Young people in Cyprus are now almost universally exposed to gambling-related content, with social media serving as a key channel for promoting and normalising betting.
New research by the National Betting Authority (EAS) reveals a particularly worrying digital environment, in which 9 in 10 young people aged 18 to 35 say they saw gambling-related content on social media in the past 12 months.
The research, titled “Social Media and Gambling,” was carried out by IMR/UNIC on behalf of the National Betting Authority and presented on Thursday, July 9, 2026. It was conducted across Cyprus between February and March 2026, on a sample of 1,000 people aged 18 to 35.
The findings show that young people’s exposure to gambling content is not a marginal phenomenon, but part of their everyday digital experience. Just 7% of participants said they had not seen this type of content, while the average frequency of exposure reaches 4.45 times a month.
Instagram in the front line
Instagram emerges as the dominant channel, used by the large majority of young people. 95% of participants hold an account on the platform and 79% use it as their main social media channel. Among those exposed to gambling content, 93% said they saw it via Instagram.
Facebook follows, with 82% of participants holding an account, and TikTok, with 68%. The data shows that gambling content is not confined to isolated corners of the internet, but appears on the most popular platforms young people use every day.
Adverts, influencers and bonuses
The presence of organised advertising content is particularly strong. 89% of young people who took part in the research said they see paid adverts from betting companies or online casinos, while 77% said they come across posts from influencers promoting gambling.
The picture is completed by offers, bonuses, free bets and posts from friends publicising gambling winnings. The findings describe a multi-layered digital environment, in which gambling is promoted not only as a product, but as an element of lifestyle, success and social status.
Not always actively sought
Despite this huge exposure, the research shows that young people do not necessarily actively seek out this content. The majority say they do not follow gambling accounts, betting companies or tipsters, while a high percentage say they have not signed up to a gambling website or app after seeing related content on social media.
This makes the problem more serious, as it indicates that young people’s exposure is not always the result of personal choice, but is largely linked to the way the platforms themselves and their content-promotion algorithms function.
The EAS response
In his address, the President of the National Betting Authority, Panagiotis Trisokkas, said that prevention and the protection of citizens cannot be based on assumptions, but on reliable scientific data. He said young people are a strategic priority for the Authority.
Trisokkas referred to EAS’s prevention initiatives, including the Young Cities programme, the GAME BRAiN educational programme, experiential workshops, interventions in schools, sports academies and universities, and Safe Gambling Week.
Programme in schools
EAS is also promoting closer cooperation with the Ministry of Education, Sport and Youth, aiming to introduce the GAME BRAiN programme in all public secondary schools.
The programme aims to prevent pathological and addictive behaviours, as well as to strengthen the school community.
New bill on illegal services
The presentation of the research coincides with preparations for a public consultation on a new EAS bill, which is expected to strengthen tools for prevention, information and the protection of vulnerable groups, with particular emphasis on minors.
The new framework will include stricter provisions on advertising illegal betting and gambling services. The Authority will be able to request measures when illegal services are promoted via social media, apps or search results. EAS also intends to prepare a practical guide for citizens, to inform them of the options available to limit their exposure to gambling adverts on digital platforms.
Read more: