TLDR A Victoria-based study of 525 women aged 18-40 found gambling marketing has made betting seem normal and socially acceptable for women Female celebrities, influencers, and women’s sports sponsorships were identified as key tools driving female gambling participation Participants said promotions framing bets as “fun” or charity-linked masked the real risks of gambling harm Women were skeptical of corporate social responsibility campaigns by gambling companies, calling them “reputation-building” tactics Researchers called for tighter regulations covering influencer partnerships, novelty markets, and CSR activities used as indirect promotions
A new study from Australia has found that women feel modern gambling marketing has made betting seem like a normal part of everyday life. The research surveyed 525 women in Victoria aged 18 to 40.
The study was conducted online between June 14 and July 1, 2024. It was carried out by academics from Deakin University and Curtin University.
Most of the participants lived in metropolitan Melbourne. About 76% were city residents, and the average age was 31 years old.
The results showed high levels of gambling activity among the group. Around 79% of the women surveyed said they had gambled in the past 12 months.
Responses revealed three main themes. Women felt gambling had become normalised, participation was being pushed hard, and people had a reduced sense of risk.
How Influencers and Sports Sponsorships Are Changing the Game
Many women pointed to female celebrities and social media influencers as a driving force behind the shift. They said seeing these figures promote gambling made the activity seem glamorous and aspirational.
Promotions tied to entertainment events and women’s sports sponsorships also played a role. Participants said these tactics made betting feel like a natural extension of their social interests.
“Social media influencers were described as ‘relatable’ and ‘desirable’” the survey reported. Their