A study of women in Victoria has found that many believe modern gambling marketing has made betting seem ordinary, encouraged participation and played down the risks, according to a report by iGaming Business.
What the study did
The research was a qualitative online survey of 525 women in Victoria aged 18 to 40. It ran between 14 June and 1 July 2024. Most participants (76%) lived in metropolitan Melbourne, and the average age was 31. Some 79% said they had gambled in the preceding 12 months.
That is well above the Australian data referenced in the paper, which showed that yearly gambling participation among women in Victoria mirrors that of men, at about 50% annually, with about a third gambling monthly. The source does not explain how participants were recruited. It also does not say which gambling products respondents had in mind.
The study was carried out by academics from Deakin University and Curtin University. Analysis of open-ended responses produced three themes: gambling had become normalised, participation was highly encouraged, and players had developed a reduced perception of risk.
Influencers, novelty markets and sponsorship
Many respondents said current marketing had helped make gambling appear normal and socially acceptable for women. They pointed in particular to promotions featuring female celebrities or influencers, novel betting markets linked to entertainment events, and sponsorships within women's sport.
Influencers were described as "relatable" and "desirable". Their involvement in promotions was seen as making gambling look glamorous and aspirational, the survey reported.
Participants also worried that presenting bets as "fun", low-stakes or tied to charitable causes masked potential harms. They said calling gambling "harmless" risked opening pathways to riskier behaviour and financial harm.
"It makes an addictive activity appear harmless." – a survey participant
Another participant said, "They make it seem harmless and can become a light joke." A significant portion of respondents felt promotions were designed to attract new bettors, especially younger women, by aligning products with their social interests and lifestyles. They often used words such as "encourage", "attract" and "tempt". Some said the normalisation could create a "fear of missing out".
Scepticism about corporate social responsibility
The study also found scepticism towards gender-focused corporate social responsibility (CSR) initiatives run by gambling companies. Links to International Women's Day or breast cancer awareness month were often seen as strategic reputation management rather than genuine social investment.
Some women acknowledged that, even while recognising these tactics, they might still increase trust in gambling brands. The report says this could make them more vulnerable to marketing.
The researchers focused on the growing reach of social media marketing on platforms popular with younger women, including Instagram and TikTok. They drew parallels with alcohol and tobacco, where CSR and sponsorship have historically been used to improve brand reputation and delay regulatory intervention.
Calls for wider restrictions
The authors recommended that restrictions extend beyond overt gambling advertising to cover subtler forms of marketing. They named influencer partnerships, novelty markets tied to pop culture, and CSR activities that work as indirect promotion. They also called for targeted public education campaigns to help women critically assess gambling promotions and understand the risks.
iGaming Business placed the findings alongside developments overseas. It said regulators in Greece have recently moved to strengthen protections for younger audiences, with a focus on limiting exposure to digital advertising and promotional content. It also cited recent German research linking a surge in gambling advertising to higher risks for vulnerable players. That research suggested heavy promotional volumes contributed to normalising betting and intensifying engagement among at-risk individuals.
The article does not say whether any Australian regulator or government has responded to the study. Online casino services remain prohibited in Australia under the Interactive Gambling Act 2001. The source does not specify which licensed or unlicensed products the respondents were discussing.