The Gambling Regulatory Authority of Ireland (GRAI) has launched a new national initiative to assist parents and guardians in recognizing and addressing the issue of underage gambling. Announced on Monday, the campaign integrates online guidance developed in cooperation with the Health Service Executive (HSE) Addiction Services along with a multimedia public awareness effort.
The GRAI plans to distribute its messaging through video-on-demand platforms, radio, digital audio channels, and various social media sites. According to the GRAI, the campaign materials are meant to empower families with the knowledge to identify early warning signs of gambling, offer advice on engaging children in discussions about the associated risks, and guide parents towards supportive resources if intervention becomes necessary.
This campaign is backed by research commissioned from the Economic and Social Research Institute (ESRI), which indicated that children who engage in gambling are twice as likely to face gambling-related issues in adulthood. Notably, the research found that 64% of adults surveyed had participated in gambling activities before reaching 18 years old. Additionally, individuals who bet as minors saw an increase in their likelihood of developing gambling problems later on, with estimates ranging from 83% to 87%.
The study also highlighted a concerning correlation: those raised by a parent who gambled were reportedly 80% more likely to encounter gambling issues themselves. A similar analysis by the Gambling Commission found that nearly one in eleven adults in the UK faced harms due to someone else's gambling in 2024.
The ESRI research pointed out that young people, due to their developing brains and underdeveloped impulse control, are particularly susceptible to the factors that enhance the allure of gambling.
Anne Marie Caulfield, CEO of the GRAI, underscored the critical nature of early parental engagement. "Children and young people are among the most at-risk members of Irish society when it comes to gambling exposure and harm," Caulfield stated. She emphasized that the pervasive availability of online gambling makes it easy for warning signs to remain concealed.
The GRAI's guidance highlighted the necessity of initiating age-appropriate conversations about gambling with children and recognized often neglected avenues such as loot boxes and randomized rewards in popular video games. Parents are encouraged to be alert to behavioral changes, including mood swings or increased secrecy about money matters.
This campaign aligns with broader efforts to enhance protections for minors under the upcoming 2024 Gambling Regulation Act. This legislation, once fully enacted, will introduce some of the strictest penalties within the European Union for allowing underage gambling. The GRAI was established last year to facilitate the implementation of this law and has been granted expanded powers to enforce compliance. The gambling industry will face increased obligations in terms of age verification, advertising limitations, and product design to limit children's exposure to gambling.
Ireland is not alone in addressing this issue; Norway introduced a four-year action plan in March to combat underage gambling, focusing on outreach in schools and clubs, as well as digital campaigns targeted at adults. The plan aims to provide parents, educators, healthcare professionals, and others with tools and training to identify early signs of gambling harm.
In addition, the GRAI has directed parents to the HSE Addiction Services for support, anticipating that as awareness grows, there will be greater demand for consumer protection and treatment services.
This year, Ireland also updated its online gambling regulations under the Gambling Regulation Act 2024, granting the GRAI authority to license operators and enforce safeguarding measures in the gaming industry. When discussing its licensing process in March, the GRAI stated, "The GRAI is adopting a phased approach to the licensing of operators; applications opened on Monday 9 February 2026 for betting licenses," emphasizing that the application process involves significant requirements that operators must meet for approval.
