New Study Explores Children’s Views on Gambling Marketing in Ireland

A recent study in Ireland examines the growing influence of sports betting and gambling marketing on children and young adults. With smartphones making online gambling more

accessible, concerns have been raised about excessive gambling, harm, and the normalization of sports betting. However, there is a lack of research on how gambling communications

impact children.

The study, titled “Understanding Mediated Sports Consumption by Irish Children”, explored the views and understanding of gambling marketing, risks, and harms among Irish children

aged 14 to 17. Researchers from BMC Public Health—including Paul James Kitchin, Erin McEvoy, Aphra Kerr, and John O’Brennan—conducted the study using a “constructivist”

approach. They gathered data from 51 children through six face-to-face focus groups.

The findings contribute valuable insights into how children perceive gambling in sports media and its potential impacts.