New research from Deakin University found 525 women aged 18 to 40 had been exposed to betting promotions online often framed as fun and harmless through influencers, athlete partnerships and novelty bets.

High-profile figures including Kendall Jenner and gymnast Livvy Dunne have featured in gambling promotions for Fanatics Sportsbook contributing to the normalisation of gambling.

Curtin University lead of LEx Mental Health research group Professor Warren Mansell says this is driven by psychological mechanisms such as random reinforcement.

“Social media and gambling platforms use similar strategies as casinos to entice people to maintain engagement,” he says.

“Having a win every so often makes people feel in control, while losses are framed as near misses, so they try again.”

Gambling Help WA team leader Phoebe Smith says there has been a noticeable increase in gambling advertising across Instagram, TikTok and even dating apps.

“It’s interesting because the ads are targeting people that are single, alone and at a higher risk”

Phoebe Smith

Ms Smith says many young women placing novelty bets on reality TV or Australian race day events don’t see their betting as a problem because it seems harmless.  

She says events like Triple J Hottest 100 have also become social betting occasions where friends gather and place bets.

Ms Smith says gambling has become normalised among young women.

“Women aren’t seeking help and instead experiencing isolation. If it does become a problem, it’s kept a secret,” she says.

Professor Mansell says social media advertising often fails to highlight these risks and instead focuses on entertainment.

He says self-awareness is critical to navigating gambling perceptions.

“It’s a skill to step back, take breaks and ask whether what you’re getting outweighs what you’re risking”, he says.

If you or someone you know is impacted by gambling, contact Gamble Aware at 1800 858 858.