AU Gambling Targets Women via Influencers – Is the UK Next?

The latest research from Deakin University shows that Australian gambling operators use social media ads to attract women to real-money wagering. Aside from the growing female membership, the researchers noticed a shift in how women perceive this sort of entertainment. Influencers present gambling as a low-risk pastime and casual fun, hiding the risks behind. And this trend may extend to the UK market.

A Shift From Targeted Ads to Influencer Marketing

The study targeted women aged 18 to 40 in the state of Victoria. It revealed a shift in marketing strategies that led to a change in how females perceive gambling activity. In Australia, iGaming marketing switches from TV, posters, and newspapers to social media platforms such as Instagram and TikTok and sponsorship of women’s sports events.

Instead of targeted advertising on social media, operators involve influencers. These are former athletes, lifestyle creators, and bloggers who have already earned a big following and trust. And they use the reputation to promote gambling products to Australian women and make them seem safe.

Less attention is paid to responsible play. Gambling activity is promoted as a part of everyday life, not stressing the importance of its highly risky nature. As a result, around 50%-55% of females in Australia are involved in some form of online gambling.

Stats on Women’s Gambling in the UK

Great Britain doesn’t experience such a level of women’s engagement in gambling when compared to Australia. Nearly 45% of women in the UK gambled in 2025. According to the Young People and Gambling 2025 report, only 21% of females saw the gambling-related ads published by social media influencers.

The report also shows there were no substantial switches in marketing campaigns of UK operators. 56% of respondents confirmed seeing iGaming ads on social media, whereas 77% reported seeing offline ads.

The Hidden Harm of Novelty Bets

Australian researchers also stressed the high-risk nature of the so-called “novelty bets.” These aren’t tied to any sporting events and allow people to make predictions on TV Shows, politics, award ceremonies, and fashion shows, among others. Most of these events are “female-friendly.” In the UK, these are popular with the female audiences:

• Love Island
• The Oscars
• Eurovision Song Contest
• The BRIT Awards

A 2023 survey of the United Kingdom Gambling Commission (UKGC) flagged novelty bets as those that lead to problem gambling behaviour.

Currently, female participation in UK gambling is lower than in Australia. However, these trends may serve as a warning of influencer-driven marketing risk to British officials. We may expect to see new regulations on gambling advertising, like the X’s ban on organic partnerships.