The COVID-19 crisis sees Aussies locked down and isolated from their normal daily routines.
We all know the hardships of home boredom and concern for what is next. But what may not be widely known is that online gambling in Australia has seen a 150 per cent spending increase between April and May 2020.
The online gambling market includes sports betting, virtual casino style games, and even weather forecast staking!
The combination of closures of casinos, pubs, and hotels, and the stay at home time increasing with work from home and unemployment situations, the popularity of online gambling is at a record high.
There is on average 374 gambling ads on Australian free-to-air television everyday.
There are a few issues to highlight the extent of this problem. The advertisements televised by TAB or Sportsbet are not direct communications, rather marketing to the general population. With ads featuring throughout daytime and evening television the exposure to children is highly concerning.
Also the early release of superannuation due to the pandemic has given punters excess funds to engage in gambling activities.
The question here is who is responsible for the safety of Aussies during this crisis?
The Spanish government in April 2020 implemented marketing restrictions to gambling providers, which involved total removal of gambling ads from Spanish broadcast for the duration of the pandemic.
Digital marketers also have a duty of care for ethical practise. Enticing vulnerable people during extreme circumstances raises great concern for the promotional and targeted material being published and its frequency.
We are aware of how powerful marketing can be, especially if targeted directly into the homes of Aussies on mobile devices.
Do we need the Australian government to legislate another aspect of our lives, or can we rely on digital marketer’s to think of our best interests in times of struggle?
The Digital Marketer's Apprentice 
Great post! It’s very concerning to see how how much the spending on gambling as increased over the past couple of months. And with lockdown being so heavily enforced, it’s become so easy for people to go online and gamble. The Spanish government has done the right by banning all gambling ads, so it’s worrying to see how our government is still allowing them, especially on day-time TV.
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Thank-you for your comment. I agree, I think we can reflect on other countries actions during these times to find new ways of improving solutions to problems such as gambling.
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I really liked reading this post and think it’s such an interesting topic. It’s fascinating to learn of how gambling ads are approached in other countries around the world and would definitely have to say that considering the magnitude of the problem that gambling is here in Australia – a level of regulation by the government would be wise.
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Thank-you for your feedback! Definitely! The gambling industry is highly regulated already, however in unprecedented times this may need to be revised.
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Great post! I never realised the amount of gambling ads premiering all over day-time TV. With unemployment increasing the Australian government should definitely regulate this!
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Thank-you Noelle for your comment. Definitely an area that could use some more insight.
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Wow, Emma! Great post, and you’ve incorporated stats really well – that 150% increase in online gambling spend shocked me! I think it’s so important to discuss the ethics surrounding these marketing activities because too often they’re simply swept aside. Like other commenters, I think government regulation is required in this area, although I’m not sure how willing the government might be in jumping on board, considering the economic contribution of gambling in Australia – I really hope they consider the long-term effects of this advertising though.
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Thank-you for your comment! I know I couldn’t believe it either! It is quite unsettling stats. Exactly, the long term effects are concerning here. I feel like marketing agencies also have a degree of accountability for corporate social responsibility.
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Nice read!! Definitely have noticed an increase in my friends gambling during lockdown(the only thing left to do i suppose !!) Definitely worth Australia looking into aspects of legislation to regulate gambling ads, however, do we really want all our enjoyment taken away from us?? just a thought
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Thank-you for your comment Anna! That is a great question. I believe before this area is further regulated, marketers and the community could have some degree of accountability in solving this issue.
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Great post!
It is hard to tell where the responsibility lies. If the marketer lies about unrealistic potential gain to be made, then it is unethical and the marketer needs to take responsibility. This is because they are using an addiction like gambling to make money for their own selfish gain.
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Thank-you for your comment! It is a very grey area. As I mentioned in another comment, I feel like before governmental regulation is enforced further, the community and brands have a degree of responsibility. This could be something gambling agencies could take into consideration for their corporate social responsibility.
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Already knew I was going to love this post from the title – such an interesting topic Emma! From a consumers perceptive it is pretty bad – though as a business, its a great opportunity – Until their is restrictive legislation I don’t think it will stop! Does the government receive tax or something from gambling ? Might make them hesitant to stop it, like with cigarettes! Loved reading this post 🙂
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Thank-you Maddy! I really appreciate your feedback! The government do impose restrictions on gambling advertising and the business’ would be paying a tax of some sort. I agree, from a marketing perspective it is a great opportunity. I just wonder the power marketers have as this is a grey area for ethics.
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Hey Emma, nice article. I think the legislation Spain introduced could be easily adapted to Australia and would be highly beneficial. I think that it is highly likely that this kind of advertising will be banned in the future not unlike cigarette advertising.
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Hi Amy, thankyou for your comment. Definitely, we could adopt some of the strategies Spain has used here. Exactly! That is also a very good example.
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I am a massive hypocrite in this topic, as I do not overly support the industry, but believe itd be a great one to work in as an advertiser. i think we have a real responsibility when it comes to gambling especially, being one of the highest per capita gambling nations in the entire world. If change comes, i imagine we will look at gambling reform much like we did many other harmful activities, the number of lives destroyed is untold.
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Thank-you Joshua for your comment. I agree, it is an interesting product to market. I feel like that industry relies on digital communications to generate traffic on their websites and apps. There is a real responsibility because this is a serious issue. I think there are a number of parties who have a stake; governmental bodies, NFP organisations, the gambling companies and the community. Thank-you for your insights!
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There should definitely be some sort of regulation, especially when it comes to targeting children. This post is so powerful and so imformative, I had no idea that there was such an increase in online gambling this year. Thank you for sharing!
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Thank-you Jennifer for your comment. I am so glad you found my post informative. I feel like this area, in particular during a global pandemic, heightens the concern. Especially for mental health and wellbeing.
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Such a good post! I think on one hand there should be some regulation to prevent negative impacts of this advertising It would be incredibly tough on these gambling corporations, but I think the negative repercussions of their marketing definitely need to be limited.
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Thank-you for your comment Alex! I appreciate your feedback. I agree, there is a level of responsibility that marketers have.
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