Irish National Lottery ads on YouTube may be targeting children, study warns
A new academic study has raised concerns about the Irish National Lottery's advertising on YouTube. Researchers found that over a fifth of its ads feature elements likely to appeal to children, such as talking toys and playground-style games. The findings have sparked calls for stricter oversight of lottery promotions to shield younger audiences.
The study examined a range of Irish National Lottery advertisements on YouTube. It discovered that 20 per cent included themes or imagery linked to childhood. In 6.3 per cent of cases, children appeared directly in the ads, blurring the line between adult products and family entertainment.
Current regulations exclude the National Lottery from the Gambling Regulation Act 2024. This creates an uneven system where other gambling ads face stricter rules, while lottery promotions do not. The Office of the Regulator of the National Lottery also faces a conflict: it must both protect players and ensure the lottery's financial success.
Researchers argue that advertising restrictions should extend to the National Lottery for consistency. They recommend clearer limits on content, placement, and timing to reduce young people's exposure. However, no details exist on how the lottery has responded to past criticism or adjusted its strategy.
The study highlights gaps in how lottery advertising is controlled in Ireland. Without reform, younger audiences may remain exposed to promotional content designed for adults. The findings suggest a need for policy changes to align lottery ads with broader gambling regulations.
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