A recent online study involving 525 women based in Victoria aged 18 to 40, has identified concerning trends in how modern Australian gambling marketing strategies are reshaping attitudes towards betting among women.
The research highlighted how contemporary promotions and public relations activities had encouraged greater female participation in gambling, while downplaying its associated risks.
The qualitative online survey was conducted between 14 June and 1 July 2024 in Victoria, Australia. Participants, predominantly metropolitan Melbourne residents (76%) with an average age of 31 years, reported relatively high recent engagement with gambling, with 79% having gambled in the preceding 12 months.
‘It makes an addictive activity appear harmless’
Responses to open-ended survey questions revealed three overarching themes: gambling had become normalised; participation was highly encouraged; and players had developed a reduced perception of risk.
Many women reported that current marketing strategies had contributed to making gambling appear “normal” and socially acceptable for women. This is particularly true with those featuring female celebrities or influencers, novel betting markets linked to entertainment events and sponsorships within women’s sports.
“Social media influencers were described as ‘relatable’ and ‘desirable’, and their involvement in gambling promotions was seen to make gambling seem glamorous and aspirational” reported the survey.
Participants expressed concern that positioning bets as “fun”, low‑stakes, or connected to charitable causes tended to mask potential harms. Communicating gambling as “harmless” risked fostering pathways towards riskier behaviours and subsequent financial harm.
“I think there is a lot of harm in promoting gambling in this way for anyone” said one participant. “It makes an addictive activity appear harmless.”
“They make it seem harmless and can become a light joke,” said another participant.
A significant portion of respondents noted that gambling promotions seemed designed to attract new bettors.
This was especially true of younger women, by aligning betting products with their social interests and lifestyles. Participants frequently used words such as “encourage”, “attract”, and “tempt” to describe this effect.
Additionally, by aligning products with their interests, some women said it made gambling “feel normal”. Some even went as far to say that by normalising it, it would create a “fear of missing out”.
‘Pink-washing’ has its impact
The study, carried out by academics from Deakin University and Curtin University, highlighted scepticism among players regarding the use of gender‑focused corporate social responsibility (CSR) initiatives by gambling companies.
For example, promotional links to International Women’s Day or breast cancer awareness month were often seen as strategic reputation management rather than genuine social investment.
Despite recognising these tactics as reputation-building, some women acknowledged they might inadvertently increase trust in gambling brands. This could further increase their vulnerability to marketing.
A present-day study
In developing the survey, researchers focused on the expanding footprint of social media marketing on platforms popular among younger women, including Instagram and TikTok.
Australian data referenced in the paper showed that yearly gambling participation among women in Victoria mirrored that of men, with approximately 50% engaging annually and about a third gambling monthly.
Authors drew parallels with industries like alcohol and tobacco, where CSR and sponsorship have been historically employed to enhance brand reputation and delay regulatory intervention.
These concerns mirror broader international developments. In Greece, regulators have recently moved to strengthen protections for younger audiences amid rising online betting harms. This had a particular focus on limiting exposure to digital advertising and promotional content.
Similarly, recent research in Germany linked a surge in gambling advertising to increased risks for vulnerable players. Findings suggested that high volumes of promotional content contributed to normalising betting behaviour and intensifying engagement among at-risk individuals.
What comes next?
The authors advocated for enhanced regulatory measures, recommending that restrictions extended beyond overt gambling advertising to encompass subtler marketing forms. These included influencer partnerships, novelty markets tied to pop culture and CSR activities functioning as indirect promotions.
Additionally, they called for targeted public education campaigns to empower women to critically evaluate gambling promotions and understand the associated risks more clearly.
Original article: https://igamingbusiness.com/sustainable-gambling/responsible-gambling/australian-women-gambling-marketing-normalising-minimising-risks/
