Gambling has become a regular activity for a significant proportion of young adults in Cyprus, according to new research commissioned by the National Betting Authority.
The findings show widespread exposure to gambling-related content online, with social media algorithms, paid advertisements and influencer promotions placing such material in front of users even when they do not actively seek it out.
Social media exposure reaches 93%
The study found that 93% of people aged between 18 and 35 had encountered gambling-related content on social media, with an average exposure rate of 4.45 times per month over the past year. Only 7% said they had not seen such content.
Instagram was the main platform for exposure. While 95% of participants reported having an account, 93% of those who encountered gambling material said they had seen it on the platform.
Facebook and TikTok followed, with usage rates of 82% and 68% respectively.
National Betting Authority President Panayiotis Trisokkas said prevention and public protection measures must be based on reliable scientific evidence rather than assumptions.
“The findings confirm that social media platforms are now among the most important channels through which young people are exposed to gambling-related content,” he said.
“This means that prevention measures must follow the modern digital habits of young people.”
The survey was conducted by IMR/UNIC on behalf of the National Betting Authority during February and March 2026, using a nationwide sample of 1,000 people aged between 18 and 35.
Advertising and influencer promotions
According to the study, 89% of young adults had seen paid advertisements from betting companies or online casinos, while 77% had encountered posts by influencers promoting gambling.
The research indicated that exposure was mainly driven by platform algorithms rather than active interaction. Most respondents said they did not follow betting company accounts or register on gambling websites after seeing related content.
However, 41% reported seeing promotions involving bonuses, offers or free bets, while 36% had seen friends posting about gambling winnings.
The findings point to a broad digital environment in which gambling content appears through advertisements, influencers, promotions and personal social media posts.
Average monthly spending exceeds €34
A total of 63% of respondents said they had participated in gambling activities during the previous 12 months.
Among those who gambled, 78% said their main motivation was to win money, while 65% cited entertainment.
When asked whether social media had influenced their participation, 44% said it had done so rarely, 19% said it had influenced them on several occasions, and 37% said it had never affected their decision to gamble.
Young adults who gamble spend an average of €34.20 per month.
Around 65% spend between €10 and €50 monthly, while 18% spend between €50.01 and €100. A further 15% spend less than €10, and 2% spend more than €100 per month.
Men reported higher average spending than women, at €38.90 compared with €28.
Spending also differed according to participants’ main social media platform. TikTok users recorded the highest monthly average at €36.20, followed by Instagram users at €33.90 and Facebook users at €30.10.
Nearly two hours spent gambling each week
The study also found that gambling was a systematic rather than occasional activity for many participants.
Players spent an average of 118.8 minutes per week gambling. Around 73% spent between one and three hours per week, while 11% gambled for between three and five hours.
A further 15% spent less than one hour per week, while 2% exceeded five hours.
Men spent an average of 131.5 minutes gambling each week, compared with 101.9 minutes among women.
Instagram users recorded the highest average time at 122.8 minutes per week, followed by TikTok users at 113.7 minutes and Facebook users at 109.4 minutes.
Cyprus National Addictions Authority President Dr Christos Minas raised concerns about the overall amount of time young people spend online, warning that usage levels were moving towards problematic and potentially pathological internet engagement.
Gambling prevention programme planned for schools
As part of its prevention measures, the National Betting Authority is arranging a meeting with Education, Sport and Youth Minister Athena Michaelidou.
Trisokkas said discussions would focus on introducing the interactive GAME BRAiN programme across all public secondary schools.
The programme is intended to educate and raise awareness among pupils and school communities about addictive behaviours.
New legislation to target illegal advertising
The National Betting Authority is also preparing to launch a public consultation on new legislation designed to strengthen the protection of minors and introduce stricter rules covering the advertising of illegal betting services.
Trisokkas said the authority could currently block access to illegal websites, but the proposed legislation would allow it to address how illegal services are promoted to the public.
The authority would be able to request measures limiting the visibility of illegal content appearing on social media platforms, mobile applications and search engine results.
A practical guide will also be published to help users adjust platform settings, reduce their exposure to gambling advertisements and create a safer digital environment.
Online betting dominates the market
Trisokkas said eight out of 10 gamblers in Cyprus now place bets online.
He added that the betting market recorded an 8% increase last year, with positive results also expected for the first quarter of 2026 compared with the same period in 2025.
Further growth is anticipated during the second and third quarters due to the World Cup, with the authority expecting the year to close with an overall increase.
Source: CNA
