Gambling companies are reaching young men—the group most likely to experience problem gambling—on social media at more than twice the rate of women, according to a new study. The findings point to a striking imbalance in who sees gambling promotions online, raising concerns about how digital advertising may be amplifying risks among already vulnerable populations.

Researchers led by the University of Cambridge analysed 411 advertisements from 88 licensed gambling operators in Ireland. They found that young men were reached 2.3 times more often than women across Meta platforms, including Facebook and Instagram, even when adverts were not explicitly targeted by gender. Adults aged 25 to 34 were the most exposed group, accounting for over a third of all unique accounts reached—more than 6.2 million impressions. The results were published in the Journal of Behavioral Addictions.

To carry out the study, the researchers used the Meta Ad Library, which provides data on who sees advertisements under the Digital Services Act. This regulation requires major online platforms operating in EU countries to disclose advertising activity and demographic reach, offering new opportunities to examine how marketing is distributed across different groups.

The findings come as Ireland introduces stricter controls under the Gambling Regulation Act 2024, which took effect in March 2025. The law restricts most social media gambling advertising unless users actively opt in to receive it. However, gambling promotion remains widespread in the United Kingdom and across much of Europe. It has expanded rapidly in the United States, fuelled in part by platforms such as Polymarket and Kalshi.

Lead author Elena Petrovskaya noted that relatively few adverts directly targeted men, yet they still disproportionately reached young male audiences. This suggests that platform dynamics—such as algorithmic delivery or engagement patterns—may be driving exposure towards those already at higher risk. Previous studies have shown that greater exposure to gambling advertising is associated with more favourable attitudes, increased participation, and a higher likelihood of harm, with evidence pointing to a “dose–response” effect.

The scale of exposure identified in the study is substantial. One advert from Betfair reached more than 1.32 million unique accounts, roughly a quarter of Ireland’s population. Across all adverts analysed, 12.6 million men were reached compared with 5.4 million women, and no adverts targeted women exclusively. Co-author Deirdre Leahy said the findings establish an important baseline for evaluating the impact of new regulations, while also highlighting the need for greater transparency and accountability in how potentially harmful products are marketed online.

More information: Elena Petrovskaya et al, Gambling adverts on social media reach 2.3 times more men than women: Using the Meta Ad library to assess gambling advertising in Ireland, Journal of Behavioral Addictions. DOI: 10.1556/2006.2025.00484

Journal information: Journal of Behavioral Addictions Provided by University of Cambridge