Doctors Warn of "Shocking" Social Media Campaigns Promoting Gambling

Strategic Insights -

A report commissioned by the Victorian government revealed that the social cost of gambling in the state had doubled from $7bn in 2014-15 to $14bn in 2022-23, despite fewer people gambling. The Australian Medical Association is urging politicians and social media companies to restrict content that glamorises poker machines, as a new trend on social media platforms like Instagram sees influencers promoting the use of poker machines to their followers.

These videos, which include influencers inserting hundreds of dollars into poker machines and telling viewers they will continue to do so until a certain amount of people follow them, are worrying public health campaigners who fear they may be introducing a younger generation to poker machines and undermining messages designed to limit gambling-related harm.

Key Takeaways:

  • The social cost of gambling in Victoria has doubled from $7bn in 2014-15 to $14bn in 2022-23, despite fewer people gambling.
  • The Australian Medical Association is urging politicians and social media companies to restrict content that glamorises poker machines.
  • Influencers on Instagram are promoting the use of poker machines, often including videos of themselves inserting hundreds of dollars into machines and telling viewers they will continue to do so until a certain amount of people follow them.
  • These videos are targeted at young people and are considered to be "shocking" by public health campaigners.
  • The videos do not contain responsible gambling messages, despite being required in broadcast ads, social media, and podcasts.
  • Instagram's owner, Meta, has strict rules for the promotion of gambling but has not removed the content, stating that it will "remove any content that does not comply with our standards as soon as we become aware" of it.
  • Dr Mark Johnson, a senior lecturer at the University of Sydney, has said that the emergence of influencers focused on poker machines is an "incredibly new phenomenon" with little research available on the subject.
  • The videos are not considered to be ads for gambling, despite promoting the use of poker machines, as they do not appear to have been published in partnership with any gambling company or venue.
  • Influencers are promoting offshore gambling companies, which is banned from targeting Australians consumers, and are at risk of fines of up to $59,400 for "promoting or publicising illegal online gambling services".

Statistics:

  • The social cost of gambling in Victoria increased from $7bn in 2014-15 to $14bn in 2022-23.
  • Despite fewer people gambling, the social cost of gambling has doubled in the past eight years.
  • $7bn to $14bn increase in social cost of gambling in Victoria from 2014-15 to 2022-23.
  • 1800 858 858: Gambling Help Online
  • 1800 007 007: National Debt Helpline
  • 020 7381 7722: NHS National Problem Gambling Clinic
  • 0808 8020 133: GamCare
  • 800-GAMBLER (1-800-426-2537): National Council on Problem Gambling (US)

Sources:

  • Victorian government report
  • Australian Medical Association
  • Guardian Australia
  • Meta spokesperson
  • Australian Influencer Marketing Council
  • Dr Mark Johnson, University of Sydney
  • Instagram
  • NHS National Problem Gambling Clinic
  • GamCare
  • National Council on Problem Gambling