Are Gambling Ad Regulations Failing Irish Players? New Research Raises Serious Concerns

A landmark study from the University of Sheffield has delivered a stark warning to regulators across the UK and Ireland: existing rules on gambling advertising during live sport may not be strong enough to protect players from harm. As someone who has spent eight years working in this industry and advocating for responsible gambling practices, I find these findings both important and deeply concerning — and I think every Irish player deserves to understand what they mean.

The research, published in early 2026, examined betting behaviour among men aged 18–45 in England during the 2022 FIFA World Cup in Qatar. What it found should prompt serious reflection from regulators, broadcasters, and the gambling industry alike — particularly as the 2026 World Cup approaches.

What the University of Sheffield Study Found

The study was led by Ellen McGrane, a research associate at the University of Sheffield's School of Medicine and Population Health. Her team analysed how exposure to gambling advertising on television influenced the likelihood of placing bets during World Cup matches.

The findings were striking:

• Soccer betting frequency was between 16 and 24% higher during matches broadcast on channels carrying gambling advertising, compared with games shown on channels without such adverts
• Participants were between 22 and 33% more likely to place a bet during matches that included television gambling advertising
• Crucially, these effects were observed even among participants who reported no personal history of gambling problems

McGrane's conclusion was unambiguous: gambling advertising during live sport doesn't simply shift players between different betting platforms. It increases the overall amount of gambling taking place. And as she noted, when gambling participation rises at a population level, gambling-related harm rises with it.

Why This Matters for Irish Players

Ireland has its own complex relationship with gambling advertising. Irish viewers watching Premier League football, Six Nations rugby, or Champions League matches are exposed to the same volume of gambling adverts as their counterparts in Britain. The regulatory landscape in Ireland is evolving — the Gambling Regulation Act 2024 represents the most significant reform of Irish gambling law in decades — but advertising restrictions remain a work in progress.

The Sheffield study's findings are particularly relevant for Irish audiences because:

Sports Betting Is Deeply Embedded in Irish Culture

Ireland has one of the highest rates of sports betting participation in Europe. GAA matches, horse racing, rugby, and football are all major betting occasions for Irish players. The volume of gambling advertising during these events is substantial, and the Sheffield research suggests this advertising is having a measurable effect on betting behaviour — including among people who weren't planning to bet.

The 2026 World Cup Is Approaching

The research was conducted during the 2022 World Cup, and McGrane specifically highlighted the upcoming 2026 tournament as a moment of heightened risk. As she noted, regulations on the scheduling of televised gambling advertisements remain unchanged since 2022 — the measures in place are primarily voluntary and industry-driven.

Young Men Are Disproportionately Affected

The study focused on men aged 18–45, a demographic that is both the primary target of gambling advertising and the group most at risk of gambling-related harm. In Ireland, as in the UK, young men are significantly overrepresented among problem gamblers. The Sheffield findings suggest that advertising is actively increasing betting behaviour within this already-vulnerable group.

The Current Regulatory Picture

In the UK, the Gambling Act 2005 governs advertising standards, with the Advertising Standards Authority (ASA) and the Gambling Commission providing oversight. The "whistle-to-whistle" ban, introduced in 2019, prohibits gambling adverts during live sport before 9pm — but this applies only to the period from five minutes before kick-off to five minutes after the final whistle. Pre-match and post-match coverage remains largely unrestricted.

In Ireland, the Broadcasting Authority of Ireland (BAI) — now Coimisiún na Meán — oversees broadcast advertising standards. The Gambling Regulation Act 2024 established the Gambling Regulatory Authority of Ireland (GRAI), which will have powers to regulate gambling advertising, but the full implementation of these powers is still ongoing.

The Sheffield study's findings suggest that even where restrictions exist, they may not be sufficient. The 16–24% increase in betting frequency during matches with gambling advertising indicates that the current approach — limiting but not eliminating advertising during live sport — is still having a significant effect on player behaviour.

What Stronger Regulation Might Look Like

McGrane and her colleagues argue that tighter regulation of gambling advertising during live sport may be needed, particularly ahead of highly televised events like the World Cup. Possible approaches include:

• A complete ban on gambling advertising during live sport, rather than the current partial restrictions
• Extended pre-match and post-match restrictions to cover the full broadcast window
• Mandatory responsible gambling messaging integrated into advertising, rather than relegated to small-print disclaimers
• Restrictions on the use of sports personalities and celebrities in gambling advertising, which research suggests increases appeal among younger audiences
• Independent monitoring and enforcement, rather than relying on industry self-regulation

It's worth noting that some operators have already moved in response to increased regulatory scrutiny. The study mentions that several gambling sites popular with UK players have relocated their licences to Curaçao, which operates under significantly more relaxed regulations. This regulatory arbitrage is a genuine concern — tighter rules in one jurisdiction can simply push operators towards less regulated environments, potentially leaving players with fewer protections.

What This Means for You as an Irish Player

I want to be clear: the existence of gambling advertising, and even its influence on behaviour, doesn't make gambling inherently harmful. Millions of Irish people enjoy betting as a form of entertainment, and the vast majority do so without experiencing significant problems. The issue the Sheffield study highlights is about informed consent — are players making genuinely free choices, or are they being nudged into betting by advertising they may not even consciously register?

As a player, there are practical steps you can take to ensure your gambling remains a choice rather than a reflex:

Be Aware of Advertising's Influence

Simply knowing that gambling advertising is designed to trigger betting behaviour can help you make more conscious decisions. When you see an advert during a match, pause and ask yourself: was I already planning to bet, or is this advert creating the impulse?

Use Pre-Commitment Tools

Most licensed Irish casinos and betting sites offer deposit limits, session limits, and cooling-off periods. Setting these in advance — before you're in the moment of watching a match with adverts playing — is one of the most effective ways to maintain control. Check our responsible gambling guides for step-by-step instructions on setting these up at the major platforms.

Choose Licensed, Regulated Operators

Playing at casinos and betting sites licensed by reputable authorities — including the GRAI in Ireland, the UK Gambling Commission, or the Malta Gaming Authority — gives you access to player protection tools and recourse if something goes wrong. Our casino reviews always include licensing information so you can make an informed choice.

Know the Resources Available

If you're concerned about your gambling behaviour, or that of someone you know, help is available in Ireland:

• Gambling Care Ireland: gamblingcare.ie
• Problem Gambling Ireland: problemgambling.ie
• Gamblers Anonymous Ireland: gamblersanonymous.ie

The Industry's Responsibility

The Sheffield study puts the onus squarely on regulators and the industry to do more. But I'd also argue that responsible operators have a role to play here. The best gambling companies — the ones I recommend to Irish players — are those that take player protection seriously, not just as a compliance exercise, but as a genuine commitment.

That means transparent advertising that doesn't obscure risks, responsible gambling tools that are easy to find and use, and a willingness to engage with research like the Sheffield study rather than dismissing it. It also means supporting stronger regulation, even when that regulation might affect short-term revenues.

As the 2026 World Cup approaches, I'll be watching closely to see whether regulators in Ireland and the UK take the Sheffield findings seriously. The evidence is clear: current advertising restrictions are not sufficient to prevent gambling advertising from increasing betting behaviour. The question is whether policymakers have the will to act on that evidence.

My View

After eight years in this industry, I've seen both the best and worst of how gambling companies operate. The Sheffield study is a reminder that the industry still has significant work to do on advertising practices — and that regulators need to be willing to go further than voluntary codes and partial restrictions.

For Irish players, the most important takeaway is this: be aware of how advertising influences your behaviour, use the tools available to you to stay in control, and always choose licensed, regulated operators who take their responsibilities seriously. Gambling can be a genuinely enjoyable form of entertainment — but only when it's a genuine choice.

I'll continue to monitor developments in Irish and UK gambling regulation and bring you updates as the GRAI's powers are fully implemented. In the meantime, if you have questions about responsible gambling or want to understand your rights as an Irish player, our comprehensive guides section is a good place to start.