A study titled “The Impact of Gambling Advertising Online: A Longitudinal Study on Exposure and Harm” surveyed 1,530 Finnish adults aged 18 to 75 between 2021 and 2024 and found that online gambling advertisements are linked to increased problem gambling and financial harm.
Study Says Majority of People Are Exposed to Gambling Ads
The study used the Problem Gambling Severity Index (PGSI) to assess the extent of gambling-related harm among participants. According to the study, approximately 75% of respondents reported seeing online gambling advertisements in the past 18 months, with over 80% of men encountering such marketing. Those who gamble on offshore platforms were found to be more frequently exposed to online gambling ads and tended to experience more severe gambling-related issues.
It was also found that exposure to online gambling advertising significantly increases the likelihood of individuals facing debt enforcement, with offshore gamblers particularly at risk. The study also revealed that problem gambling is more common among younger adults, especially those aged 18–24 and 25–34, who scored five or higher on the PGSI. In contrast, only 2% of participants aged 65 to 75 were classified as problem gamblers.
What Else Do the Authors Say?
The study also notes that the rising prevalence of gambling-related harm is becoming an increasing concern, with recent research indicating that many individuals face financial difficulties, addiction, and psychological distress due to gambling. Gambling remains a common leisure activity, as according to a recent systematic review and meta-analysis, 46.2% of adults and 17.9% of adolescents worldwide had gambled in the past year. Among adults, 8.7% were identified as engaging in risky gambling, and 1.41% met the criteria for problematic gambling. However, the level of harm varies depending on the type of gambling, with some forms posing greater risks than others.
According to the study, frequent gambling, especially monthly activity on offshore platforms, was linked to increased exposure to online gambling advertisements. This underscores the unregulated nature of offshore gambling, where players are subjected to advertising that falls outside the scope of domestic oversight.
The authors of the study argue that existing regulations have had only a “limited impact” on offshore gambling operators, even though these sites present a greater risk to gamblers. It recommends that policy measures should involve tighter restrictions on gambling advertising and increased investment in prevention and treatment services to address gambling-related harm more effectively. Additionally, the authors challenge the claim made by gambling operators that strict regulations diminish the appeal of regulated gambling services and push players toward unregulated or black-market alternatives.