Gambling is being promoted as fun, social and “harmless” for women through social media and lifestyle marketing, in a shift researchers warn is normalising betting and obscuring the risks.
A new study of more than 500 women aged 18 to 40 in Victoria found “novel” gambling promotions, like influencer partnerships and links to women’s sport, are reshaping how women perceived betting.
Participants told researchers from Deakin University the marketing positioned gambling as fun, social and aligned with their identities, while downplaying the risks of harm.
Many said they believed gambling felt more socially acceptable and mainstream for women.
“They make it seem harmless,” one participant said.
Novelty bets a gambling ‘slippery slope’
The researchers found companies were drawing in women who might not otherwise engage in gambling by creating “novelty bets” that felt more accessible or entertaining.
A 33-year-old woman in the study described this as a “slippery slope”.
“They start with something small, fun and aligned with your interests, but before you know it, you’re betting on things you never thought you’d care about,” she said.
“It’s dangerous.”
Researchers said social media sites popular with young women, like Instagram and TikTok, were “increasingly used” by gambling companies to promote their products.
“TikTok promotions from Australian gambling companies have featured young women, including ex-athletes and influencers and focused on a range of betting events that may have additional appeal to women,” the report said.
“These include markets that align with women’s interests such as the Spring Racing Carnival, reality television programs, global events, and award shows.”
The report highlighted prevalence data from Victoria that found about one in two women now gamble each year and about one in three do so monthly.
Expert warns more groups will be ‘drawn into harm’
Deakin University public health and gambling expert Professor Samantha Thomas co-authored the report and said it showed why partial advertising restrictions “won’t work”.
“Gambling promotions now extend far beyond traditional advertising into influencer content, public relations campaigns, and partnerships with women’s sport,” she said.
Gambling ad ban would pass parliament with conscience vote, Labor MP says
Professor Thomas said while research had “stood still” the industry had moved to rapidly target new audiences.
“Without decisive government action, more groups will continue to be drawn into harm,” she said.
“Our research shows that gambling companies are no longer just targeting traditional male audiences — they are actively reshaping gambling to appeal to women.”
She said young women in the study described how influencer marketing, social media promotions and links to women’s sport made gambling feel “normal, relevant and even empowering”.
1,000 days since gambling harm report
Federal MPs and senators in the Parliamentary Friends of Gambling Harm Minimisation group are due to be briefed on the research this week when they will also mark 1,000 days since the Albanese government was handed a report from an inquiry into the harm caused by online gambling in Australia.
That inquiry, led by the late Labor MP Peta Murphy, found gambling losses and harm were driven by aggressive advertising and digital products, and recommended a phased ban on online gambling ads among other regulation.
Independent MP Kate Chaney says the inaction on gambling reform was disappointing. (ABC News: Keane Bourke)
Labor is yet to formally respond to the report, with independent Curtin MP Kate Chaney describing the inaction as “deeply disappointing”.
“Every time the prime minister is asked why the government hasn’t acted on the Murphy report, he dodges the question by talking about BetStop, which originated from a Coalition review, and puts the responsibility of harm minimisation squarely on the individual,” she said.
Ms Chaney has drafted a private member’s bill to end online gambling advertising, which she plans to introduce to the House of Representatives next Monday.
It will include measures to phase in a complete ban on adds for online gambling services over three years, including free-to-air television, streaming services, social media, and around sporting fields.
‘No excuse’ for inaction
Liberal Cook MP Simon Kennedy said Australians lost more to gambling per person than anywhere else in the world — at least $32 billion a year — and “yet reform has been left sitting on a shelf”.
“This isn’t a complex problem anymore,” he said.
“The work was done. The recommendations were clear.
“The only thing missing is political ticker from the prime minister.”
Independent ACT senator David Pocock said the government should be “ashamed” of the “huge amount of harm” done to Australians due to a lack of action on gambling advertising.
“To see gambling companies now targeting women in the same way big tobacco did back in the day is troubling and wouldn’t have happened if the government had acted,” he said.
“There is no excuse for ongoing inaction.”