Irish gambling study raises concerns over operator marketing and customer safeguards

A new Irish study has raised questions about the influence of gambling advertising and operator communications. It found that around one in seven gamblers were prompted to play by marketing messages.

The Economic and Social Research Institute (ESRI) surveyed 1,000 adults who had gambled during the previous year. It examined their habits, motivations and experiences of online and in-person gambling.

The findings come as the Gambling Regulatory Authority of Ireland (GRAI) prepares to implement further provisions of the Gambling Regulation Act 2024.

Gambling notifications under scrutiny

Operator communications were widespread among respondents with online gambling accounts. Almost two-thirds received marketing emails. 52% received app notifications. 16% received text messages.

Around a quarter of those receiving app notifications said they arrived at least daily.

Advertising was not the only factor influencing gambling decisions. Boredom or stress accounted for 16.4% of respondents' most recent online gambling sessions. However,  5.6% reported gambling to recover previous losses.

The study also identified movement between gambling products. Among people who initially registered to bet on horse racing or sport, 38% then used their accounts for other activities. This included slots and online casino games.

Customers face barriers to reducing gambling

The research showed differences between how easy it was to deposit money compared to withdrawing winnings.

Among respondents who had deposited during the previous year, 70% described the process as very easy. Only 57% said the same about withdrawals.

“Almost one in five who had closed an account reported difficulties doing so.”

Meanwhile, a quarter of respondents were either attempting to reduce their gambling or planning to do so. However, fewer than one in ten reported using self-exclusion.

Most relied on willpower instead. This included 48% of those reducing online gambling and 63% cutting back on in-person gambling.

Researchers also found that around one in five respondents had interrupted another activity to gamble. Activities included work or family time.

Findings could shape Irish gambling regulation

The findings present further considerations for the GRAI. The regulator is introducing new consumer protections under the 2024 legislation.

These include restrictions on marketing communications, account controls and a centralised self-exclusion system.

The ESRI has called for closer examination of how customers consent to marketing notifications, whether they can easily unsubscribe and whether account closures are sufficiently accessible.

The research also has relevance for the UK. Here, operators already face strict requirements around direct marketing consent and safer gambling communications.

For Irish regulators, the challenge will be making sure that new protections address gambling-related harm as well as everyday practices that can encourage customers to gamble more frequently.