An online study of 525 women aged 18 to 40 in Victoria found that contemporary Australian gambling marketing strategies are reshaping women's attitudes towards gambling. The survey revealed that 79% of respondents had gambled in the past 12 months, with 76% residing in the Melbourne metropolitan area and an average age of 31. Researchers noted that gambling companies are packaging gambling as "normal" and "socially acceptable" female pastimes through social media influencers, entertainment event-related betting, and women's sports sponsorships. In plain terms, gambling companies are "whitewashing" their image with influencers and charity events while quietly integrating gambling into women's daily lives.
Three major findings: normalization, inducement to participate, and reduced risk perception
Open-ended responses from participants revealed three main themes: gambling has been normalized, participation is highly encouraged, and players' perception of risks has decreased. Some women stated that social media influencers are "relatable" and "aspirational," making their involvement in gambling promotions appear "glamorous." Packaging betting as "fun," low-stakes, or linked to charity obscures potential harms. One participant bluntly stated: "This makes addictive behavior seem harmless." Another commented that these promotions "make gambling seem like nothing, even turning it into an easy joke." Many women believe that these marketing strategies aim to attract new players, especially by aligning gambling products with young women's social interests and lifestyles, creating a "fear of missing out."
"Facade": Charity activities seen as "reputation management"
Researchers pointed out that female gamblers are skeptical about gambling companies' corporate social responsibility initiatives targeted at women. For example, linking promotions with International Women's Day or Breast Cancer Awareness Month is often seen as "strategic reputation management" rather than genuine social engagement. Despite recognizing these as means of "building reputation," some women admit that this may inadvertently enhance their trust in gambling brands, thereby increasing their vulnerability to marketing. Researchers compare this phenomenon to historical strategies in the tobacco and alcohol industries—enhancing brand reputation through corporate social responsibility and sponsorships to delay regulatory intervention.
Regulatory recommendations: Extend to influencer collaborations and indirect promotions
Researchers call for strengthened regulatory measures, extending restrictions from overt gambling advertisements to more covert marketing forms, including influencer collaborations, novel betting markets linked to popular culture, and corporate social responsibility activities as indirect promotions. They also suggest conducting targeted public education campaigns to help women critically assess gambling promotions and better understand associated risks. This study echoes international trends in places like Greece and Germany, where regulatory bodies are intensifying restrictions on digital advertising and promotional content to address the impact of gambling normalization on vulnerable populations. Want to know the latest on global gambling marketing regulations? PASA official website keeps you updated.
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