Study Involving 525 Women Sparks New Discussion About Gambling Advertising

(AsiaGameHub) –   A recent Australian study has examined the influence of gambling marketing on the attitudes of women in Victoria. According to researchers, contemporary advertising, influencer material, sports affiliations, and brand initiatives are normalizing betting and downplaying its associated risks.

Good to Know

• The study involved 525 women in Victoria aged 18 to 40.
• 79% said they had gambled in the previous 12 months.
• Researchers said influencer campaigns, women sports sponsorships, and cause-linked promotions were key concerns.

Academics from Deakin University and Curtin University reported that many participants perceived gambling as more socially acceptable due to current marketing strategies. The research highlighted indirect methods, such as collaborations with influencers, novelty betting markets related to entertainment, and promotions associated with women’s sports or charitable causes, rather than just overt advertisements.

Three main themes emerged from the feedback: gambling appeared more normalized, women felt increasingly encouraged to participate, and the risks seemed minimized. Some respondents stated that betting promotions are crafted to “encourage,” “attract,” and “tempt” new customers, particularly younger women whose lifestyles are intertwined with platforms like Instagram and TikTok.

Conducted online between June 14 and July 1, 2024, the survey targeted women aged 18 to 40 in Victoria. The majority (76%) resided in metropolitan Melbourne, and the average age was 31. The study found that 79% of participants had engaged in gambling within the past year.

Strong criticism was directed at the tone and framing of the advertisements. Women reported that promotions often present betting as a casual, social, or safe activity. One participant remarked: “I think there is a lot of harm in promoting gambling in this way for anyone.” She added: “It makes an addictive activity appear harmless.”

Another participant noted: “They make it seem harmless and can become a light joke.”

The study identified influencer marketing as a significant factor in this perception. The survey reported: “Social media influencers were described as ‘relatable’ and ‘desirable’, and their involvement in gambling promotions was seen to make gambling seem glamorous and aspirational.”

Researchers also emphasized a strategy perceived by respondents as gender-targeted reputation management by betting firms. Initiatives linked to International Women’s Day or breast cancer awareness month were frequently met with skepticism. Nonetheless, some women conceded that such campaigns could foster trust in gambling brands, potentially enhancing the impact of their marketing.

A sense of FOMO (fear of missing out) was also evident. Some participants expressed that when betting is integrated into entertainment, sports, and social media, it begins to feel like a standard aspect of contemporary living. In this environment, gambling can appear less hazardous and more like an expected social activity.

The paper contextualized these findings within the broader Australian landscape, citing data that indicates annual gambling participation rates among Victorian women are nearly equal to those of men, with approximately half gambling yearly and one-third doing so monthly.

The researchers contended that current regulations might be insufficient, as the primary influence now stems from indirect promotion instead of direct advertising. They advocated for stricter controls on influencer agreements, novelty markets connected to popular culture, and corporate social responsibility projects that also function as brand marketing.

The authors also supported targeted public education campaigns designed to help women identify these marketing tactics and better evaluate the risks of gambling.

At iGaming.org, we advise caution in attributing significant policy weight to a study of this nature. The sample size of 525 is relatively small, the methodology is subjective, and the findings are largely based on qualitative attitudes rather than quantifiable behavioral data. It is also reasonable to question the exclusive focus on women and whether this approach lends the study an authority that the core data may not entirely justify.