navigate these digital environments. By enforcing stricter advertising restrictions, preventing the collection of minors’ data for gambling purposes and implementing stronger age-verification protocols, authorities can significantly reduce the risk of harmful exposure. Platforms and operators must be held accountable for the content they promote, ensuring that young users are not inadvertently drawn into betting activities before reaching the legal age.

Looking ahead, the interplay between government policy, regulatory frameworks and industry practices will be critical in creating a safer digital landscape for Ireland’s youth. The forthcoming online gambling licensing regime, coupled with the insights from the Taskforce, provides an opportunity to establish rigorous standards for responsible digital marketing. Ultimately, these measures aim to protect children’s wellbeing, foster healthier online interactions and cultivate a culture in which gambling is approached responsibly and only by those of legal age.

FAQs

What is the Online Health Taskforce?
The Online Health Taskforce is a specialist body in Ireland focused on developing policies to reduce risks posed to young people by harmful online content and activities.

Why is gambling exposure a concern for minors?
Exposure to gambling content can normalize gambling behavior, increase the risk of early gambling and contribute to future gambling-related problems.

What channels expose children to gambling content?
Children may encounter gambling content through social media influencers, video platforms, online games with gambling mechanics and targeted advertisements.

What are the report's main recommendations?
Recommendations include stricter advertising restrictions, preventing minors’ data collection, enhanced age verification tools and more transparent algorithms.

What role does the GRAI play in Ireland?
The Gambling Regulatory Authority of Ireland oversees gambling operations, consumer protection and regulatory compliance, including the upcoming online gambling licensing regime.

How does legislation currently regulate gambling ads?
Existing legislation bans broadcast gambling ads between 5.30am and 9.00pm but does not completely prohibit online promotions targeted at minors.

How can platforms reduce exposure to gambling content?
Platforms can limit algorithmic promotion of gambling content, enforce stricter age verification and monitor influencer promotions aimed at young audiences.

What are gambling-style game mechanics?
These are gaming features, such as spins, points and rewards, that simulate gambling experiences, potentially influencing young players.

Why is data collection a concern for minors?
Harvesting personal data allows operators to create profiles for targeted gambling marketing, increasing the risk of exposure and early gambling engagement.

How is the Irish government addressing this issue?
Government officials emphasize shared responsibility, calling for stronger regulations on platforms, operators and influencers to protect children’s wellbeing.