Research found that influencer campaigns and lifestyle-focused marketing are reshaping how women perceive gambling.
Australia.- A new Australian study has raised concerns about gambling operators targeting women through novel promotional strategies. Researchers warn that campaigns are normalising betting and potentially expanding the demographic reach of the industry.
The research, conducted by academics from Deakin University and published in BMC Public Health, surveyed 525 women aged between 18 and 40 in Victoria. It found that modern gambling promotions are reshaping perceptions of betting by presenting it as a social, entertaining and culturally aligned activity.
According to the study, participants reported that marketing tactics such as influencer partnerships, links to women’s sports and lifestyle-focused messaging made gambling appear more socially acceptable and less risky. Many noted that these promotions positioned betting as fun, empowering and aligned with their personal identities while downplaying potential harms.
Researchers identified three key themes from the findings: the normalisation of gambling among women, increased participation driven by tailored marketing and concerns about heightened vulnerability to gambling-related harm. The study concluded that these strategies may encourage women who would not typically gamble to engage with betting products.
Research found that influencer campaigns and lifestyle-focused marketing are reshaping how women perceive gambling. Australia.- A new Australian study has raised concerns about gambling operators targeting women through novel promotional strategies. Researchers warn that campaigns are normalising betting and potentially expanding the demographic reach of the industry. The research, conducted by academics from Deakin University…
