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According to the survey, the problem arises when a user follows a single account related to betting. The platform’s recommendation system then starts showing other profiles in the same segment, including betting sites, influencers and specialised pages.

Among the 100 most recommended profiles are accounts that, together, have accumulated more than 6 million followers and 114,000 posts. There are three main types of profiles recommended by Instagram: operators, content creators and media specialising in the betting market.

The research also identified content that associates betting with investments and the possibility of income.

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When excluding all reported lottery activity, GGY increased to £13.2 billion, up 4.7% year-on-year.

Remote casino, betting, and bingo activity was the standout channel, generating £8.3 billion in GGY, a 6.9% year-on-year increase and accounting for approximately 63% of the non-lottery industry yield.

Online casino stood at £5.7 billion for the 12-month period, of which £4.8 billion was derived from slots. Remote betting came in at £2.4 billion, led by football (£1.2 billion) and horse racing (£769.3 million). Remote bingo GGY was at £147.8 million.

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The gaming giant left for greener pastures in the US, expecting to benefit from higher valuations in the most liquid equity market. But analysts have noted a similar downward trend in Flutter’s share price over time.

Down around 60% in a year, the risk is it becomes just another mid-tier consumer stock on a bigger exchange. “Deeper water doesn’t help if the current is moving somewhere else,” Corfai’s Ben Robinson recently said of Flutter’s stock price.

Nicole cut her teeth in local news rooms at home in Gibraltar, and helped to establish the peninsula’s first online-only broadcaster.