Australia is grappling with a critical and overlooked problem: the overwhelming influence of sports betting advertisements. Sports betting is deeply woven into the quintessential Australian social framework, and is often mistaken as a byproduct of cultural norms that are harmless or considered traditional. However, the impact on Australian youth is particularly concerning, as they are increasingly becoming desensitised to the risks of online gambling. Having worked alongside Gambler's Help I have been privy to the ripple effect these ads have on not just those addicted to gambling but also the community of family and friends effected by it. A simple television or radio advertisement has more impact than is acknowledged.

The extent of the exposure to gambling advertisements is staggering. Recent studies indicate that, between 2022 and 2023,

over 1 million gambling ads were broadcast

on free-to-air television and radio stations. Another study showed that approximately 900 gambling ads are aired on average every day on television alone.

The ramifications of this issue are stark, families gathered around the television or in the car with the radio on are constantly fed gambling propaganda. It has become normal to hear about gambling and it to be a part of everyday life.

These ads promote a deceptive narrative of infallible success in gambling, portraying it as a no-lose proposition. This misleading advertising ignores the reality of sports betting involving significant risk, a fact only briefly acknowledges the obligatory messages about seeking help and gambling responsibly that conclude these ads.

Despite all of these alarming statistics, there has been no significant reforms to gambling advertising since 2018. It is imperative that we revisit and update these regulations to better protect all segments of the population from the risks associated with excessive gambling exposure.

However, the problem extends beyond mere exposure. According to a study by the New South Wales government, 53.7% of young individuals report being influenced to gamble by parents or guardians. Moreover, research from the Australian Gambling Research Centre indicates that 34% of respondents increased their betting after encountering wagering advertisements. The Australian Institute of Family Studies notes that over 70% of gamblers at risk are between the ages of 18 to 35, highlighting the demographic most vulnerable to these ads.

The urgency for regulatory reform is evident. We must collectively reintroduce responsibility into our media landscapes and protect future generations from the detrimental effects of gambling, an activity that can no longer be dismissed as a harmless pastime. The time for change is not just necessary; it is overdue.

Written by: Lisa Clausen from Gambler’s Help