Cyprus study finds gambling content widely seen by youths on social media

Young adults in Cyprus are regularly encountering gambling-related content on social media, according to new research presented by the National Betting Authority (EAS).

The “Social Media and Gambling” study was conducted by IMR/UNIC between February and March 2026, using a nationwide sample of 1,000 people aged 18 to 35. 

It found that 93% of respondents had seen gambling-related material on social media during the previous 12 months, while 7% reported no exposure. Participants who encountered such content said they saw it an average of 4.45 times per month.

Instagram was identified as the main channel. The platform was used by 95% of respondents, with 79% describing it as their primary social network. Among those who had seen gambling content, 93% said it appeared on Instagram.

Facebook and TikTok were also widely used, with account ownership reported by 82% and 68% of respondents respectively.

Paid advertising was the most commonly reported format, with 89% of participants saying they had seen adverts from betting companies or online casinos.

Influencer-led promotions were reported by 77%, while other content included bonuses, free bets and posts from friends sharing gambling winnings.

The findings suggest that exposure is not necessarily driven by active interest. Most respondents said they did not follow gambling accounts, operators or tipsters, and many had not registered with a gambling website or app after seeing related material.

EAS said this points to the role of recommendation systems and advertising tools in distributing gambling content through users’ feeds.

This latest study follows other recent findings on Cyprus's gambling sector. APEK's 2024-25 institutional report highlighted growth in land-based casino revenue alongside new responsible gambling measures, while the National Betting Authority's Q4 2025 figures showed continued expansion in online betting turnover.