Men see more than twice as many gambling ads on social media as women, according to data from Ireland

At the B17-23 R Mental Health Research Group—a consolidated research group of the Government of Aragon, led by Principal Investigator Javier García Campayo and Co-Principal Investigator Yolanda López del Hoyo—we consider this to be a positive, high-quality study that can be utilized by various researchers; it is a highly original study that makes use of very important data that European regulations require to be published. The data is published by the company itself. It would be interesting for future researchers to assess whether the focus of the advertisements is directed at women or men; this is an important piece of information. In reality, the way advertisements are used on social media is not utilized by the industry for reasons that could be explained. It would be necessary to review whether any operators remain to be analyzed. In short, we have found comprehensive, real-world data for social and economic analysis, which could be a double-edged sword for the gambling sector itself to improve its target audience, while creating new vulnerabilities, such as among young people. This is a study that could certainly be replicated in our country, Spain. 

We understand that the objectification of women’s images by the gambling industry is yet another investment aimed at boosting its profits. We are portrayed as mere spectators, sexualized images designed to perpetuate gender norms and increase profits, as we explain in this article.

Several studies have highlighted gender differences in motivations, progression, and comorbidity, as we discuss in our latest research. While men tend to gamble in search of excitement, competition, or monetary reward (Lamont and Hing, 2018), women frequently gamble as a coping strategy for emotional distress, loneliness, grief, exposure to violence, or the burden of caregiving (Dowling et al., 2016; Håkansson, 2016; McCarthy et al., 2023; Vázquez-Fernández, 2012).  

These differences are also reflected in preferred forms of gambling: women tend to participate in non-strategic forms such as bingo, the lottery, or slot machines (Jiménez-Murcia, 2020a; Lara-Huallipe et al., 2022), while men tend to participate in sports betting, card games, horse racing, and skill-based gambling activities (Hing, Russell, Tolchard, & Nower, 2016a; Hing, Russell, Vitartas, & Lamont, 2016b), although interest in sports betting is increasing among young women (Baño et al., 2021).

According to data from 2024 published by the Ministry of Health, 53.8% of the Spanish population aged 15 to 64 had participated in some form of gambling in the previous 12 months (56.1% of men and 51.5% of women).  Some people who gamble continue to do so even though this behavior causes them various problems, in what is known as a gambling disorder that resembles addiction to psychoactive substances such as nicotine, alcohol, and other drugs. Furthermore, gambling disorder is associated with a higher risk of developing other mental disorders, engaging in suicidal behavior, as well as social problems and poverty. 

The recently published study provides data that reveals the characteristics of the population targeted by gambling advertising campaigns on social media. Unlike other studies that have relied on self-reports from surveys—in which participants are asked if they recall seeing the content of specific advertising campaigns—the researchers analyzed data provided by Meta (the company that manages social media platforms such as Facebook and Instagram) regarding the characteristics of individuals who viewed advertising campaigns promoted by Irish gambling companies. Among the findings, it is particularly noteworthy that gambling advertisements were viewed more frequently by men than by women (2.3 times more men than women), and that people aged 25 to 34 accounted for more than one-third of the total campaign impressions.  

These results help shed light on the impact of promotional campaigns and may help explain the male predominance in the prevalence of gambling disorders.