Australian social media users will see more sports gambling ads after TikTok quietly expanded a controversial trial of wagering partnerships despite widespread criticism.
The decision to increase ads could undermine any federal government action to restrict broadcast promotions, with researchers warning that gambling companies are one step ahead of regulators and are targeting new demographics.
Late last year TikTok was criticised by public health experts for shifting away from its anti-gambling stance and allowing Australia’s biggest online wagering company, Sportsbet, to advertise its products on the platform.
Marketing experts accused Sportsbet of using the trial to target young women with advertising designed to diversify its predominately male client base. The company partnered with social media influencers to create content that was not always immediately identifiable as a gambling ad.
That trial has now been expanded to include two other companies – Neds and Dabble. Neds is encouraging TikTok users to download its gambling app, while Dabble is creating content with the former AFL star Dane Swan to boost its profile.
In one video, Swan, who has an established social media following, introduced himself and said it was first day working with Dabble, before reading a series of jokes prepared for him.
“Advertisements are targeted at those aged 21 years and over, there is a frequency cap at which the ads are shown, and there is an opt out feature for those who do not wish to see the ads,” a TikTok spokesperson said.
“We are also continuing to monitor the ads to ensure that all users have a safe experience.”
Simone McCarthy, a research fellow at Deakin University focusing on gambling, said TikTok was valuable to gambling companies as it allowed them to reach new, younger audiences.
“This just shows that sports betting companies are always one step ahead,” McCarthy said. “It’s quite narrow to just look at the impact of gambling ads with sports [coverage], as young people are predominately spending their time on social media.
“The sports betting companies have switched on and are moving to these platforms where governments are not looking.”
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Gambling content on TikTok contains the mandated slogans designed to reduce gambling harm, including “chances are you’re about to lose”. But McCarthy said these were less effective on TikTok.
“When you’re watching television, you’re forced to watch that message but on TikTok most users have already swiped to watch another video,” McCarthy said.
“This shows that the government has not really thought about how these messages will translate to social media.”
The Alliance for Gambling Reform has expressed concern about regulatory oversight of the trial, despite TikTok’s insistence it is strictly controlled. It is also worried the trial “opens the floodgates” to a demographic of Australians who have not always been exposed to gambling advertisements.
“The sponsored posts have been gender-targeted with young women being told they can now place bets on superficial things like BeReal times, Love Island and White Lotus season three,” an alliance spokesperson said.