The National Lottery in Ireland is under scrutiny for its gambling practices and the distribution of funds to good causes. Sharon Byrne, chairperson of the Irish Bookmakers Association, highlighted a complaint from a customer who felt deprived of a betting opportunity that involved personal numbers. The National Lottery argues that this practice costs charities €81 million in potential revenue and is not allowed in most European Union countries. Critics, including researcher Frank Houghton, claim the Lottery's advertising normalizes gambling, especially among children, while only 28% of ticket sales go to good causes. The Lottery, run by Premier Lotteries Ireland (PLI), has generated nearly €7 billion for various organizations since its inception. In 2024, it reported total sales of almost €856 million, with €239 million allocated to good causes. However, the Lottery's marketing practices and the high percentage of unclaimed prizes, which fund advertising, raise concerns about transparency. The ongoing debate is set against the backdrop of new gambling regulations, which may further impact the dynamics between traditional bookmakers and the National Lottery.