Gambling is being promoted through social media and lifestyle marketing as fun, social and “harmless” for women, in a shift researchers warn is normalizing betting and obscuring the risks.
A new study of more than 500 women aged 18 to 40 in Victoria found that “novel” gambling promotions, such as influencer friendships and links to women’s sport, are changing the way women bet.
Participants told Deakin University researchers that marketing gambling is fun, social and matches their identity, while reducing the risk of harm.
Many said they believed gambling made women feel more socially acceptable and mainstream.
“They make it look harmless,” said one participant.
Innovation in gambling bet ‘quick slice’
Researchers have found that companies create images in women that may not engage in gambling by creating “new bets” that feel more accessible or fun.
A 33-year-old woman in the study described it as a “stabbing rash”.
“They start out small, fun and something to suit your interests, but before you know it, you’re betting on things you never thought you’d be paying attention to.”
she said
“It’s dangerous.”
Researchers said social media sites popular with young women, such as Instagram and TikTok, were “increasingly used” by gambling companies to promote their products.
“TikTok promotions from Australian gambling companies feature young women, including former athletes and influencers, and focus on a range of betting events that may have additional appeal to women.”
“These include markets that align with women’s interests such as spring racing carnivals, reality television programs, international events, and award shows.”
The report cited Victorian prevalence figures which found that one in two women now gambled annually and one in three gambled monthly.
Expert warns other groups will ‘gravitate to harm’
Deakin University public health and gambling expert Professor Samantha Thomas shared the report and said it showed why partial advertising restrictions “don’t work”.
“Gambling promotion has now expanded from traditional advertising to influencer content, public relations campaigns, and partnerships with women’s sports,” she said.
Professor Thomas said while regulations were “still standing” the industry was rapidly targeting new audiences.
“Without decisive action by the government, other groups will suffer,” she said.
“Our research shows that gambling companies are no longer just targeting the traditional male audience – they are actively changing gambling to appeal to women.”
She said the young women in the study described how effective marketing, social media promotion and connections to women’s sports made gambling feel “normal, relevant and even empowering”.
1,000 days from gambling loss report
Federal MPs and senators in the Parliamentary Peers’ Gambling Harm Reduction Group are being briefed on the inquiry this week when they will also mark 1,000 days since the Albanian government submitted an inquiry report into the harm caused by online gambling in Australia.
The inquiry, chaired by late Labor MP Peta Murphy, found that gambling harm and harm was driven by aggressive advertising and digital products, and recommended a phased ban on online gambling advertising, among other regulations.
Independent MP Kate Cheney says the lack of focus on gambling reform has been disappointing. ((ABC News: Ken Burke)
Labor has yet to formally respond to the report, with Curtin independent MP Kate Chaney describing the inaction as “deeply disappointing”.
“Whenever the Prime Minister is asked why the government has not acted on the Murphy report, he sidesteps the question by talking about BeatStop, which arose out of the Coalition’s review, and puts the onus of harm reduction squarely on the individual.” she said
Ms Cheney has drafted a private member’s bill to end online gambling advertising, which she plans to introduce to the House of Representatives next Monday.
This will include measures to phase out additional full bans for online gambling services within three years, including free-to-air television, streaming services, social media and surrounding sports arenas.
There is ‘no excuse’ for inactivity
Liberal Coke MP Simon Kennedy said Australia lost more per person to gambling than anywhere else in the world – at least $32 billion a year – and “reform is still sitting on the shelf”.
“It’s not a difficult problem now,” he said.
“It worked. The recommendations were clear.
“The only thing missing is the prime minister’s political tack.”
ACT Independent Senator David Pocock said the government should be “ashamed” of the “enormous harm” Australians are doing by its lack of action on gambling advertising.
“The fact that gambling companies are now targeting women like they targeted big tobacco back in the day is worrying and if the government had taken action, it wouldn’t have happened,” he said.
“There is no excuse for ongoing incompetence.”
Kay Cantwell, who is the chief executive of Responsible Wagering Australia for the gambling industry, said there were already “robust requirements” for licensed operators regarding standards for “responsible messaging, advertising and marketing that may be offered”.
“The most concerning behavior, including fraudulent promotions, misleading advertising and excessive sign-up bonuses, occurs in an unregulated illegal market, where there are no regulations, no consumer protections, no taxes or fees, and no integrity or oversight,” he said.
“We have seen trusted athletes such as Alyssa Healy and Elise Perry being used as the face of illegal gambling brands without their consent to make these sites look legitimate and appeal to Australian customers, so if we are serious about reducing harm, enforcement must focus on these operators targeting Australians.
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