Statistics show that gambling ads reach twice as many men as women in Ireland. Men might not be the primary focus, but the adverts still manage to reach more vulnerable men than women.
It seems online casino and sports betting debates in Ireland are taking a new turn, as research indicates that men are targeted more often than women when it comes to gambling advertisements.
With algorithms designed to maximise engagement, it seems betting promotions are pushed more towards young Irish men. This, in turn, raises questions and concerns regarding the ethics of digital advertisement and the harm it can inflict.
According to the data, social media platforms rely heavily on sophisticated algorithms that deliver ads to users who are most likely to engage. In Ireland, this has led to gambling ads being shown to men almost twice as much as they are shown to women.
Basically, the platforms will analyse browsing habits, likes, and follows to identify user interests, whether it's sports, gaming, or finance. And when it comes down to it, men are overrepresented in these areas.
It does not help that betting companies often tie promotions ot football, rugby, and horse racing, which are sports with predominantly male audiences.
And men who engage with sports content are more likely to be targeted by gambling ads, which creates a feedback loop reinforcing exposure.
This is no accident. It’s a reflection of the demographics of gambling participation and the commercial strategies of betting operators.
In Ireland, men have always been predominantly engaged in online gambling activities. They tend to engage with gambling more regularly than women do. And often spend a lot more on betting, which makes them a more lucrative demographic.
According to studies, men are more likely to engage in high-risk financial activities, which include betting. Young men with no families or responsibilities tend to spend more on gambling. Not to mention that among male social groups, betting is a normalised activity, especially when it revolves around sports and esports events.
The primary focus on men allows advertisers to maximise their return on investment, but also leaves many wondering about the ethics of digital marketing as it exploits these vulnerable groups.
Recent studies show differences in gambling behaviour between Irish men and women, with data showing that gambling ads reach twice as many men as women on social media.
Research by the University of Cambridge and Munster Technological University shows 12.7 million male accounts reached with ads, compared to 5.5 million female accounts, with about 18.4 million accounts exposed overall.
Around 6.25 million (33.9%) fall into the 25–34 age group, and 4.7 million (25.5%) fall within 35–44, together accounting for nearly 60% of total impressions.
Single ad impact: one Betfair Casino ad reached 1.32 million accounts, about 26% of the Irish population. About 75% of men take part in gambling, compared to 55% of women. Men dominate online sports betting, while women focus more on lottery, bingo, or slot-style games.
Men make up most problem gambling cases, with men aged 18–34 at high risk, and are more likely to report debts or financial stress, while women report emotional harm at higher rates.
The algorithm amplifies the gendered patterns as it learns from user behaviour. Men click on sports highlights, follow their favourite football or cricket teams, and engage with betting-related content. Which automatically makes them the prime candidates for gambling ads.
It’s a vicious cycle, as the more you engage with certain types of content, the more condensed and niche your ads will be. For men engaging in sports content, this leads to an influx of gambling ads. At the end of the day, your online behaviour plays a big role in the types of ads you receive.
Ireland’s gambling regulators are growing increasingly more worried about the impact of targeted advertising. Young men are considered very vulnerable, and the rates of gambling-related harm reports are rising.
Advocacy groups are calling for stricter rules on gambling ads. Like with Canada and other regions, they want the government to consider restrictions like those imposed on alcohol and tobacco. However, operators argue that advertising is essential in their fight against offshore sites.
Don’t let the algorithm dictate your actions and gambling choices. Check out the OnlineCasinoReports list of approved Irish online casinos and trusted sports books.
Each casino has been vetted and reviewed by an expert group that tests everything from game variety to support and payment processing. Go through the list, read the reviews, and find a casino that works with your betting style and requirements.
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