Influenced by idols
Research has found that children believe gambling is safe and normal when celebrities and influencers are paid to promote ads.
Children as young as 12 said if they saw celebrities in gambling ads on social media, they were more likely to consider the activity. A 12-year-old boy said: “Well, if my idol, my favorite YouTuber, Instagrammer, TikToker is gambling maybe I should give it a try.”
The study, funded by the Australian Research Council, heard from 64 children in New South Wales and Victoria, according to The Guardian.
prevent the next generation from gambling harm”
The researchers from Deakin, Wollongong, and Curtin universities believe the findings illustrate the need for stricter rules on gambling advertising to “prevent the next generation from gambling harm.”
Take them seriously
Many children featured in the study criticized celebrities and influencers involved in the gambling ads. A 13-year-old girl said they are only “thinking about the money” they will earn from the ad rather than the people watching them.
Another said the gambling ads were “tricking” people into taking part and that they could have the lifestyle the influencers and celebrities have if people gamble. One described the ads as being “deceptive and misleading.”
According to Professor Samantha Thomas from Deakin University, one of the study authors, the Australian government needs to listen to those involved in the findings. Thomas added that the study highlighted how effective celebrity gambling ads were to a younger audience.
only depicted the positives about gambling”
The Guardian cited Thomas as saying that the children believed the ads “only depicted the positives about gambling and weren’t showing the true harms that people could experience.”
Gambling companies worried about ad bans
The study comes at a time when Australia’s government is considering banning all online gambling ads.
In December, lobbyists met Australia’s Minister for Communications Michelle Rowland to discuss the issue. Those who met with Rowland included betting firms, media houses, and professional sports leagues. The Australian Football League (AFL) and the Australian Rugby League (ARL) were against the ban.
lead to “a catastrophic reduction in revenues across the Australian racing industry”
According to Greyhounds Australasia, a gambling ad ban would lead to “a catastrophic reduction in revenues across the Australian racing industry.”
Meanwhile, Greyhound Racing New South Wales stated a ban would prompt an approximate “33% reduction in racing and sport turnover from the two largest wagering service providers, Entain and Sportsbet.”