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A substantial majority of young people in Cyprus frequently encounter gambling content on social media, driven largely by platform algorithms rather than personal choice, according to new research.
A study commissioned by the National Betting Authority reveals that 93 percent of residents aged 18 to 35 have been exposed to betting advertisements, influencer promotions, or related material online over the past year.
The data, collected by Insights Market Research/University of Nicosia (IMR/UNIC) in February and March 2026 from a nationwide sample of 1,000 individuals, shows that young people see this content an average of 4.45 times every month. Only 7 percent of those surveyed reported seeing no gambling material at all.
The digital footprint
Instagram ranks as the primary channel for this material. While 95 percent of the survey participants hold an Instagram account, 93 percent of those who noticed betting content saw it on that specific platform. Facebook and TikTok followed, with usage rates sitting at 82 percent and 68 percent respectively.
The types of media encountered vary across different formats. Paid advertisements are seen by 89 percent of young respondents, while 77 percent of participants notice promotional posts from influencers. Additionally, 41 percent reported seeing bonuses or free bets, and 36 percent saw friends posting about their financial winnings.
Crucially, the authors of the report stated that this visibility stems primarily from automated recommendation algorithms. Most users do not actively follow corporate betting accounts, nor do they immediately sign up for gambling websites after viewing these posts.
Time and money
Beyond mere exposure, the study indicates that online betting has integrated into the weekly routines of many young adults. Among the participants, 63 percent admitted to taking part in gambling activities during the previous 12 months. When asked about their motivation, 78 percent said they play to win money, while 65 percent participate for entertainment.
Social media plays a direct role for some users. Gambling because of social media platforms was described as a rare occurrence by 44 percent of participants, while 19 percent stated they gamble sometimes due to these networks.
On average, active gamblers spend €34.20 per month and dedicate 118.8 minutes per week to the habit. The breakdown of financial spending shows distinct tiers, with 65 percent of players spending between €10 and €50 per month. Another 18 percent allocate between €50.01 and €100, while 15 percent spend less than €10. Only 2 percent of players exceed €100 in monthly spending.
Gender differences are evident in both time and financial commitments. Men spend an average of €38.90 monthly and play for 131.5 minutes a week. In contrast, women average €28.00 in monthly spending and 101.9 minutes of weekly playtime.
Platform choices also correlate with spending habits. Users who list TikTok as their primary social network spend the most on gambling, averaging €36.20 a month. Instagram users follow at €33.90, while Facebook users spend an average of €30.10.
Policy changes and prevention
The high levels of digital engagement have drawn attention from health officials. Dr. Christos Minas, President of the Cyprus Addiction Channels Management Authority, warned during the presentation that young people spend far too long online, pointing out that overall internet habits are shifting toward problematic and pathological levels.
In response to the data, the regulatory authority is introducing several targeted initiatives. National Betting Authority President Panayiotis Trisokkas announced that the organization will meet with the Minister of Education, Sports, and Youth, Athena Michaelidou, to pitch the expansion of an interactive educational program called GAME BRAiN into all public secondary schools to teach pupils about addictive behaviors.
Furthermore, a new draft bill is heading to public consultation. The proposed legislation aims to give regulators sharper tools to protect underage individuals and crack down on illegal betting advertisements.
The regulatory body previously held the power to block access to illegal websites. With the new bill, authorities gain the ability to address the way these services are promoted to citizens. Under the updated framework, regulators will have the power to demand restrictions on illegal betting content appearing in search engine results, mobile applications, and social media feeds. The authority also plans to publish a practical guide to help members of the public use built-in platform settings to filter out gambling advertisements.
The regulatory push comes during a period of sustained growth for the local industry. Eight out of ten gamblers in Cyprus now place their bets online. The sector recorded an 8 percent increase in turnover last year, with positive growth continuing through the first quarter of 2026. Financial forecasts suggest the upcoming World Cup will drive further increases during the middle quarters of the year.
