Gambling companies targeting women with 'novel' promotions, new research finds
New research reveals gambling companies are using social media and lifestyle marketing to target women with 'novel' promotions, normalizing betting and obscuring risks.Summary
A recent study from Deakin University found that gambling companies are increasingly targeting women through innovative marketing strategies, including influencer partnerships and promotions linked to women’s sports. These tactics position gambling as a fun, social activity aligned with women’s identities, while downplaying the potential for harm. Researchers discovered that companies are creating “novelty bets” to attract women who might not otherwise gamble, leading to a “slippery slope” where individuals bet on things they hadn’t previously considered. The report highlights the prevalence of gambling among women in Victoria, with nearly half gambling annually and a third doing so monthly. Experts warn that without decisive government action, more vulnerable groups will be drawn into gambling harm, especially as current regulations haven’t kept pace with the industry’s evolving tactics. The findings come as calls for gambling reform intensify, with a report on online gambling harm having been submitted to the Albanese government 1,000 days ago without a formal response.
(Source：ABC (Australian Broadcasting Corporation))