Irish National Lottery adverts criticised for child appeal on YouTube

A recent study by leading academics in Ireland has raised significant concerns over the content of Irish National Lottery advertisements on YouTube, suggesting that many campaigns may inadvertently appeal to children. The research highlights potential public health risks and calls for stronger regulatory oversight to prevent gambling promotion from reaching young audiences.

Study Reveals Child-Friendly Imagery in Lottery Ads

The study examined 127 Irish National Lottery adverts and found that over 20 per cent featured imagery likely to attract children. Researchers observed elements such as talking soft toys, anthropomorphic machines, playground games, waterslides, treehouses and wooden toys, all of which are familiar and engaging to younger audiences.

Additionally, 6.3 per cent of the adverts directly featured children, a point that the researchers describe as particularly troubling. Dr Frank Houghton, lead author of the study and principal investigator at the Tobacco, Alcohol & Gambling (TAG) Research Group at Technological University of the Shannon, emphasized the urgency of the issue.

“More robust oversight of National Lottery advertising is urgently required,” Dr Houghton stated. “The National Lottery is a form of gambling that we all collectively pretend is not actually gambling. National Lottery advertising is everywhere and it is disturbingly child-friendly.”

Professor Anne Campbell of Queen’s University Belfast, a co-author of the research, also stressed the need for regulatory reform. “More controls on the timing, placement and content of Lotto advertising are essential. For example, children should never appear in a lotto advertisement,” she said.

Context and Previous Research

This paper is the fourth in a series of studies examining the practices of the Irish National Lottery. Previous research highlighted Halloween-themed campaigns targeting children, weaknesses in online age verification systems and gaps in regulator reports that fail to mention the risks of gambling addiction.

Dr Houghton described the findings as “wholly unacceptable.” He noted, “We identified 127 adverts and what we found was really quite an alarming level of child-friendly material. There’s absolutely no reason why you should ever feature children in a gambling advert.”

The research underscores a broader concern regarding the dual role of the regulatory body responsible for overseeing the National Lottery. Dr Houghton explained, “The Office of the Regulator of the National Lottery is in moral jeopardy. They are supposed to protect players but also safeguard the National Lottery’s financial success. You cannot do both effectively. It’s incompatible. You’ve got the same office trying to protect gamblers while also raising funds for the Lottery.”

Regulatory Landscape in Ireland

The study arrives amid intensified scrutiny of gambling advertising in Ireland. The Irish Gambling Regulation Act of 2024 introduced limits on gambling advertisements on television and radio, restricting broadcasts between 5.30am and 9pm. It also set out other protective measures, although it stopped short of imposing a full ban, which some policymakers had proposed.

Notably, the legislation does not apply to the National Lottery. The researchers argue that this omission is problematic, as child-friendly lottery advertising remains accessible on platforms such as YouTube. They recommend that regulatory frameworks be updated to cover the National Lottery, ensuring that content likely to appeal to children is restricted or removed.

National Lottery Response

In response to the study, a spokesperson for the Irish National Lottery emphasized that many of the adverts referenced were historical, having been launched before the current licensing period, the establishment of a dedicated regulator and the introduction of a new Advertising Code of Practice.

“Today, all National Lottery advertising is subject to a comprehensive and multi‑layered review process to ensure it complies with the Advertising Code of Practice,” the spokesperson said.

Oversight and Enforcement Challenges

Under the current framework, other forms of gambling are regulated by the Gambling Regulatory Authority of Ireland, which handles complaints about breaches of television and radio broadcasting rules and other obligations under the Gambling Regulation Act. The Advertising Standards Agency (ASA) also deals with complaints about breaches of advertising standards, though these do not include the specific provisions of the Gambling Regulation Act.

The overlapping roles of these agencies highlight the complexity of regulating gambling advertising in Ireland, particularly as the National Lottery is not fully covered by current legislation. Researchers argue that these gaps increase the risk of exposure of child-friendly material to young audiences and may undermine public trust in regulatory enforcement.

Public Health Concerns

Experts warn that exposure to gambling-related content during childhood can have long-term public health consequences. Studies from other jurisdictions indicate that early exposure to gambling advertising is associated with higher risks of developing gambling-related problems later in life.

Dr Houghton commented, “The National Lottery is marketed in a way that normalizes gambling for children. This is not a minor issue. It’s a significant public health concern that demands immediate attention from regulators and policymakers.”

Professor Campbell added, “Even if children do not participate directly, the imagery in these adverts can shape perceptions and attitudes toward gambling. We need to ensure that the content presented to young audiences is safe and age-appropriate.”

Calls for Policy Reform

The research team has called for several specific reforms to address the concerns identified in the study:

• Extending the Gambling Regulation Act to cover the National Lottery and online platforms such as YouTube.
• Prohibiting the use of children or child-friendly imagery in lottery advertising.
• Strengthening the independence of the regulatory body overseeing the National Lottery to avoid conflicts of interest.
• Enhancing transparency and reporting requirements for all forms of gambling advertising.

Ivana Bacik, leader of the Irish Labour Party, continues to advocate for a comprehensive ban on all gambling advertising in Ireland, emphasizing the importance of protecting children and vulnerable populations from potential harm.

Industry Perspectives

While the study has focused on public health risks, the National Lottery and its partners highlight the positive role of the lottery in funding public projects, including education, sports and community programs. The lottery contributes substantial revenue to these initiatives, creating a tension between public benefit and responsible advertising practices.

The balance between generating revenue and safeguarding public health remains a central challenge. Experts suggest that achieving this balance will require robust oversight, clear regulations and ongoing monitoring to ensure that advertising does not inadvertently target children or other vulnerable groups.

Conclusion

The study by researchers from the Technological University of the Shannon, Queen’s University Belfast, the University of Limerick and University College Cork provides a detailed examination of the Irish National Lottery’s advertising practices on YouTube. The findings reveal a significant presence of child-friendly imagery in a sector intended for adult audiences.

Experts argue that this represents a public health concern and underscores the need for regulatory reform. They recommend immediate action to remove inappropriate content, strengthen oversight and reconsider the dual roles of the regulatory authorities.

As policymakers, public health advocates and the National Lottery navigate this complex issue, the debate highlights the ongoing tension between revenue generation, responsible advertising and the protection of young audiences in Ireland.

FAQs

What is the main concern of the study regarding National Lottery adverts?
The study found that many adverts on YouTube feature imagery that appeals to children, including toys, treehouses, playgrounds and direct appearances by children.

Which universities were involved in the research?
The study was conducted by the Technological University of the Shannon, Queen’s University Belfast, University of Limerick and University College Cork.

What percentage of adverts were found to contain child-friendly imagery?
The study reported that more than 20 per cent of the adverts contained elements likely to appeal to children.

Do current Irish gambling laws regulate National Lottery advertising?
No, the Irish Gambling Regulation Act of 2024 does not currently apply to the National Lottery.

What recommendations did the researchers make?
They suggested extending legislation to cover the lottery, banning children or child-friendly imagery in adverts, strengthening oversight and improving transparency.

How did the National Lottery respond to the study?
The National Lottery stated that the adverts in question were historical and emphasized that all current advertising follows a strict Advertising Code of Practice.

What role does the Gambling Regulatory Authority of Ireland play?
The authority handles complaints about gambling adverts on TV and radio for other gambling providers but does not currently regulate the National Lottery under the 2024 Act.

Why is the dual role of the regulator considered problematic?
The regulator is responsible for both protecting players and ensuring the National Lottery’s financial success, which can create conflicts of interest.

Who is advocating for a full ban on gambling advertising in Ireland?
Ivana Bacik, leader of the Irish Labour Party, continues to support a full ban to protect children and vulnerable populations.

Why is child-friendly gambling advertising considered a public health issue?
Exposure to gambling marketing in childhood can normalize gambling, increasing the risk of gambling-related problems later in life.