Are Social Media and Memes Problematic for Online Gambling?

With high-speed internet connectivity and the availability of always-online devices like mobile phones and tablets, managing who accesses online gambling content is incredibly challenging. Researchers in the UK and Australia recommended drawing harsh lines to protect their respective youth from being influenced by casino-themed ads, memes, and other marketing material.

UK Scrutinises Casino-Themed Memes

The Advertising Standards Authority in the United Kingdom has raised concerns about the impact of gambling-based memes on the British youth.

While memes are popular with adults who spend a lot of time online, the ASA is concerned that casino memes featuring cute animals and entertainment properties, as seen in the examples below, will appeal to teens who are not yet old enough to gamble.

These memes do not promote a specific online casino or betting site or feature welcome bonuses and promotions; instead, they normalise the idea that gambling is "cool" or something that can be seen as a skill rather than a risk-based activity.

Raffaello Rossi, a lecturer at the University of Bristol, said:

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“Once [under 18s] begin following these brands on social media because of the entertaining content, they are also exposed to financial incentives, such as sign-up bonuses and promotions.”

The study claimed that under-18s were four times more likely to find memes appealing and would end up following social media accounts of sports betting and casino sites, exposing them to content they were not intended to see. The university listed some undesirable content they had recorded, including free bonus offers and inducements to register new customer accounts.

 Social Media Ban Headed for Australia

The UK is not the only country investigating the impact of social media and online marketing on its youth. The Australian government is deeply concerned by the amount of time younger users spend online, calling the effect of social media a “scourge.”

With platforms like Facebook, Instagram, and TikTok already limiting the age of their users to a minimum of 14 to 16, studies show that they still need to ensure that their base meets the intended age requirements. The government is considering banning those under 18 from using social media to resolve the issue.

While this will limit access to online gambling content, including casino memes, Samantha Schulz at the University of Adelaide, also encourages the government to look at the source of the content, not the recipients:

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“However, young people are not the problem and regulating youth misses the more urgent task of regulating irresponsible social media platforms. Social media is an unavoidable part of young people’s lives.”

There is an increasing understanding of the impact of digital media and how easily it is to access regardless of the viewer's age or location. Something as simple as a VPN, readily available for mobile or pc, will bypass any region locks or limits by providers or governments.

The reality of the digital age is that it will continue to push the boundaries we set. If a technological solution for these challenges is not found, we could soon see more governments adopt destructive measures to achieve their intended outcomes.