Australian study warns gambling ads target women audiences
A new study from Deakin University in Australia has found that gambling companies are increasingly tailoring their marketing to women, raising concerns among public health specialists about the normalisation of gambling and potential harms.
Published in BMC Public Health, the study examines how younger women view contemporary gambling promotions and how these strategies may shape their attitudes and behaviours. It focused on women aged 18 to 40 in the Australian state of Victoria and assessed the impact of advertising delivered mainly through digital platforms and social media.
Influencers and social media reshape perceptions
The findings are based on an online qualitative survey of 525 women aged between 18 and 40. Participants were asked about their exposure to gambling promotions appearing in social media posts from gambling companies, including the use of celebrities, influencers and betting products linked to events of interest to women.
The Deakin University research team found that gambling marketing now extends beyond traditional advertising, with social media platforms popular among younger women playing a central role in promotional activity.
Participants reported that these approaches contribute to a shift in attitudes, with many perceiving gambling as more socially acceptable for women than in the past. Promotions that aligned with women’s interests were described as making gambling feel normal and appealing.
The study identified three key themes, the first being that novel promotional strategies contribute to the increasing normalisation of gambling among women. Participants frequently used terms such as “normal” or “normalise” when describing the impact of these campaigns.
Female celebrities and influencers were identified as powerful marketing tools, as they were viewed as both relatable and aspirational. Some respondents said their endorsement could influence women’s willingness to participate in gambling.
Novelty bets broaden entry points
Researchers also highlighted the growing prominence of novelty betting markets, which are linked to non-sporting events such as reality television programmes, entertainment awards and other cultural activities.
Participants said these bets can feel more accessible because they relate to familiar topics, allowing individuals to gamble on events they feel knowledgeable about. Some reported that this familiarity reduced intimidation compared with traditional sports betting.
According to the study, seemingly low-risk bets may entice women who would not normally gamble, with some respondents describing a gradual move towards more frequent participation.
These strategies were perceived as deliberately designed to attract new female audiences by aligning gambling with women’s interests, values and social contexts.
Corporate social responsibility initiatives scrutinised
Researchers examined the use of corporate social responsibility campaigns, including support for women’s sporting events and collaborations with health and awareness causes.
Although such initiatives can strengthen public perception of a brand, many participants expressed scepticism about their intentions. Some participants described them as marketing strategies intended to build trust and brand visibility rather than genuine efforts to support social issues.
Associating gambling brands with women’s causes was seen by some respondents as a way to present companies as socially responsible and caring, potentially increasing their appeal to female audiences.
Participation among women approaching parity
The study notes broader evidence that gambling participation among women is increasing. Data cited in the research indicate that in Victoria, participation rates among women are now similar to those of men, with approximately half of women gambling at least once a year and about one-third doing so monthly.
Researchers link this trend to the expansion of online gambling platforms, which offer greater accessibility and exposure to marketing.
Comparable developments have been observed elsewhere in Australia. Research from the University of Queensland suggests that sports betting is no longer as heavily male-dominated as it once was.
Concerns over risk perception and harm
Participants raised concerns about how these promotional strategies may influence perceptions of risk. Presenting gambling as fun, light-hearted or socially beneficial was seen as potentially leading women to underestimate the possibility of financial or psychological harm.
Novelty betting markets were described as particularly problematic because their framing as entertainment could obscure the potential consequences of gambling. Some respondents warned that these products might draw in individuals who would not otherwise gamble.
The study identified younger people as a particularly at-risk group, especially those exposed to gambling promotions featuring celebrities or influencers.
According to the study, portraying betting as fun or harmless may increase women’s exposure to harm by obscuring the risks associated with gambling.
Calls for stronger oversight
The authors argue that regulatory approaches have not kept pace with the evolution of gambling promotion, which now includes influencer partnerships, sponsorships and indirect messaging on digital platforms.
The study urges policymakers for enhanced public health strategies, including greater oversight of gender-targeted promotions and education to help women recognise potential risks.
According to the study, addressing these issues requires policies that cover not only traditional advertising but also subtler promotional tactics embedded in social media and popular culture.
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