(AsiaGameHub) –   A recent online study of 525 Victorian women aged 18 to 40 has uncovered worrying trends in how modern gambling marketing in Australia is altering female attitudes towards betting.

The research underscored how current promotional and public relations efforts have increased women’s involvement in gambling while minimising its associated dangers.

This qualitative online survey took place in Victoria, Australia, from 14 June to 1 July 2024. The participants, mostly residents of metropolitan Melbourne (76%) with an average age of 31, reported high recent gambling engagement, with 79% having placed a bet in the previous year.

‘It makes an addictive activity appear harmless’

Answers to open-ended questions revealed three main themes: gambling had been normalised; participation was strongly promoted; and players perceived less risk.

Many women stated that modern marketing tactics have helped make gambling seem “normal” and socially acceptable for females. This is especially the case for campaigns using female celebrities or influencers, new betting options linked to entertainment, and sponsorships in women’s sports.

The survey reported that “Social media influencers were described as ‘relatable’ and ‘desirable’, and their involvement in gambling promotions was seen to make gambling seem glamorous and aspirational”.

Participants worried that framing bets as “fun”, low-stakes, or tied to charity often concealed potential harms. Portraying gambling as “harmless” risked encouraging progression towards riskier behaviours and eventual financial loss.

“I think there is a lot of harm in promoting gambling in this way for anyone,” said one respondent. “It makes an addictive activity appear harmless.”

“They make it seem harmless and can become a light joke,” said another participant.
A large number of respondents felt gambling promotions appeared crafted to draw in new customers.

This targeting was seen as particularly effective for younger women, by connecting betting products to their social lives and interests. Words like “encourage”, “attract”, and “tempt” were commonly used to describe this impact.

Furthermore, by linking products to their hobbies, some women said it caused gambling to “feel normal”. Some even suggested this normalisation could generate a “fear of missing out”.

‘Pink-washing’ has its impact

The study, conducted by researchers from Deakin University and Curtin University, pointed to player scepticism about gambling firms’ use of gender-focused corporate social responsibility (CSR) campaigns.

For instance, promotional ties to International Women’s Day or breast cancer awareness month were frequently viewed as strategic image management rather than authentic social contribution.

Even while recognising these tactics as reputation-building, some women admitted they could unintentionally build trust in gambling brands, potentially making them more susceptible to marketing.

A present-day study

When designing the survey, the academics concentrated on the growing influence of social media marketing on platforms favoured by younger women, such as Instagram and TikTok.

Australian data cited in the study indicated that annual gambling participation rates for women in Victoria are similar to men’s, with around 50% gambling yearly and about a third doing so monthly.

The authors noted similarities with sectors like alcohol and tobacco, where CSR and sponsorship have historically been used to burnish brand image and stall regulatory action.

These worries reflect wider international trends. In Greece, authorities have recently acted to bolster protections for younger people against growing online betting harms, with a specific emphasis on curbing exposure to digital ads and promotional material.

Likewise, recent German research connected a rise in gambling advertising to heightened risks for vulnerable players. The findings indicated that extensive promotional content helped normalise betting behaviour and deepen the involvement of at-risk individuals.

What comes next?

The researchers called for stronger regulatory steps, suggesting that limits should go beyond obvious gambling ads to include more subtle marketing forms. These encompassed influencer collaborations, novelty markets connected to popular culture, and CSR activities that act as indirect advertising.

They also urged targeted public awareness initiatives to help women assess gambling promotions more critically and gain a clearer understanding of the related risks.