TLDR
- A Victoria-based study of 525 women aged 18-40 found gambling marketing has made betting seem normal and socially acceptable for women
- Female celebrities, influencers, and women’s sports sponsorships were identified as key tools driving female gambling participation
- Participants said promotions framing bets as “fun” or charity-linked masked the real risks of gambling harm
- Women were skeptical of corporate social responsibility campaigns by gambling companies, calling them “reputation-building” tactics
- Researchers called for tighter regulations covering influencer partnerships, novelty markets, and CSR activities used as indirect promotions
A new study from Australia has found that women feel modern gambling marketing has made betting seem like a normal part of everyday life. The research surveyed 525 women in Victoria aged 18 to 40.
The study was conducted online between June 14 and July 1, 2024. It was carried out by academics from Deakin University and Curtin University.
Most of the participants lived in metropolitan Melbourne. About 76% were city residents, and the average age was 31 years old.
The results showed high levels of gambling activity among the group. Around 79% of the women surveyed said they had gambled in the past 12 months.
Responses revealed three main themes. Women felt gambling had become normalised, participation was being pushed hard, and people had a reduced sense of risk.
How Influencers and Sports Sponsorships Are Changing the Game
Many women pointed to female celebrities and social media influencers as a driving force behind the shift. They said seeing these figures promote gambling made the activity seem glamorous and aspirational.
Promotions tied to entertainment events and women’s sports sponsorships also played a role. Participants said these tactics made betting feel like a natural extension of their social interests.
“Social media influencers were described as ‘relatable’ and ‘desirable'” the survey reported. Their involvement made gambling appear more attractive to younger women in particular.
Women said that framing bets as “fun” or low-stakes hid the real dangers. One participant said the marketing “makes an addictive activity appear harmless.”
Another participant echoed the concern. “They make it seem harmless and can become a light joke,” she said.
Many respondents felt these campaigns were designed to pull in new bettors. They used words like “encourage,” “attract,” and “tempt” to describe the effect.
Some women said the constant exposure created a “fear of missing out.” By making gambling feel like something everyone does, the marketing pushed them closer to participation.
Women Question Charity Tie-Ins by Gambling Companies
The study also found women were skeptical about corporate social responsibility campaigns run by gambling operators. Promotional links to events like International Women’s Day or breast cancer awareness month were seen as strategic moves rather than genuine efforts.
Despite recognising these tactics, some women admitted the campaigns could still build trust in gambling brands. This created a cycle where awareness of the strategy did not fully protect against its influence.
Australian data referenced in the study showed that gambling participation rates among women in Victoria were close to those of men. About 50% of women gambled each year and roughly a third did so monthly.
The researchers drew comparisons to the alcohol and tobacco industries. In those sectors, sponsorship and charity campaigns have been used to boost brand image and slow down regulation.
Similar patterns have been identified overseas. In Germany, research linked a rise in gambling advertising to increased risks for vulnerable players. In Greece, regulators recently moved to limit digital advertising aimed at younger audiences.
The study’s authors called for stronger rules that go beyond traditional advertising restrictions. They recommended regulations covering influencer partnerships, novelty betting markets tied to pop culture, and CSR activities that function as indirect promotions.
The researchers also called for public education campaigns aimed at helping women critically evaluate gambling promotions and understand the associated risks.
