Based on interviews and a social media data donation involving 30 young adults, the study identified three key aspects of gambling content:

• What exactly do young adults see?
• What characteristics does this content have?
• How do young adults personally experience its impact?

The main overarching findings of the research project:

Gambling content is more than traditional advertising

Young adults are not only reached through explicit ads, but especially through entertainment content such as gambling memes, gambling livestreams, and gambling tutorials. This broader distribution of different types of content results in a wide reach.

Advertising is often hidden or indirect

Much of the promotion is subtle and not recognizable as advertising. References to gambling providers and encouragements to play often occur without clear or explicit advertising disclosures.

Both licensed and unlicensed gambling operators are visible on social media

Both groups use social media content to gain visibility. Although only a relatively small portion of posts comes directly from providers themselves, nearly half of all content explicitly refers to a gambling provider. Among promotional references, unlicensed providers are in the majority, but licensed providers are also significantly present.

Gambling is mainly portrayed positively

The focus is on fun and winning. Emphasis on risks and the presence of warning messages are almost entirely absent.

Perceived impact: normalization and lower barriers

Young adults feel that gambling content contributes to the normalization of gambling and lowers the threshold for participation. Content from influencers, in particular, increases this sense of normalization.

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