Australian women wary that marketing and CSR campaigns have ‘normalised’ gambling, says study
Australian women wary that marketing and CSR campaigns have ‘normalised’ gambling, says study
A survey of over 500 Victorian women has revealed how marketing strategies are reshaping gambling participation among female demographics, with researchers warning that promotional techniques are systematically downplaying risks while normalising betting behaviour.
The online study, conducted by academics from Deakin University and Curtin University between June and July 2024, surveyed 525 women aged 18 to 40. Of these, 79% reported gambling activity within the preceding twelve months. What emerges is a picture of an industry that has successfully repositioned itself within female social spheres through targeted campaigns framing wagering as entertainment rather than risk.
Three Pillars of Perception Shift
Participant responses crystallised around three core themes: normalisation of gambling within everyday life, aggressive encouragement of participation, and a marked reduction in perceived risk. These trends represent a real shift in how betting products are positioned within markets traditionally dominated by male participation.
The normalisation effect appears particularly pronounced where celebrity endorsements and influencer partnerships are deployed. Respondents characterised these figures as “relatable” and “desirable”, with their involvement lending gambling an aspirational quality that traditional advertising struggled to achieve. Novel betting markets tied to entertainment events and sponsorship arrangements within women’s sports further reinforced this mainstream positioning.
The CSR Credibility Problem
Most striking was the scepticism expressed towards corporate social responsibility initiatives. Promotional campaigns linked to International Women’s Day or breast cancer awareness were widely interpreted as strategic reputation management rather than genuine social investment. One participant noted the inherent contradiction: “I think there is a lot of harm in promoting gambling in this way for anyone. It makes an addictive activity appear harmless.”
Despite recognising these tactics as calculated brand-building exercises, respondents acknowledged that such campaigns might inadvertently increase trust in gambling operators. This potentially heightens vulnerability to marketing messages.
Social Media Amplification
The research paid particular attention to social media platforms popular among younger women, including Instagram and TikTok, where gambling promotions have proliferated. The framing of bets as “fun”, low-stakes activities or connections to charitable causes was identified as particularly effective in masking potential harms. Participants frequently used terms such as “encourage”, “attract”, and “tempt” when describing promotional impact. Some noted that normalisation created a “fear of missing out” effect.
Current participation data supports concerns about market expansion. Annual gambling participation among Victorian women now mirrors male rates at approximately 50%, with roughly one-third engaging monthly. Substantial market penetration, achieved over a relatively compressed timeframe.
International Regulatory Parallels
The Australian findings align with emerging patterns across multiple jurisdictions. Recent Greek regulatory interventions have focused on strengthening protections for younger audiences against digital advertising, while German research has linked high volumes of promotional content to increased risks among vulnerable players and intensified engagement patterns.
The study authors have called for enhanced regulatory frameworks extending beyond traditional advertising restrictions to cover influencer partnerships, novelty markets tied to popular culture, and CSR activities functioning as indirect promotions. They additionally recommend targeted public education campaigns designed to equip women with critical evaluation skills for assessing gambling promotions.
The research arrives as regulatory authorities worldwide grapple with balancing commercial interests against consumer protection imperatives in increasingly digital marketing landscapes. How jurisdictions respond to these findings may well shape the broader regulatory environment for years to come.
What the team thinks
Sheena McAllister says:
This Australian research should serve as a wake-up call for UK regulators who are similarly grappling with the normalisation question, particularly as we see gambling brands increasingly pivot their marketing spend towards female-focused content and community engagement campaigns. From a compliance perspective, the UKGC’s recent emphasis on socially responsible marketing takes on new significance when we consider how CSR initiatives themselves might inadvertently contribute to normalisation, something operators need to carefully balance in their licensing obligations. The challenge for our regulatory framework is distinguishing between legitimate brand building and the kind of pervasive messaging that transforms gambling from occasional entertainment into routine behaviour.